Preparations are underway for the inaugural edition of ITB Americas, scheduled to take place at Expo Guadalajara in Mexico. Organized by Messe Berlin Americas, the newly established Pan-American travel trade show is designed to unify commercial travel markets across North America, Central America, South America, and the Caribbean, while simultaneously strengthening business ties with global markets.
Official trade event updates indicate that exhibition space has reached high capacity, with nearly three hundred participating companies and organizations representing sixty-one countries and regions confirmed across main exhibitor and co-exhibitor categories. The upcoming three-day B2B trade event provides a centralized platform for official tourism boards, commercial air carriers, international hospitality brands, travel technology innovators, and tour operators to establish direct commercial partnerships.
According to statements released by Messe Berlin Americas, the Pan-American travel trade show aims to address growing demand for integrated trade connections across the Western Hemisphere. Official partnerships with Mexico as the partner country and collaborative ties with international bodies including the World Travel & Tourism Council (WTTC) underline the strategic importance of the gathering for regional economic development.
Broad Representation Across Aviation, Tourism Boards, and Travel Technology
The event brings together a broad cross-section of the global tourism ecosystem. Participating national, regional, and municipal tourism boards include official delegations representing Mexico, Brazil, the United States, Colombia, Costa Rica, the Dominican Republic, Cuba, Nicaragua, and Peru, Alongside long-haul destinations including Japan, South Africa, Thailand, Iceland, Norway, Denmark, Germany, Slovenia, and Egypt.
Major transportation providers and commercial air carriers—including United Airlines, Air Canada, Volaris, and LATAM Airlines—are slated to showcase expanded route connectivity and regional capacity. Regional rail operators and international car rental agencies are also represented across the exhibition floor.
In the hospitality and travel technology sectors, international hotel chains such as Accor, Wyndham, Hilton, RIU, and Hard Rock are joined by regional hospitality enterprises. Additionally, travel technology providers focusing on distribution channels, property management software, dynamic pricing engines, and digital payment frameworks are participating to demonstrate solutions tailored for modernizing travel distribution across the Americas.
Hosted Buyer Program and High-Level B2B Executive Conference
A key operational component of the gathering is its Hosted Buyer Program, which connects high-level decision-makers with global suppliers. Official buyer registration data reveals that three-quarters of hosted buyers represent markets within the Americas, with the remaining quarter originating from Europe, Asia-Pacific, and other international regions. The buyer profile comprises leisure travel buyers, incentive travel specialists, corporate travel managers, and meeting planners, with a strong focus on decision-making executives.
Complementing the commercial exhibition, the trade show conference program will feature forty dedicated sessions focused on structural changes within the travel industry. Confirmed speakers representing international airlines, digital platforms, research institutions, and sustainability organizations will address key industry themes, including market intelligence, artificial intelligence integration, distribution strategies, aviation connectivity, and sustainable destination development.
As registration opens for international trade visitors and media representatives, civil tourism authorities emphasize that the inaugural Pan-American travel trade show represents a significant milestone in expanding Pan-American trade relationships and enhancing the global competitiveness of the region’s tourism sector.
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