Messe Berlin will establish its headquarters for the Americas in Guadalajara and confirms ITB Americas 2026 in Jalisco

To consolidate the state as a platform for international tourism and center of the travel ecosystem, Pablo Lemus Navarro, Governor of Jalisco, announced the first edition of ITB Americas, a new regional event derived from the world's leading tourism fair, which will take place at Expo Guadalajara from November 10 to 12, 2026.

At the same time, the state governor announced that Messe Berlin GmbH, a leading German company in the organization of the most important global trade fairs, congresses and exhibitions, including ITB Berlin, chose Guadalajara as the headquarters of its continental office.

Lemus Navarro highlighted the importance of both announcements, as the arrival of Messe Berlin Americas to the city and the holding of the first ITB Americas next year will set a precedent in continental tourism.  

“Finally, we have this venue in Jalisco, and we are very happy to share it with all of you. For the first time in history, an event derived from the world’s most important tourism fair will take place in the Americas, and it will be here, in our home. No other country on the continent has had this opportunity,” the Governor explained.

He added that these actions will allow the most relevant fairs and exhibitions in the world to come to Jalisco, whether for their themes, economic reach and visitors, as well as in the strengthening of tourism in Jalisco.

This fair includes participation from Canada to Patagonia and the Caribbean.

“We already have the world’s largest International Book Fair in terms of readership, and ITB Americas could be the most important tourism fair on the entire continent for the next few years; we need to understand the scale of this,” he said.

Governor Pablo Lemus clarified that this does not compete with the Acapulco tourism fair, and that the goal is to boost the sector, not only in Jalisco, but also throughout the country and internationally.

Michelle Fridman Hirsch, Secretary of Tourism for Jalisco, thanked Governor Pablo Lemus for believing in and investing in tourism as a strategic sector for the development of the state.

He explained that to obtain the headquarters for the offices of Messe Berlin GmbH for America (Messe Berlin Americas), as well as ITB Americas 2026, they competed with other countries and Jalisco was the best option due to its experience, infrastructure and ecosystem.

“For all the major events coming up, including ITB Americas, we have a great diversity, and that is a very important differentiating factor compared to other destinations with which we compete,” commented the Secretary of Tourism.

He reiterated that Jalisco is prepared in terms of infrastructure and connectivity, as 40 new hotels are currently in the process of being built, which will bring Jalisco's total to more than 90,000 rooms before the 2026 World Cup.

He added that there are 27 new flights in operation, connecting directly to more than 90 destinations.

Mario Tobías, CEO of Messe Berlin GmbH, celebrated the arrival of this German firm to the most Mexican state, and thanked the Government of Jalisco, the Ministry of Tourism and the Guadalajara Visitors and Conventions Bureau for their support in consolidating these achievements.

ITB Americas will be a space where the key dynamics of continental tourism will be developed, such as B2B business meetings, exchange of ideas and international projection.

In 2026, the first of five consecutive editions will be held in Jalisco, consolidating the state as a strategic location for the development of tourism in America.

Gustavo Staufert Buclon, Director of the Guadalajara Visitors and Conventions Bureau, highlighted that the ITB Americas trade fair and the arrival of Messe Berlin Americas to the city will put Jalisco on the world stage.

The alliance between Messe Berlin Americas —organizer of ITB Americas— and the Government of Jalisco represents a firm commitment to innovation, the expansion of international networks and the sustained growth of the tourism sector on the continent.

Guadalajara was selected as the venue for the Americas thanks to its tourism and hotel infrastructure, its urban mobility and its geographical location, both nationally and continentally; in addition, it has excellent air and land connectivity.

The ITB Americas 2026 trade show is expected to attract more than 5,000 industry professionals, 300 qualified Hosted Buyers, representatives from more than 35 countries and regions, two conference stages, more than 40 specialized sessions, and 5,000 square meters of exhibition space.

The exhibitors will represent the entire value chain of the tourism industry, including tourism organizations, operators, hotels, airlines, rental companies, technology providers, and international associations.

The event will feature a rigorous validation process to ensure the participation of buyers with active purchasing power and defined business objectives, with special attention to emerging markets and expansion opportunities.

An estimated tourism impact of 240 million pesos is expected, with the occupancy of more than 10,000 room nights in Guadalajara hotels, a hotel revenue of 20 million pesos, and a strategic impact of 9 million pesos.

ITB Americas is part of Messe Berlin GmbH's portfolio of international trade fairs, which includes ITB Berlin, ITB Asia, ITB China, and ITB India. Its arrival in Mexico marks a strategic step toward consolidating a network of events that connect key tourism players with the opportunities offered by each region.

Messe Berlin Americas, based in Guadalajara, was chosen as the starting point for the continental expansion of the parent company, Messe Berlin GmbH, which organizes more than one hundred international trade fairs and congresses a year.

As part of the event launch, Mexico has been confirmed as the Official Guest Country of ITB Americas 2026.

This designation will be reflected in promotional activities, program elements, and official ceremonies, underscoring Mexico's strategic position within the global tourism ecosystem.

Looking ahead to 2026, the State Government will promote the organization of ITB Americas through a coordinated logistical operation, the strengthening of key alliances, and an international promotion strategy that ensures the success of its first edition.

The official announcement included the participation of Mauro Garza Marín, General Coordinator for Strategic Growth and Economic Development, Vicente Salas Hesselbach, General Director of Messe Berlin Americas; among other personalities.

Fuente: ITB.