ESTour – the Espírito Santo Tourism Fair – launches in São Paulo for press and tour operators

Held on February 3rd at Ville Du Vin in Itaim Bibi, São Paulo, the launch of ESTour – the Espírito Santo Tourism Fair – brought together tour operators associated with Braztoa, trade representatives, and specialized journalists. The meeting officially presented the event, which will take place between April 25th and 28th, 2026, in Vitória, and made clear its objective 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 helm of Cooptures, the cooperative organizing the event, Alfonso Silva highlighted the innovative nature of the initiative, built upon the work of established tourism entrepreneurs from Espírito Santo. According to him, "we have to represent almost the entire production chain – hotels, events, tourism, and it was an unprecedented initiative in Brazil, because there really isn't any other cooperative that invests in tourism like we do."

Silva emphasized that the movement is the result of a rare convergence between private initiative and public power. “Today there is a government decision. We have an attractive, structured state, ready to receive visitors, with the unwavering support of the State Government, Sebrae, Contures, the Business Chamber of Tourism, and Fecomércio,” stated the president of Cooptures.

Espírito Santo as a rare gem of Brazilian tourism.

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

“The airport is centrally located, close to tourist areas, and the traffic is calm and predictable. In Greater Vitória, you can travel in less than 40 minutes and, in up to two hours, you are in the mountains or on the north coast,” explained Silva, citing destinations such as Guarapari, mountainous regions, and the coast of São Mateus.

Accommodation, mobility and authentic experiences

Another point emphasized was the accommodation infrastructure and commercial viability for tour operators. "We have accommodation options with good standards, balanced prices, and sufficient capacity to meet the needs of different audience profiles, allowing for more accessible and healthy packages for operators," stated the president of Cooptures.

Speaking about experiences, Silva highlighted Espírito Santo's agritourism as a national benchmark. "Agritourism in Espírito Santo is structured, organized, and functional, with properties open to visitors, artisanal production, typical cuisine, and genuine rural experiences," he said, also mentioning the award-winning specialty coffees and the state's gastronomic identity.

Partnership between Espírito Santo and Braztoa

The CEO of Braztoa (Brazilian Association of Tour Operators), Marina Figueiredo, highlighted the consistent trajectory built by Espírito Santo within 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 initiatives,” stated Marina, reinforcing that the entity remains an institutional supporter of ESTour. According to her, “Espírito Santo today appears as a trending destination identified by operators, and this is the result of this collective work between the government, the trade, and tour operators.”

The role of Sebrae in qualifying the destination.

Representing Sebrae Espírito Santo, Renata Vescovi, technical advisor to the board and the reference center for Experiential Tourism, contextualized the state's evolution as a tourist destination. "In 2003, Espírito Santo as a destination was always a challenge, competing with major destinations, and today we are very happy to see where we have arrived," she stated.

According to Vescovi, the progress is the result of continuous work in qualification and coordination. “Sebrae’s commitment is to the qualification of the workforce, tourism products, and the strengthening of governance. ESTour is this great showcase where we will present Espírito Santo in a stronger way,” he declared, 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 Espírito Santo tourism portfolio. "Sea, culture, heritage, nature, ecotourism, rural tourism, events and business, gastronomy and identity form this tourism mosaic," he stated.

For Alves, the event serves as a strategic connection. “ESTour connects all of this to the national market, strengthening the trade and positioning Espírito Santo as a destination prepared for growth in tourism,” he said, reinforcing that the event was conceived to balance volume and quality. “We don’t want to mass-market. The challenge is to find the balance, valuing authenticity and elevating the perception of the experiences offered.”

A space designed for business, training, and experiences.

With an area of ​​approximately 7,000 square meters, ESTour will feature a trade fair organized by strategic segments, dedicated spaces for tour operators, business networking sessions, food areas, and training rooms throughout the four days. "It will be a beautiful and unique event, designed to present Espírito Santo in a clear, organized, and commercially efficient way," stated Richard Alves.

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

Reporting and photo: Mary de Aquino.