With the inaugural ITB Americas set to kick off in just two weeks, 90+ speakers from WTTC, Netflix, Expedia Group and beyond are set to take the stage at the ITB Americas Conference in Guadalajara. Featuring over 40 sessions, the ITB Americas Conference will bring together leading voices across the travel industry to explore the trends, challenges and opportunities shaping the future of travel.
Taking place alongside the inaugural ITB Americas from 10 to 12 November 2026 at Expo Guadalajara, the ITB Americas Conference will serve as a platform for three days of strategic dialogue, industry insights and international exchange. As the show’s knowledge hub, the conference will connect senior executives, policymakers, destination leaders and innovators to explore the developments transforming travel across the Americas and global markets.
Under the guiding theme “Travel Forward: Navigate What’s Next”, the program features more than 90 speakers, ten keynotes and over 40 sessions across six thematic tracks on two stages. From the impact of artificial intelligence on travel distribution to new opportunities in destination marketing, hospitality and sustainable tourism, the conference will offer practical insights for travel businesses and destinations navigating a rapidly evolving market.
Global Industry Leaders Set the Agenda
Among the highlights of the conference program is the opening keynote “The State of Tourism in the Americas”, delivered by Gloria Guevara, President & CEO of the World Travel & Tourism Council (WTTC). Her address will examine the current state of tourism across the region and the opportunities and challenges shaping its future.
Josefina Rodríguez Zamora, Secretary of Tourism of the Government of Mexico, will share insights into the country’s tourism strategy in her keynote “Mexico’s Tourism Policy as a Regional Model”, exploring the role of public policy in strengthening tourism development and regional competitiveness.
Looking beyond the Americas, Marcus Lee, CEO of China Travel Online, will examine the potential of the Chinese outbound travel market in “The Chinese Traveler Is Coming to the Americas. Is Your Destination Ready?”, offering destinations and travel businesses perspectives on attracting and engaging Chinese travelers.
Technology-driven transformation will also take center stage. Carlos Cendra Cruz, Chief Marketing & Communications Officer at The Data Appeal Company, will explore how AI can support smarter destination management while balancing economic, environmental and social priorities. Enrique Perrella, Bureau Chief at Business Traveler, will address the growing role of AI in aviation, while Daniel Price, Co-Founder of WeatherPromise, will discuss how travel companies can turn weather-related uncertainty into a competitive advantage.
The program also features senior representatives from leading international companies and organizations, including Salim Arkuch (Expedia Group), Marcus Simoes (Accor), Jessica Stone (Tripadvisor), Pierre Vandoorne (Netflix), Teresa Solís (Deloitte), Oscar Liendo (GetYourGuide), Rudi Thun (Mindtrip) and Patricia Marull (Green Destinations).
What’s Changing the Travel Industry and Who’s Leading the Way?
Across six thematic tracks, the ITB Americas Conference will examine some of the most pressing questions facing the global travel industry. Designed as a forum for decision-makers, the program combines strategic perspectives with practical insights, encouraging participants to look beyond current challenges and explore the opportunities emerging from technological, economic and societal change.
The Future, Technology & Innovation track will explore how emerging technologies are reshaping the travel ecosystem. In the session “Agentic Commerce: The Invisible Infrastructure Layer”, experts from Zatlas, Airwallex, and Aven Hospitality will explore the payments, inventory and data infrastructure travel businesses need as AI agents begin to book on travelers’ behalf.
In the Marketing, Distribution & Growth track, the session “The Distribution Shift: How OTAs, AI Agents and Direct Booking Are Rewriting the Rules” will feature executives from Expedia Group, Accor, Tripadvisor and Amadeus. As online travel agencies, direct channels and AI assistants transform the way travel services are discovered, booked and delivered, the discussion will explore who will own the traveler relationship, and how travel businesses can adapt their commercial strategies. Meanwhile, “Responsible Tourism Marketing: From Green Claims to Credible Impact” will examine how destinations and brands can avoid greenwashing and communicate sustainability with solid evidence.
The Destinations & Public Sector track will explore how policy, innovation and creative industries influence destination competitiveness. Alongside Mexico’s tourism policy keynote, “Lights, Camera, Arrivals: How Screen Content Became the Most Powerful Marketing Tool in Tourism” will bring together representatives from Netflix, Filma Jalisco, Deloitte and academia to examine how film and streaming content can drive destination awareness and travel demand.
