Brazil Advances Business Tourism and Cultural Exchanges with Key 2026 Events
Brazil targets growth in business tourism with Embratur's MICE strategies and highlights cultural business through FIART in 2026.
- • Embratur aims for Brazil to be a top global business tourism destination by 2025.
- • The 26th International AIDS Conference in Rio will host about 10,000 attendees.
- • Brazil ranks 15th worldwide in ICCA event rankings and leads Latin America.
- • The 31st FIART in Natal features 240 artisans and promotes cultural entrepreneurship.
Key details
Brazil is strategically positioning itself as a premier destination for business tourism and cultural events in 2026. Embratur, under Marcelo Freixo, targets significant expansion in the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, aiming to solidify Brazil's global leadership by the end of 2025. The agency plans to decentralize major events from traditional hubs to regional cities, including northeastern capitals and places like Brasília and Foz do Iguaçu, which supports regional tourism growth. A major highlight is the 26th International AIDS Conference in Rio de Janeiro, expected to attract around 10,000 participants, underscoring Brazil's prominence in scientific and medical congresses that represent over 60% of events.
Additionally, the 31st edition of the International Handicraft Fair (FIART), taking place at the Centro de Convenções de Natal from January 23 to February 1, emphasizes cultural entrepreneurship. With over 240 artisans presenting 280 stands across 2,500m², FIART showcases Brazil's rich craftsmanship and is paired with a Cultural Festival featuring the Parafolclore Festival, inviting widespread participation. This event reflects Brazil's commitment to blending cultural vibrancy with business opportunities, particularly in the Northeast.
Brazil’s rise to 15th place globally in the ICCA rankings and leadership in Latin America illustrates successful efforts, boosted by support for 76 international event projects from 2024 to 2034. Embratur’s initiatives include launching the Mapa MICE and engaging in prominent global fairs to widen international networks.
This article was synthesized and translated from native language sources to provide English-speaking readers with local perspectives.
