The World Travel & Tourism Council (WTTC) took part in the inaugural ITB Americas held at Expo Guadalajara, Mexico, from November 10–12, 2026. The event was organized by Messe Berlin Americas, featuring 300 exhibitors from more than 60 countries along with qualified buyers from over 40 countries. WTTC President and CEO Gloria Guevara joined Mexico’s Tourism Secretary Josefina Rodríguez Zamora, Jalisco Governor Pablo Lemus, and other officials at the opening ceremony.
WTTC Keynote Presents Economic Data and Regional Tourism Stats
Gloria Guevara delivered the keynote address focusing on the state of tourism in the Americas. She reported that in 2025 the travel and tourism sector contributed $3.5 trillion to
the regional GDP, representing 8.6% of the economy and supporting 51.2 million jobs. WTTC forecasts for 2026 project tourism’s GDP contribution will rise to $3.54 trillion and employment will increase to 52.1 million jobs annually. Guevara also emphasized tourism’s role in generating nearly 10% of global GDP.
Tourism Spending, Air Connectivity, and Traveler Movements
WTTC data presented at the event indicated domestic visitor spending in the Americas is expected to grow 1.9% to $2.09 trillion in 2026. However, international visitor spending is forecast to decline by 2% that year. Mexico ranks as the fourth-largest global leisure tourism market, with $237.6 billion in spending. The Latin America and
Caribbean region currently has about 2,020 international airport-to-airport routes, compared with 9,530 in Western Europe. Only 63% of international passengers in this region fly direct to their destinations. In 2026, Americans are expected to take approximately 150 million outbound trips, with Mexico remaining the top international destination.
Challenges in Connectivity and Declining International Spending
Guevara highlighted limited air connectivity as a significant obstacle to tourism growth in Latin America and the Caribbean. The disparity between international routes in this region and Western Europe constrains travel options and market expansion. The forecasted 2% drop in international visitor spending further presents a challenge for regional tourism recovery amid strong
domestic travel demand. These structural issues restrict the sector’s ability to fully capitalize on rising travel interest.
WTTC’s Six Priorities and ITB Americas Strategic Role
The WTTC outlined six priorities to guide governments and the private sector: facilitating safe and efficient travel; expanding air connectivity and diversifying markets; strengthening the tourism workforce; enhancing crisis preparedness; attracting investment; and managing tourism growth sustainably. ITB Americas was launched to foster business connections and strengthen the tourism sector across North, Central, and South America plus the Caribbean. Messe Berlin Americas designed the event to build an ongoing platform for regional tourism trade and economic development.
Gloria Guevara’s Remarks on ITB Americas and Tourism’s Economic Role
At the event’s opening, Guevara said,
“Today marks the beginning of a new chapter in the history of tourism in Mexico and across the continent. It is a pleasure to be here with you to celebrate the launch of ITB Americas. This international event represents a great opportunity to build a legacy for the tourism industry.” She added, “Travel and Tourism represents almost 10% of global GDP, and this is where ITB Americas takes on special relevance, because it is an event that will enable more business, translating into economic and social benefits.” Guevara concluded by wishing success to participants and called for joint efforts to
leave a lasting impact on the tourism industry.
Regional Tourism Outlook: Growth Amid Challenges
The Americas’ tourism sector shows signs of recovery with rising GDP contributions and employment numbers. Nevertheless, the structural challenges of limited air connectivity and declining international visitor spending signal ongoing hurdles. ITB Americas has potential to serve as a key meeting point for industry stakeholders, but long-term impact will depend on its ability to convert visibility into sustained business relationships, investment, and inclusive growth for smaller businesses and emerging destinations.
