ITB continues to develop: From 10 to 12 November 2026, ITB Americas will have fun its debut as a B2B tourism commerce present in Guadalajara, Mexico. Messe Berlin introduced this immediately at a press convention at ITB Berlin and signed a memorandum of understanding (MoU) with the Mexican ambassador in Berlin and representatives of the State of Jalisco. On the similar time, ITB Berlin is publishing the most recent World Journey Monitor® findings of IPK Worldwide on journey developments within the Americas in 2024.
From Canada to Argentina: ITB Americas is the one journey commerce present that covers North, Central and South America and the Caribbean in addition to all segments of the journey business, from Journey & Accountable Tourism to Enterprise Journey and Journey Know-how. The deliberate distribution of exhibitors is 80 per cent from the Americas and 20 per cent from the remainder of the world, with members starting from startups to international market leaders.
Your entire American continent is displaying a constructive pattern in outbound journey, as the most recent knowledge from IPK Worldwide reveals. Geographically in a super location, economically sturdy and with a first-class tourism infrastructure, Mexico is the best place for ITB Americas. As well as, the venue for the brand new occasion – Mexico’s second largest metropolis Guadalajara within the State of Jalisco – provides glorious connectivity and the nation’s most state-of-the-art exhibition and conference centre. The accompanying ITB Americas Convention will characteristic high-profile audio system addressing the most recent business developments, whereas particular networking codecs will deal with shopping for and gross sales. With this new occasion, ITB is increasing its model household which, along with Berlin, is efficiently represented worldwide with commerce reveals in Shanghai, Singapore and Mumbai.
«The launch of ITB Americas represents a continuation of our profitable worldwide technique,» says Dr. Mario Tobias, CEO of Messe Berlin. «Having beforehand targeted on Asia, for us it’s now ‘ITB goes West’. Whether or not for mountain climbing within the Rocky Mountains, cruises within the Caribbean, exploring the Atacama Desert in South America or the Mayan tradition in Central America, the Americas are usually not solely among the many most various areas for journey, but in addition an vital supply market, with international locations such because the USA, Canada, Mexico and Brazil,» says Tobias.
— Photo by ITB Berlin
Mexico’s s Secretary of Tourism, Josefina Rodriguez Zamora, emphasized that ITB Americas presents a key opportunity to strengthen the American market, build high-quality business connections, and showcase Mexico’s rich cultural and economic potential to the global tourism industry.
„As Governor of Jalisco, I am honored and delighted to welcome ITB Americas to Guadalajara. 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,“ says Pablo Lemus, Governor of Jalisco.
For more information about ITB Americas, visit itb-americas.com and LinkedIn.
Journey in 2024 units the tone for dynamic development in 2025
The newest knowledge from IPK Worldwide’s World Journey Monitor® reveals that North and Latin America play an vital position in worldwide journey. The growing demand for journey to those areas is mirrored each within the variety of journeys overseas and the rising reputation of locations in North America and particularly Latin America. A survey of journey intentions in 2025 confirms this and factors to dynamic development in journey for 2025.
Outbound journeys from North America exceeded 2019 ranges, as did journeys from Latin America. Locations on the American continent additionally benefited from an increase in worldwide outbound journey in 2024 and from rising traveller satisfaction. As in earlier years, the World Journey Monitor® reveals variations in journey behaviour between North and Latin America, notably as regards journey spending.
The Americas are displaying a constructive pattern in worldwide journey. Individuals in North and Latin America are more and more travelling overseas. In 2024, outbound journeys from North America grew noticeably. Yr-on-year, the rise was round seven per cent, whereas in contrast with 2019 it was round 5 per cent. Outbound journey from Latin America rose fairly sharply, by nearly ten per cent year-on-year. The figures have now reached 2019 ranges once more. Total, journeys from the Americas account for a few quarter of world worldwide journey quantity.
— ITB Berlin/ IPK International
North America is driving growth – Latin America is catching up
With around 120 million outbound trips in 2024 and a stable growth rate of seven per cent, the USA remains the largest source market for international travel worldwide. International travel from Canada also recorded solid growth, although the volume has not yet reached 2019 levels. Outbound travel from Mexico increased at an above-average rate of 16 per cent year-on-year.
Mexico: Among the top 10 destinations worldwide
There is also a dynamic trend unfolding regarding destinations on the American continent. Travel to Mexico increased by eight per cent year-on-year and has already significantly exceeded 2019 levels. In the destination rankings, Mexico lies directly behind Spain, the USA, Germany, France and Italy. This makes Mexico one of the world’s most popular destinations, with the image of a safe and attractive tourist destination. The main source markets for travel to Mexico in 2024 were the USA, Canada, Argentina and the UK. IPK’s Destination Performance Index (DPI), which analyses the parameters of ’travel satisfaction’, ’recommendation’ and ’desire to return’ for all international holidays worldwide as part of the World Travel Monitor®, confirms high levels of satisfaction for Mexico as a travel destination, including for safety and attractiveness. With a DPI score of 59 points, Mexico ranks fifteenth worldwide, a significant improvement on the previous year.
Travel trends: focus on sun & beach destinations and city breaks
In North America and Latin America, certain holiday types are clear favourites. In both North America and Latin America, sun & beach holidays and city breaks outrank round trips and cruises. However, year-on-year trends vary. In Latin America, for example, city breaks in particular saw above-average growth in 2024, while in North America sun & beach holidays were on the rise. Round trips displayed a slightly negative year-on-year trend in both North America and Latin America.
Business and MICE travel are growing
In addition to holiday travel, business trips are increasing too. In North America in particular, they rose by 20 per cent year-on-year. The MICE travel market especially recorded high growth. MICE travel from Latin America grew at the much more moderate rate of three per cent in 2024. The trends in regular business trips also diverged: in Latin America, they rose by almost ten per cent, while North America reported a growth rate of six per cent.
More comfort: hotels remain the first choice
Travellers’ choice of accommodation also reveals interesting trends. Hotels are the preferred choice. Almost 60 per cent of all travellers in Latin America opt for hotels, compared to around half in North America. At the same time, there is growing demand for alternative and private accommodation. The growth in alternative paid accommodation (hostels, guesthouses, holiday apartments) in Latin America is particularly noteworthy, marking an increase of almost 20 per cent, which is significantly higher than in North America.
Rise in overnights and spending
Year-on-year, the average duration of outbound trips from the American continent rose marginally again, and at just below ten overnights slightly exceeded the global average. Travel spending per overnight also rose compared with 2023. In North America, however, the figure was still around 100 euros higher per night than in Latin America, which was due to more trips being taken within Latin America itself.
Visitors to ITB Berlin can gain additional specific insights into the industry at the ITB Berlin Convention 2025 from 4 to six March. This yr, the journey business’s main thinktank options 17 theme tracks in addition to orientation for tourism skilled on 4 reside phases. Shows by Expedia, DERTOUR, Google, Uber, Reserving.com, Microsoft, Wyndham, TUI, Sabre, Ryanair and lots of others will present inspiration and supply sensible insights into the way forward for tourism.