Press Release

ITB Americas, the latest addition to the globally renowned ITB brand portfolio, is gaining strong momentum ahead of its inaugural edition in November 2026. Driven by high international demand and early commitment from key industry players, the event has increased its exhibition capacity by nearly 50%, underlining its position as the leading B2B travel trade show for the Americas.

Set to take place in Guadalajara, Mexico, ITB Americas will serve as a strategic platform connecting North, Central and South America, as well as the Caribbean, with global markets. As the first truly Pan-American B2B travel trade show, it brings the Americas travel market together in one place and equally represents all regions. The event is designed to foster cross-regional collaboration and unlock new business opportunities across the entire tourism value chain.

Demand for ITB Americas remains high, with entry-level stand options already sold out, highlighting significant interest from companies seeking a presence at the inaugural edition.

“The strong demand we are seeing clearly confirms the need for a dedicated Pan-American travel trade platform,” said Vicente Salas Hesselbach, Managing Director of Messe Berlin Americas. “ITB Americas serves as a strategic marketplace for the region, one that creates real business value by connecting the right partners and enabling meaningful, results-driven exchange.”

The additional space enables more exhibitors to participate while further strengthening ITB Americas as a platform for targeted networking, efficient business meetings, and high-impact brand visibility.

ITB Americas has already secured participation from a diverse range of destinations and organizations across multiple continents. Among the first confirmed exhibitors are destinations from the United States, Peru, Japan, Slovenia, and Germany, as well as a Nordic pavilion including Norway, Finland, Denmark, and Iceland.

In addition, leading hospitality groups and premium hotel brands have joined the platform, reinforcing the event’s positioning as a high-value business marketplace. Confirmed participants include global and regional players such as JW Marriott, RIU Hotels, and IHG.

This broad representation underscores strong market confidence and reinforces ITB Americas as a high-value platform for business, networking, and strategic partnerships. By bringing together senior decision-makers with purchasing authority, ITB Americas provides exhibitors with direct access to the stakeholders driving high-impact business decisions across the region.

ITB Americas will host a curated program of 300 high-quality hosted buyers, ensuring strong ROI for participants. By connecting exhibitors directly with key decision-makers from across the region, the event creates a focused environment for meaningful business exchange.

As the Official Partner Country, Mexico will play a central role across the show floor of ITB Americas 2026. Mexico offers an unmatched combination of cultural richness, global air connectivity, and tourism leadership. Consistently ranked among the most visited countries globally, the country welcomes over 40 million international tourists annually and continues to demonstrate strong recovery and growth.

With its rich heritage, vibrant destinations, and more than 11,000 kilometers of coastline, Mexico represents the diversity and strength of the travel industry across the Americas. The country also holds a well-established position in leisure, MICE, and business travel, supported by modern infrastructure, world-class venues, and a highly developed hospitality sector.

A high-level conference program featuring more than 40 industry leaders and experts will complement the show, addressing critical transformation topics such as the future of travel, sustainability, digital transformation, and evolving market dynamics.

To ensure a forward-looking and relevant program, the ITB Americas Conference is supported by a Board of Experts comprising influential leaders from tourism, business, and global strategy. Among the first confirmed members are Enrique de la Madrid Cordero and Mayte Redondo Castuera.

Enrique de la Madrid Cordero, former Secretary of Tourism of Mexico, is widely recognized for his contribution to strengthening Mexico’s global tourism positioning as a top travel destination. His expertise will support the development of conference content focused on policy, investment, and long-term competitiveness across the Americas.

Mayte Redondo Castuera brings extensive experience in international business development, strategic partnerships, and sustainable tourism. Through her role on the Board of Experts, she will contribute to shaping content that reflects evolving traveler expectations, premium travel experiences, and sustainability-driven innovation.

Together, the Board of Experts ensures that the ITB Americas Conference delivers high-level dialogue, actionable insights, and thought leadership that drive the future of travel across the region.

With strong international participation, increased exhibition capacity, and a clear positioning as the Pan-American marketplace for the travel industry, ITB Americas is set to become a key meeting point for the global travel industry in the Americas.

Further information on ITB Americas 2026 and participation opportunities can be found at www.itb-americas.com/exhibitors.

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 China, the premier marketplace for China’s travel industry, is scheduled for 26 to 28 May 2026, in Shanghai. ITB India will take place in Mumbai from September 2 to 4, 2026. 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.

Additional information is available at www.itb-americas.com.

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