ITB Americas 2026 has sold 70% of its exhibition space, four months before the inaugural travel trade show opens in Guadalajara, Mexico.
The event will take place from November 10 to 12, 2026, bringing together destinations, airlines, hotel groups, travel technology companies, buyers and other tourism businesses from across the Americas and international markets.
Major brands already confirmed include Accor, Wyndham Hotels & Resorts, JW Marriott Peru, United Airlines, Air Canada and Amadeus.
Mexico will participate as the Official Partner Country, while Brazil, Peru, Costa Rica, Nicaragua, Las Vegas, Visit Tampa Bay, Dubrovnik and Neretva have also confirmed their attendance.
Organisers said Colombia, Cuba, the Dominican Republic, Visit Orlando and Puerto Rico are also expected to join the growing list of participating destinations.
International exhibitors from Africa, Asia, Europe and the Middle East will also be represented. Confirmed participants include the African Showcase, Egypt, Thailand, the Slovenia Tourism Board, CREVEN Korea and Hangzhou Youge Travel Agency from China.
ITB Americas is being developed as a business-to-business travel marketplace connecting North America, Central America, South America and the Caribbean on one platform.
Vicente Salas Hesselbach, Vice-President and Managing Director for the Americas at Messe Berlin, said the early response showed strong demand for a focused business platform serving the entire region.
“The commitment we are seeing from destinations, brands and partners confirms that the industry is looking for a focused business platform built around quality connections, strategic partnerships and meaningful market access,” he said.
Hotels, airlines and technology companies join event
The hospitality sector will feature brands such as Hard Rock Hotel Guadalajara, RIU Guadalajara, Grupo Presidente, Grupo Brisas, Velas Resorts and Wyndham Alltra Playa del Carmen.
United Airlines and Air Canada will represent the aviation sector, while mobility companies will include National Car Rental, Enterprise Rent-A-Car México and ACE Rent A Car.
Technology providers confirmed for the event include SiteMinder, Dharma, RoomPriceGuide, TripMatrix, Nexo Travel Solutions, Emburse, My Lighthouse UK and Grupo Zugatech.
Other international travel businesses, including Miki Travel, MegaTravel, Collinson Group and Merging Mundos Safaris, have also secured exhibition space.
Organisers expect about 80% of participants to come from the Americas, with the remaining 20% representing Europe, Asia, Africa and the Middle East.
More than 5,000 travel industry professionals from over 42 countries and regions are expected to attend the three-day event.
Hosted buyers and conference programme
The event will include a Hosted Buyers Programme designed to connect exhibitors with selected international travel buyers whose interests match their business objectives.
ITB Americas will also host more than 40 conference sessions covering artificial intelligence, sustainability, digital distribution, emerging technologies and other issues affecting the travel industry.
Organisers said the event would focus on senior-level meetings, business partnerships and measurable commercial opportunities rather than visitor numbers alone.
ITB Americas is organised by Messe Berlin Americas and forms part of the wider ITB portfolio of international travel trade shows.
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