Messe Berlin Americas has joined the World Travel & Tourism Council as a Regional Member as preparations continue for the first edition of ITB Americas.
The new travel trade show will take place from November 10 to 12, 2026, in Guadalajara, Mexico.
The partnership gives Messe Berlin Americas access to WTTC’s global network of tourism executives and private-sector organisations. It is also expected to support cooperation, knowledge-sharing and investment across the travel industry in the Americas.
ITB Americas is being developed as a business-to-business platform connecting North America, Central America, South America and the Caribbean.
The inaugural event is expected to attract more than 5,000 attendees from over 42 countries and regions. Participants will include tourism boards, destinations, airlines, hotel groups, travel companies, buyers, technology providers and professionals from the meetings and events sector.
Trade visitor registration has already opened.
Organisers say the event will create opportunities for companies and destinations to build partnerships, exchange industry knowledge and explore new business prospects across the Pan-American travel market.
Messe Berlin Americas is the regional subsidiary of Messe Berlin and the organiser of ITB Americas. The event forms part of the wider ITB portfolio of international travel trade shows.
WTTC President and CEO Gloria Guevara welcomed Messe Berlin Americas to the organisation, saying its focus on business connections and collaboration would help strengthen the travel and tourism sector across the continent.
“We look forward to working together to connect industry leaders, support regional growth and advance opportunities for the sector throughout the continent,” Guevara said.
Vicente Salas Hesselbach, Vice-President and Managing Director for the Americas at Messe Berlin, described the membership as an important milestone for the company and ITB Americas.
He said the new event would provide a platform for the travel industry across the continent to develop meaningful business relationships and long-term partnerships.
The WTTC represents the global private travel and tourism sector, bringing together businesses and industry leaders involved in shaping policies and supporting the growth of tourism worldwide.
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