ITB goes West: Big premiere in Mexico in 2026
For the American double continent from Alaska to Tierra del Fuego
ITB Berlin is continuing its international expansion: from November 10 to 12, 2026 ITB Americas will celebrate its premiere in Guadalajara, Mexico. This new B2B trade fair will be the first of its kind to cover the entire American continent from Alaska to Tierra del Fuego.
Strategic response to the growing market
The decision to hold ITB Americas is a response to the dynamic development of the tourism market in the region. Dr. Mario Tobias, Managing Director of Messe Berlin, describes the trade show as a "groundbreaking milestone" and expects a strong turnout: 80% of exhibitors from the Americas, 20% international.
Mexico as an ideal location
Mexico is proving to be the ideal location for the new trade fair, as it belongs economically to North America, culturally to Latin America and geographically to Central America. The state of Jalisco, home to tequila and mariachi music, also offers an attractive mix of beaches, colonial towns and modern hotel infrastructure. With two international airports and an extensive network of connections, Guadalajara is ideally positioned to serve as a hub for the tourism industry throughout the continent. ITB Americas will thus create a central platform for international exchange and promote new economic cooperation.
With this new form of trade show, ITB Americas is creating a central platform for the tourism industry in the entire region and sending a strong signal for new alliances and economic cooperation.
