ITB Americas Reaches 85% Capacity Ahead of First Travel Trade Show in Guadalajara

ITB Americas is gaining momentum ahead of its inaugural edition in Guadalajara, Mexico, with exhibition capacity reaching 85% and nearly 300 companies confirmed. The new B2B travel trade show will connect destinations, airlines, hotels, technology providers, buyers and tourism leaders from the Americas and international markets from 10–12 November 2026. Pasted text

Why is ITB Americas attracting attention ahead of its launch?

ITB Americas is positioning itself as a new meeting point for the travel industry across the Americas, with its first edition scheduled for 10–12 November 2026 at Expo Guadalajara. Organised by Messe Berlin Americas, the event is designed to connect North, Central and South America and the Caribbean with international travel markets.

The scale of participation indicates significant interest before the show has opened its doors. The event has already reached 85% exhibition capacity, while almost 300 companies and organisations are confirmed as main exhibitors and co-exhibitors. The participant base spans destinations, airlines, hospitality groups, travel technology businesses, tour operators and other travel companies.

For the travel trade, the event is intended to provide a concentrated environment for commercial meetings, supplier discovery, networking and market intelligence. Trade Visitor registration is already open, with professionals able to access a three-day pass and save USD 15 through the current registration offer.

Which travel companies and destinations will attend ITB Americas?

The exhibitor profile reflects the breadth of the international travel economy. Destinations represented include Mexico, Egypt, Brazil, Peru, the United States, the Dominican Republic, Iceland, Norway, Denmark, Japan, South Africa, Colombia, Thailand, Slovenia, Costa Rica, Cuba, Nicaragua and Ecuador, alongside long-haul markets including Uganda, Kenya, Vietnam, Korea, China and New Zealand.

The aviation and transportation segment includes major names such as United Airlines, Air Canada, Volaris and LATAM Airlines, alongside Trenitalia, Rovos Rail, National/Enterprise, ACE and AVASA. This mix gives buyers access to both air connectivity and wider transport products within the same trade environment.

Hospitality participation is similarly broad, with Accor, Wyndham, Hilton, RIU and Hard Rock among the brands listed. Velas, Brisas, Grupo Presidente, Ishin Hotels Group and Arriva Hospitality Group also form part of the confirmed hospitality presence. Pasted text

Travel technology will have a prominent role, with Amadeus, SiteMinder, Lighthouse, Dharma, Emburse, Pliant, Canary Technologies, TripMatrix, Priority Pass by Collinson and RoomPriceGenie among the participating companies. Pasted text

How important is the Hosted Buyer programme?

The Hosted Buyer programme is expected to provide one of the principal commercial drivers of ITB Americas. Buyers from all continents are represented, with approximately 75% coming from the Americas and 25% from other parts of the world. The programme is weighted towards leisure travel, which accounts for around 75% of buyers, followed by MICE at 15% and corporate travel at 10%. Pasted text

More than 95% of participating buyers are decision-makers, increasing the potential value of meetings between suppliers and purchasing organisations. Buyer profiles include tour operators, travel agencies, online travel agencies, wholesalers, travel advisers, incentive travel specialists, corporate travel managers and specialists in luxury and adventure travel. Pasted text

Companies represented through the programme 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 and kimkim, among others. Pasted text

The combination of hosted buyers and a large exhibitor base is intended to turn the event into a business-focused marketplace rather than simply a destination showcase. For participating companies, the model creates opportunities to establish new supplier relationships, develop distribution partnerships and engage directly with senior travel decision-makers.

What role will Mexico play in the inaugural event?

Mexico has been selected as the Official Partner Country for the first edition of ITB Americas, placing the country at the centre of the event’s launch strategy. The partnership highlights Mexico’s position within the wider Americas travel market and provides an important platform for presenting its tourism offer to regional and international buyers. Pasted text

The choice of Guadalajara also gives the event a significant regional setting. As ITB Americas seeks to build connections across the entire American continent, hosting the inaugural edition in Mexico creates a physical meeting point between North American, Central American, Caribbean and South American travel businesses.

The event is also strengthening its international industry relationships through a partnership with the World Travel & Tourism Council, or WTTC. Messe Berlin Americas is a WTTC Regional Member and an Associate Member of UN Tourism, creating additional institutional links around the new trade show. Pasted text

What will the ITB Americas Conference cover?

