Conference brings together travel leaders and policymakers
With the opening about two weeks away, the conference program includes more than 40 sessions examining changes in travel across the Americas and international markets. Senior executives, policymakers, destination leaders and innovators will discuss industry trends, challenges and opportunities over the three days.
The conference will serve as the trade show's knowledge hub, providing a forum for strategic discussions and exchanges among international participants. Show organizer Messe Berlin Americas is a WTTC Regional Member and an Associate Member of UN Tourism, according to its October 8, 2026, press release.
Exhibitor commitments and hosted buyers
ITB Americas reported on October 8 that the exhibition had reached 85% capacity, with nearly 300 companies confirmed across main exhibitors and co-exhibitors. Confirmed participation included Brazil, United Airlines and Miki Travel, while the show represented 61 countries and regions.
The event's original exhibitor plan called for an 80% share from the Americas and 20% from elsewhere. Messe Berlin outlined that distribution when it announced the launch on March 5, 2025, describing a participant base spanning startups and global market leaders.
The October release also detailed the Hosted Buyer Program, which draws participants from every continent. Approximately 75% of buyers come from the Americas and 25% from other regions. By business segment, about 75% specialize in leisure, 15% in MICE and 10% in corporate travel; more than 95% are decision-makers.
Venue, tickets and future editions
The organizer and Jalisco tourism authority describe Expo Guadalajara as Mexico's largest and most modern convention and exhibition center. According to the Jalisco visitor guide, Guadalajara has nonstop air connections with 67 cities.
The listed fee for a Trade Visitor ticket is $65. In its October 8 release, the organizer said professionals could save $15 on the three-day Trade Visitor pass at that time.
Mexico holds the title of Official Partner Country for the inaugural show. The organizer and Jalisco tourism authority also identify the State of Jalisco as the host state and Official Partner Country, hosting the first edition and five consecutive editions in Guadalajara.
ITB Americas is planned as an annual event. Its official website lists November 9-11, 2027, in Guadalajara as the dates and location for the next edition.
