Messe Berlin has announced that the debut of ITB Americas, a B2B tourism trade show, will take place from November 10 to 12, 2026 in Guadalajara, Mexico. The announcement was made during a press conference at ITB Berlin, where a memorandum of understanding (MoU) was signed with the Mexican ambassador in Berlin and representatives from the State of Jalisco.
This new event will mark a significant milestone in ITB’s global expansion, which already includes successful trade shows in Berlin, Shanghai, Singapore, and Mumbai. The launch of ITB Americas will allow Messe Berlin to tap into the growing tourism market across North, Central and South America, as well as the Caribbean. The show will cover all sectors of the travel industry, from Adventure & Responsible Tourism to Business Travel and Travel Technology.
Dr. Mario Tobias, CEO of Messe Berlin, commented on the expansion: “The launch of ITB Americas represents a continuation of our successful international strategy. Having previously focused on Asia, for us it is now ‘ITB goes West’. 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 driving global tourism trends.”
As the only B2B travel trade show covering North, Central, and South America as well as the Caribbean, ITB Americas will bring together all segments of the travel industry, from Adventure & Responsible Tourism to Business Travel and Travel Technology. The exhibitor distribution is expected to be 80 pper cent from the Americas and 20 per cent from the rest of the world, attracting participants ranging from startups to global market leaders.
The latest findings from the World Travel Monitor® by IPK International, presented at ITB Berlin, indicated a positive outlook for outbound travel from the Americas, with countries like Mexico benefiting from its strategic location, strong economy, and world-class tourism infrastructure. Mexico is an ideal venue for the event, with Guadalajara, Mexico’s second-largest city, offering excellent connectivity and a modern exhibition and convention center.
The event will be accompanied by the ITB Americas Conference, featuring high-profile speakers discussing the latest industry trends. Networking formats will focus on connecting buyers and sellers to foster meaningful business relationships.
Josefina Rodriguez Zamora, Mexico’s Secretary of Tourism, emphasised the significance of the event, stating, “ITB Americas presents a key opportunity to strengthen the American market, build high-quality business connections, and showcase Mexico’s rich cultural and economic potential to the global tourism industry.”
Pablo Lemus, Governor of Jalisco, expressed his excitement, saying, “As Governor of Jalisco, I am honored and delighted to welcome ITB Americas to Guadalajara. Hosting the most important tourism event in the industry in the heart of Mexican culture is a privilege. ITB Americas is a key platform for fostering connections, driving innovation, and showcasing the best of the Americas to the world.”
He continued, “Jalisco is the soul of Mexico, the land of mariachi, tequila, and rich traditions, making it the perfect setting for this global gathering. We look forward to welcoming industry leaders and sharing Jalisco’s rich heritage, dynamic tourism offerings, and warm hospitality with the global travel community.”
 was signed with the Mexican ambassador in Berlin and representatives from the State of Jalisco.){kind=link}