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ITB Americas inaugural trade show launches in Guadalajara November 2026
The inaugural ITB Americas trade exhibition opens in Guadalajara, Mexico, from November 10‑12, 2026, bringing together tourism companies and qualified buyers from across the Americas. The event, organized by Messe Berlin Americas, aims to boost business opportunities and address connectivity challenges in the region.
In this story
At a glance
- What changes
- First edition of ITB Americas trade show launches in Guadalajara
- Timing
- Event runs November 10–12, 2026
- Who is affected
- Tourism exhibitors, qualified buyers and industry officials in the Americas
The details
- Announced by
- World Travel & Tourism Council (WTTC)
- Takes effect
- November 10–12, 2026
- Previous rule
- There was no ITB Americas event prior to this inaugural edition.
- New rule
- ITB Americas will be held for the first time, offering a dedicated platform for tourism businesses across North, Central, South America and the Caribbean.
Event Launch and Scope
The World Travel & Tourism Council joined the opening of ITB Americas at Expo Guadalajara, Mexico, from November 10 to 12, 2026. Organized by Messe Berlin Americas, the exhibition will host 300 exhibiting companies from more than 60 countries and regions, alongside qualified buyers from over 40 nations. The launch marks the first dedicated international travel trade show focused on the Americas.
- 300 exhibitors from 60+ countries
- Qualified buyers from 40+ countries
Economic Outlook Presented
During her keynote, WTTC President Gloria Guevara presented the council’s Economic Impact Research. The report forecasts tourism’s contribution to the Americas’ GDP to rise to $3.54 trillion in 2026, supporting 52.1 million jobs. Domestic visitor spending is expected to grow 1.9 % to $2.09 trillion, while international visitor spending is projected to decline 2 %.
- GDP contribution $3.54 trillion in 2026
- Employment 52.1 million jobs
Connectivity and Industry Priorities
Guevara highlighted limited air connectivity as a structural obstacle for Latin America and the Caribbean, noting only about 2,020 international airport‑to‑airport routes compared with 9,530 in Western Europe. The WTTC outlined six priorities for governments and the private sector, including expanding connectivity, facilitating safe travel, and attracting investment.
- 2,020 international routes in the region
- Six priority actions for governments and industry
What this means for travellers
Trip planning
- Businesses planning to exhibit should secure booth space before the event dates.
- Qualified buyers need to arrange travel to Guadalajara for November 10–12, 2026.
- Local tourism operators can schedule meetings with international partners during the show.
Cost and documents
- No specific fees or documentation requirements were mentioned in the announcement.
- Travelers should verify visa requirements for Mexico based on their nationality.
What you need to do
- Exhibitors must register with Messe Berlin Americas ahead of the November 12 deadline.
- Buyers should confirm qualification status and complete any registration forms.
- Participants should monitor WTTC communications for any updates on health or safety protocols.
Who this affects
-
Exhibiting tourism companies
The inaugural ITB Americas provides a platform for them to showcase products and services.
What to do Register for exhibition space and plan logistics for attendance.
-
Qualified buyers from the Americas
They are invited to meet exhibitors and source new business opportunities.
What to do Confirm buyer qualification and arrange travel to Guadalajara.
-
Tourism officials and policymakers
The event highlights regional challenges such as air connectivity and investment needs.
What to do Participate in panels and use findings to inform policy decisions.
-
Local hospitality providers in Guadalajara
The influx of international delegates creates demand for accommodation and services.
What to do Prepare to accommodate increased bookings and offer event‑related packages.
-
Airline and airport operators in Latin America
Connectivity issues were identified as a barrier to tourism growth.
What to do Engage with WTTC priorities to explore route expansion opportunities.
Frequently asked questions
When and where is the first ITB Americas event held?
The inaugural ITB Americas trade show takes place in Guadalajara, Mexico, from November 10 to 12, 2026, at the Expo Guadalajara venue.
Who can exhibit at ITB Americas 2026?
Tourism companies from more than 60 countries are invited to exhibit, with 300 exhibitors expected to showcase their products and services.
How many qualified buyers are expected at the event?
Qualified buyers from over 40 countries are scheduled to attend, providing a broad market for exhibitors to meet potential partners.
What economic impact does WTTC predict for tourism in 2026?
WTTC forecasts tourism will contribute $3.54 trillion to the Americas’ GDP in 2026 and support 52.1 million jobs, up from 2025 figures.
What are the main challenges highlighted for tourism in the Americas?
Limited air connectivity, with only about 2,020 international routes, and a projected 2 % decline in international visitor spending are identified as key challenges.
Do I need a visa to attend ITB Americas in Mexico?
Visa requirements depend on the traveller’s nationality; attendees should check Mexico’s entry rules and obtain any necessary visas before traveling.
