The World Travel & Tourism Council (WTTC) participated in the inaugural ITB Americas event held from November 10 to 12, 2026, at Expo Guadalajara in Mexico. The conference, organized by Messe Berlin Americas, showcased 300 exhibiting companies from over 60 countries and regions and attracted qualified buyers from more than 40 countries across North, Central, and South America as well as the Caribbean.
Gloria Guevara’s Keynote Highlights Regional Tourism Economy
WTTC President and CEO Gloria Guevara delivered the opening keynote titled “The State of Tourism in the Americas.” In her address, she projected that the travel and tourism sector would contribute $3.54 trillion to the Americas’ GDP
in 2026, up from $3.5 trillion in 2025. Guevara emphasized that travel and tourism represent nearly 10% of global GDP, underscoring the sector’s economic significance across the region.
Tourism GDP, Employment, and Spending Statistics
According to WTTC data revealed at ITB Americas, travel and tourism supported 51.2 million jobs in the Americas in 2025, with employment expected to increase to 52.1 million positions in 2026. Domestic visitor spending is forecast to rise by 1.9% to reach $2.09 trillion, while international visitor spending is projected to decline by 2% in the same year. Mexico was highlighted as the world’s fourth-largest market for leisure tourism spending with $237.6
billion.
Air Connectivity Limits Continue to Impact Regional Tourism Growth
Guevara identified limited air connectivity as a key structural challenge for Latin American and Caribbean tourism. The region has approximately 2,020 international airport-to-airport routes, significantly fewer than Western Europe’s 9,530 routes. Additionally, only 63% of international passengers in Latin America and the Caribbean complete direct flights to their destinations. Americans are expected to take about 150 million outbound trips in 2026, with Mexico as their primary international destination.
WTTC Priorities for Addressing Tourism Challenges
WTTC outlined six priorities for government and private sectors to address tourism challenges: facilitating safe and seamless travel; expanding connectivity and diversifying markets; strengthening the workforce; improving crisis preparedness; attracting investment;
and managing tourism growth responsibly. These priorities focus on countering issues such as declining international visitor spending and constrained travel connectivity.
Official Statements and Event Significance
Guevara remarked on the launch of ITB Americas as “a new chapter in the history of tourism in Mexico and across the continent,” describing it as a platform to build a legacy for the tourism industry. She also stated, “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 industry participants in strengthening the tourism sector.
The first edition of ITB Americas provides Messe Berlin and Mexico with a dedicated venue for connecting tourism stakeholders across the Americas. Its long-term impact will depend on its ability to facilitate measurable business growth beyond the inaugural gathering.
WTTC projections reveal tensions between overall tourism economic growth and declining international visitor spending, raising questions about regional competitiveness and air access. The challenge for ITB Americas will be translating visibility into sustained commercial partnerships and investment within the tourism sector.
