The global journey of ITB
Just as Mumbai is the gateway to India, ITB India is the gateway to the South Asian travel market
MILESTONES THAT DEFINED A GLOBAL NETWORK
idea emerged during ITB Berlin, when exhibitors and buyers repeatedly asked for a unified B2B space. We designed ITB Americas not just as a trade show, but as a place where the right people meet, partnerships form, and measurable business happens.” With a strong regional focus balanced by global connectivity, ITB Americas aims to deliver tangible outcomes for participants: “By consolidating fragmented regional events, it delivers efficiency, quality contacts, and business opportunities. Exhibitors and buyers leave with tangible results, not just impressions, precisely what the market has been asking for.” Hesselbach is also clear about the priorities: “The immediate focus for ITB Americas is to make the first edition at the end of 2026 a success. This first event will lay the foundation for ITB Americas to grow sustainably, attract new markets, and become the go-to meeting place for the Americas travel industry.” Looking ahead: The future of ITB As ITB marks its 60th anniversary, the focus across the portfolio is firmly on what comes next. In every market, the priorities are aligned: enabling meaningful connections, supporting sustainable growth and delivering practical value in an increasingly complex travel landscape. Across Berlin, Asia, China, India and the Americas, each ITB show plays a distinct but complementary role, responding to regional market needs while contributing to a shared global framework. Together, they provide year-round platforms for business exchange, market access and industry insight, reinforcing ITB’s relevance at both local and international levels. What began in Berlin in 1966 as a response to a growing industry has evolved into a worldwide network defining how travel does business. One world. One industry. One brand – connected by ITB.
1966 ITB Berlin opens its doors as travel in post-war Europe flourishes 2008 ITB Asia debuts, addressing the surge in Asian tourism 2017 ITB China launches in recognition of this booming global travel market 2021 ITB India launches as a virtual event (and 2022), then in person in 2023 2025 ITB Americas announced to bridge gap between four regions of Americas 2026 ITB celebrates 60 years; ITB Americas to open its doors in November
most influential growth engines within the wider global network. Seah emphasises that both platforms are evolving in parallel to reflect where the market is heading: “By integrating technology and sustainability, and offering high-quality matchmaking and conference content, both ITB Asia and ITB India will continue connecting the most innovative destinations and buyers, shaping the future of travel in Asia-Pacific and beyond.” ITB Americas: Completing the circle with a new geography On the other side of world, ITB is stamping out its presence on a new continent. This year’s launch of ITB Americas marks a significant milestone in the brand’s international journey, extending the trade fair into a region previously served by fragmented B2B platforms. With the new three-day trade show taking place at Expo Guadalajara, Mexico (November 10-12), Vicente Salas Hesselbach, Managing Director of ITB Americas, explains the opportunity: “ITB Americas was born to fill a clear gap: there was no single platform connecting North, Central, South America, and the Caribbean.” The concept, he adds, emerged directly from industry demand. “The
Vicente Salas Hesselbach MANAGING DIRECTOR, ITB AMERICAS, MESSE BERLIN AMERICAS
“The first event will lay the foundation for ITB Americas to grow sustainably.”
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