The conference programme will complement the exhibition with 40 sessions and 71 confirmed speakers. The programme covers a wide range of issues affecting travel businesses, including market trends, artificial intelligence, technology, distribution, sustainability, regenerative tourism, resilience, destination development, hospitality, aviation, MICE, luxury travel, adventure tourism and travel payments. Pasted text

The speaker line-up includes figures from major travel and technology organisations. Confirmed participants include Enrique de la Madrid, former Secretary of Tourism of Mexico; Olivier Ponti of Amadeus; Pierre Vandoorne of Netflix; Salim Arkuch of Expedia; Lourdes Hainlin of Forbes Travel Guide; Iliana Rodriguez of Xcaret; Andrew Beckmann of Stripe; Samantha Couture of G Adventures; Mariana Aldrigui of Universidade de Sao Paulo; and Alex Gerdts of Amadeus. Pasted text

This combination of commercial exhibition space and an industry conference gives ITB Americas two complementary functions. The exhibition is focused on business connections, while the conference is designed to examine the trends and structural changes influencing travel across the Americas.

Why could ITB Americas matter to the wider Americas travel market?

The geographic scope of ITB Americas is one of its defining characteristics. Rather than concentrating on a single national or regional tourism market, the event is designed to bring together North America, Central America, South America and the Caribbean while maintaining connections with international destinations and suppliers. Pasted text

This approach reflects the increasingly interconnected nature of travel distribution. Airlines, hotels, destination organisations, technology companies and tour operators increasingly operate across multiple markets, while buyers require access to a wider range of suppliers and products.

The presence of buyers from outside the Americas also gives the event an international dimension. With approximately one-quarter of hosted buyers coming from markets outside the Americas, the show is designed to facilitate two-way commercial connections: international suppliers can reach American buyers, while American destinations and travel businesses can pursue overseas demand. Pasted text

For trade visitors, the value therefore extends beyond the number of exhibitors. The event brings together business meetings, destination discovery, conference sessions, technology discussions and access to decision-makers in a single three-day programme.

What does the first ITB Americas edition indicate about travel trade demand?

The strong pre-event participation suggests that there is substantial appetite for a dedicated B2B platform serving the Americas travel industry. Reaching 85% exhibition capacity before the inaugural edition provides an early indication that destinations and travel companies see value in establishing a common marketplace focused specifically on the continent. Pasted text

The diversity of confirmed participants is equally significant. The event combines established global brands with regional businesses and destination organisations, while the Hosted Buyer programme introduces qualified demand from leisure, MICE and corporate travel segments.

The conference agenda also reflects the major forces reshaping the industry, particularly AI, technology, sustainability, distribution, resilience and changing traveller expectations. These themes are increasingly central to how travel companies develop products, reach customers and manage operations.

ITB Americas is consequently being positioned not only as a trade exhibition but as a platform for commercial relationships and industry knowledge. Its inaugural edition will provide an early test of how effectively this model can connect fragmented markets across the Americas.

“ITB Americas arrives at an important moment for the travel industry, creating a valuable platform for businesses across the Americas to connect, collaborate and discover new opportunities. Its international participation, strong buyer programme and focus on innovation can strengthen regional tourism partnerships and contribute meaningfully to the future growth of travel.”— Anup Kumar Keshan, Founder and Editor-in-Chief, Travel And Tour World

What happens next for ITB Americas?

The inaugural ITB Americas will take place at Expo Guadalajara from 10–12 November 2026. With exhibition capacity already at 85%, nearly 300 confirmed companies, buyers from more than 41 countries and a conference featuring 40 sessions and 71 speakers, the event enters its final preparation phase with substantial participation already secured. Pasted text

The event is intended to become an annual B2B travel trade show for the American continent. Its organisers describe the platform as bringing together professionals from North, Central and South America and the Caribbean while connecting those markets with international travel businesses. Pasted text

The broader ITB brand also provides an established international framework. ITB Asia is scheduled for Singapore from 21–23 October 2026, while ITB Berlin will return from 16–18 March 2027 and ITB China is scheduled for 25–27 May 2027. Pasted text

ITB Americas enters its inaugural Guadalajara edition with strong exhibitor participation, an international Hosted Buyer programme and a substantial conference agenda. Its focus on connecting the Americas with global travel markets could establish a significant new B2B platform. The November event will demonstrate whether this early momentum translates into lasting industry impact.