Capixaba Tourism Fair launches in São Paulo for press and operators

Held on February 3 at Ville Du Vin, in Itaim Bibi, São Paulo, the launch of ESTour – Capixaba Tourism Fair brought together Braztoa-associated tour operators, industry representatives and specialized journalists. The event officially presented the proposal for the fair, which will take place from April 25 to 28, 2026, in Vitória, and made clear its goal of repositioning Espírito Santo at the center of decision-making in the Brazilian tourism market.

An unprecedented initiative led by the productive sector

At the head of Cooptures, the cooperative organizing the event, Alfonso Silva highlighted the innovative nature of the initiative, built by established entrepreneurs from Capixaba tourism. According to him, “we represent almost the entire production chain — hospitality, events and receptive services — and it is an unprecedented initiative in Brazil, because there is truly no other cooperative that invests in tourism the way we do.”

Silva stressed that the movement is the result of a rare convergence between private initiative and public authorities. “Today there is a government decision. We have an attractive, structured and ready-to-welcome state, with unquestionable support from the State Government, Sebrae, Contures, the Tourism Business Chamber and Fecomercio,” said the president of Cooptures.

Espírito Santo as a rare gem of Brazilian tourism

During his presentation, Alfonso Silva defined Espírito Santo as a destination of concentrated high value. “Espírito Santo is a rare gem of Brazilian tourism, not because it is distant or inaccessible, but because it concentrates a lot of value in a small space,” he said. He highlighted the real proximity between beaches and mountains, the diversity of landscapes and logistical efficiency as competitive advantages.

“The airport is central, close to tourist areas, and traffic is calm and predictable. In Greater Vitória you can move around in less than 40 minutes and, within two hours, be in the mountains or on the northern coast,” Silva explained, citing destinations such as Guarapari, the mountain regions and the coast of São Mateus.

Accommodation, mobility and authentic experiences

Another point emphasized was the accommodation infrastructure and commercial feasibility for operators. “We have lodging facilities with good standards, balanced prices and enough capacity to serve different audience profiles, allowing more accessible and healthy packages for those who operate,” said the president of Cooptures.

When speaking about experiences, Silva highlighted Capixaba agrotourism as a national reference. “Espírito Santo’s agrotourism is structured, organized and functional, with properties open to visitors, artisanal production, typical gastronomy and genuine countryside experiences,” he said, also mentioning award-winning specialty coffees and the state’s gastronomic identity.

Espírito Santo’s partnership with Braztoa

Braztoa (Brazilian Association of Tour Operators) executive president Marina Figueiredo highlighted the consistent path Espírito Santo has built with the national market and the strategic role of tour operators in this process. “Since 2023, when we held the Braztoa Convention in Espírito Santo, the state has been doing coherent, consistent and regular work, always bringing the market together to build actions,” Marina said, reinforcing that the association remains an institutional supporter of ESTour. According to her, “Espírito Santo now appears as a trending destination pointed out by operators, and this is the result of this collective work between government, trade and operators.”

Sebrae’s role in qualifying the destination

Representing Sebrae Espírito Santo, Renata Vescovi, technical advisor to the board and to the Experience Tourism Reference Hub, contextualized the evolution of the state as a tourism destination. “In 2003, Espírito Santo as a destination was always a challenge, competing with major destinations, and today we are very happy to see how far we have come,” she said.

According to Vescovi, the progress is the result of continuous qualification and coordination work. “Sebrae’s commitment is to workforce qualification, tourism product development and governance strengthening. ESTour is this great showcase where we will present Espírito Santo in a stronger way,” she stated, inviting the market to experience the event in April.

Tourism diversity connected to the national market

Responsible for the technical coordination of ESTour, Richard Alves, executive director of Lab Turismo Consultoria, highlighted the breadth of the Capixaba portfolio. “Sea, culture, heritage, nature, ecotourism, rural tourism, events and business, gastronomy and identity form this tourism mosaic,” he said.

For Alves, the fair fulfills a strategic connection role. “ESTour connects all of this to the national market, strengthening the trade and positioning Espírito Santo as a destination prepared to grow in tourism,” he said, reinforcing that the event was designed to balance volume and quality. “We do not want mass tourism. The challenge is to find the balance, valuing authenticity and raising the perception of the experiences offered.”

A fair designed for business, training and experiences

With an area of about 7,000 square meters, ESTour will feature a fair organized by strategic segments, dedicated operator spaces, business rounds, gastronomic areas and training rooms throughout the four days. “It will be a beautiful and differentiated event, designed to present Espírito Santo in a clear, organized and commercially efficient way,” said Richard Alves.

The launch in São Paulo thus marked the beginning of a journey that seeks to transform Espírito Santo into a priority on operators’ shelves and in the imagination of Brazilian travelers, with strategy, cooperation and its own identity.

Report and photo: Mary de Aquino.