The Secretary of Tourism of Mexico, Josefina Rodríguez Zamora, announced that, during the celebration of the International Tourism Fair ITB Berlin, it was officially reported that Jalisco-Mexico was selected as the headquarters of the first edition of ITB Americas.
He said that it will take place from November 10 to 12, 2026 in Guadalajara, taking into account that it offers excellent connectivity and one of the most modern exhibition and convention centers in the country.
“Hositing this important event reflects the strength of Mexico as a tourist destination, its ability to connect industry professionals and provide a platform for networking, business development and knowledge exchange,” he said.
It should be remembered that the archaeological zone of Chichén Itzá, recognized as one of the New 7 Wonders of the World, closed in 2024 as the most visited archaeological site in Mexico. With more than 2.2 million tourists, this ancient Mayan city was consolidated as the main cultural destination in the country, attracting both nationals and foreigners.
The head of the Ministry of Tourism said that the celebration of ITB Americas in the state of Jalisco will mark a before and after in the promotion and dissemination of the American market, since in this important meeting for the tourism industry, attendees will be able to establish high quality contacts with customers.
He also added that it will function as a relevant promotional window that will allow to show the vast cultural, natural, historical and gastronomic richness of Mexico to key players in the industry at a global level and in turn will generate an important economic spill for the country.
“It will be an incomparable platform to highlight the diversity, heritage and greatness of Mexico, from our paradisiacal coasts, to our historic colonial cities, without forgetting our vibrant gastronomy. From now on we tell you with all our hearts, our house is your home,” he said.
He stressed that according to Messe Berlin, the entire American continent shows a positive trend in travel abroad and geographically Guadalajara is in an ideal location, economically strong and with a first-class tourist infrastructure, “Mexico is the ideal place for ITB Americas.”
On the other hand, Rodríguez Zamora specified that with the presence of 31 exhibitors from Mexico at the ITB Berlin 2025, as part of the country’s promotion abroad, strategic alliances have been established, investments are attracted and its image as a world-class destination has been strengthened.