Guadalajara Named Home of Messe Berlin Americas as ITB Americas Prepares for 2026 Debut

From left to right: Mauro Garza Marín, Stategic Coordinator for Economic Growth & Development, Michelle Fridman Hirsch, Secretary of Tourism Jalisco, Mario Tobias, CEO Messe Berlin, Pablo Lemus, Governor Jalisco, Vicente Salas Hesselbach, Managing Director Messe Berlin Americas and Gustavo Staufert, CEO of the Guadalajara Convention & Visitors Bureau; Copyright: Messe Berlin Americas

The new continental headquarters in Mexico has been established to facilitate trade across the Americas, with the inaugural ITB Americas travel trade show scheduled to debut in November 2026 as its first flagship event. The organisation plans to launch further trade fairs and business events in the coming years, reaffirming its long-term commitment to both the Americas and the state of Jalisco while expanding its global event portfolio.

Messe Berlin Americas, the newly established subsidiary of Messe Berlin, announced that its continental headquarters will be based in Guadalajara, Jalisco, Mexico. From this hub, the company will host the inaugural ITB Americas from 10–12 November 2026, at Expo Guadalajara. The event will mark the start of a five-year commitment to hold ITB Americas in Guadalajara, highlighting the region’s long-term stability and confidence in the growth of the tourism industry across the continent.

More than 5,000 industry professionals, including 300 qualified Hosted Buyers, are expected to attend ITB Americas 2026, representing the full tourism value chain: tourism boards, hotel groups, airlines, mobility providers, tour operators, technology companies, and international associations.

The new hub aims to strengthen cross-regional collaboration, expand business opportunities across North, Central, South America, as well as the Caribbean and respond to the growing demand for a dedicated platform supporting the tourism and business-events industries across the continent.

“The launch of Messe Berlin Americas marks a significant advancement in the company’s international strategy and allows us to build deeper relationships across the continent and create lasting value for exhibitors, destinations, and partners,” said Mario Tobias, CEO of Messe Berlin. “Guadalajara’s robust infrastructure, strong hospitality sector, and exceptional air and land connectivity played a key role in selecting the city as the headquarters and host destination.”
 

Strong Political Backing Across the Region

The launch of Messe Berlin Americas has received broad political and institutional support, reflecting the strategic value of establishing a continental hub in Jalisco. “At long last, we have secured this venue in Jalisco, and we are truly delighted to share this moment with all of you. For the first time in history, an event derived from the world’s most important tourism fair will take place in the Americas and it will happen right here, in our home. No other country in the region has ever been granted this opportunity,” said Pablo Lemus, Governor of the State of Jalisco.

“For all the major events ahead, including ITB Americas, we have an extraordinary level of diversity, which is a key differentiating factor compared to other destinations we compete with,” said Michelle Fridman, Secretary of Tourism of Jalisco.

The announcement also received support from regional tourism institutions, including the Guadalajara Convention & Visitors Bureau, further reinforcing public-sector alignment behind the initiative.
 

From left to right: Mauro Garza Marín, Stategic Coordinator for Economic Growth & Development; Mario Tobias, CEO of Messe Berlin, and Pablo Lemus, Governor of Jalisco. Copyright: Messe Berlin Americas

A Growing Team and Long-Term Commitment to the Americas

Messe Berlin Americas is assembling a dedicated, multi-disciplinary team in Guadalajara to support exhibitors, buyers, partners, and future regional initiatives. The organization plans to introduce additional trade shows and business events in the coming years, strengthening its long-term commitment to the Americas and the State of Jalisco and expanding its global event portfolio.

“The Americas offer enormous growth potential, and Guadalajara provides a strong base for future events. ITB Americas 2026 is already securing confirmed exhibitors from diverse countries and regions. These early commitments reflect strong confidence in the event and show that the sales phase is progressing very successfully,” said Vicente Salas Hesselbach, General Director of ITB Americas.
 

Mexico Announced as Official Partner Country of ITB Americas 2026

As part of the event’s rollout, Mexico has been confirmed as the official Partner Country of ITB Americas 2026. This designation will be reflected across promotional activities, program elements, and official ceremonies, underscoring Mexico’s strategic position within the global tourism ecosystem.

Taking place annually, the first edition of ITB Americas will be held from November 10-12, 2026, in Guadalajara, Mexico. As the premier B2B travel trade show for the entire American continent, ITB Americas unites industry professionals from North, Central, and South America as well as the Caribbean.

Organised by Messe Berlin, the event builds on the global success of the global ITB brand, offering a dedicated platform for networking, business opportunities, and industry insights. With a strong focus on regional and international market potential, ITB Americas features a curated Hosted Buyer program and a high-level conference showcasing thought leaders and industry experts.

Further details will be released in the coming months as Messe Berlin Americas continues preparations for the 2026 debut.
 

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