Officials gather for the ITB Americas announcement at ITB Berlin 2025. (Photo Credit: ITB)
The world's largest tourism trade show is expanding to the Americas with the launch of ITB Americas in 2026.
ITB Berlin built on its success as the world's largest B2B tourism trade show in 2025 and is now bringing its showcase to Guadalajara, Mexico from November 10-12, 2026.
On Wednesday, Messe Berlin announced it has signed a memorandum of understanding (MoU) with the Mexican ambassador in Berlin and representatives of the State of Jalisco.
"From Canada to Argentina: ITB Americas is the only travel trade show that covers North, Central and South America and the Caribbean as well as all segments of the travel industry, from Adventure & Responsible Tourism to Business Travel and Travel Technology," a press release read.
"The planned distribution of exhibitors is 80 percent from the Americas and 20 percent from the rest of the world, with participants ranging from startups to global market leaders."
In addition to Berlin, this newest ITB event complements existing offerings across Asia, including Shanghai, Singapore and Mumbai.
"The launch of ITB Americas represents a continuation of our successful international strategy," Dr. Mario Tobias, CEO of Messe Berlin, said in a statement. "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."
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