ITB Americas opens its doors in Guadalajara, marking the debut of the first Pan-American B2B travel trade show with 300 exhibiting companies from 60+ countries and regions and the ITB Americas Conference featuring 40 sessions and over 100 leading industry speakers. Starting today and running until 12 November, the event brings together the Americas and the global travel industry. Catch up on yesterday’s opening highlights and discover what’s happening on the first day of the show.

Yesterday’s Opening Press Conference set the stage for the inaugural ITB Americas, highlighting its vision to connect the Americas with global travel markets. Olivier Ponti, Director of Market Intelligence & Insights at Amadeus, shared data-driven insights into travel demand, key growth markets, travel corridors, and emerging booking trends across the Americas and beyond. Find out more in the opening press release.

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

The celebrations continued that evening at the Benavento Event Hall, where the Opening Ceremony and Dinner brought together senior government officials and international travel industry leaders to mark the start of ITB Americas.

Among the distinguished guests were Josefina Rodríguez Zamora, Mexico’s Secretary of Tourism; Michelle Fridman Hirsch, Secretary of Tourism of Jalisco; David Ruetz, Senior Vice President at Messe Berlin; and Vicente Salas Hesselbach, Vice President and Managing Director Americas at Messe Berlin. The evening set the tone for three days of business, networking and international collaboration.

© Messe Berlin Americas

Being the Official Partner Country of ITB Americas 2026 is a wonderful opportunity to showcase Mexico's extraordinary heritage, the diversity of our destinations, and the warmth of our people. This event allows us to strengthen ties with our international partners, open new opportunities for collaboration, and build partnerships that promote tourism as a driver of prosperity and well-being for our communities. Mexico it’s a feeling, and we want more people around the world to discover everything our country has to offer.

Josefina Rodríguez Zamora, Mexico's Secretary of Tourism.

© Visit Mexico

From Canada to Patagonia, ITB Americas brings together exhibitors from across North, Central and South America, the Caribbean and beyond. Explore the exhibitor list to discover international destinations, leading travel brands and tourism suppliers, and get an overview of the companies and markets represented at the inaugural show.

Discover the Exhibitor List

Where is tourism in the Americas heading, how is AI reshaping travel distribution, and what role can tourism policy play in driving regional growth? These are among the key questions on today's ITB Americas Conference agenda. From market forecasts to changing business models and destination strategies, here are three highlights from a packed program exploring the challenges and opportunities shaping the future of travel:

Mexico, It’s a Feeling! Discover the extraordinary wonders of our country!

As the Official Partner Country of ITB Americas 2026, Mexico showcases the tourism richness of its 32 states, offering an extraordinary diversity of experiences, from paradise beaches and Magical Towns to UNESCO World Heritage cities, internationally acclaimed cuisine, vibrant traditions, and breathtaking natural landscapes that captivate travelers from around the world.

But what truly makes Mexico special is the warmth of our people, who welcome every visitor with open arms and turn each trip into an unforgettable experience. Because Mexico is more than just a place to visit. It is a country to experience, to feel, and to carry in your heart. There’s always a reason to come back.

This is the extraordinary spirit we share at ITB Americas, an event that also allows us to strengthen connections with tourism industry professionals, foster new business partnerships, and create opportunities for international collaboration, bringing everything our country has to offer closer to the world.

Visit the Mexico Pavilion (A201) and discover why our country is one of the world’s most fascinating destinations!

Mexico welcomes you with open arms!

Discover more about Mexico and start planning your next adventure at: visitmexico.com

Take a look at the moments that set the stage for the first-ever ITB Americas in Guadalajara. Explore the Photo Gallery Photos and videos are available for editorial use only. © Messe Berlin Americas

© Messe Berlin Americas

For Media Representatives: Planning an interview? The ITB Americas PR Team is happy to assist with press interview requests. To arrange interviews with exhibitors, please contact them directly via the official ITB Americas event platform.

Here's to a day of fresh perspectives, meaningful connections and new opportunities. Enjoy the first day of ITB Americas!