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One marketplace for the Americas With the inaugural ITB Americas set to launch in Guadalajara in November, Vicente Salas Hesselbach , Managing Director of the new event, explains why the time is right for a dedicated ITB platform for the region, and how it aims to connect North, Central and South America, the Caribbean and the global travel industry through one integrated marketplace
T he 2026 launch of ITB Americas marks a major expansion of the ITB Global Travel Portfolio and reflects the growing weight of the Americas in the global travel economy. Announced at ITB Berlin last year, the new three-day B2B trade show will take place at Expo Guadalajara from November 10–12, establishing a dedicated ITB platform for the region. With momentum building across markets and demand rising for more efficient, cross-regional engagement, ITB Americas is designed to bring structure, scale and focus to business across the continent. Here, show Managing Director Vicente Salas Hesselbach explains why the timing is right, and what the industry expects from this new marketplace. Q: Why is 2026 the right time to launch a dedicated ITB platform for the region? The timing is not coincidental; it is the result of clear market signals. Across the Americas, travel and tourism have regained strong momentum. Investment is increasing, connectivity continues to expand, and destinations are actively seeking new international partnerships, particularly in the leisure segment. ITB Americas was created to connect opportunities across four diverse regions – from Canada to Patagonia – enabling the industry to operate as one integrated travel economy. That is why now is the right moment. The region is ready, the demand is evident, and the industry is actively looking for a more efficient way to do business across the Americas. o d y in ect – ne nt.
Q: What has been the industry response; any surprises? Since the announcement, the response has been highly encouraging across the ecosystem. Stakeholders are not approaching ITB Americas as a regional event, but as a strategic gateway to the entire continent and the rest of the world. What has surprised me most is the speed of uptake. The dialogue moved very quickly from ‘What is ITB Americas?’ to ‘How do we secure our place?’. That level of early commitment clearly indicates that the concept resonates with the industry. Q: What gap in the regional and global marketplace does ITB Americas fill? We are not positioning ITB Americas as just another trade show. Our role is different. ITB Americas is designed as a bridge that connects the four regions of the Americas: North, South, Central America and the Caribbean, and the global travel industry. While many events focus on individual countries or subregions, we take a broader view. Guadalajara is the host city of ITB Americas
The objective is to create one integrated marketplace where companies can efficiently access the entire continent, build meaningful partnerships, and conduct business at scale. Q: How will ITB Americas connect these very different markets to facilitate real business opportunities? The Americas are incredibly diverse, and we fully embrace that. Our goal is not to treat the region as one homogeneous market, but to create meaningful connections between very different realities. We achieve this through curated matchmaking, a strong hosted buyer programme, and a clear focus on senior decision-makers. We want a buyer from Canada to meet a destination from Peru, a hotel group from Brazil to connect with US operators, or a tech provider from Europe to access the entire continent, all within one structured environment. That is where real business happens. is w Q: What’s the format and top features for ITB Americas? The format is built around one clear principle: quality over volume. A carefully curated B2B structure, supported by the hosted buyer programme ensures exhibitors meet qualified decision-makers with real purchasing power, not only from Mexico, but from across the Americas and key international markets including Europe, Asia, Africa, and the Middle East. Equally important is the conference programme, which plays a strategic role beyond the exhibition floor. It is designed to set the agenda for the region, bringing together industry leaders inc Mi con stra It is reg Q: ITB The pri cur the exh wit fro Am
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