Following the announcement of ITB’s expansion with the launch of ITB Americas yesterday, ITB Berlin News spoke with David Ruetz, Senior Vice Presidt, Messe Berlin, about the strategy behind this new show
You’ve just announced the expansion of the ITB global network with the launch of ITB Americas. Can you share some details about this exciting event?
We are thrilled to introduce ITB Americas, the first dedicated B2B travel trade show for North, Central, and South America, as well as the Caribbean. The inaugural event is set to take place from 10 to 12 November 2026, in Guadalajara, Mexico. Our exhibitor mix will comprise 80% regional businesses and 20% international participants, ensuring both local relevance and global reach. ITB Americas will feature a comprehensive exhibition, a Hosted Buyer Programme, and a high-level convention.
What role do you see ITB Americas playing within the global ITB network?
ITB Americas will significantly strengthen ITB’s presence in the Western Hemisphere. While ITB Berlin, ITB Asia, ITB China, and ITB India have established strong connections and businesses across Europe and Asia, ITB Americas will fill a crucial gap by providing a dedicated trade show for the Americas. This expansion will create a truly global ITB network, offering a platform for the travel industry to connect across all major regions.
How will the event balance global industry trends with unique local opportunities?
ITB Americas is designed to maintain a balance between regional relevance and international perspectives. With 80% of exhibitors from the Americas and 20% from global markets, the event will provide a localised yet internationally connected platform. The conference sessions will explore key global trends, such as digital transformation, sustainability, and post-pandemic travel shifts, while also addressing regional opportunities, including adventure tourism in South America, inbound travel to Mexico, and the growing role of U.S. outbound travellers.
The Americas hold immense potential for growth and innovation in the travel industry.
Why is Mexico a strategic choice of location?
Mexico is a geographical hub that seamlessly connects North, Central, and South America, making it an ideal meeting point for the travel industry. It is also a top global tourism destination, welcoming over 20 million international visitors annually and ranking among the top 10 destinations worldwide. Guadalajara, in particular, is a thriving innovation hub, often referred to as the Silicon Valley of Latin America. Its excellent international connectivity and expanding flight routes make it an accessible and strategic choice for an event of this scale.
Do you have a message for the tourism industry?
Absolutely! The Americas hold immense potential for growth and innovation in the travel industry. ITB is fully committed to providing a dedicated platform that will drive this growth forward. Together with our esteemed partners in Mexico, we are excited to welcome industry leaders from around the world to Guadalajara in November 2026. This event will be a game-changer for the region, redefining the future of travel and opening up unprecedented opportunities for businesses and stakeholders across the Americas.
