For decades, ITB has staged travel trade shows that attract attendees from around the world. Now, for the first time, the organization has set its sights on the Western hemisphere with ITB Americas, and insiders are predicting significantly positive results for Mexico, the host nation.
Scheduled to take place Nov. 10-12, 2026, in Guadalajara, the recently announced event is the latest addition to the ITB portfolio, which also includes ITB Berlin, ITB China, ITB India and ITB Asia.
According to ITB, Mexico is poised to see a 16% rise in international visitors in 2025.
Credit: 2025 Guadalajara Tourism
The newest iteration is expected to attract 5,000 attendees, including 300 hosted buyers and representatives from some 35 countries, according to Gustavo Staufert, director and CEO of the Guadalajara Convention and Visitors Bureau.
The arrival of such a high-profile event in Latin America is a positive sign for the region, according to Vicente Salas Hesselbach, managing director of ITB Americas.
“Hosting ITB Americas in Mexico is a landmark event that clearly signals a long-term shift,” he said. “It reflects a growing recognition among global tourism leaders of Latin America’s strength as both a destination and a source market. Our presence here reinforces the idea that the region is dynamic and forward-thinking, with immense potential for sustainable tourism growth.”
The host city of Guadalajara, as well as the state of Jalisco and Mexico overall, will likely witness positive economic benefits as a result of hosting ITB Americas, Salas Hesselbach adds.
“We anticipate that ITB Americas will have a transformative impact on Jalisco and on Mexico as a whole,” he said. “The event is expected to boost tourism revenue, stimulate growth in airline routes, attract significant tourism investment and drive hotel development. In short, by positioning Guadalajara as a key meeting point for travel professionals, we believe the event will substantially increase visitation and help elevate the region’s profile on the global stage.”
ITB cites various statistics as proof of the region’s strong growth: Latin America overall, for example, is witnessing a nearly 10% increase in international travel in 2025 compared to 2024. Mexico in particular is witnessing an even stronger surge, with a 16% rise in international travel. The U.S., meanwhile, is the region’s largest outbound travel market, with 120 million international trips last year.
Why ITB Chose Guadalajara
Guadalajara was a logical choice for the new event, according to Salas Hesselbach of ITB Americas.
“After extensive evaluation, Guadalajara emerged as the ideal location due to its unique combination of geographic advantage, economic strength and top-notch tourism infrastructure,” he said. “As Mexico’s second-largest city, it offers excellent connectivity and is home to the country’s most modern exhibition and convention center. Moreover, Guadalajara’s rich cultural heritage and vibrant local market further distinguish it from other potential venues."
This assessment is echoed by Staufert of the Guadalajara CVB, who sees the event as a significant opportunity for the destination.
“We’re going to be able to showcase our city and how we can host major events,” he said. “We are proud to be the representative of Latin American culture and a very important part of North American culture."
Staufert says ITB Americas will give attendees a chance to experience and learn about “Mexicanness,” including the nation’s diverse music, cuisine and art — and that he’s working on a plan to decorate different neighborhoods in the city to represent other participating nations.
Guadalajara’s credentials as a host for major events are already well-established. The city is home to Expo Guadalajara, one of Latin America’s largest exposition centers, and it’s the only Latin American member of the BestCities Global Alliance and the International Association of Professional Congress Organisers.
Staufert says Guadalajara’s track record with other high-profile events was also a selling point. The city has hosted the FIFA World Cup and the Gay Games, which attracted more than 2,400 participants in 2023. In addition, Guadalajara hosts annual exhibitions such as the Guadalajara International Book Fair, the second-largest book event in the world.
Mexico’s prominence as a tourism hot spot also played a role in the selection process, according to Salas Hesselbach.
“Mexico is among the top 10 destinations worldwide,” he said. “One of the primary reasons we chose Mexico as the host for our new travel trade show for the Americas is the exceptional warmth and hospitality of its people."
What Attendees Can Expect
Attendees at ITB Americas can expect the same high-caliber experience that has become synonymous with the ITB brand: world-class exhibitions, insightful conference sessions and abundant networking opportunities, according to Salas Hesselbach.
It won’t be quite the same as the organization’s other events, however.
“What sets ITB Americas apart is its exclusive focus on the entire American travel market,” Salas Hesselbach said. “Unlike our other events that cater to specific regional markets, ITB Americas is dedicated solely to the dynamics, trends and opportunities across North, Central and South America and the Caribbean.”
This singular focus, he notes, means that every element of ITB Americas — from the curated conference sessions to the targeted exhibitor mix and specialized networking formats — is designed to address the unique challenges and growth potential of the American travel market.
