ITB Americas: New B2B travel trade show to be launched in 2026

05.03.2025

From 10 to 12 November 2026, ITB Americas will celebrate its debut as a B2B tourism trade show in Guadalajara, Mexico.

Messe Berlin announced this today at a press conference at ITB Berlin and signed a memorandum of understanding (MoU) with the Mexican ambassador in Berlin and representatives of the State of Jalisco. The planned distribution of exhibitors is 80 per cent from the Americas and 20 per cent from the rest of the world, with participants ranging from startups to global market leaders. 

The entire American continent is displaying a positive trend in outbound travel, as the latest data from IPK International shows. Geographically in an ideal location, economically strong and with a first-class tourism infrastructure, Mexico is the ideal place for ITB Americas. In addition, the venue for the new event – Mexico's second largest city Guadalajara in the State of Jalisco – offers excellent connectivity and the country's most state-of-the-art exhibition and convention centre. The accompanying ITB Americas Conference will feature high-profile speakers addressing the latest industry trends, while specific networking formats will focus on buying and sales. With this new event, ITB is expanding its brand family which, in addition to Berlin, is successfully represented worldwide with trade shows in Shanghai, Singapore and Mumbai.

"The launch of ITB Americas represents a continuation of our successful international strategy," says 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," says Tobias.