At ITB Berlin 2025, Messe Berlin announces the premiere of ITB Americas - from 10-12 November 2026 in Guadalajara, Mexico. A B2B tourism trade show for the entire American continent.
ITB goes West: With ITB Americas, the trade fair organiser wants to unite North, Central and South America as well as the Caribbean. Dr Mario Tobias, Managing Director of Messe Berlin, explained the background and plans - and signed a Memorandum of Understanding together with Mexico's Ambassador Francisco Quiroga, the Secretary of Tourism of the Mexican state of Jalisco, Michelle Friedman Hirsch, and the Director of the Convention and Visitor Bureau of the city of Guadalajara, Gustavo Stauffert. "We expect around 80% of exhibitors to come from the Americas and around 20% from other regions," says Dr Tobias.
Francisco Quiroga, Ambassador of the United States of Mexico, emphasised that Mexico, which belongs economically to North America, culturally to Latin America and geographically to Central America, is an ideal location for this trade fair. He also considers the new cooperation to be politically significant. "In times of broken promises and broken alliances," said Quiroga, it is time to "stand up and forge new alliances - and that is what we are doing today."
ITB Berlin will celebrate its 60th anniversary next year from 3-5 March 2026. It now organises four more regional trade shows worldwide: ITB Asia, ITB China, ITB India and, from 2026, ITB Americas. / kn
