Brazil Amplifies Business Tourism Presence at IMEX America 2025 and Local Initiatives
Brazil is actively promoting its business tourism sector at IMEX America 2025 while local initiatives in Osasco aim to strengthen regional tourism infrastructure and attract corporate events.
- • Embratur and Sebrae jointly promoted Brazil at IMEX America 2025 in Las Vegas, signing a partnership with SITE Global.
- • Brazil targets the U.S. market, the second-largest source of tourists, as a key segment for incentive travel growth.
- • IMEX America featured Brazil’s official pavilion with 14 co-exhibitors and launched a digital platform for resort promotion.
- • Osasco held its first Municipal Tourism Conference focusing on strengthening business tourism locally, with calls for new incentives and a convention center.
- • SinHores represents 22,000 hospitality businesses employing 25,000 people, emphasizing the economic potential of the tourism sector.
Key details
From October 7 to 9, 2025, Embratur, in partnership with Sebrae, took a leading role at IMEX America in Las Vegas, the largest business tourism fair in the Americas, to promote Brazil as a premier destination for corporate travel and incentive trips. Embratur's president, Marcelo Freixo, emphasized that business tourism is vital for Brazil's economic growth, job creation, and revenue generation. Brazil's official pavilion featured 14 co-exhibitors, highlighting the country’s rich cultural diversity and authentic experiences which appeal strongly to international buyers, especially from the U.S., Brazil's second-largest source of tourists with over 728,000 American visitors in 2024. During the event, a strategic partnership was formalized with SITE Global, the world's largest incentive travel organization, aimed at enhancing Brazil's global presence in the business tourism sector. Sebrae's president, Décio Lima, underscored the importance of boosting small business competitiveness within tourism to strengthen local economies. Key initiatives at IMEX included the launch of a new digital platform showcasing Brazilian resorts tailored for incentive travel buyers, reinforcing Brazil’s appeal amid demand where 70% of incentive travel buyers seek fresh destinations.
Complementing the international effort, Osasco—São Paulo state's second largest economy—recently held its first Municipal Tourism Conference on October 6 to bolster its local business tourism sector. The conference, supported by partners like Sebrae and the Commercial Association of Osasco, convened industry leaders such as Talita Bottas (Setide secretary) and Edson Pinto (SinHores president). Discussions focused on fostering innovation and incentives in the hospitality sector. Pinto advocated for establishing a convention center in Osasco to attract medium and large events, currently hosted by São Paulo city, aiming to boost regional economic activity. SinHores represents over 22,000 hospitality businesses employing around 25,000 people across eight cities in the region.
Together, these initiatives showcase Brazil's multifaceted strategy to strengthen its position in the global and regional business tourism market, leveraging both international exposure at IMEX America and grassroots development in key economic hubs like Osasco.