ITB Americas 2026 opened on November 10 in Guadalajara, Mexico, with 300 exhibiting companies representing more than 60 countries and regions. The three-day event runs through November 12 and reached full capacity before its start, reflecting strong demand from international travel industry participants.
The event is organized by Messe Berlin Americas and serves as a business-to-business marketplace connecting travel markets across North, Central, and South America, as well as the Caribbean and beyond. The exhibition offers an international platform alongside a Hosted Buyer Program and a conference with over 100 speakers across 40 sessions.
Mexico is the Official Partner Country,
highlighting its role in international tourism. Guadalajara, an important cultural and business hub in Mexico, hosts the event, positioning the city as a key node for regional travel industry engagement.
Exhibition and Conference Features
The exhibition includes a broad representation of the travel value chain, featuring airlines, hotel groups, tour operators, destinations, and travel technology providers. The event’s conference program, themed “Travel Forward: Navigate What’s Next,” addresses topics including artificial intelligence, distribution models, destination marketing, sustainability, and evolving traveler expectations.
Support from industry organizations such as the Canadian Association of Tour Operators (CATO), the American Society of Travel Advisors (ASTA), and the Adventure Travel
Trade Association (ATTA) strengthen the Hosted Buyer Program. Over 40 countries are represented among buyers, with 80% from the Americas and 20% international, focusing mainly on leisure travel (75%), followed by MICE (15%) and corporate travel (10%). More than 95% of these buyers hold decision-making authority.
Global and Pan-American Participation
Destinations from across the Americas including Mexico, Brazil, Peru, the United States, Colombia, Costa Rica, the Dominican Republic, Cuba, and Nicaragua exhibit at the show. European countries such as Iceland, Norway, Denmark, and Slovenia are also present, along with representatives from Egypt, South Africa, Kenya, Uganda, Japan, Thailand, Vietnam, South Korea, China, and New
Zealand.
Airlines at the event include United Airlines, Air Canada, Volaris, and LATAM Airlines. Major hospitality groups participating are Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, and Grupo Presidente. Travel companies Price Travel, Miki Travel, and Mega Travel are among the exhibitors offering diverse industry perspectives.
Travel technology companies present include Amadeus, SiteMinder, and RoomPriceGenie, showcasing innovations relevant to distribution, payments, and digital customer experience.
Industry Outlook and Strategic Goals
The event underscores the Americas as a dynamic region with growing air connectivity and travel demand, emphasizing growth in markets such as Brazil (up 25%), Colombia (22%), and Mexico (15%). Insights shared by Olivier
Ponti of Amadeus at the opening press conference highlighted rising airline capacity and increased demand for Caribbean destinations.
Messe Berlin Americas, a Regional Member of the World Travel & Tourism Council (WTTC) and an Associate Member of UN Tourism, aims through ITB Americas to facilitate lasting business connections and cross-border partnerships in the region. The event’s leadership expressed ambitions to create a lasting marketplace that integrates the varied travel markets of the Americas and links them with the global industry.
Conference speakers include industry leaders from WTTC, Netflix, Expedia Group, and Amadeus. Key thematic focuses include leveraging technology to adapt
to shifting traveler expectations, promoting sustainability, and evolving destination marketing strategies.
The event positions itself as a crucial platform for business development, offering travel professionals access to new markets and partners through structured meetings and industry networking.
