Messe Berlin is expanding its influential portfolio of B2B tourism events with the launch of ITB Americas, set to take place in Guadalajara, Mexico, from November 10-12, 2026. This significant announcement was made during a press conference at ITB Berlin, alongside the signing of a memorandum of understanding with the Mexican ambassador and officials from the State of Jalisco.
ITB Americas promises to be the sole travel trade exhibition encompassing North, Central, and South America, as well as the Caribbean. It aims to showcase all facets of the travel industry—from adventure and sustainable tourism to business travel, catering to a diverse audience.
Since its inception in 1966, Messe Berlin has established ITB Berlin. The 2025 event, noted for its grandeur, attracted over 5,800 exhibitors and nearly 100,000 attendees from around the globe. This highlights the show’s significance in the tourism sector.
For the event in Mexico, it is expected that 80% of exhibitors will be from the Americas, with the remaining 20% from other parts of the world. A range of participants, from startups to major market players, will partake, fostering an environment rich in collaboration and exchange.
Expo Guadalajara, the venue for ITB Americas, boasts the finest exhibition facilities in the nation, providing exceptional connectivity in the heart of Mexico’s second-largest city—ideal for such a prestigious event.
Currently, North America is witnessing a surge in outbound travel, an encouraging trend highlighted by IPK International’s World Travel Monitor. Numbers indicate a noticeable growth in travel, already reaching pre-pandemic levels, with approximately a quarter of global international travel volume originating from the Americas.
Dr. Mario Tobias, CEO of Messe Berlin, remarked, “The launch of ITB Americas signifies our commitment to broadening our international vision. Now it is time for ‘ITB goes West’, emphasising the diversity and potential of the Americas as a vital travel market.”
Pablo Lemus, Governor of Jalisco, expressed pride in hosting ITB Americas, stating, “Welcoming this pivotal industry event in the cultural heart of Mexico is a privilege. It serves as a vital platform for connection and innovation. We are excited to share our rich heritage with the global travel community.”
As we look forward, ITB Berlin 2026 is scheduled to run from March 3-5, continuing its legacy of being a landmark event in global tourism.
Messe Berlin announces the launch of ITB Americas, set for Nov. 10-12, 2026, in Guadalajara, Mexico. This trade show will encompass the entire American region and aims to unite various segments of the travel industry. Expected to draw mainly American exhibitors, it highlights positive outbound travel trends from North America while strengthening connections and showcasing cultural richness.
The upcoming ITB Americas in Guadalajara represents a significant expansion in Messe Berlin’s B2B tourism portfolio, uniquely featuring the entire American continent. This event, scheduled for November 2026, promises to unite diverse stakeholders within the travel industry. The positive trends in outbound travel from North America further enhance its relevance, underpinning the region’s rich potential for future tourism interactions. With strong support from local authorities, this event is anticipated to invigorate connections and showcase the vibrant cultural heritage of the Americas.
Original Source: tsnn.com
