ITB Americas will host exhibitors from across the travel industry, including adventure and responsible tourism, business travel and travel technology
Messe Berlin is set to expand its global footprint with the launch of ITB Americas, a dedicated B2B travel trade show for North, Central, and South America, along with the Caribbean, the event aims to leverage the region’s growing travel industry, creating a key platform for business and networking.
According to a press statement, the inaugural event is set to take place from November 10 to 12, 2026, at Guadalajara in Mexico. The announcement was made at ITB Berlin, where Messe Berlin signed a memorandum of understanding (MoU) with Mexico’s ambassador in Berlin and officials from the State of Jalisco.
It adds that ITB Americas will host exhibitors from across the travel industry, including adventure and responsible tourism, business travel and travel technology.
The statement adds that the planned exhibitor distribution is 80 pc from the Americas and 20 pc from the rest of the world. Participants will range from start-ups to established global companies.
It adds that Mexico has been chosen as the host country due to its strong economy, strategic location, and developed tourism infrastructure.
It further adds that Guadalajara, Mexico’s second-largest city, will serve as the venue, offering modern convention facilities and connectivity.
It further adds that the event will include the ITB Americas Conference, featuring industry leaders discussing travel trends and structured networking opportunities.
Mario Tobias
According to statement coinciding with the ITB Americas announcement, the latest findings from IPK International’s World Travel Monitor indicate a strong rebound in outbound travel from North and Latin America. Travel from North America exceeded 2019 levels, with a 7 pc increase in outbound trips compared to the previous year and a 5 pc rise compared to 2019.
It adds that Latin American outbound travel showed even sharper growth, increasing by nearly 10 pc year-on-year, returning to pre-pandemic levels. The Americas now account for approximately 25 pc of global international travel volume.
The statement adds that the data highlights differences in travel behaviour between North and Latin America, particularly in spending patterns. The findings also suggest a positive outlook for 2025, with increasing demand for travel across the continent.
Pablo Lemus
“The launch of ITB Americas represents a continuation of our successful international strategy. Having previously focussed on Asia, for us it is now ‘ITB goes West’. Whether for hiking in the Rocky Mountains, cruises in the Caribbean, exploring the Atacama Desert in South America or the Mayan culture in Central America, the Americas are not only among the most diverse regions for travel, but also an important source market, with countries such as the USA, Canada, Mexico and Brazil,” says Mario Tobias, CEO, Messe Berlin.
“As Governor of Jalisco, I am honoured and delighted to welcome ITB Americas to Guadalajara. Hosting the most important tourism event in the industry in the heart of Mexican culture is a privilege. ITB Americas is a key platform for fostering connections, driving innovation, and showcasing the best of the Americas to the world. Jalisco is the soul of Mexico, the land of mariachi, tequila, and rich traditions, making it the perfect setting for this global gathering. We look forward to welcoming industry leaders and sharing Jalisco’s rich heritage, dynamic tourism offerings, and warm hospitality with the global travel community,” says Pablo Lemus, Governor of Jalisco.
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