The ITB Americas Conference 2026 was held from 10 to 12 November at Expo Guadalajara, Mexico, featuring more than 90 speakers, ten keynote presentations, and over 40 sessions spanning two stages. The conference coincided with the inaugural ITB Americas event, serving as its knowledge hub for three days of industry dialogue and insights.
Key Participants and Keynote Presentations
Keynote speakers included Gloria Guevara, President and CEO of the World Travel & Tourism Council (WTTC), who opened the conference with an address on the state of tourism across the Americas. Josefina Rodríguez Zamora, Secretary of Tourism for the Government of Mexico, presented on Mexico’s tourism policy
as a regional model. Marcus Lee, CEO of China Travel Online, spoke about Chinese outbound tourism to the Americas and preparedness of destinations.
Additional prominent speakers came from Expedia Group, Accor, Tripadvisor, Netflix, Deloitte, GetYourGuide, and others. Sessions addressed technological impacts such as artificial intelligence on travel distribution and aviation, with contributions from The Data Appeal Company, Business Traveler, and WeatherPromise.
Thematic Tracks and Major Topics
The conference was organized into six thematic tracks: Future, Technology & Innovation; Marketing, Distribution & Growth; Destinations & Public Sector; Experiences, Hospitality & Value Creation; Mobility, Aviation & Connectivity; and Sustainability, Talent & Responsible Travel. These sessions examined industry
changes driven by AI, destination marketing, sustainability practices, mobility challenges including visa regulations, hospitality trends, and social responsibility.
Discussions explored topics such as AI’s role in agentic commerce, evolving traveler expectations including LGBTQ+ inclusive tourism, film content as a tourism marketing tool, emerging cruises market segment, and climate change effects on destinations. The overarching theme was “Travel Forward: Navigate What’s Next”, emphasizing adaptation amid transformational trends.
Pan-American and Global Industry Scope
The event incorporated a Pan-American scope, uniting tourism leaders from North, Central and South America, and the Caribbean, alongside participants from Europe, Asia, and Africa. Representatives from the State of Jalisco, El Salvador, Thailand,
Dominican Republic, United States, France, and other regions exchanged insights on destination diversification, responsible tourism, and market strategies.
Sessions addressed region-specific issues like inclusive LGBTQ+ tourism involving Jalisco and international partners, destination branding efforts from El Salvador and Thailand, and sustainable tourism approaches from the Colorado Tourism Office, PromPerú, and Mato Grosso do Sul Tourism Board.
Conference Format and Additional Features
All sessions were conducted in English with simultaneous Spanish translation to accommodate the diverse audience. The program included panels, fireside chats, interviews, a film screening, and an awards ceremony. Networking and strategic partnership opportunities were integrated alongside the trade show elements of ITB Americas.
Industry leaders, policymakers, and destination officials used the conference platform for business development and knowledge exchange. Media accreditation granted full complimentary access to the conference sessions.
Program Access and Preparation
The full ITB Americas Conference program and event platform were made available to registered attendees prior to the event, allowing participants to review session details and speakers. The platform also facilitated networking and scheduling business meetings ahead of the three-day event at Expo Guadalajara.
