ITB Americas - International Tourism Exhibition 2026
Event Date
November 10–12, 2026
Location
Guadalajara, Mexico
About This Show
AI-drafted summaryITB Americas is a new B2B travel and tourism trade show and conference debuting in Guadalajara, Mexico. Part of the global ITB brand family, it is positioned as the first and only trade show dedicated to the entire travel ecosystem of North, Central, and South America, plus the Caribbean. The inaugural three-day event runs 10–12 November 2026 at Expo Guadalajara, connecting exhibitors and buyers from 35 countries across the Americas and beyond.
The show is strictly B2B, welcoming a mix of international exhibitors, tourism boards, airlines, hotels, cruise lines, tour operators, travel-technology firms, media, and qualified trade visitors. Organizers expect roughly 80% of exhibitors from the Americas and 20% from the rest of the world, spanning segments from Adventure & Responsible Tourism and Cultural Travel to Business Travel, MICE, and Travel Technology.
Attendees come to network, source new travel products, forge partnerships, and gain market insights through a curated Hosted Buyer program and a high-level conference program. With Guadalajara's central location, modern infrastructure, and strong air connectivity, ITB Americas aims to become the leading marketplace and meeting point for the region's travel industry.
Show Highlights
Key features announced for the inaugural edition include:
- Hosted Buyer Program — organizers expect more than 300 carefully selected qualified buyers, connecting top-tier international buyers with exhibitors for pre-scheduled B2B meetings.
- Conference program — a high-level program featuring thought leaders and industry visionaries discussing pressing trends, with English as the official language and strong Spanish and Portuguese representation.
- Full-Americas show floor covering every major segment: Adventure & Responsible Tourism, Cultural Travel, LGBTQ+ travel, in-Destination Services, Tour Operators, transportation, accommodation, Business Travel, MICE, and Travel Technology.
- Sustainability focus — including a Premium Sustainable Booth option using reusable beMatrix structures, recyclable carpet, and eco panels, plus a Sustainability Certificate for exhibitors.
Marquee speakers and signature session details had not been published at the time of research.
Attendance
As an inaugural event, ITB Americas has no past attendance figures. Organizers project the show will bring together over 5,000 industry participants and more than 300 qualified Hosted Buyers, with roughly 80% of participants representing 35 countries across North, Central, and South America and the Caribbean, and the remaining 20% from other regions worldwide.
Booth Pricing
Specific booth prices are not published; exhibitors request a tailored quote from the sales team. Key details that are stated:
- Exhibition spaces start from 18 sqm, with sizes available up to 250+ sqm.
- Stand construction is not included in the rental fee; exhibitors use their own or recommended contractors.
- Three turnkey stand packages are offered: Basic Shell Scheme, Modular Booth, and Premium Sustainable Booth.
- Co-exhibiting is allowed for a fee of USD 250.
- Early Bird rates are available until 5 March 2026 (during ITB Berlin).
Registration
Registration is handled online through the event's Swapcard platform and downloadable forms:
- Visitors register via the "Register to Visit" / Register Attendee link on the official site.
- Exhibitors book space using the Exhibitor Application Form (PDF) or by requesting a quote; the sales team then follows up with stand options and packages.
- Buyers apply through the Hosted Buyer application; more than 300 qualified Hosted Buyers are expected.
- Speakers apply via the Conference "Apply to Be a Speaker" form.
Early Bird exhibitor rates run until 5 March 2026. Prospective attendees can subscribe to the newsletter for ticket-sales dates and Early Bird deals.
History
ITB Americas is a brand-new addition to the global ITB family, with its first-ever edition taking place 10–12 November 2026 in Guadalajara, Mexico. It is organized by Messe Berlin Americas and joins four established ITB shows: ITB Berlin (running since 1966 as "The World's Leading Travel Trade Show"), ITB Asia, ITB China, and ITB India. The show was created to address demand for a single, unified platform representing the entire Americas travel market. From 2026 onward it will be held annually, with the second edition already scheduled for 9–11 November 2027.
Frequently Asked Questions
When and where does ITB Americas 2026 take place?
The inaugural ITB Americas is held 10–12 November 2026 at Expo Guadalajara in Guadalajara, Jalisco, Mexico. From then on it will run annually, with the next edition scheduled for 9–11 November 2027.
Who should attend ITB Americas?
It is a B2B-only event for travel and tourism professionals, including tourism boards, airlines, hotels, cruise lines, tour operators, travel-technology firms, media, and qualified trade buyers. Participants come from 35 countries across North, Central, and South America and the Caribbean, plus international markets.
How do I register or exhibit at ITB Americas?
Visitors and buyers register online through the official website and its Swapcard platform, while exhibitors complete an Exhibitor Application Form or request a quote from the sales team. Hosted Buyers apply separately, and Early Bird exhibitor rates are available until 5 March 2026.
What are the official languages of the event?
English is the official language of ITB Americas. Because the show takes place in Latin America, Spanish also plays a prominent role, and organizers expect a significant presence of Portuguese.
How do I get to Expo Guadalajara from the airport?
Expo Guadalajara is about 21 km from Miguel Hidalgo y Costilla International Airport. A taxi or ride-hailing trip (Uber or Didi) takes roughly 30–40 minutes and costs around USD 15–25, and several partner hotels offer complimentary shuttles with advance reservation.
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