ITB is expanding west.
Guadalajara, Mexico, will
host the first ITB Americas next year (2026), a major B2B travel trade show covering the entire
American continent.
Owner-organiser Messe Berlin made the announcement at ITB
Berlin, signing an MoU with the Mexican ambassador and state officials.
The show will run November 10–12, 2026, at Expo Guadalajara,
Mexico’s newest exhibition centre, and will feature exhibitors from North,
Central, and South America, plus the Caribbean, spanning all travel
sectors—adventure, business, and technology.
The event will include the ITB Americas Conference,
featuring top industry speakers. Special networking sessions will focus on
business deals and sales.
ITB Americas aims to capitalise on a booming international
travel market. According to consultants IPK International, outbound travel from
the Americas is on the rise.
Jalisco’s Governor Pablo Lemus welcomed the event: "ITB
Americas is a key platform for connections, innovation, and showcasing the best
of the Americas. Jalisco, home of mariachi, tequila, and rich traditions, is
the perfect setting."
This marks ITB’s first major push into the Americas, adding
to its shows in Berlin, Shanghai, Singapore, and Mumbai. CEO Dr. Mario Tobias
called it a "strategic move west."
"The launch of
ITB Americas represents a continuation of our successful international
strategy," said Mario Tobias, CEO of Messe Berlin. "Having
previously focused on Asia, for us it is now 'ITB goes West'. Whether for
hiking in the Rocky Mountains, cruises in the Caribbean, exploring the Atacama
Desert in South America or the Mayan culture in Central America, the Americas
are not only among the most diverse regions for travel, but also an important
source market, with countries such as the USA, Canada, Mexico and Brazil."
Organisers expect 80 per cent of exhibitors from the
Americas.
