Quintana Roo Promotes 12 Destinations at First ITB Américas in Guadalajara

Cancún, Quintana Roo — Quintana Roo is showcasing its 12 destinations at the first ITB Américas, the international tourism trade fair being held for the first time in the Americas from Nov. 10 to 12, 2026, at Expo Guadalajara in Jalisco.

The event is organized by Messe Berlin and forms part of the ITB network, which runs fairs in Berlin, Shanghai, Mumbai and Singapore. Mexico’s Tourism Ministry, led by Josefina Rodríguez Zamora, said all 32 states will be represented at a business gathering of this scale for the first time, with the aim of promoting the country’s tourism offerings to international buyers.

Quintana Roo’s presence carries weight nationally. According to figures from the state Tourism Department (SEDETUR), the state generates 46.4% of the foreign currency Mexico earns from international visitors and accounts for 12.5% of the country’s tourism GDP.

At the close of 2025, the Mexican Caribbean received 20.2 million tourists and 7.7 million cruise passengers, with an estimated economic impact of $18 billion, keeping it the country’s leading destination. The state has more than 140,000 hotel rooms across its 12 destinations and accounts for more than 40% of the international tourism arriving in Mexico.

A strictly business-to-business format

ITB Américas is a 100% B2B event, open only to industry professionals, with no sales to the general public. Organizers expect more than 5,000 professionals, 300 exhibiting companies and organizations, 300 specialized buyers, 40 conference sessions and 70 speakers, with representation from 61 countries across North America, Central America, the Caribbean, South America, Europe, Asia, Africa and Oceania.

The federal Tourism Ministry projects an economic impact of more than 240 million pesos from the event, of which about 20 million pesos will go to the hotel sector.

Following joint efforts by Mexico’s federal government, the Jalisco state government and the tourism industry, Guadalajara will host ITB Américas consecutively from 2026 through 2030, placing Mexico on the international ITB trade fair circuit.