ABAV Travel SP 2026 reinforces the union between the entity and the public authorities

The Association of Travel Agents of the State of São Paulo (ABAV-SP | Aviesp) held a press conference in partnership with the Municipal Tourism Secretariat to present the details of ABAV Travel SP on the 11th. The event will take place on March 11th and 12th, 2026, from 2 pm to 7 pm, at the Royal Palm Hall in Campinas. The meeting brought together the president of the entity, Bruno Waltrick, and the municipal secretary of Tourism, Rui Alves, in a dialogue that highlighted institutional alignment and strategies to expand results for agents, exhibitors, and the city itself.

Continuity, unification and strengthening of the entity.

Re-elected for another two years at the head of ABAV-SP | Aviesp, Bruno Waltrick highlighted that his administration is marked by the continuity of work begun in the previous administration.

“It’s a work of continuity,” stated the president, recalling the period when he was already part of the board before taking over the leadership of the organization. According to Waltrick, the unification of the associations was a watershed moment. “It was a very important step for us to gain reach throughout the state, not just concentrated in the city,” he explained.

He also highlighted the incorporation of the former Aviesp fair into the new state format. "It has become a single entity, benefiting the state, the capital, and the coast," he said. For the president, the focus remains clear: to strengthen the organization and value its members. "Without members, there is no association. Everything we do is for their benefit," he emphasized.

Waltrick further emphasized that his role is collective. "I am only the president, but I represent all the members. I am also a member and I think with the mind of a member," he stated.

The distinguishing feature of the São Paulo agent is their focus on technology.

With recent experience at international trade fairs, such as WTM in London and Fit Latin America, Waltrick analyzed the profile of the Brazilian agent in comparison to the foreign market.

"What I've noticed quite a bit is that abroad they heavily emphasize the technology aspect, especially the agenda and commitments with the trade show audience," he stated. According to him, at many international events, participants arrive with pre-arranged meetings to generate business in a more structured way.

In Brazil, the behavior is different. "Brazilians like to have more freedom to constantly interact and exchange ideas. Not that this doesn't generate business, but it's a different form of relationship, which is cultural," he assessed.

Aware of this difference, the organization has been investing in innovation. "We've been working hard on our technology committee," explained Waltrick. At every trade show and meeting promoted by the association, there's a presentation focused on technology and artificial intelligence. "It's precisely to gradually bring this into the daily lives of our travel agents," he emphasized.

Strategies for exhibitors to generate better results.

To make participation in the fair more productive, Waltrick advocates for planning and strategic use of social media.

"Exhibitors increasingly need to rely on social media and the exchange of information in advance," he advised. According to the president, promotion should begin as soon as the booth is confirmed. "Start working on promotion now, because today everything is done via mobile phone."

The suggestion is clear: communicate with clients and prospects in advance, inform them of the times you will be at the booth, and encourage scheduled visits. "I think that's the main way today to generate and strengthen this type of relationship," he added.

São Paulo as a stage for major events.

From the public sector's perspective, Rui Alves emphasized the strategic role of São Paulo as a destination for major cultural events and experiences. According to the secretary, there is a constant effort to structure the city to accommodate increasingly larger audiences.

“Our goal is to build events for 30,000 to 35,000 people in strategic locations,” he stated. He emphasized that the city government is open to major investors and committed to expanding the infrastructure for large-scale concerts and gatherings.

Speaking about the economic impact, Alves cited impressive figures. "We make 2.1 billion in Formula 1. We're going to make 15 billion during the Carnival season," he declared, reinforcing that tourism drives the economy and requires planning and responsible public policies.

It goes from script to culture appreciation.

Among the initiatives advocated by the secretary is the strengthening of the Vai de Roteiro program, which offers free guided tours of the city.

“We came to the conclusion that we need to increase the ‘Vai de Roteiro’ program,” said Alves, explaining that the decision was based on data analysis and performance. “I started 2025 with numbers. What wasn’t efficient, I removed, and we opened up space for other things.”

The secretary cited as an example the creation of itineraries in Paraisópolis and the proposal to expand experiences to communities and cultural facilities. "We want the 'Vai de Roteiro' program to focus on places that people often don't even know exist within the city," he said.

He also expressed interest in structuring itineraries focused on municipal theaters and cultural spaces, expanding the promotion of the capital's cultural agenda.

Creativity to attract and delight at trade shows.

When discussing the city's participation in national and international fairs, Rui Alves highlighted the importance of creative actions to generate impact.

“It’s not enough to just have a booth with people. You have to have something there to make the public want to go and see it and talk,” he stated. He recalled an action carried out at FIT Latin America, when the team brought a Formula 1 car to the entrance of the São Paulo booth. “It was a success,” he said. “You have to turn on the engine roar. The moment they hear the roar, everyone looks.”

For 2026, the secretary promises new developments. "We need to do something different," he said, indicating that the city is also preparing special events for ABAV Travel SP.

With the entity and public authorities aligned, the 2026 edition of the fair is consolidated not only as a showcase for products and destinations, but also as a reflection of a joint strategy to strengthen association, stimulate innovation, and position São Paulo as a protagonist in the national tourism scene.

Reporting and photo: Mary de Aquino.