ITB is expanding once again! From November 10 to 12, 2026, ITB Americas will make its grand debut as a B2B tourism trade show in Guadalajara, Mexico. Messe Berlin officially announced the launch during a press conference at ITB Berlin, sealing the deal with a memorandum of understanding (MoU) signed alongside the Mexican ambassador in Berlin and representatives from the State of Jalisco. Alongside this exciting news, ITB Berlin has also released the latest travel trends from IPK International’s World Travel Monitor®, shedding light on the travel outlook for the Americas in 2024.
A Pan-American Tourism Showcase
ITB Americas is set to be the only travel trade show that comprehensively represents North, Central, and South America, as well as the Caribbean. It will cover every segment of the industry, from Adventure & Responsible Tourism to Business Travel and Travel Technology. The exhibitor mix is planned to consist of 80% from the Americas and 20% from global markets, ensuring a strong regional focus while incorporating international opportunities. Participants will range from fresh startups to well-established global leaders, making it a dynamic and diverse event.
Why Mexico? Why Guadalajara?
According to the latest data from IPK International, outbound travel across the Americas is on an upward trend. Mexico stands out as the ideal host for ITB Americas thanks to its prime geographical location, robust economy, and world-class tourism infrastructure. Guadalajara, the host city, is Mexico’s second-largest metropolis and boasts excellent connectivity as well as the most advanced exhibition and convention center in the country. The ITB Americas Conference, held alongside the main event, will feature prominent industry speakers addressing key travel trends. Meanwhile, dedicated networking opportunities will facilitate valuable business connections and sales prospects.
This latest addition to the ITB brand family further solidifies its global presence, joining successful trade shows in Berlin, Shanghai, Singapore, and Mumbai.
A Strategic Move for the Tourism Industry
“The launch of ITB Americas marks the next step in our successful international growth strategy,” says Dr. Mario Tobias, CEO of Messe Berlin. “After focusing on Asia, it’s now time for ‘ITB goes West.’ From hiking in the Rocky Mountains and cruising the Caribbean to exploring the Atacama Desert and immersing in Mayan heritage, the Americas offer unparalleled travel diversity. Additionally, the region is a major source market, with key players like the USA, Canada, Mexico, and Brazil shaping the global travel industry.”
Josefina Rodriguez Zamora, Mexico’s Secretary of Tourism, emphasized the significance of ITB Americas in strengthening the regional tourism market. “This event is a major opportunity to build high-quality business relationships and showcase Mexico’s rich cultural and economic potential to the world.”
Governor of Jalisco, Pablo Lemus, expressed his enthusiasm: “Welcoming ITB Americas to Guadalajara is an honor. This event will drive innovation, foster industry connections, and present the best of the Americas to the global stage. Jalisco is the soul of Mexico—the birthplace of mariachi, tequila, and deep-rooted traditions. Our region is the perfect setting for this prestigious event, and we look forward to sharing our rich heritage, dynamic tourism offerings, and warm hospitality with the world.”
For more details about ITB Americas, visit itb-americas.com and follow updates on LinkedIn.
