ITB Americas: New B2B travel trade show for the entire American continent to be launched in Mexico in 2026

The entire American continent is displaying a positive trend in outbound travel, as the latest data from IPK International shows. Geographically in an ideal location, economically strong and with a first-class tourism infrastructure, Mexico is the ideal place for ITB Americas. In addition, the venue for the new event – Mexico’s second largest city Guadalajara in the State of Jalisco – offers excellent connectivity and the country’s most state-of-the-art exhibition and convention centre. The accompanying ITB Americas Conference will feature high-profile speakers addressing the latest industry trends, while specific networking formats will focus on buying and sales. With this new event, ITB is expanding its brand family which, in addition to Berlin, is successfully represented worldwide with trade shows in Shanghai, Singapore and Mumbai.

“The launch of ITB Americas represents a continuation of our successful international strategy,” says Dr. Mario Tobias, CEO of Messe Berlin. “Having previously focused on Asia, for us it is now ‘ITB goes West’. Whether for hiking in the Rocky Mountains, cruises in the Caribbean, exploring the Atacama Desert in South America or the Mayan culture in Central America, the Americas are not only among the most diverse regions for travel, but also an important source market, with countries such as the USA, Canada, Mexico and Brazil,” says Tobias.

„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.

Travel in 2024 sets the tone for dynamic growth in 2025

The latest data from IPK International’s World Travel Monitor® shows that North and Latin America play an important role in international travel. The increasing demand for travel to these regions is reflected both in the number of trips abroad and the growing popularity of destinations in North America and especially Latin America. A survey of travel intentions in 2025 confirms this and points to dynamic growth in travel for 2025.

Sharp increase in outbound travel from North America compared with 2023

Outbound trips from North America exceeded 2019 levels, as did trips from Latin America. Destinations on the American continent also benefited from a rise in international outbound travel in 2024 and from growing traveller satisfaction. As in previous years, the World Travel Monitor® shows variations in travel behaviour between North and Latin America, particularly as regards travel spending.

Positive growth in outbound travel from North America and Latin America

The Americas are displaying a positive trend in international travel. People in North and Latin America are increasingly travelling abroad. In 2024, outbound trips from North America grew noticeably. Year-on-year, the increase was around seven per cent, while compared with 2019 it was around five per cent. Outbound travel from Latin America rose quite sharply, by almost ten per cent year-on-year. The figures have now reached 2019 levels again. Overall, trips from the Americas account for about a quarter of global international travel volume.

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 6 March. This year, the travel industry’s leading thinktank features 17 theme tracks as well as orientation for tourism professional on four live stages. Presentations by Expedia, DERTOUR, Google, Uber, Booking.com, Microsoft, Wyndham, TUI, Sabre, Ryanair and many others will provide inspiration and offer practical insights into the future of tourism.