ITB is set to broaden its reach: From November 10 to 12, 2026, ITB Americas will make its inaugural appearance as a B2B tourism trade exhibition in Guadalajara, Mexico. This announcement was made today 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. Concurrently, ITB Berlin is releasing the latest findings from the World Travel Monitor by IPK International, which outlines travel trends in the Americas for 2024.
Spanning from Canada to Argentina, ITB Americas stands as the sole travel trade exhibition that encompasses North, Central, and South America, along with the Caribbean, addressing all facets of the travel industry, including Adventure & Responsible Tourism, Business Travel, and Travel Technology. The anticipated exhibitor distribution is projected to be 80 percent from the Americas and 20 percent from other regions, featuring participants from emerging startups to established global leaders.
Recent data from IPK International indicates a favorable trend in outbound travel across the entire American continent. Mexico, with its advantageous geographical position, robust economy, and top-tier tourism infrastructure, serves as the perfect host for ITB Americas. The event will take place in Guadalajara, Mexico’s second-largest city in the State of Jalisco, which boasts excellent connectivity and the nation’s most advanced exhibition and convention center. The accompanying ITB Americas Conference will showcase prominent speakers discussing the latest industry developments, while tailored networking formats will facilitate buying and sales interactions. This new event marks an expansion of the ITB brand family, which, alongside Berlin, is successfully represented globally through trade shows in Shanghai, Singapore, and Mumbai.
“The launch of ITB Americas represents a continuation of our successful international strategy,” says Dr. 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.
Mexico’s Secretary of Tourism, Josefina Rodriguez Zamora, highlighted that ITB Americas serves as a vital platform for enhancing the American market, fostering valuable business relationships, and promoting Mexico’s abundant cultural and economic assets within the global tourism sector.
“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. 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,“ says Pablo Lemus, Governor of Jalisco.
Recent findings from IPK International’s World Travel Monitor indicate that North and Latin America significantly influence international travel trends. The rising interest in visiting these regions is evident in both the volume of outbound trips and the increasing allure of destinations within North America, particularly in Latin America. A survey assessing travel intentions for 2025 corroborates this trend, highlighting robust growth prospects for travel in that year.
Outbound travel from North America has surpassed pre-pandemic levels recorded in 2019, a trend mirrored by Latin America. Destinations across the American continent have also experienced a boost in international outbound travel in 2024, alongside heightened traveler satisfaction. Consistent with previous years, the World Travel Monitor® reveals distinct differences in travel behavior between North and Latin America, especially concerning travel expenditures.
The Americas are exhibiting a favorable trajectory in international travel. Individuals from North and Latin America are increasingly venturing abroad. In 2024, outbound trips from North America saw a significant increase of approximately seven percent year-on-year, and a five percent rise compared to 2019. Meanwhile, outbound travel from Latin America surged nearly ten percent year-on-year, returning to levels seen in 2019. Collectively, trips originating from the Americas represent about a quarter of the global international travel volume.
