Messe Berlin Americas, the organizer of the upcoming ITB Americas travel trade show, has joined the World Travel & Tourism Council (WTTC) as a Regional Member, strengthening collaboration between one of the world’s leading travel industry organizations and the new pan-American tourism trade platform. The development comes as preparations intensify for the inaugural edition of ITB Americas, scheduled for November 10 to 12, 2026, in Guadalajara, Mexico. The new partnership is expected to further connect travel and tourism stakeholders across the Americas while supporting greater business cooperation, knowledge exchange, and long-term industry development across the region.
Partnership Strengthens Collaboration Across the Americas
Messe Berlin Americas’ incorporation into the WTTC as a Regional Member marks an important step in the organization’s efforts to strengthen its engagement with the global private-sector travel and tourism community. WTTC represents the interests of the private Travel & Tourism sector worldwide and brings together major companies and industry leaders working across different segments of the global tourism ecosystem.
Through the new alliance, ITB Americas will become part of a wider network of travel industry leaders focused on promoting tourism development, improving collaboration and supporting the long-term growth of the sector. The partnership is particularly significant as the Americas continue to represent one of the world’s most diverse and dynamic tourism markets, bringing together destinations and businesses from North America, Central America, South America and the Caribbean.
ITB Americas to Create a Single B2B Platform for the Pan-American Region
ITB Americas is being positioned as the first and only travel trade show designed to bring together the entire Americas region under a single business-to-business platform. The event aims to connect the travel and tourism ecosystem of North America, Central America, South America and the Caribbean while creating opportunities for business development, professional networking and industry collaboration.
By bringing together a wide range of tourism stakeholders in one platform, the event is expected to facilitate new partnerships between destinations, tourism companies, buyers and suppliers from across the continent. The organizers believe that the event will help create a stronger regional tourism network and provide an important platform for industry professionals to exchange ideas, identify emerging opportunities and develop new commercial relationships.
Major Global Travel Industry Stakeholders Expected to Participate
The inaugural edition of ITB Americas is expected to bring together a broad range of participants from across the global travel and tourism industry. Destinations, national and regional tourism boards, travel buyers, tour operators, travel companies, hotel brands, airlines, technology providers, MICE professionals and other industry leaders are expected to participate in the event.
The trade show is projected to welcome more than 5,000 attendees and participants from more than 42 countries and regions, underlining its international scope. The event is expected to provide participants with opportunities to promote destinations, showcase tourism products, establish business partnerships and explore emerging trends shaping the future of travel. Trade visitors can register to attend ITB Americas 2026 and engage with leading players from across the travel and tourism sector.
Messe Berlin Expands Its Global ITB Portfolio
ITB Americas is being organized by Messe Berlin Americas, the regional subsidiary of Messe Berlin. The event builds on the established global ITB portfolio of travel trade shows and is designed to serve as a major gateway to the travel and tourism industry across the Pan-American region. The ITB brand has established a global presence through its travel trade events, and the launch of ITB Americas represents an expansion of that international platform into one of the world’s most diverse tourism markets.
Through the new event, Messe Berlin aims to create a platform that reflects the specific opportunities and needs of the Americas while maintaining the international business and networking focus associated with the ITB brand. By joining WTTC as a Regional Member, Messe Berlin Americas has further reinforced its commitment to working alongside leading organizations in the travel and tourism sector. The partnership is expected to support greater coordination among industry stakeholders and contribute to discussions on the future development of tourism across the Americas.
WTTC Welcomes Messe Berlin Americas as Regional Member
WTTC President and CEO Gloria Guevara welcomed Messe Berlin Americas to the organization, highlighting the importance of its role in building connections and encouraging collaboration across the region. She stated that the organization’s focus on fostering business relationships, knowledge exchange and cooperation would contribute to strengthening engagement across the Travel & Tourism sector in the Americas. According to Guevara, the partnership would provide opportunities to connect industry leaders, support regional growth and advance new opportunities for the tourism sector across the continent. The WTTC has emphasized the importance of cooperation among private-sector stakeholders in addressing the opportunities and challenges facing the global travel industry.
Messe Berlin Says Partnership Marks Important Milestone
Vicente Salas Hesselbach, Vice President and Managing Director Americas at Messe Berlin, described the organization’s membership of WTTC as an important milestone for Messe Berlin Americas and ITB Americas. He said the company is focused on creating a platform that brings together the travel industry from across the entire continent as preparations continue for the inaugural edition of the event. According to him, the objective is to foster meaningful business connections, facilitate knowledge exchange and encourage long-term collaboration among travel and tourism stakeholders. He also emphasized the importance of building a stronger, more innovative and sustainable future for the travel and tourism industry in the Americas.
ITB Americas Positioned as a New Hub for Regional Tourism Cooperation
The launch of ITB Americas comes at a time when the travel and tourism industry is undergoing significant changes, with destinations, businesses and travelers increasingly seeking greater connectivity, innovation and collaboration. The event is expected to provide a platform where tourism organizations and private-sector companies can engage directly with international buyers and industry partners. In addition to creating business opportunities, the trade show is expected to support knowledge sharing on emerging trends, technology, sustainability, destination development and changing consumer preferences.
The organizers believe that the combination of the ITB brand’s global experience and WTTC’s network of private-sector travel and tourism leaders will provide a strong foundation for greater cooperation across the Americas. With participants expected from more than 42 countries and regions, the inaugural ITB Americas is expected to establish a new international meeting point for the region’s tourism industry.
As preparations continue for the event in Guadalajara from November 10 to 12, 2026, the partnership between Messe Berlin Americas and WTTC is expected to strengthen the global profile of ITB Americas and support its ambition to become a leading business platform for the travel and tourism industry across the Pan-American region.
