Messe Berlin has announced the launch of ITB Americas, a new B2B travel trade show set for November 10–12, 2026, in Guadalajara, Mexico. The event will bring together travel industry professionals from across North, Central, and South America, as well as the Caribbean. An MoU was signed at ITB Berlin with the Mexican ambassador in Berlin and representatives from Jalisco to mark the occasion.
ITB Americas aims to be the leading trade show for the region, covering sectors like adventure tourism, business travel, and travel technology. Organizers expect 80% of exhibitors to come from the Americas, with the remaining 20% representing global players. Participants will range from startups to major industry leaders.
A Growing Market for Outbound Travel
According to IPK International, travel demand in the Americas continues to grow. Mexico, with its strong economy, strategic location, and modern infrastructure, is seen as the ideal venue. Guadalajara, known for its excellent connectivity and state-of-the-art exhibition center, will serve as the host city.
The event will also include the ITB Americas Conference, where top industry leaders will discuss trends and business strategies. Special networking formats will help buyers and sellers connect.
A Strategic Move for ITB
“The launch of ITB Americas is the next step in our global strategy,” said Dr. Mario Tobias, CEO of Messe Berlin. “After focusing on Asia, we’re now turning to the Americas. This region is one of the most diverse travel markets, from the Rocky Mountains to the Caribbean and the Atacama Desert.”
Mexico’s Secretary of Tourism, Josefina Rodriguez Zamora, called ITB Americas a key opportunity to strengthen the region’s travel industry and build international partnerships.
Jalisco’s Governor, Pablo Lemus, welcomed the event, emphasizing the state’s deep cultural roots. “Jalisco is the heart of Mexican culture—the birthplace of mariachi and tequila. We look forward to sharing our traditions and hospitality with the world.”
With ITB Americas, Messe Berlin expands its global reach, adding to its trade shows in Berlin, Shanghai, Singapore, and Mumbai.
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