The first ITB Americas trade show will take place November 10-12, 2026, in Guadalajara, Mexico. Organizers report that 70% of exhibition space has already sold. The event draws senior decision-makers from over 30 countries through its Hosted Buyer Program, establishing itself as the first pan-American B2B travel marketplace.
Buyers from five continents confirmed
Travel professionals from every continent have joined the program. Participants include outbound travel agencies, online travel agencies, corporate travel managers, and luxury travel specialists. Selection was based on purchasing profiles that match exhibitors’ commercial goals.
Vicente Salas Hesselbach, vice president and managing director of the Americas at Messe Berlin, said the response demonstrates industry demand for a pan-American platform. The program is structured to deliver measurable opportunities from the start.
Premier Buyer Network expands reach
The Hosted Buyer Program gains strength from the Premier Buyer Network, a partnership initiative connecting the event with high-quality buyers through industry groups. Collaborators include the Canadian Association of Tour Operators (CATO), the Adventure Travel Trade Association (ATTA), and the International Gay & Lesbian Travel Association (IGLTA).
These alliances help ensure senior decision-makers from diverse travel sectors attend. Applications remain open for qualified professionals. Exhibitor demand has matched buyer interest, with destinations, hotel groups, airlines, and travel technology firms from across the Americas and beyond securing space. The result is a marketplace spanning the entire travel value chain.
Previous attempts to create a major regional trade show in Latin America have faced challenges attracting global buyers. Most relied on local attendance. The structured hosted buyer program—common in European trade shows but rare in the Americas—may provide an advantage in securing long-term commitments from international participants.
Conference to cover AI, sustainability, and aviation
The ITB Americas Conference will run alongside the exhibition, featuring over 40 sessions across six tracks. Topics include artificial intelligence, distribution strategies, destination competitiveness, aviation trends, sustainability, and emerging technologies.
Over 5,000 travel professionals are expected to attend, with 80% coming from the Americas and the rest from international markets. The event combines business development, knowledge exchange, and networking. Trade visitors can register now to participate.
Event materials describe it as a gateway connecting the Americas with the global travel industry. Additional details are available on the ITB Americas website. For those interested in exploring new destinations, the event may also highlight opportunities like sailing to Martinique, a Caribbean island known for its scenic beauty.
