ITB Americas Sets the Stage for Its First Edition

ITB Americas reaches 85% exhibition capacity ahead of its inaugural event in November. Nearly 300 companies are confirmed across main exhibitors and co-exhibitors, including Brazil, United Airlines and Miki Travel. International buyers, 40 conference sessions and more than 70 top-speakers, including Pierre Vandoorne (Netflix), Lourdes Hainlin (Forbes Travel Guide) and Salim Arkuch (Expedia), add momentum to the new Pan-American B2B travel trade show. With 61 countries and regions represented, ITB Americas is set to bring the global travel industry together in Guadalajara.

ITB Americas is well on its way to its inaugural edition, taking place 10–12 November 2026, at Expo Guadalajara, Mexico. Organized by Messe Berlin Americas, the new B2B travel trade show will bring together destinations, airlines, hospitality companies, travel technology providers, tour operators, buyers and industry leaders from North, Central and South America, the Caribbean and global markets. Trade Visitor registration is already open, and professionals can currently save USD 15 on the three-day ITB Americas Trade Visitor pass.

“The strong exhibitor participation underlines the growing momentum behind ITB Americas as the new meeting place for the travel industry across the Americas. For trade visitors, the event offers three days of access to international suppliers, qualified business contacts, market insights and a conference program focused on the trends shaping the future of travel”, said Vicente Salas Hesselbach, VP & Managing Director Americas by Messe Berlin

ITB Americas is designed to bring North America, Central America, the Caribbean and South America together on one B2B platform, while also connecting the Americas with international travel markets.

A Broad Cross-Section of the Travel Industry

The inaugural edition currently includes almost 77 main exhibitors, alongside 220 co-exhibitors, representing approximately 300 companies and organizations from 35 countries.

The geographic reach spans North America, Central America, the Caribbean, South America, Europe, Asia Pacific, Africa and the Middle East.

For trade visitors, this means access to a broad cross-section of the travel industry in one place, from destinations and airlines to hotels, technology companies, tour operators and other travel businesses.

Destinations represented range from Mexico, Egypt, Brazil, PROMPERU, USA, Dominican Republic, Iceland, Norway, Denmark, Dubrovnik, Japan, South Africa, Colombia, Thailand, Slovenia, Visit Berlin, Costa Rica, Cuba, Nicaragua and Quito.

Additional long-haul markets include Uganda, Kenya, Vietnam, Korea, China and New Zealand.

The airline and transportation sector brings together leading names including United Airlines, Air Canada, Volaris, LATAM Airlines, Trenitalia, Rovos Rail, National/Enterprise, ACE and AVASA (Hertz).

Hospitality features regional and global brands from Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, Grupo Presidente, Ishin Hotels Group and Arriva Hospitality Group.

Travel technology companies include Amadeus, SiteMinder, Lighthouse, Dharma, Emburse, Pliant, Canary Technologies, TripMatrix, Priority Pass by Collinson and RoomPriceGenie.

Other participating travel companies are represented by Price Travel, Miki Travel, Norte 19, Collinson Group, Mega Travel, Kavaya The Poetry of Travel, Vacations To Go Travel, Dunas Travel, Exotic Tours and Travel, Moon River Tours, Ibero Japan, Restel Hotels, Topena, Tour Plan, Corsini Travel & Tourism.

ITB Americas Sets the Stage for Its First Edition. © Messe Berlin

Qualified Buyers from More Than 41 Countries

The Hosted Buyer Program adds a strong business dimension to ITB Americas, with buyers from across all continents. Approximately 75 percent come from the Americas and 25 percent from the rest of the world. The buyer mix is approximately 75 percent leisure, 15 percent MICE and 10 percent corporate travel. More than 95 percent are decision-makers.

Buyer profiles include tour operators, travel agencies, OTAs, wholesalers, travel advisors, incentive travel specialists, corporate travel managers, and specialists in luxury and adventure travel.

Premier Buyer Network partners include the Caribbean Association of Tour Operators (CATO), the American Society of Travel Advisors (ASTA) New York Metro and Suncoast Chapters, the International LGBTQ+ Travel Association (IGLTA), Expo Mayoristas, the Society for Incentive Travel Excellence (SITE) Mexico, EVINTRA, the Mexican Association of Destination Management Companies (AMDEMAC), GETLATAM, and the Adventure Travel Trade Association (ATTA).

Buyer companies represented include G Adventures, Intrepid Travel, TUI Musement, Trip.com, GetYourGuide, Audley Travel, EF Education First, CVC Corp, Grupo Viajes El Corte Ingles, Abreu, Yanolja Go Global, kimkim, Flexways, BestBuy Travel, WorldStrides Canada, Capgemini, GE Healthcare, Schultz Operadora and Escalabeds.

For trade visitors, the combination of exhibitors and buyers creates opportunities to discover new suppliers, build relationships and connect with decision-makers from across the Americas and international markets.

Strong Partnerships with Mexico and the World Travel & Tourism Council

Mexico is the Official Partner Country of the inaugural ITB Americas. The partnership puts Mexico at the center of the first edition and highlights the country’s role within the wider Americas travel market.

ITB Americas is also strengthening its international industry network through its partnership with the World Travel & Tourism Council, WTTC.

Messe Berlin Americas is a WTTC Regional Member and an Associate Member of UN Tourism, bringing together WTTC and the organizer of ITB Americas around a shared commitment to advancing the Travel and Tourism industry.

40 Sessions and 71 Confirmed Speakers at the ITB Americas Conference

The ITB Americas Conference complements the exhibition with a program focused on the developments and transformations shaping travel across the Americas.

The current program features 40 sessions and 71 confirmed speakers from destinations, tourism organizations, airlines, hospitality, travel technology, sustainability, research, media and other areas of the travel industry.

Topics include market trends, AI and technology, distribution, sustainability, regenerative tourism, resilience, destination development, hospitality, aviation, MICE, luxury travel, adventure travel, travel payments and the future of tourism in the Americas.

Among the confirmed speakers are Enrique de la Madrid, former Secretary of Tourism of Mexico and Strategic Consultant to the ITB Americas Board of Experts; Olivier Ponti, Director of Market Intelligence & Insights at Amadeus; Pierre Vandoorne, VP, Global Affairs LATAM at Netflix; Salim Arkuch, VP & General Manager, LATAM & the Caribbean at Expedia; Lourdes Hainlin, VP, Partner Services, Southern Americas & Cruise at Forbes Travel Guide; Iliana Rodriguez, Chief Sustainability and Institutional Dialogue Officer at Xcaret; Andrew Beckmann, AMER GTM, Hospitality & Travel at Stripe; Samantha Couture, Director of Operations, North and Central America at G Adventures; Mariana Aldrigui, Tourism Researcher at Universidade de Sao Paulo; and Alex Gerdts, Director, Airports and Borders Americas at Amadeus.