Wednesday, March 5, 2025
In a historic expansion, ITB Americas is set to make its grand debut in Guadalajara, Mexico, from November 10-12, 2026. This landmark event will unite North, Central, and South America, as well as the Caribbean, in a single, influential B2B tourism trade show. Messe Berlin’s strategic expansion signals a major boost to the Americas’ travel industry, bringing together tourism leaders, investors, and global stakeholders to foster business collaborations, showcase emerging travel trends, and fuel international trade.
Announced at a press conference at ITB Berlin 2025, ITB Americas solidifies Mexico’s position as a global tourism powerhouse. The State of Jalisco, in collaboration with Messe Berlin and the Mexican government, has signed a memorandum of understanding (MoU) to host this high-profile event, which will draw exhibitors from across the Americas and beyond.
Why Mexico? The Perfect Host for ITB Americas 2026
Mexico’s selection as the host nation for ITB Americas is strategic and well-founded. As one of the world’s top 10 tourism destinations, Mexico boasts:
- A booming travel industry, with record-breaking visitor arrivals in 2024.
- Robust international connectivity, with Guadalajara’s state-of-the-art convention center providing an ideal setting.
- A dynamic tourism ecosystem, featuring luxury hospitality, cultural richness, and adventure tourism.
- A thriving MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, making it the ideal B2B networking hub.
Josefina Rodriguez Zamora, Mexico’s Secretary of Tourism, emphasized that ITB Americas will be a crucial platform for the American market, enabling business partnerships, investment growth, and cultural exchanges.
ITB Americas: Transforming B2B Tourism Trade Across the Hemisphere
Unlike any other tourism trade event, ITB Americas will span every segment of the travel industry, including:
- Adventure & Responsible Tourism
- Business & Corporate Travel
- Luxury & Leisure Travel
- MICE Travel
- Travel Technology & Innovation
With 80% of exhibitors representing the Americas and 20% from international markets, the trade show is poised to reshape the future of regional tourism networking and investment.
Travel Trends: The Americas’ Outbound Travel Boom
According to IPK International’s World Travel Monitor®, the Americas are witnessing a significant surge in outbound travel, with North and Latin America playing a key role in international tourism growth.
Key trends driving the travel boom in 2024 and beyond:
- North America leads in outbound trips, surpassing 2019 levels with a 7% growth rate.
- Latin America rebounds sharply, with outbound travel rising 10% year-on-year.
- Mexico emerges as a top global destination, surpassing pre-pandemic tourism figures.
- MICE and business travel expand rapidly, driven by increased corporate mobility and trade partnerships.
With over 120 million outbound trips from the USA alone, and Latin American markets catching up, ITB Americas will capitalize on this growth and provide a critical platform for regional and global tourism businesses.
Mexico’s Rising Status in Global Tourism
Mexico is not just hosting ITB Americas—it’s also one of the world’s fastest-growing travel markets. Recent data shows:
- Travel to Mexico grew 8% year-on-year in 2024, surpassing 2019 levels.
- Mexico ranks among the world’s top 10 destinations, behind only Spain, the USA, Germany, France, and Italy.
- Primary source markets include the USA, Canada, Argentina, and the UK, highlighting its broad international appeal.
- Mexico scores high in traveler satisfaction, with safety and hospitality ratings significantly improving in 2024.
By hosting ITB Americas, Mexico reinforces its standing as a global tourism powerhouse while expanding trade and investment opportunities across the continent.
Key Travel Trends Shaping the Americas in 2025 and Beyond
1. Sun & Beach Destinations Remain Dominant
- North America favors sun & beach tourism, with destinations like Cancún, the Caribbean, and Florida seeing record demand.
- Latin America’s city break tourism is booming, with increased interest in Mexico City, Buenos Aires, and São Paulo.
2. Business and MICE Travel Surge
- Corporate travel in North America skyrocketed by 20% in 2024, outpacing global averages.
- MICE travel in Latin America grew modestly (3%) but is set for rapid expansion in 2025.
3. Accommodation Preferences Shift Toward Private Rentals
- Hotels remain the preferred choice, but alternative accommodations (Airbnb, guesthouses, hostels) are rising, especially in Latin America, where growth hit 20% year-on-year.
4. Travelers are Spending More and Staying Longer
- Average trip length from the Americas surpassed the global average, with travelers spending nearly 10 nights abroad.
- Per-trip spending increased, though North Americans outspend Latin Americans by approximately 100 euros per night.
ITB Americas: A Powerhouse Platform for Business, Networking, and Industry Innovation
With its B2B-focused trade show and the high-profile ITB Americas Conference, the event will:
- Bring together top tourism leaders, including Google, Expedia, TUI, Booking.com, Ryanair, and Microsoft.
- Feature cutting-edge discussions on market trends, sustainability, and technological advancements.
- Create unparalleled networking and deal-making opportunities, solidifying ITB Americas as a must-attend event.
Final Thoughts: ITB Americas Will Shape the Future of Travel in the Western Hemisphere
The launch of ITB Americas in 2026 is a defining moment for the travel industry across North, Central, and South America. With Mexico leading the charge, Guadalajara will become the epicenter of tourism trade, investment, and collaboration.
Dr. Mario Tobias, CEO of Messe Berlin, summed it up best:
“ITB Americas represents a continuation of our successful international strategy. The Americas are not only among the most diverse regions for travel but also an essential source market.”
With unprecedented industry momentum, record tourism growth, and global trade expansion, ITB Americas 2026 is set to revolutionize the business of travel across the Americas.
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