Jalisco positions its tourism in Berlin ahead of ITB Americas

With the aim of showcasing Jalisco as the most Mexican state, and highlighting the diversity of its tourist attractions, such as its culture, gastronomy, nature, beaches and heritage cities, the Government of Jalisco, through the Ministry of Tourism, is participating in one of the most important tourism fairs in the world, the ITB Berlin fair.

The Jalisco delegation is participating in ITB Berlin 2026 to position the state in the European market and finalize the details of the first of five editions of ITB Americas that will be held in Jalisco.

The first edition of ITB Americas is projected to generate 260 million pesos in revenue.

With the aim of communicating firsthand the immediate restoration and normal operation of the state's tourist destinations, among the first activities of the Jalisco delegation are meetings with executives from Messe Berlin, UN Tourism and the World Travel & Tourism Council (WTTC).

The fair is held annually in Berlin, Germany, and brings together nearly one hundred thousand professionals from the global tourism sector, making it a key platform for positioning destinations, identifying market trends and finalizing international agreements.

The agenda is strengthened with high-impact activations in strategic, high-traffic spaces, such as a brand intervention in one of Europe's busiest railway stations, to reinforce the destination's visibility and consolidate a message of trust in key markets.

Jalisco's participation in ITB Berlin, which takes place from March 3 to 6, will allow the state's offerings to be presented to tour operators, travel agencies, airlines, specialized media and strategic buyers from more than 190 countries, as well as fostering business appointments, commercial alliances and joint promotion agreements.

Michelle Fridman Hirsch, Secretary of Tourism for the Government of Jalisco and head of the delegation, which includes representatives from the state's four tourism trusts, emphasized that the European market represents a strategic opportunity for the state, due to its travelers' profile of longer stays, higher average spending, and preference for cultural, gastronomic, and nature experiences.

In 2025, Jalisco received 45,181 European tourists by air, which is equivalent to one percent of the total number of foreigners who arrived in the state by this means.

By country, Germany ranks as the third most important European market for Jalisco, with 5,454 visitors, a figure that represents 12 percent of the total number of Europeans who arrived in the state and positions it as the tenth country of origin of international visitors to Jalisco globally.

The United Kingdom, Spain, Italy, Ireland, the Netherlands, Switzerland, Poland and Ukraine follow as relevant source markets.

In this context, Jalisco's participation in ITB Berlin is part of a reactivation and repositioning strategy in Europe, aimed at recovering market share, expanding air connectivity, diversifying source markets and consolidating the state's international presence, also capitalizing on its designation as host of ITB Americas for the next five editions.

This continental meeting, to be held in November at Expo Guadalajara, will bring together tourism leaders from North America, Central America, South America and the Caribbean, consolidating Jalisco as a strategic connection hub for the continent's tourism industry.

Therefore, in addition to promoting destinations such as Puerto Vallarta, Costalegre, the Guadalajara Metropolitan Area and the 12 Magical Towns of the state, the Jalisco delegation will hold working meetings to specify the operational guidelines, define the content agenda and coordinate the strategic aspects of the first of five editions of ITB Americas that will be hosted by the most Mexican state.

Vicente Salas, Executive Director of Messe Berlin for Latin America, points out that ITB Americas has registered 62 percent of its contracted space, a figure that exceeds by almost 50 percent the rate of reservations that the first edition in India had at the same time point.

With this level of anticipated interest, the first edition of ITB Americas in Guadalajara is projected to be a resounding success.

The event will take place after the 2026 World Cup, in a year that the Government of Jalisco and the Ministry of Tourism have defined as the "Year of the World Cups" for the city, due to the concentration of international events that will mark the tourist agenda of the destination.

It is estimated that the first edition of ITB Americas will generate a hotel revenue of 20 million pesos and a tourism revenue of 240 million pesos, with the participation of more than five thousand attendees.

The exhibitors are expected to include international destinations, hotel chains, tour operators and more than 300 strategically selected buyers.

Source: Media Tourism Group.