The Internationale Tourismus-Börse (ITB), one of the world’s foremost tourism fairs, will expand its reach with a Latin American edition named ITB Americas. Jalisco, a prominent Mexican state, has been chosen as the venue for this international event for the next five years, starting with the inaugural fair in 2026.
ITB Americas 2026 is projected to generate hotel revenues of 20 million pesos (over US$900,000) and tourism revenues of 240 million pesos (US$11.9 million) for Jalisco. The fair, which will be held at Expo Guadalajara from November 10-12, 2026, is expected to attract more than 5,000 attendees.
The ITB fair is significant for Jalisco, known for its popularity in the Meetings, Incentives, Conferences & Exhibitions (MICE) industry, which contributes 2.5 percent to the state’s GDP. Additionally, Jalisco contributes 7.4 percent of the national tourism GDP and maintains a strategy focused on attracting investment and promoting its destinations in key markets.
ITB Americas aims to position itself as the gateway to the growing travel and tourism industry, connecting global industry leaders and innovators. The event will feature exhibitors from international destinations, hotel chains, tour operators, and more than 300 strategically chosen buyers from 35 countries in North, Central, and South America and the Caribbean.
Jalisco’s selection as the host destination is seen as a vital opportunity for the state to showcase the culture, traditions, and diversity that define Mexico. According to Josefina Rodriguez Zamora, Secretary of Tourism of the Federal Government, the event also aligns with Mexico’s ambition of becoming the fifth most visited country globally.
Vicente Salas, Director General of ITB Americas, hailed the choice of Guadalajara as the venue for this significant event, citing the city’s excellent connectivity and modern exhibition and convention centers. He also mentioned Jalisco’s rich cultural heritage and vibrant culinary scene, making it an ideal destination for tourism professionals worldwide.
Guadalajara’s Convention and Visitors Bureau (OFVC), the Meetings Industry arm of the Jalisco Ministry of Tourism, played a crucial role in negotiations to confirm Jalisco as the host for the ITB Americas Fair.
Jalisco, located on Mexico’s western coast, is home to two of the five leading airports in Mexico, Guadalajara and Puerto Vallarta. The tourism industry in Jalisco employs over 154,000 people, and the state ranks second nationally in lodging, with over 2,700 hotels and more than 82,000 rooms.
ITB Americas 2026
