The Americas marks the latest destination for B2B travel show show ITB, following shows in Europe, Asia, China, and India. Photo Credit: Messe Berlin
ITB Berlin has announced the launch of a new B2B travel trade show, ITB Americas, set to debut in Guadalajara, Mexico, from 10 to 12 November 2026. The announcement was made during a press conference at ITB Berlin, where event organiser Messe Berlin also signed a memorandum of understanding with the Mexican ambassador in Berlin and representatives from the State of Jalisco.
ITB Americas will be the first travel trade show to cover the entire American continent, including North, Central, and South America, as well as the Caribbean. The event aims to cater to all segments of the travel industry, from adventure & responsible tourism to business travel and travel technology. The planned distribution of exhibitors will see 80% of participants coming from the Americas, with the remaining 20% representing global players in the industry. The event is expected to attract a diverse range of exhibitors, from startups to international market leaders.
In announcing the event, Dr. Mario Tobias, CEO of Messe Berlin, highlighted the strategic importance of the Americas as a key source market for global tourism. He added that the Americas region is one of the most diverse for travel, with notable destinations such as the Rocky Mountains, the Caribbean, South America’s Atacama Desert and Central America’s Mayan culture. Major markets like the the US, Canada, Mexico and Brazil are also central to the global tourism landscape.
The venue for ITB Americas will be Guadalajara, the second-largest city in Jalisco, Mexico. Offering excellent connectivity and boasting one of Mexico's most modern exhibition and convention centres, the city is well-positioned to host such a major event. The accompanying ITB Americas Conference will feature high-profile speakers, with sessions addressing the latest industry trends. Specific networking formats will also be designed to promote buying and sales within the sector.
Both Pablo Lemus, governor of Jalisco, and Mexico’s Secretary of Tourism, Josefina Rodriguez Zamora, expressed the importance of ITB Americas in strengthening the American market. "[It] presents a key opportunity to strengthen the American market, build high-quality business connections and showcase Mexico’s rich cultural and economic potential to the global tourism industry," said Zamora.