Messe Berlin is further expanding its B2B tourism trade show portfolio with the launch of ITB Americas, set to debut November 10-12, 2026, in Guadalajara, Mexico. This marks a significant milestone for the ITB brand, which already hosts events in Berlin, Shanghai, Singapore, and Mumbai.
The announcement was made on March 5, 2025, during a press conference at ITB Berlin, where Messe Berlin representatives signed a Memorandum of Understanding (MoU) with the Mexican ambassador in Berlin and officials from the State of Jalisco.
A Comprehensive Travel Trade Show for the Americans:
ITB Americas aims to be the only travel trade show covering North, Central, and South America, as well as the Caribbean, encompassing all segments of the travel industry from adventure and responsible tourism to business travel.
Exhibitor Breakdown:
- 80% of exhibitors will be from the Americas
- 20% from the rest of the world
Participants will range from startups to global market leaders, ensuring a dynamic and diverse trade show environment.
ITB Americas Conference & Networking Opportunities:
The event will also feature the ITB Americas Conference, where high-profile speakers will discuss the latest industry trends. Additionally, structured networking formats will focus on buying and sales opportunities, fostering valuable business connections.
The Americas: A Key Growth Market for Global Travel
According to IPK International’s World Travel Monitor, outbound travel from the Americas is on a strong growth trajectory:
- North American outbound travel grew 7% year-on-year in 2024, exceeding 2019 levels.
- Latin American outbound travel increased nearly 10% year-on-year, returning to pre-pandemic levels.
- Trips from the Americas now account for a quarter of global international travel volume.
Messe Berlin’s Vision for ITB Americas:
“The launch of ITB Americas represents a continuation of our successful international strategy,” said Dr. Mario Tobias, CEO of Messe Berlin. “Having previously focused on Asia, it is now time for ‘ITB goes West.’
Whether it’s hiking in the Rocky Mountains, cruising in the Caribbean, exploring South America’s Atacama Desert, or experiencing the Mayan culture in Central America, the Americas offer immense tourism diversity and are also a crucial source market for the global travel industry.”
With its strong market positioning, strategic location, and robust industry demand, ITB Americas 2026 is set to become a landmark event for the travel and tourism sector in the region.