A New Era for Americas Tourism: Messe Berlin Americas Joins the World Travel & Tourism Council as a Regional Member

GUADALAJARA, Mexico — In a major development for the global travel trade, Messe Berlin Americas—the regional subsidiary of German trade fair operator Messe Berlin GmbH—has officially joined the World Travel & Tourism Council (WTTC) as a Regional Member.

This strategic partnership unites the global authority on private-sector travel and tourism with the organizer behind ITB Americas, the newest expansion in the world-renowned ITB trade show portfolio. The announcement comes as industry leaders finalize preparations for the inaugural edition of ITB Americas, scheduled for November 10–12, 2026, in Guadalajara, Mexico.

Executive Summary: Alliance at a Glance

1. A Milestone Alliance for Pan-American Tourism

The entry of Messe Berlin Americas into the WTTC network marks a pivotal turning point for tourism across the Western Hemisphere. For decades, the Pan-American travel ecosystem—spanning North America, Central America, South America, and the Caribbean—has operated within fragmented regional markets. While individual trade gatherings have served local destinations, the region lacked a single, comprehensive B2B business hub connecting all four sub-regions under one umbrella.

By aligning with the WTTC, Messe Berlin Americas links its physical trade platform directly to the top executive decision-makers of the global travel sector. The WTTC represents over 200 CEOs, Chairpersons, and Presidents of the world’s leading travel corporations, working directly with international governments to drive policy, sustainable development, and economic growth.

Key Takeaway: ITB Americas serves as the first and only travel trade show designed to link North America, Central America, South America, and the Caribbean on a single business platform.

2. Leadership Perspectives: Driving Regional Growth

Both organizations emphasized the synergistic nature of the alliance, focusing on sustainable growth, knowledge sharing, and long-term business collaboration.

A Statement from WTTC Leadership

Gloria Guevara, President & CEO of the World Travel & Tourism Council, highlighted the role Messe Berlin Americas will play in uniting continental stakeholders:

“We are delighted to welcome Messe Berlin Americas as a Regional Member. Through its focus on fostering business connections, knowledge exchange, and collaboration, the organization plays an important role in strengthening engagement across the Travel & Tourism sector in the Americas. We look forward to working together to connect industry leaders, support regional growth, and advance opportunities for the sector throughout the continent.”

Insights from Messe Berlin Americas

Vicente Salas Hesselbach, Vice President and Managing Director for the Americas at Messe Berlin, framed the membership as a foundational milestone for the brand’s Pan-American strategy:

“Joining WTTC as a Regional Member marks an important milestone for Messe Berlin Americas and, above all, for ITB Americas. As we prepare to launch the inaugural edition of ITB Americas, we are committed to building a platform that brings together the travel industry across the entire continent, fostering meaningful business connections, knowledge exchange, and long-term collaboration. This achievement reinforces our commitment to shaping a stronger, more innovative, and sustainable future for travel and tourism in the Americas.”

3. Guadalajara 2026: The Gateway to Pan-American Travel

The selection of Guadalajara, Mexico, as the host city for ITB Americas 2026 reflects a strategic intent to place the event at a natural cultural and logistical crossroad between North and Latin America.

Target Audience & Sector Participation

The inaugural show is projected to convene more than 5,000 industry professionals and delegations from over 42 countries and regions. The floor layout and program are designed to bring together every key vertical in the travel value chain:

• National & Regional Tourism Boards: Destination marketing organizations (DMOs) seeking international buyer exposure.
• Hospitality Brands & Cruise Lines: Major global chains alongside boutique regional properties.
• Airlines & Transportation: Carriers expanding routes across Latin America and transcontinental corridors.
• Travel Technology Providers: Software, AI, booking engines, and digital distribution pioneers.
• MICE & Corporate Travel Buyers: Event planners, convention bureaus, and incentive organizers.
• Hosted Buyer Network: Vetted travel agents, tour operators, and wholesalers with purchasing power.

4. Strategic Implications for the Americas Travel Market

1. Bridging the North-South Trade Gap

Historically, travel professionals in Latin America had to cross continents—attending events like ITB Berlin in Germany or ITB Asia in Singapore—to secure high-level international contracts. ITB Americas brings the global trade machinery directly to Latin America, significantly lowering barriers to entry for middle-market operators, regional DMOs, and emerging destinations.

2. Amplifying Private-Sector Advocacy

With WTTC’s backing, conversations at ITB Americas will extend beyond sales transactions to encompass macro-economic strategy, visa policy reform, border friction reduction, and infrastructure investment.

3. Sustainability and Economic Resilience

According to WTTC research, travel and tourism continue to outpace broader economic growth across the Americas. Integrating sustainable practices—such as carbon reduction pathways, biodiversity protection, and community-centered tourism—will be central to the conference agendas hosted under the ITB brand.

Summary of ITB Brand Global Portfolio

Looking Ahead

As trade visitor registration opens for ITB Americas 2026, the joining of Messe Berlin Americas to the WTTC sets a solid foundation for the event. By uniting policy leaders, event organizers, and commercial buyers, this alliance promises to shape the trajectory of travel across North America, Latin America, and the Caribbean for years to come.

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