ITB Americas Expands Exhibition Space by Nearly 50% as International Demand Accelerates
ITB Americas will debut from 10–12 November 2026 in Guadalajara, Mexico, bringing together global industry leaders for high-value business opportunities. Growing global demand is already driving significant exhibitor interest.
ITB Americas, the latest addition to the globally renowned ITB brand portfolio, is gaining strong momentum ahead of its inaugural edition in November 2026. Driven by high international demand and early commitment from key industry players, the event has increased its exhibition capacity by nearly 50%, underlining its position as the leading B2B travel trade show for the Americas.
Set to take place in Guadalajara, Mexico, ITB Americas will serve as a strategic platform connecting North, Central and South America, as well as the Caribbean, with global markets. As the first truly Pan-American B2B travel trade show, it brings the Americas travel market together in one place and equally represents all regions. The event is designed to foster cross-regional collaboration and unlock new business opportunities across the entire tourism value chain.
ITB Americas Expands Exhibition Space by Nearly 50% as International Demand Accelerates. Copyright @Messe Berlin Americas.
High Demand Drives Capacity Increase
Demand for ITB Americas remains high, with entry-level stand options (9 m²) already sold out, highlighting significant interest from companies seeking a presence at the inaugural edition.
“The strong demand we are seeing clearly confirms the need for a dedicated Pan-American travel trade platform,” said Vicente Salas, VP and Managing Director of Messe Berlin Americas. “ITB Americas serves as a strategic marketplace for the region, one that creates real business value by connecting the right partners and enabling meaningful, results-driven exchange.”
The additional space enables more exhibitors to participate while further strengthening ITB Americas as a platform for targeted networking, efficient business meetings, and high-impact brand visibility.
Strong International Participation Across the Travel Ecosystem
ITB Americas has already secured participation from a diverse range of destinations and organizations across multiple continents. Among the first confirmed exhibitors are destinations from the United States, Peru, Japan, Slovenia, and Germany, as well as a Nordic pavilion including Norway, Finland, Denmark, and Iceland.
In addition, leading hospitality groups and premium hotel brands have joined the platform, reinforcing the event’s positioning as a high-value business marketplace. Confirmed participants include global and regional players such as JW Marriott, RIU Hotels, and IHG.
This broad representation underscores strong market confidence and reinforces ITB Americas as a high-value platform for business, networking, and strategic partnerships. By bringing together senior decision-makers with purchasing authority, ITB Americas provides exhibitors with direct access to the stakeholders driving high-impact business decisions across the region.
A High-quality Business Platform
ITB Americas will host a curated program of 300 high-quality hosted buyers, ensuring strong ROI for participants. By connecting exhibitors directly with key decision-makers from across the region, the event creates a focused environment for meaningful business exchange.
Professionals interested in joining the ITB Americas Hosted Buyer Program may now apply here.
Mexico: Official Partner Country of ITB Americas 2026
As the Official Partner Country, Mexico will play a central role across the show floor of ITB Americas 2026. Mexico offers an unmatched combination of cultural richness, global air connectivity, and tourism leadership. Consistently ranked among the most visited countries globally, the country welcomes over 40 million international tourists annually and continues to demonstrate strong recovery and growth.
With its rich heritage, vibrant destinations, and more than 11,000 kilometers of coastline, Mexico represents the diversity and strength of the travel industry across the Americas. The country also holds a well-established position in leisure, MICE, and business travel, supported by modern infrastructure, world-class venues, and a highly developed hospitality sector.
ITB Americas Conference: Driving Thought Leadership with Industry Experts
A high-level conference program featuring more than 40 industry leaders and experts will complement the show, addressing critical transformation topics such as the future of travel, sustainability, digital transformation, and evolving market dynamics.
To ensure a forward-looking and relevant program, the ITB Americas Conference is supported by a Board of Experts comprising influential leaders from tourism, business, and global strategy. Among the first confirmed members are Enrique de la Madrid Cordero and Mayte Redondo Castuera.
Enrique de la Madrid Cordero, former Secretary of Tourism of Mexico, is widely recognized for his contribution to strengthening Mexico’s global tourism positioning as a top travel destination. His expertise will support the development of conference content focused on policy, investment, and long-term competitiveness across the Americas.
Mayte Redondo Castuera brings extensive experience in international business development, strategic partnerships, and sustainable tourism. Through her role on the Board of Experts, she will contribute to shaping content that reflects evolving traveler expectations, premium travel experiences, and sustainability-driven innovation.
Together, the Board of Experts ensures that the ITB Americas Conference delivers high-level dialogue, actionable insights, and thought leadership that drive the future of travel across the region.
Looking ahead
With strong international participation, increased exhibition capacity, and a clear positioning as the Pan-American marketplace for the travel industry, ITB Americas is set to become a key meeting point for the global travel industry in the Americas.
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