Brazil is increasingly recognized as a key player in the world of business tourism, cementing its reputation as a prime location for meetings, incentive programs, conferences, and large-scale exhibitions (MICE).
The International Congress and Convention Association (ICCA) data suggests that Brazil currently holds the 15th position worldwide in terms of hosting international gatherings. In 2024 alone, the country experienced a very impressive 50% jump in its event volume. Notably, as the sole Latin American nation featured in this top ranking – and actually the third in the entire Americas, following only the United States and Canada – Brazil is certainly capitalizing on its well-developed infrastructure, rich cultural heritage, and striking natural landscapes to draw in business travelers from all over the globe.
With important events lined up such as the upcoming IATA Annual General Meeting and the SAHIC hotel investment forum, both scheduled for 2026, along with forward-thinking platforms such as the Brasil Incentive Showcase, Brazil seems ready to redefine what business tourism can mean in the region.
A Flourishing Sector for Business Events
Globally, the business events sector is a considerable economic force; in 2024, it generated some $870 billion. Projections estimate that this figure will climb to $945 billion by 2025, showing an average annual growth rate of around 9.1% through to 2030. Brazil is certainly benefitting from this upward trend, as evidenced by its business travel segment hitting record levels in 2024, and the expectation of further expansion in 2025. According to Marcelo Freixo, president of Embratur (Brazil’s tourism agency), the country’s appeal rests on “a solid infrastructure, unique cultural diversity, and spectacular landscapes; we are among the top 15 destinations for international events.” Brazil’s ability to seamlessly integrate professional settings with engaging cultural opportunities makes it a truly attractive option in the MICE tourism market.
Significant events to remember in 2026
Looking ahead to 2026, Brazil’s calendar is already filling up with significant events; these should further emphasize its increasing importance within the global MICE landscape:
SAHIC 2026 (Rio de Janeiro, March 22-24): As the leading hotel investment forum in Latin America, SAHIC 2026 is expected to gather well over 400 key decision-makers and investors to discuss approximately 130 hotel projects, representing some $1.6 billion in investment. It will showcase continued growth in Brazilian hospitality.
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Agrishow 2026 (São Paulo, April 27-May 1): Agrishow is one of the most important agricultural trade fairs worldwide, highlighting Brazil’s strong position in agribusiness and attracting leading professionals globally.
UNWTO Africa-Americas Summit (Rio de Janeiro): This summit has a focus on sustainable and inclusive tourism. It’s expected to draw international attention to Brazil’s wider commitment to environmentally and socially responsible travel practices.
IATA Annual General Meeting: After more than 20 years, this prestigious aviation event will return to South America, thus highlighting Brazil’s key role in global air connectivity.
International AIDS Conference (AIDS 2026): With this being the first edition of the conference held on the continent, Brazil will play host to what’s expected to be more than 10,000 participants. This underscores the country’s increasing significance as a host nation for globally impactful gatherings.
Economic Benefits and Rich Cultural Influence
Around a quarter of all international tourism revenue comes from business tourism, and Brazil’s MICE sector plays a crucially important economic role. These types of events support revenue for hotels, convention centers, and nearby businesses, while also supporting job creation and boosting innovation. What’s more, Brazil offers a striking combination of urban sophistication (especially in cities such as São Paulo and Rio de Janeiro) with remarkable natural wonders, for example, the Amazon rainforest and Iguazu Falls. These benefits surely enhance its appeal. Then, adding uniquely cultural experiences, such as samba shows and diverse regional cuisines, adds a distinctive element to business travel, making it a popular destination.
Sustainability and Global Draw
Brazil’s dedication to sustainable tourism really strikes a chord with what’s going on worldwide, drawing in travelers and event planners who are thinking about the planet. You see, the Brasil Incentive Showcase makes a point of highlighting things that are kind to the environment, like exploring the Pantanal wetlands or looking at how Curitiba is doing things sustainably in the city.
Better air links and up-to-date facilities just make Brazil even easier to get to, and the mix of cultures – with roots in Indigenous, African, and European traditions – makes for an incredible setting for conferences and those incentive trips.