The launch of a new show in Mexico, ITB Americas, makes the world’s biggest travel event brand even more universal.
Mexico and more precisely the city of Guadalajara will be the host for ITB’s newest trade show: ITB Americas. Planned for 10 to 12 November 2026, ITB Americas is looking to position itself as the only travel industry event that covers North, Central and South America, and the Caribbean, as well as all tourism segments from adventure and responsible tourism to business travel and travel technology. 80% of the exhibitors at the show are expected to come from the Americas while the rest of the world will cover 20% of the exhibition area.
“The launch of ITB Americas represents a continuation of our successful international strategy,” said Dr Mario Tobias, CEO of Messe Berlin, during the press conference announcing the new show. “Having previously focused on Asia, for us it is now ‘ITB goes West’. Whether it be 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,” he added.
Guadalajara was chosen as the location for the new event with the support of Jalisco, the Mexican State where the city is located. With a population close to 2 million, Guadalajara is Mexico’s eighth largest city. However, the metropolitan area, with close to 5.3 million people, puts Guadalajara in third position behind Mexico City and Monterrey. The venue for the new event offers excellent connectivity and boasts Mexico’s largest state-of-the-art exhibition and convention centre.
