Messe Berlin Americas Partners with WTTC to Launch First Pan-American Travel Trade Platform

A Strategic Shift in Pan-American Tourism

Messe Berlin Americas has officially joined the World Travel & Tourism Council (WTTC) as a Regional Member. This partnership arrives as the industry prepares for the debut of ITB Americas, a landmark event scheduled for November 10–12, 2026, in Guadalajara, Mexico.

By aligning with the WTTC—the primary global representative for the private travel sector—Messe Berlin Americas gains access to a network of CEOs and chairpersons from the world's leading airlines, hotel groups, and cruise lines. The collaboration is designed to accelerate sustainable tourism development and strengthen commercial ties across the Americas.

Filling the B2B Gap in the Western Hemisphere

Historically, the Americas have lacked a comprehensive, single-point B2B gathering that connects all sub-regions. ITB Americas is engineered to resolve this fragmentation, serving as the only dedicated trade show to integrate North America, Central America, South America, and the Caribbean under one operational framework.

The inaugural event in Guadalajara is projected to be a massive scale operation:

• Expected Attendance: 5,000+ participants.
• Global Reach: Representatives from over 42 countries and regions.
• Stakeholder Mix: Tourism boards, official destinations, hotel brands, airlines, MICE specialists, and tech providers.

Driving Innovation and Regional Growth

The alliance focuses on creating a more resilient marketplace through knowledge exchange and high-level networking. To achieve this, ITB Americas will implement a curated Hosted Buyer programme and a specialized conference featuring industry thought leaders to analyze emerging market trends.

Vicente Salas Hesselbach, Vice President and Managing Director Americas at Messe Berlin, stated that this membership is a milestone for the brand, reinforcing its commitment to a sustainable and innovative future for travel in the region. Gloria Guevara, President and CEO of the WTTC, noted that the partnership will play a vital role in strengthening engagement across the sector.

The Global ITB Event Calendar

The launch of ITB Americas integrates the Pan-American market into a wider, 50-year-old legacy of trade insights. The event is part of a coordinated global sequence of exhibitions managed by Messe Berlin.

Event	Location	Dates
ITB India	Mumbai	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

• Market Unification: ITB Americas is the first B2B trade show to unite all American sub-regions (North, Central, South, and Caribbean).
• Strategic Alliance: Joining the WTTC allows Messe Berlin Americas to collaborate with top-tier private sector leaders globally.
• Economic Scale: The Guadalajara event expects over 5,000 attendees from 42+ countries.
• Global Integration: The launch connects the Americas to a worldwide circuit including Berlin, Asia, India, and China.

FAQ

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.

What makes ITB Americas different from other travel shows? It is the first and only B2B platform specifically designed to unite the entire Pan-American travel ecosystem, including the Caribbean and South America, in one location.

Who can attend ITB Americas? The event is open to trade visitors, including tourism boards, hotel brands, airlines, technology providers, and MICE specialists. Registration is currently open.

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