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Guadalajara will host the first edition of ITB Americas, a new trade platform to connect tourism across the continent. Photo by Luis Zotea/Pexels.




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ITB Americas 2026: Business for All of American Tourism

The ITB Americas Tourism Fair Will Bring Together Destinations, Hotel Chains, and International Buyers in Guadalajara.

By Estefanía Muriel for Ruta Pantera on 10/10/2026 7:52:13 AM

What business opportunities can a tourism trade fair that connects all of the Americas on a single platform for the first time generate? From November 10 to 12, 2026, Guadalajara, Mexico, will host the inaugural ITB Americas, a new trade fair organized by Messe Berlin. Its mission is to facilitate business relationships between destinations, tourism companies, and buyers, with a continental perspective that seeks to connect markets traditionally served separately.

The launch comes at a favorable time for the regional tourism business. The World Travel & Tourism Council (WTTC) estimates that tourism activity in Central and South America will grow by 4.1% in 2026, exceeding the 3.2% projected globally. International tourist spending in the region is also expected to increase by 7.8%, significantly surpassing the global projection of 3.7%. These forecasts reinforce the commercial interest in the Americas.

The trade fair aims to capitalize on this dynamism through meetings between buyers and suppliers, exhibitions, and specialized conferences. Its reach includes North America, Central America, South America, and the Caribbean, with international participation. For companies, the opportunity lies not only in showcasing products but also in identifying partners, negotiating distribution agreements, diversifying markets, and developing experiences that respond to emerging demands. The outcome will depend on the quality of the contacts and their ability to translate into concrete business deals.

ITB Americas: Dates, Venue, and Business Objectives

The first edition will be held from November 10-12, 2026, at Expo Guadalajara in the Mexican state of Jalisco. Messe Berlin announced the project in March 2025 as part of its international expansion strategy. Unlike trade fairs focused on a regional market, ITB Americas aims to integrate the tourism industries across the continent and facilitate connections between American companies and players in other international markets.

Early demand led the organizers to expand exhibition capacity by nearly 50%, as reported in May 2026. The announcement also confirmed a program for 300 invited buyers, selected to facilitate business meetings with exhibiting companies. The organizers present the fair not merely as an advertising platform but as a way to connect with purchasing managers and business decision-makers capable of forging agreements and building lasting business relationships.
Mexico was chosen as the host country due to its air connectivity, hotel infrastructure, capacity to organize international events, and diverse tourism offerings. Guadalajara also provides access to Jalisco's cultural offerings and a specialized convention infrastructure. The venue allows the ITB brand to reach Latin American companies that might otherwise face cost or distance barriers to attending European events, although actual participation will depend on their budgets and business objectives.

Confirmed Exhibitors and Participants: Destinations, Hotels, and Buyers

Among the first exhibitors announced are destinations from the United States, Peru, Japan, Slovenia, and Germany. A Nordic pavilion featuring Norway, Finland, Denmark, and Iceland has also been confirmed. This international composition opens opportunities to promote destinations, establish agreements between inbound and outbound tour operators, and explore products that combine different countries. The list corresponds to participants announced by the organizers and should not be interpreted as a definitive list of all exhibitors.

The hotel sector will also be well represented. Confirmed participants include JW Marriott, RIU Hotels, and IHG, three hotel chains operating in various segments of the accommodation market. Their participation can facilitate discussions with agencies, tour operators, corporate buyers, and other intermediaries. For regional hotel companies, the event offers a competitive benchmark and the opportunity to establish business contacts, although specific opportunities will depend on the negotiated terms and the compatibility between their products and target markets.

In the academic and strategic component, the organization announced more than 40 leaders and specialists for the conference program. Among the confirmed members of its expert panel are Enrique de la Madrid Cordero, former Secretary of Tourism of Mexico, and Mayte Redondo Castuera, a specialist in sustainable tourism and partnership development. Their expertise provides perspectives on tourism policy, competitiveness, investment, and sustainability. The program aims to complement business meetings with analyses of industry trends and challenges, ITB Americas stated.

Artificial Intelligence, Sustainability, and Experiences: The Challenges of the Market

Digital transformation will be a key issue for companies seeking to improve their competitiveness. ITB Berlin explains that artificial intelligence can help personalize offers, analyze customer data, and optimize operations, but it also raises challenges related to trust, data quality, and organizational adaptation. The business debate should focus on applications that generate measurable value and maintain an effective human connection with travelers, rather than simply incorporating technology due to competitive pressure.

Sustainability also represents an economic and managerial issue. Pressure on natural resources, climate vulnerability, and the unequal distribution of tourism revenue can compromise the viability of destinations. In its analysis published in September 2026, ITB Berlin highlighted the need to move toward a model that considers the benefits for communities, climate adaptation, and the rights of indigenous peoples. For businesses, these issues impact risk management, reputation, and business continuity.

The Mexican market illustrates the scale of both opportunities and challenges. According to Mexico's Ministry of Tourism, the country received 47.8 million international tourists in 2025, a 6.1% increase compared to 2024. This volume underscores its relevance as a tourism market, but also demands planning and territorial diversification. For participants, ITB Americas will be an opportunity to translate regional growth into alliances, investments, and competitive products, while remaining mindful of sustainability and local needs.

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References:
ITB Berlin. (2025, March 5). ITB Americas: New B2B travel trade show for the entire American continent to be launched in Mexico in 2026 . ITB Berlin. https://www.itb.com/en/press/press-releases/news_21696.html
ITB Berlin. (2026a, May 6). ITB Americas expands exhibition space by nearly 50% as international demand accelerates . ITB Berlin. https://www.itb.com/en/press/press-releases/news_3072.html ITB Berlin. (2026b, September 1). Trust makes all the difference . ITB Berlin. https://www.itb.com/en/itb-360%C2%B0/news-insights/trust-makes-all-the-difference.html
ITB Berlin. (2026c, September 30). The future of tourism in the Americas: From growth to greater value . ITB Berlin. https://www.itb.com/en/itb-360%C2%B0/news-insights/the-future-of-tourism-in-the-americas-from-growth-to-greater-value.html
Ministry of Tourism. (2026). Tourism in figures: December 2025. Government of Mexico. https://datatur.sectur.gob.mx/documentoscompartidos/rat/RAT-2025-12%28ES%29.pdf
World Travel & Tourism Council. (2026, May 28). Central & South America travel & tourism sector set to outpace global growth in 2026 . WTTC. https://wttc.org/news/central-south-america-travel-tourism-sector-set-to-outpace-global-growth-in-2026
Deutsche Welle. (2026). The ITB tourism fair debuts in Latin America, where tourism is growing faster than the world average. DW. https://www.dw.com/es/feria-tur%C3%ADstica-itb-debuta-en-am%C3%A9rica-latina-donde-el-turismo-crece-m%C3%A1s-que-el-promedio-mundial/a-79596402


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