Strategic Alliance to Unify Western Hemisphere Travel

Messe Berlin Americas has officially joined the World Travel & Tourism Council (WTTC) as a Regional Member. This partnership aligns the trade show organizer with the global private-sector body to accelerate sustainable tourism and commercial networking across the Americas.

The timing of this membership is strategic, coinciding with the lead-up to the first-ever ITB Americas. This event aims to create a centralized B2B hub for a region that has historically lacked a single, comprehensive trade platform connecting its diverse sub-regions.

ITB Americas: A New Gateway in Guadalajara

Scheduled for November 10–12, 2026, in Guadalajara, Mexico, ITB Americas will serve as the only dedicated B2B trade show uniting North America, Central America, South America, and the Caribbean.

The inaugural event is projected to attract over 5,000 participants from more than 42 countries and regions. The attendee list will include:

  • National and regional tourism boards.
  • Official destination representatives.
  • Commercial travel buyers and hotel brands.
  • Airline operators and technology providers.
  • MICE (Meetings, Incentives, Conferences, and Exhibitions) specialists.

To maximize commercial output, the event will implement a curated Hosted Buyer program and a high-level conference featuring industry experts to analyze emerging market trends.

Strengthening Regional Economic Impact

The partnership focuses on increasing the social and economic contributions of tourism throughout the Western Hemisphere. By leveraging the WTTC’s network of CEOs from major airlines, cruise lines, and hotel groups, Messe Berlin Americas intends to drive innovation and resilience in the marketplace.

Gloria Guevara, WTTC President and CEO, stated that the organization will play a vital role in strengthening engagement across the sector. Similarly, Vicente Salas Hesselbach, Vice President and Managing Director Americas at Messe Berlin, emphasized that the alliance reinforces the goal of building a more sustainable and innovative future for Pan-American travel.

Global ITB Event Calendar

The launch of ITB Americas integrates the region into a wider global circuit of trade events managed by Messe Berlin. This network allows for continuous knowledge exchange across different continents.

Event Location Dates
ITB India Mumbai, India September 1–3, 2026
ITB Asia Singapore October 21–23, 2026
ITB Americas Guadalajara, Mexico November 10–12, 2026
ITB Berlin Berlin, Germany March 16–18, 2027
ITB China Shanghai, China May 25–27, 2027

Key Takeaways

  • Regional Integration: For the first time, a single B2B platform (ITB Americas) will connect all four major American sub-regions.
  • Strategic Membership: Joining the WTTC provides Messe Berlin Americas access to an elite network of global travel executives.
  • Scale of Impact: The Guadalajara event expects 5,000+ attendees from 42+ countries.
  • Global Connectivity: ITB Americas is now a core part of a worldwide trade sequence including Berlin, Asia, India, and China.

FAQ

What is ITB Americas? It is the first dedicated B2B travel trade show designed to unite the travel ecosystems of North, Central, and South America, as well as the Caribbean.

When and where is the first ITB Americas taking place? The inaugural event will be held from November 10 to 12, 2026, in Guadalajara, Mexico.

Who can attend ITB Americas? Trade visitors, including tourism boards, hotel brands, airlines, MICE specialists, and commercial travel buyers, can currently register for the event.

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