On Show Solutions will host a dedicated Africa Showcase Pavilion at the inaugural ITB Americas, opening in Guadalajara, Mexico, from 10 to 12 November 2026, as African tourism businesses look to deepen their reach across the Americas.
Africa’s tourism industry is preparing to take its offerings to a new international trade platform as ITB Americas makes its debut in Guadalajara, Mexico, from 10 to 12 November.
At the inaugural exhibition, On Show Solutions will host the Africa Showcase Pavilion, bringing African tourism suppliers into a dedicated exhibition space at an event expected to connect international destinations with travel buyers from North, Central and South America and the Caribbean.
The launch extends the ITB exhibition brand into a new geographical market, adding the Americas to an international portfolio that includes ITB Berlin and ITB Asia.
For African exhibitors, the opportunity lies in accessing a broad and diverse travel trade market through a single platform. North America remains an established source of long-haul visitors to several African destinations, particularly for safari, luxury and specialist travel. Latin America, meanwhile, presents further scope for developing commercial relationships and introducing African products to new distribution networks.
The Africa Showcase Pavilion is designed to make participation more accessible. Under the arrangement offered by On Show Solutions, exhibitors can benefit from a shared exhibition presence without having to manage individual stand arrangements, leaving them to concentrate on scheduled meetings and business development.
The initiative builds on Africa Showcase’s international roadshow programme, which connects African tourism suppliers with buyers in different source markets. Its participation at ITB Americas extends that engagement into a region with considerable diversity in travel demand and distribution.
With an exhibition and accompanying conference programme, ITB Americas will provide a new meeting point for the international travel trade in Guadalajara.
For Africa Showcase, the inaugural edition is an opportunity to introduce more African tourism businesses to the Americas market and establish relationships that can extend beyond the exhibition floor.
From 10 to 12 November, the Africa Pavilion will bring that ambition into the first edition of ITB Americas.