Changing traveler expectations will be at the heart of the Experiences, Hospitality & Value Creation track. In “The New Luxury: What Premium Travelers Really Want”, experts from Forbes Travel Guide, HVS and Nao Travel Collection will discuss evolving expectations in the premium travel segment. Another session, “The LGBTQ+ Traveler in the Americas: Safety, Visibility, and the $218B Opportunity”, will bring together representatives from the State of Jalisco, visitBerlin, IGLTA and the hospitality industry to explore inclusive tourism, traveler safety and market opportunities.
In the Mobility, Aviation & Connectivity track, industry representatives from Aeroméxico and the WTTC will examine the impact of visa requirements, regulation and policy barriers on international travel in “The Invisible Border: How Visas, Regulation and Policy Friction Shape Tourism”. The session “From Rivers to the Sea: Where Is the Next Cruise Opportunity?”, featuring Century Cruises and Transcend Cruises, will explore emerging opportunities in river and ocean cruising.
The Sustainability, Talent & Responsible Travel track will address the industry’s environmental and social responsibilities. “No Snow, No Water: Reinventing Tourism in the Climate Crisis” will explore how destinations and tourism businesses can adapt to changing environmental conditions, with perspectives from the Colorado Tourism Office and ecotourism specialists. Meanwhile, “The Tourism Industry’s Uncomfortable Conversations: Who Is Accountable for Protecting Vulnerable Communities?” will bring together representatives from ECPAT Mexico, RIU Hotels & Resorts, UNICEF and Riviera Maya Sostenible to discuss shared responsibilities in protecting vulnerable communities.
Connecting Perspectives Across the Americas and Beyond
A defining feature of the ITB Americas Conference is its Pan-American perspective. Bringing together tourism leaders and organizations from North, Central and South America and the Caribbean, alongside international markets in Europe, Asia and Africa, the conference creates a platform for cross-regional knowledge exchange and global industry dialogue.
Representing the host state of Jalisco, Michelle Fridman, Secretary of Tourism of the State of Jalisco, will contribute to the session “The LGBTQ+ Traveler in the Americas: Safety, Visibility, and the $218B Opportunity”, highlighting the importance of inclusive tourism and the opportunities it creates for destinations across the region.
The session “Earning the World’s Attention: How Destinations Build Their Place on the Global Map” will bring together tourism representatives from El Salvador and Thailand to discuss how destinations can strengthen their international positioning and compete for global travelers.
Destination diversification will also be in focus. In “Beyond the Beach: How Destinations Diversify Their Product and Actually Sell It”, representatives from the Dominican Republic, the United States and France will explore how destinations can expand their tourism offerings, reach new audiences and turn product diversification into market opportunities.
In “Three Destinations, Three Approaches to Responsible Tourism”, representatives from the Colorado Tourism Office, PromPerú and the Mato Grosso do Sul Tourism Board will share different approaches to sustainable destination development, offering insights into how tourism strategies can respond to local needs and priorities.
Adventure tourism will also be featured prominently. “The Active Traveler in the Americas: Adventure, Nature and Untapped Demand” will bring together the Costa Rican Tourism Board, GetYourGuide, G Adventures and the Adventure Travel Trade Association to explore changing traveler interests and business opportunities in nature-based and adventure travel.
By connecting perspectives from established and emerging tourism markets, the conference will offer participants opportunities to exchange knowledge, identify new market potential and develop strategies relevant to their own businesses and destinations.
Where Industry Insights Meet Business Opportunities
Complementing the trade show, the ITB Americas Conference connects high-level industry discussions with opportunities for networking, strategic partnerships and business development. Together, these elements position ITB Americas as a platform where market intelligence, industry leadership and business opportunities come together.
The program will feature keynotes, panels, fireside chats, interviews, a film screening and an awards ceremony. Sessions will be conducted in English with simultaneous Spanish translation.
The full ITB Americas Conference program is now live, giving attendees the opportunity to explore sessions and speakers ahead of the event.
The official ITB Americas event platform is also available, allowing participants to start connecting with fellow attendees and preparing for business meetings in Guadalajara: https://messeberlin-americas.app.swapcard.com/event/itb-americas
Media accreditation includes complimentary access to the complete ITB Americas Conference program
