Brazil boosts its MICE positioning with a new campaign and global training program
At IBTM World Barcelona, Brazil presented its renewed strategy to attract international events, combining identity, infrastructure and a training program for industry professionals
Cintia Hayashi, MICE coordinator specializing in attracting new events to Brazil, shared the key points of the country's new strategy during IBTM World.
Brazil arrives at IBTM World with a revamped booth and a new campaign. Could you tell us more?
We just launched our "Brazil, It's a Vibe" campaign at WTM London , highlighting our soft power. We want to show potential clients how they'll feel when they visit Brazil. Infrastructure is key—hotels, PCOs, DMCs, convention bureaus, convention centers—and we're promoting all of this here alongside 24 co-exhibitors. The hardware is present, but the campaign aims to convey energy, creativity, and hospitality, which are part of our identity and the soft power we want to project.
They also launched a new training program for agents in the MICE sector. What is it about?
We offer the BTS program, Brazil Travel Specialist . Tour operators, agencies, PCOs, and event organizers can complete this training and gain a deeper understanding of the destination. It's a three-module online platform that allows them to become certified as travel specialists in Brazil. Afterward, they can progress toward specialization in MICE tourism. We are promoting this program worldwide so that agents and associations have the tools to present Brazil to their clients. Additionally, during IBTM, we are holding a special event to meet those who are already certified and give them sustainable gifts.
With these initiatives, how relevant is the MICE segment for Brazilian tourism?
For us, MICE is a strategic sector. Our president, Marcelo Freixo, always emphasizes this. Attracting international conferences boosts tourism, but also the country's economic development. With our MICE Map, we've identified the 12 most important economic sectors in Brazil, and we aim to attract businesspeople, universities, companies, and related associations. MICE visitors are higher spenders: they require hotels from international chains, transportation, and specific services. On average, they spend three times more than leisure tourists. That's why we invest so much in this segment and in everything it represents for the economy, and to showcase Brazil's vibrant energy and soft power to the world.