ITB is expanding: In November 2026, ITB Americas will celebrate its debut as a B2B tourism trade show in Guadalajara, Mexico – Image: Messe Berlin
ITB continues to expand: From 10 to 12 November 2026, ITB Americas will celebrate its debut as a B2B tourism trade show in Guadalajara, Mexico. Messe Berlin announced this at the world’s leading travel expo ITB in Berlin and signed a memorandum of understanding (MoU) with the Mexican ambassador to Germany and representatives of the State of Jalisco.
From Canada to Argentina: ITB Americas is the only travel trade show that covers North, Central and South America and the Caribbean as well as all segments of the travel industry, from Adventure & Responsible Tourism to Business Travel and Travel Technology. The planned distribution of exhibitors is 80 per cent from the Americas and 20 per cent from the rest of the world, with participants ranging from startups to global market leaders.
The entire American continent is displaying a positive trend in outbound travel, as the latest data from IPK International (German tourism consultancy) shows. Geographically in an ideal location, economically strong and with a first-class tourism infrastructure, Mexico is the ideal place for ITB Americas. In addition, the venue for the new event – Mexico’s second largest city Guadalajara in the State of Jalisco – offers excellent connectivity and the country’s most state-of-the-art exhibition and convention center.
The accompanying ITB Americas Conference will feature high-profile speakers addressing the latest industry trends, while specific networking formats will focus on buying and sales. With this new event, ITB is expanding its brand family which, in addition to Berlin, is successfully represented worldwide with trade shows in Shanghai, Singapore and Mumbai.
Travelers from Germany are welcome in Australia – Tourism Australia at ITB Berlin 2025 – Image: Messe Berlin
Positive outlook for world travel in 2025
ITB Berlin 2025 in Germany as the world’s leading travel expo again produced high interest in worldwide tourism this year and a positive outlook for travel in 2025, according to organizer Messe Berlin. About 100,000 attendees registered over three trade visitor days, of these, 87 per cent were international, an impressive proof of the global importance of the World’s Leading Travel Trade Show, which continues to attract a growing international audience. The launch of ITB Americas is another significant step in this direction, says Messe Berlin.
A total of 5,800 companies from 170 countries presented their products and services in the fully booked exhibition halls in Berlin. The Cruise and Travel Technology segments were particularly well represented, while exhibitors from Southern Europe, Asia, Africa and the Arab world featured impressive displays.
Despite huge economic and geopolitical challenges, exhibitors and trade visitors at this year’s ITB Berlin showcased the industry’s resilience, adaptability and innovative drive. The ITB Buyers Circle with 1,300 senior buyers reflected economic relevance and high quality, while numerous trade visitors also used the trade fair specifically to make purchasing decisions.
The overall positive assessment is mirrored in the results and high expectations for follow-up business. The new ITB Travel & Tourism Report 2025/26 acknowledges an extremely positive business climate within the industry and equally favorable prospects for its companies, albeit with numerous recommendations for action.
Tourism from Central Europe is also important for New Zealand – Tourism New Zealand at ITB Berlin 2025 – Image: Messe Berlin
Megatrends Sustainability and Digital Transformation
The main topics at ITB Berlin were megatrends such as sustainability and the digital transformation – with a particular focus on the huge opportunities that AI offers for payment solutions and seamless travel for example. On the subject of sustainability, the industry agreed that future growth and resource use must be harmonized, and that tourism must increasingly undergo a full transformation. With ITB Innovators 2025, ITB Berlin presented 35 visionary solutions that are redefining global tourism. Whether the topic was AI-powered assistants, sustainable mobility services or smart booking systems – the focus was on the industry’s most innovative concepts.
“ITB Berlin 2025 once again showcased the industry’s resilience and innovative drive. The shift towards sustainable concepts, the integration of AI and the digital transformation opens up enormous opportunities. ITB Berlin has made it clear that we as an industry can set the pace for sustainable and inclusive tourism only if we work together,” said Dr. Mario Tobias, CEO of Messe Berlin, commenting on the mood at ITB Berlin. (NAN/ITB 28-04-25)
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