The ITB brand is expanding its global footprint with the launch of ITB Americas. The trade show offers a dedicated B2B marketplace designed to strengthen business connections across North America, Central America, South America, and the Caribbean while creating new opportunities for international collaboration. The inaugural edition opens tomorrow at Expo Guadalajara in Guadalajara, Mexico. It has sold out its exhibition space, signaling strong industry interest in a platform that brings together the diverse travel markets of the Americas.
Organized by Messe Berlin Americas, the three-day event provides an international exhibition, a qualified Hosted Buyer Program, and a forward-looking ITB Americas Conference to facilitate targeted business meetings, foster cross-border partnerships and offer insights into the opportunities and challenges shaping the region’s travel industry. ITB Americas builds on the global reach and industry expertise of the ITB brand. It aims to establish a long-term meeting place for travel professionals seeking to expand their networks, access new markets, and develop business across the Western Hemisphere and beyond.
“The Americas represent an exceptionally diverse travel landscape, with established markets, emerging destinations, and significant opportunities for stronger cross-border collaboration. Yet the region’s potential lies not only in the strength of its individual markets, but in how effectively they connect with one another and with the rest of the world. This is where ITB Americas comes in. By combining the international reach of the ITB brand with a dedicated focus on the Americas, we have created a platform that brings markets closer together, facilitates business, and encourages the exchange of ideas. The fully booked premiere is an encouraging signal, but our ambition goes beyond a successful launch: we want to build a lasting marketplace that contributes to the long-term development of the travel industry across the region,” said David Ruetz, Senior Vice President, Messe Berlin.
The growing importance of the Americas for international tourism was also a key focus at today’s Opening Press Conference. Olivier Ponti, Director of Market Intelligence & Insights at Amadeus and a member of the ITB Americas Board of Experts, presented an outlook on the region’s evolving air connectivity, travel demand, and hospitality trends. Drawing on market data and forecasts, he highlighted growing travel interest from Latin American markets, led by Brazil (+25%), Colombia (+22%), and Mexico (+15%), as well as expanding airline capacity and rising demand for Caribbean destinations. His insights underscored the Americas’ continues potential as a dynamic and increasingly valuable market for international tourism.
Strong International Participation at the Fully Booked Premiere
With 300 exhibiting companies and organizations and 60 countries and regions represented at the trade show, ITB Americas brings together a broad spectrum of the international travel industry. Over three days, the show floor will feature key players from across the travel value chain, including destinations, airlines, hospitality groups, tour operators, and travel technology providers.
The strong Pan-American presence includes destinations such as Mexico, Brazil, Peru, the United States, Colombia, Costa Rica, the Dominican Republic, Cuba, and Nicaragua. International participation extends well beyond the region, with European destinations including Iceland, Norway, Denmark, and Slovenia, alongside destinations and tourism representatives from Egypt, South Africa, Kenya, Uganda, Japan, Thailand, Vietnam, South Korea, China, and New Zealand.
Leading industry players further underline the exhibition’s international scope. Airlines and transportation companies include United Airlines, Air Canada, Volaris, and LATAM Airlines, while hospitality brands such as Accor, Wyndham, Hilton, RIU, Hard Rock, Velas, Brisas, and Grupo Presidente are also represented. Travel companies including Price Travel, Miki Travel, and Mega Travel add to the diverse exhibitor portfolio.
By bringing together established global brands, regional market leaders, and emerging destinations, ITB Americas provides trade visitors with access to a broad range of travel products, services, and potential business partners in one place.
Qualified International Buyers at the Heart of ITB Americas
Creating tangible business opportunities is a central objective of ITB Americas. Its Hosted Buyer Program connects exhibitors with qualified travel buyers from more than 40 countries, providing a foundation for targeted B2B meetings and international partnerships.
The buyer network reflects both the event’s Pan-American focus and its international reach: 80% of participating buyers come from the Americas, while 20% represent markets outside the region. Around 75% specialize in leisure travel, 15% in MICE, and 10% in corporate travel. Notably, more than 95% of participating buyers are decision-makers, underlining the program’s strong business orientation and its potential to facilitate meaningful commercial relationships.
The international buyer network includes representatives from leading travel companies such as G Adventures, Trip.com, and Viajes El Corte Inglés.
The program is supported by industry organizations and associations including the Canadian Association of Tour Operators (CATO), American Society of Travel Advisors (ASTA), and Adventure Travel Trade Association (ATTA).
Through its focus on qualified buyers and decision-makers, ITB Americas places business development at the center of the event, helping exhibitors strengthen existing relationships, establish new partnerships, and explore opportunities across regional and international markets.
Mexico Takes Center Stage as Official Partner Country
As the Official Partner Country of the inaugural ITB Americas, Mexico plays a central role in the launch of the new Pan-American travel marketplace. The partnership highlights the country’s importance as an international tourism destination and its role in connecting travel markets across the Americas and beyond. With its diverse tourism offering, ranging from cultural heritage and nature-based experiences to luxury travel, adventure tourism, and business events, Mexico showcases the breadth of opportunities available to international travel buyers and industry partners.
As the host city, Guadalajara will welcome the global travel community to the premiere, uniting industry leaders in one of Mexico’s major business and cultural centers. The event will foster international connections and showcase Mexico’s diverse tourism offerings to a broad professional audience.
Messe Berlin Americas’ international engagement is further reflected in its strategic relationships with leading tourism organizations. As a Regional Member of the World Travel & Tourism Council (WTTC) and an Associate Member of UN Tourism, the company underlines its commitment to international cooperation and the long-term development of the travel industry.
Travel Technology and Innovation Drive New Business Opportunities
Technology and digital transformation are among the key themes at ITB Americas, reflecting their growing role in boosting for competitiveness, efficiency, and customer experience across the travel industry. Exhibitors showcase innovations spanning hospitality technology, distribution, payments, travel management, and digital customer experiences that are transforming how travel companies operate, connect with customers, and develop their businesses. Leading technology providers include Amadeus, SiteMinder, and RoomPriceGenie.
Beyond travel technology, ITB Americas covers key industry segments including leisure and adventure travel, luxury tourism, MICE, corporate travel, and hospitality, reflecting the diversity of the travel industry across the Americas.
ITB Americas Conference: 100+ Speakers and 40+ Sessions Explore What’s Next for Travel
Complementing the exhibition, the ITB Americas Conference brings together 100+ speakers across 40 sessions under the theme “Travel Forward: Navigate What’s Next”. Featuring industry leaders and experts from organizations including WTTC, Netflix, Expedia Group, and Amadeus, the conference addresses the forces reshaping the travel industry and their implications for businesses and destinations across the Americas.
The program explores key topics including artificial intelligence, evolving distribution models, destination marketing, sustainability, and changing traveler expectations. A strong emphasis is placed on connecting global industry developments with the specific opportunities and challenges facing Pan-American travel markets.
Among the highlights, Gloria Guevara, President & CEO of WTTC, shares insights into the state of tourism in the Americas. Further sessions examine AI-driven travel distribution, the influence of streaming content on destination marketing, and emerging opportunities in sustainable and adventure tourism.
By bringing together international expertise and regional perspectives, the conference provides a platform for knowledge exchange and strategic dialogue, complementing the business opportunities offered on the show floor.
