United Airlines, Volaris and LATAM Endorse ITB Americas 2026 in Mexico

United Airlines, Volaris and LATAM Endorse ITB Americas 2026 in Mexico, highlighting the growing importance of aviation partnerships and regional tourism connectivity. Hosted in Guadalajara, the inaugural travel trade exhibition brings together airlines, tourism authorities and industry leaders to explore new business opportunities, strengthen international networks and support tourism growth.

The inaugural ITB Americas 2026 has opened at Expo Guadalajara, bringing together tourism authorities, international destinations, airlines, travel businesses and industry professionals to strengthen commercial relationships across the Americas and beyond. The new business-to-business travel exhibition marks a significant expansion of the ITB brand, establishing a dedicated platform connecting North America, Central America, South America and the Caribbean with global tourism markets.

With Mexico serving as the official partner country, the exhibition is focusing on international tourism development, destination promotion, aviation connectivity and emerging travel opportunities. The second day places particular emphasis on converting initial industry discussions into commercial partnerships, while conference sessions examine Chinese outbound tourism, destination competitiveness and sustainable air route development.

The event also reflects growing industry interest in developing tourism relationships beyond established regional markets, with international exhibitors using Guadalajara to explore distribution partnerships, promote new experiences and engage with travel buyers from different countries.

ITB Americas Expands Global Travel Trade Connections

The opening ceremony at Expo Guadalajara brought together senior government representatives and tourism industry leaders, followed by an official guided tour of the exhibition.

David Ruetz, Senior Vice President at Messe Berlin, described the launch as an important milestone in the international expansion of ITB.

The Guadalajara event extends the organisation’s established international exhibition network, which includes Berlin, Singapore, Shanghai and Mumbai.

According to Ruetz, the priority is to translate new professional connections into business opportunities and partnerships extending beyond the exhibition.

Exhibitors Target Tourism Growth Across the Americas

The exhibition brings together emerging tourism businesses, established international companies, destinations and specialist travel service providers.

Approximately 80% of exhibitors represent the Americas, while the remaining 20% come from other international markets.

This geographical distribution gives regional tourism businesses opportunities to engage with global partners while allowing overseas destinations to strengthen their presence in American travel markets.

The official event platform also supports business networking through participant profiles, professional introductions and meeting arrangements.

Chinese Tourism and Aviation Connectivity Lead Discussions

The ITB Americas Conference is examining several issues affecting international tourism development.

A destination marketing discussion features representatives from El Salvador, Thailand and Faro21 Consultores, exploring how countries can improve international visibility and attract visitors.

Marcus Lee, Chief Executive Officer of China Travel Online, addresses changing Chinese outbound travel preferences and opportunities for destinations seeking Chinese visitors.

Olivier Ponti, Director of Market Intelligence and Insights at Amadeus, examines how travel demand intelligence can support commercially sustainable airline routes.

The discussions underline the importance of combining destination promotion with practical transport connectivity and market intelligence.

South Africa Strengthens Tourism Partnerships in Mexico

South African Tourism is participating in a business-to-business travel exhibition in Mexico for the first time.

Accompanied by five tourism businesses, the delegation is promoting wildlife safaris, luxury holidays, cultural tourism, adventure experiences and multi-country African itineraries.

The participation follows promotional efforts involving South Africa’s Ambassador to Mexico, Beryl Rose Sisulu, and Mexican tourism organisations.

South African representatives are also sharing information about the Electronic Travel Authorisation system while engaging with travel agencies, tour operators and media representatives.

Brazil Promotes Adventure Tourism and Cultural Experiences

Brazil is using ITB Americas to promote its tourism offering through Embratur’s Feel Brasil initiative.

Its exhibition programme includes culinary demonstrations, caipirinha masterclasses, ecotourism experiences and professional training opportunities through the Brasil Travel Specialist platform.

Brazil reports a 25.22% increase in arrivals from Mexico between January and August 2026 compared with the corresponding period in 2025.

Fourteen co-exhibitors are presenting additional destinations and tourism products, reflecting Brazil’s efforts to develop stronger commercial relationships with Mexican travel businesses.

ITB Americas Establishes a New Platform for Tourism Cooperation

The launch of ITB Americas provides the international tourism industry with a dedicated meeting place for building commercial connections across the Western Hemisphere. Its combination of destination marketing, aviation discussions, professional networking and international exhibition participation offers businesses opportunities to identify partners and assess changing travel demand.

Mexico’s role as the inaugural official partner country also highlights Guadalajara’s position as a host for international tourism trade events.

As the exhibition develops, its long-term significance will depend on whether initial meetings produce measurable commercial results, stronger distribution networks and sustained cross-border partnerships. For participating destinations and travel companies, ITB Americas represents an additional route to international market access and wider tourism cooperation.

ITB Americas 2026 reinforces Mexico’s position as a strategic meeting point for international aviation and tourism businesses. With United Airlines, Volaris and LATAM participating, the exhibition provides opportunities to strengthen airline partnerships, explore new routes and improve regional connectivity, supporting sustainable tourism development and commercial cooperation across the Americas.

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