Messe Berlin Expands ITB Portfolio with A New Show Launch in Mexico in 2026
March 19, 2025
With ITB trade shows in Berlin, Shanghai, Singapore, and Mumbai, Messe Berlin is expanding its portfolio of B2B tourism events with the launch of ITB Americas, debuting Nov. 10-12, 2026, in Guadalajara, Mexico. Messe Berlin announced the news on March 5 at a press conference at ITB Berlin and signed a memorandum of understanding with the Mexican ambassador in Berlin and representatives of the State of Jalisco.
ITB Americas claims it will be 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 and responsible tourism to business travel.
Context: Since 1966, Messe Berlin has produced ITB Berlin. Held March 4-6, the 2025 event attracted more than 5,800 exhibitors from 170 countries and territories and nearly 100,000 attendees, according to a post-show release.
Need to know: The planned distribution of ITB Americas exhibitors is 80% from the Americas and 20% from the rest of the world, with participants ranging from startups to global market leaders, according to a release. 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.
Where it will be held: Located in Mexico's second largest city, Expo Guadalajara offers excellent connectivity and the country's most state-of-the-art exhibition and convention center, according to ITB officials.
Why it matters: The North American continent is reporting a positive trend in outbound travel, according to the latest data from IPK International. “In 2024, outbound trips from North America grew noticeably. Year-on-year, the increase was around 7%, compared with 2019 when it was around 5%. Outbound travel from Latin America rose nearly 10% year-on-year. The figures have now reached 2019 levels again. Overall, trips from the Americas account for about a quarter of global international travel volume,” according to IPK International's World Travel Monitor.
What they’re saying: "The launch of ITB Americas represents a continuation of our successful international strategy," said Dr. Mario Tobias, CEO of Messe Berlin. "Having previously focused on Asia, for us it is now 'ITB goes West'. Whether for hiking in the Rocky Mountains, cruises in the Caribbean, exploring the Atacama Desert in South America or the Mayan culture in Central America, the Americas are not only among the most diverse regions for travel, but also an important source market, with countries such as the USA, Canada, Mexico, and Brazil.”
Big picture: “As Governor of Jalisco, I am honored and delighted to welcome ITB Americas to Guadalajara,” said Pablo Lemus, governor of Jalisco. “Hosting the most important tourism event in the industry in the heart of Mexican culture is a privilege. ITB Americas is a key platform for fostering connections, driving innovation, and showcasing the best of the Americas to the world. Jalisco is the soul of Mexico, the land of mariachi, tequila, and rich traditions, making it the perfect setting for this global gathering. We look forward to welcoming industry leaders and sharing Jalisco’s rich heritage, dynamic tourism offerings, and warm hospitality with the global travel community.”
Looking ahead: ITB Berlin 2026 will be held March 3-5.
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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