ITB Announces New B2B Travel Trade Show for the Americas
ITB Expands Westward: ITB Americas to Debut in Guadalajara, Mexico, in November 2026
The ITB brand family continues to grow. With the launch of ITB Americas, taking place for the first time from 10–12 November 2026 in Guadalajara, Jalisco, Mexico. ITB is expanding its global portfolio with a new B2B travel trade show dedicated to the entire American continent—from Alaska to La Patagonia.
During ITB Berlin, Dr. Mario Tobias, CEO of Messe Berlin, presented the vision and strategic direction behind the new event and signed a Memorandum of Understanding (MoU) alongside Francisco Quiroga, Ambassador of the United Mexican States to Germany; Michelle Fridman Hirsch, Minister of Tourism for the State of Jalisco; and Gustavo Staufert, Director of the Guadalajara Convention and Visitors Bureau.
ITB expands westward: Beginning in 2026, ITB will host a dedicated B2B travel trade show for the Americas in Guadalajara, Mexico. Copyright @Messe Berlin Americas.
A Strategic Response to Market Growth
Dr. Mario Tobias described the launch of ITB Americas as a “groundbreaking milestone” in the history of the ITB brand.
As ITB Berlin prepares to celebrate its 60th anniversary next year and continues its successful international expansion with three established events in Asia, ITB is now extending its presence to the Americas. According to Dr. Tobias, the new event represents a strategic response to the remarkable growth and potential of the travel and tourism industry across the American continent.
Designed as a platform representing 35 countries and markets, ITB Americas will uphold the same standards of excellence that have made ITB Berlin the world’s leading travel trade show.
“We expect approximately 80 percent of exhibitors to come from the Americas and around 20 percent from other regions,” said Dr. Tobias.
Building New Alliances
Before signing the Memorandum of Understanding, Francisco Quiroga, Ambassador of the United Mexican States, expressed his country’s appreciation for this new partnership.
He highlighted Mexico’s unique position—as part of North America economically, Latin America culturally, and Central America geographically—making it an ideal host destination for ITB Americas.
Beyond its economic significance, Ambassador Quiroga emphasized the broader importance of the collaboration.
“At a time when promises are being broken and alliances are being tested, this is the moment to stand up and build new partnerships—and that is exactly what we are doing today,” he said.
The Essence of Mexico
Prior to the signing ceremony, Michelle Fridman Hirsch, Minister of Tourism for the State of Jalisco, outlined why Jalisco is uniquely positioned to host the inaugural edition of ITB Americas.
She described the state as a destination that embodies the true essence of Mexico—home to tequila and mariachi traditions, world-class beaches, charming colonial towns, an extensive hospitality infrastructure, and two international airports offering excellent global connectivity.
Posts relacionados
