Messe Berlin Americas Joins WTTC In A Landmark Alliance To Boost Pan-American Travel
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In a significant move for the global travel sector, Messe Berlin Americas has officially incorporated into the World Travel & Tourism Council (WTTC) as a Regional Member. The alliance marks a major strategic step as preparations gather momentum for the inaugural edition of ITB Americas, which is scheduled to take place from 10 to 12 November 2026 in Guadalajara, Mexico.
By joining the WTTC—the foremost global body representing the private sector of travel and tourism—Messe Berlin Americas aligns itself with an elite network of international industry leaders committed to advancing sustainable tourism development worldwide. The partnership aims to strengthen commercial connections, foster knowledge exchange, and build long-term collaboration across the Pan-American region.
As the regional subsidiary of Messe Berlin, the organiser is establishing ITB Americas as the premier trade platform for the continent. It stands as the first and only dedicated B2B travel trade show to unite North America, Central America, South America, and the Caribbean under a single operational umbrella.
A Strategic Union for Continental Growth
The decision to join the WTTC as a Regional Member underscores a shared ambition to bolster the economic and social contribution of tourism across the Western Hemisphere. The WTTC’s global membership includes chairmen, presidents, and chief executives from leading airlines, hotel groups, cruise lines, airports, tour operators, and technology platforms.
Welcoming the new regional partnership, Gloria Guevara, President and Chief Executive of the WTTC, highlighted the constructive role the trade show organiser will play across the continent.
“We are delighted to welcome Messe Berlin Americas as a Regional Member,” said Ms Guevara. “Through its focus on fostering business connections, knowledge exchange and collaboration, the organisation plays an important role in strengthening engagement across the Travel & Tourism sector in the Americas. We look forward to working together to connect industry leaders, support regional growth and advance opportunities for the sector throughout the continent.”
Unifying the Americas Under One Platform
The geography of the Americas has historically lacked a singular, comprehensive B2B gathering capable of bridging its diverse sub-regions. ITB Americas is designed specifically to fill this void, establishing a dedicated gateway to connect the continent’s total travel ecosystem.
The inaugural gathering in Guadalajara is expected to draw more than 5,000 attendees and participants representing over 42 countries and regions. The event will convene a wide spectrum of stakeholders, including regional tourism boards, official destinations, commercial travel buyers, hotel brands, airlines, technology providers, and MICE (Meetings, Incentives, Conferences, and Exhibitions) specialists. Trade visitors are already able to register to attend the 2026 event.
Shaping the Future of Tourism
For Messe Berlin Americas, joining the WTTC represents both a corporate milestone and a commitment to shaping a more resilient and forward-thinking marketplace.
Vicente Salas Hesselbach, Vice President and Managing Director Americas at Messe Berlin, noted that the association would help drive innovation across the sector.
“Joining WTTC as a Regional Member marks an important milestone for Messe Berlin Americas and, above all, for ITB Americas,” said Mr Salas Hesselbach. “As we prepare to launch the inaugural edition of ITB Americas, we are committed to building a platform that brings together the travel industry across the entire continent, fostering meaningful business connections, knowledge exchange, and long-term collaboration. This achievement reinforces our commitment to shaping a stronger, more innovative, and sustainable future for travel and tourism in the Americas.”
To deliver on these commercial and educational objectives, ITB Americas will feature a curated Hosted Buyer programme alongside a high-level conference showcasing thought leaders and industry experts to address market potential and emerging trends.
The Global Reach of the ITB Brand
The introduction of ITB Americas extends a world-renowned brand family that has driven trade insights and networking for more than 50 years. The Pan-American launch complements an extensive international calendar of trade shows operated by Messe Berlin.
The group’s global sequence of events includes ITB India, taking place in Mumbai from 1 to 3 September 2026, followed by ITB Asia in Singapore from 21 to 23 October 2026 to cover the Asia-Pacific market. Following the launch of ITB Americas in November 2026, the flagship ITB Berlin—the world’s leading B2B travel trade show—will take place in Germany from 16 to 18 March 2027. ITB China will subsequently take place in Shanghai from 25 to 27 May 2027.
With registration now open for trade attendees, the newly forged alliance between Messe Berlin Americas and the WTTC signals a new era of cross-border collaboration for the Pan-American travel industry.
Image Courtesy: Messe Berlin GmbH
