Messe Berlin expands global portfolio with new B2B event targeting North, Central, and South American markets
Messe Berlin, organizer of the world-renowned ITB Berlin, announced today the launch of ITB Americas, a new B2B travel trade show set to debut in Guadalajara, Mexico, from November 10–12, 2026. The event aims to unite the entire American continent’s travel industry, spanning markets from Canada to Argentina, and will serve as a hub for tourism professionals across sectors including adventure travel, responsible tourism, business travel, and travel technology.**
Strategic Location and Market Potential
Mexico’s second-largest city, Guadalajara, capital of Jalisco state, was selected as the host for its strategic geographic position, robust tourism infrastructure, and modern convention facilities. The choice aligns with IPK International’s latest World Travel Monitor® data, which highlights rising outbound travel demand across the Americas. Key markets such as the U.S., Canada, Mexico, and Brazil are driving growth, with travelers increasingly seeking diverse experiences—from Caribbean cruises to cultural explorations of Central America’s Mayan heritage.
ITB Americas represents the next phase of our global strategy—‘ITB goes West’. The Americas are not only a region of immense travel diversity but also a critical source market. This event will connect industry leaders, innovators, and destinations to capitalize on these opportunities.”
said Dr. Mario Tobias, CEO of Messe Berlin, during the announcement at ITB Berlin.
Exhibitor Mix and Networking Focus
The trade show will feature an 80/20 split between exhibitors from the Americas and the rest of the world, welcoming startups and established global players alike. Alongside the exhibition, the ITB Americas Conference will host high-profile speakers addressing industry trends, while curated networking sessions will prioritize deal-making between buyers and suppliers.
Political and Industry Backing
The memorandum of understanding (MoU) signed with Mexican officials, including Jalisco Governor Pablo Lemus and Mexico’s Secretary of Tourism Josefina Rodriguez Zamora, underscores the event’s significance.
Hosting ITB Americas in Guadalajara is a privilege. Jalisco—the birthplace of mariachi, tequila, and rich traditions—is the ideal stage to showcase the Americas’ cultural and economic vitality to the world.”
said Dr. Mario Tobias, CEO of Messe Berlin, during the announcement at ITB Berlin.
Secretary Zamora emphasized the trade show’s role in strengthening regional ties:
This is a pivotal platform to elevate Mexico’s tourism sector, forge international partnerships, and highlight our nation’s unparalleled offerings.”
Expanding the ITB Brand
ITB Americas joins Messe Berlin’s growing portfolio of international trade shows, including ITB Asia (Singapore), ITB China (Shanghai), and OTM Mumbai. The expansion reflects the organization’s confidence in the Americas’ post-pandemic recovery and long-term potential.
Connectivity and Infrastructure
Guadalajara’s state-of-the-art convention center and direct flight connectivity to major U.S., Canadian, and Latin American cities were cited as decisive factors in the location choice. The city’s blend of cultural heritage and modern amenities positions it as a compelling host for global attendees.
With the Americas’ travel industry poised for growth, ITB Americas 2026 is set to become a cornerstone event for cross-continental collaboration—and a testament to Mexico’s rising prominence on the global tourism stage.