Messe Berlin announced at a press conference at ITB Berlin on 5 March 2025 that it will host the inaugural ITB Americas from 10-12 November 2026 in Guadalajara, Mexico. The launch marks the further expansion of the ITB brand in the global travel trade show landscape, with ITB Americas becoming the only B2B trade show covering the entire travel industry in North, Central and South America, as well as the Caribbean.
The ITB brand originated in Berlin in 1966, and ITB Berlin is one of the flagship trade shows for the global travel industry. 2025 edition of ITB Berlin attracted more than 5,800 exhibitors and nearly 100,000 trade visitors from 170 countries and regions, and the launch of ITB Americas is designed to meet the growing demand for travel in the Americas region and provide a new platform for networking and networking for the global travel industry. travel industry with a brand new platform for communication and co-operation.
ITB Americas will cover all segments of the travel industry from adventure travel and eco-tourism to business travel and travel technology. It is expected that 80 per cent of exhibitors will come from the Americas and 20 per cent from the rest of the world, with participants ranging from start-ups to global market leaders. The show will host the ITB Americas conference, featuring industry luminaries sharing the latest trends and focusing on sourcing and sales through a specific networking event format.
The venue is located in Guadalajara is Mexico's second largest city and the Expo Guadalajara exhibition centre is one of the country's most advanced exhibition and conference centres.
According to IPK International, the outbound travel market in North America is showing a positive growth trend.2024 saw significant growth in outbound travel from North America, which grew at an annual rate of 7 per cent, while Latin America's outbound travel grew by almost 10 per cent year-on-year and has recovered to 2019 levels. The travel market in the Americas accounts for about a quarter of global international travel.
Dr Mario Tobias, CEO of Messe Berlin, said, "The launch of ITB Americas is a continuation of our successful international strategy. Previously we focussed on the Asian market, but now we are turning our attention to the Americas, i.e. ‘ITB to the West’. The Americas is not only one of the most diverse regions in terms of travel destinations, but also an important source market."
Pablo Lemus, Governor of the Mexican state of Jalisco, said, "As Governor of Jalisco, I am honoured and delighted to welcome ITB Americas to Guadalajara. It is an honour to host the industry's most important tourism event in the heart of Mexican culture."
The launch of ITB Americas not only provides the travel industry in the Americas with a new platform for networking, but also offers global travel industry professionals an opportunity to gain insight into the Americas travel market. The exhibition will further promote international co-operation and development of the travel industry in the Americas.
Ministry of Commerce of the People's Republic of China 