ITB Announces New B2B Tourism Trade Fair for the Americas

The ITB brand family continues to grow: With ITB Americas, set to debut in Guadalajara, Mexico, from November 10 to 12, 2026, ITB is launching another B2B trade fair catering to the entire American continent – from Alaska to Tierra del Fuego. On Wednesday morning at ITB Berlin, Dr. Mario Tobias, CEO of Messe Berlin, outlined the background and plans for the new event. He also signed a Memorandum of Understanding alongside Mexican Ambassador Francisco Quiroga, Jalisco’s Minister of Tourism Michelle Friedman Hirsch, and Gustavo Stauffert, Director of the Guadalajara Convention and Visitors Bureau.

Strategic Response to Market Development

The new trade fair marks a groundbreaking milestone in ITB’s history, emphasized Dr. Mario Tobias in Berlin. As ITB approaches its 60th anniversary next year and already operates three satellite fairs in Asia, the launch of ITB Americas represents a westward expansion – a strategic response to the tremendous market growth across the American continent. The new fair will serve as a platform for 35 different markets and countries and will be organized with the same excellence as ITB Berlin. "We expect around 80% of exhibitors to come from the Americas, with approximately 20% from other regions," Dr. Tobias stated.

Forging New Alliances

Before the signing of the agreement, Francisco Quiroga, Ambassador of the United Mexican States, expressed that Mexico is honored to be part of this new cooperation. He highlighted that Mexico – economically part of North America, culturally linked to Latin America, and geographically situated in Central America – makes an ideal location for the fair. Additionally, he underlined the political significance of this partnership. "In times of broken promises and fractured alliances," Quiroga said, "it is time to stand up and forge new partnerships – and that is exactly what we are doing today."

The Essence of Mexico

Michelle Fridman Hirsch, Tourism Minister of Jalisco, the state where Guadalajara is located, provided several reasons why Jalisco will be an excellent host for ITB Americas. She emphasized that the state embodies "the essence and spirit of Mexico," as the birthplace of tequila and mariachi music, boasting beaches, colonial cities, a strong hotel infrastructure, and two international airports with extensive global connections.