November 09, 2026 Fully Booked Premiere: ITB Americas Opens in Guadalajara with Strong International ParticipationITB Americas is set to make its fully booked debut in Guadalajara, Mexico, establishing a new B2B marketplace that will connect travel markets across the Americas and beyond. From 10 to 12 November 2026, the inaugural event will bring together 300 exhibiting companies from 60+ countries and regions, as well as qualified buyers from over 40 countries. The conference program will provide a platform for industry insights and discussions on key travel trends. With Mexico as the Official Partner Country, the event will create new opportunities for cross-border business, international partnerships, and industry exchange. The ITB brand is expanding its global footprint with the launch of ITB Americas. The trade show offers a dedicated B2B marketplace designed to strengthen business connections across North America, Central America, South America, and the Caribbean while creating new opportunities for international collaboration. The inaugural edition opens tomorrow at Expo Guadalajara in Guadalajara, Mexico. It has sold out its exhibition space, signaling strong industry interest in a platform that brings together the diverse travel markets of the Americas. Organized by Messe Berlin Americas, the three-day event provides an international exhibition, a qualified Hosted Buyer Program, and a forward-looking ITB Americas Conference to facilitate targeted business meetings, foster cross-border partnerships and offer insights into the opportunities and challenges shaping the region's travel industry. ITB Americas builds on the global reach and industry expertise of the ITB brand. It aims to establish a long-term meeting place for travel professionals seeking to expand their networks, access new markets, and develop business across the Western Hemisphere and beyond. "The Americas represent an exceptionally diverse travel landscape, with established markets, emerging destinations, and significant opportunities for stronger cross-border collaboration. Yet the region's potential lies not only in the strength of its individual markets, but in how effectively they connect with one another and with the rest of the world. This is where ITB Americas comes in. By combining the international reach of the ITB brand with a dedicated focus on the Americas, we have created a platform that brings markets closer together, facilitates business, and encourages the exchange of ideas. The fully booked premiere is an encouraging signal, but our ambition goes beyond a successful launch: we want to build a lasting marketplace that contributes to the long-term development of the travel industry across the region," said David Ruetz, Senior Vice President, Messe Berlin. The growing importance of the Americas for international tourism was also a key focus at today’s Opening Press Conference. Olivier Ponti, Director of Market Intelligence & Insights at Amadeus and a member of the ITB Americas Board of Experts, presented an outlook on the region’s evolving air connectivity, travel demand, and hospitality trends. Drawing on market data and forecasts, he highlighted growing travel interest from Latin American markets, led by Brazil (+25%), Colombia (+22%), and Mexico (+15%), as well as expanding airline capacity and rising demand for Caribbean destinations. His insights underscored the Americas’ continues potential as a dynamic and increasingly valuable market for international tourism.  From left to right: Vicente Salas Hesselbach (VP & Managing Director Americas, Messe Berlin), Josefina Rodriguez Zamora (Secretary of Tourism of Mexico), Michelle Fridman Hirsch (Secretary of Tourism of Jalisco), Olivier Ponti (Director of Market Intelligence & Insights at Amadeus). © Messe Berlin Americas Strong International Participation at the Fully Booked Premiere With 300 exhibiting companies and organizations and 60 countries and regions represented at the trade show, ITB Americas brings together a broad spectrum of the international travel industry. Over three days, the show floor will feature key players from across the travel value chain, including destinations, airlines, hospitality groups, tour operators, and travel technology providers. The strong Pan-American presence includes destinations such as Mexico, Brazil, Peru, the United States, Colombia, Costa Rica, the Dominican Republic, Cuba, and Nicaragua. International participation extends well beyond the region, with European destinations including Iceland, Norway, Denmark, and Slovenia, alongside destinations and tourism representatives from Egypt, South Africa, Kenya, Uganda, Japan, Thailand, Vietnam, South Korea, China, and New Zealand. Leading industry players further underline the exhibition's international scope. Airlines and transportation companies include United Airlines, Air Canada, Volaris, and LATAM Airlines, while hospitality brands such as Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, and Grupo Presidente are also represented. Travel companies including Price Travel, Miki Travel, and Mega Travel add to the diverse exhibitor portfolio. By bringing together established global brands, regional market leaders, and emerging destinations, ITB Americas provides trade visitors with access to a broad range of travel products, services, and potential business partners in one place. Qualified International Buyers at the Heart of ITB Americas Creating tangible business opportunities is a central objective of ITB Americas. Its Hosted Buyer Program connects exhibitors with qualified travel buyers from more than 40 countries, providing a foundation for targeted B2B meetings and international partnerships. The buyer network reflects both the event's Pan-American focus and its international reach: 80% of participating buyers come from the Americas, while 20% represent markets outside the region. Around 75% specialize in leisure travel, 15% in MICE, and 10% in corporate travel. Notably, more than 95% of participating buyers are decision-makers, underlining the program's strong business orientation and its potential to facilitate meaningful commercial relationships. The international buyer network includes representatives from leading travel companies such as G Adventures, Trip.com, and Viajes El Corte Inglés. The program is supported by industry organizations and associations including the Canadian Association of Tour Operators (CATO), American Society of Travel Advisors (ASTA), and Adventure Travel Trade Association (ATTA). Through its focus on qualified buyers and decision-makers, ITB Americas places business development at the center of the event, helping exhibitors strengthen existing relationships, establish new partnerships, and explore opportunities across regional and international markets. Mexico Takes Center Stage as Official Partner Country As the Official Partner Country of the inaugural ITB Americas, Mexico plays a central role in the launch of the new Pan-American travel marketplace. The partnership highlights the country's importance as an international tourism destination and its role in connecting travel markets across the Americas and beyond. With its diverse tourism offering, ranging from cultural heritage and nature-based experiences to luxury travel, adventure tourism, and business events, Mexico showcases the breadth of opportunities available to international travel buyers and industry partners. As the host city, Guadalajara will welcome the global travel community to the premiere, uniting industry leaders in one of Mexico’s major business and cultural centers. The event will foster international connections and showcase Mexico’s diverse tourism offerings to a broad professional audience. Messe Berlin Americas' international engagement is further reflected in its strategic relationships with leading tourism organizations. As a Regional Member of the World Travel & Tourism Council (WTTC) and an Associate Member of UN Tourism, the company underlines its commitment to international cooperation and the long-term development of the travel industry. Travel Technology and Innovation Drive New Business Opportunities Technology and digital transformation are among the key themes at ITB Americas, reflecting their growing role in boosting for competitiveness, efficiency, and customer experience across the travel industry. Exhibitors showcase innovations spanning hospitality technology, distribution, payments, travel management, and digital customer experiences that are transforming how travel companies operate, connect with customers, and develop their businesses. Leading technology providers include Amadeus, SiteMinder, and RoomPriceGenie. Beyond travel technology, ITB Americas covers key industry segments including leisure and adventure travel, luxury tourism, MICE, corporate travel, and hospitality, reflecting the diversity of the travel industry across the Americas. ITB Americas Conference: 100+ Speakers and 40+ Sessions Explore What's Next for TravelComplementing the exhibition, the ITB Americas Conference brings together 100+ speakers across 40 sessions under the theme "Travel Forward: Navigate What's Next". Featuring industry leaders and experts from organizations including WTTC, Netflix, Expedia Group, and Amadeus, the conference addresses the forces reshaping the travel industry and their implications for businesses and destinations across the Americas. The program explores key topics including artificial intelligence, evolving distribution models, destination marketing, sustainability, and changing traveler expectations. A strong emphasis is placed on connecting global industry developments with the specific opportunities and challenges facing Pan-American travel markets. Among the highlights, Gloria Guevara, President & CEO of WTTC, shares insights into the state of tourism in the Americas. Further sessions examine AI-driven travel distribution, the influence of streaming content on destination marketing, and emerging opportunities in sustainable and adventure tourism. By bringing together international expertise and regional perspectives, the conference provides a platform for knowledge exchange and strategic dialogue, complementing the business opportunities offered on the show floor. Explore the full conference program and speaker line-up. Building a Lasting Platform for Travel Business Across the Americas With its fully booked inaugural edition, ITB Americas marks an important milestone in the international development of the ITB brand, laying the foundation for an annual B2B marketplace connecting regional and international travel markets. By fostering business partnerships, cross-border collaboration, and the exchange of expertise, ITB Americas aims to support the long-term development of the travel industry across the Americas. Stay connected with ITB Americas Keep up with the latest news and highlights from ITB Americas, including exhibitor updates, conference insights, and key developments from across the travel industry. Subscribe to the ITB Americas Newsletter. Follow ITB Americas on our social media channels: LinkedIn, Instagram, X and YouTube to join the conversation and stay informed as we build the future of travel across the Americas. For more information, visit www.itb-americas.com. About ITB Americas Taking place annually, the first edition of ITB Americas will be held from November 10-12, 2026, in Guadalajara, Mexico. As the premier B2B travel trade show for the entire American continent, ITB Americas unites industry professionals from North, Central, and South America as well as the Caribbean. Organized by Messe Berlin, the event builds on the global success of the global ITB brand, offering a dedicated platform for networking, business opportunities, and industry insights. With a strong focus on regional and international market potential, ITB Americas features a curated Hosted Buyer program and a high-level conference showcasing thought leaders and industry experts. About ITB Global Brand Family For more than 50 years the name ITB has stood worldwide for the travel industry knowledge 365 days a year, networking and trendsetting events - in a virtual, in-person, or hybrid format alike. ITB Asia will be held in Singapore from 21 to 23 October 2026, covering the APAC market. The inaugural ITB Americas will be held in Guadalajara, Mexico, from 10 to 12 November 2026, covering the American market. ITB Berlin, the world’s leading B2B trade show for the travel industry, will take place in Berlin from March 16 to 18, 2027. ITB China, the premier marketplace for China’s travel industry, is scheduled for 25 to 27 May 2027, in Shanghai. ITB India will take place in Mumbai in September 2027. Management board:
Dr. Mario Tobias (CEO), Dirk Hoffmann (COO)
Chairman of the Supervisory Board: Dr. Eric Schweitzer
Companies register: Amtsgericht Charlottenburg, HRB 5484 B
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