IMM Brazil 2026: Osmar Maduro highlights IPW’s relevance and shifts in media relations

The IMM Brasil 2026, organized by TravMedia, took place on April 13 at the InterContinental São Paulo, reinforcing its role as a key meeting point between global destinations and specialized media.

In this context, Osmar Maduro, Director of PR and Media Relations for Latin America at Interamerican Network, emphasized the importance of events such as IPW, organized by the U.S. Travel Association, widely regarded as the leading inbound travel trade show in the United States.

With more than four decades of history, IPW is exclusively focused on media and tour operators, bringing together over 200 exhibitors, including destinations, hotels, car rental companies and attractions. Its program features press conferences, business meetings and side events, while also providing hosted journalists with full access to the experience.

Maduro highlighted that events like IMM Brazil play a crucial role in connecting professionals who would otherwise rarely meet, noting the event’s growth in Brazil and its strong potential for international expansion.

Managing key accounts such as Brand USA and Delta Air Lines, along with various global destinations, the executive pointed out that the communications industry is undergoing a major transformation. The decline of traditional media has opened space for influencers and content creators, creating new opportunities within the public relations landscape.

Technology is also central to this shift. Artificial intelligence is now part of daily operations, streamlining processes and supporting strategies, although it requires careful curation and responsible use. Among its applications, Maduro mentioned tools that help build personalized travel itineraries, enhancing the traveler experience.

Another major shift is in content production. According to Maduro, the traditional press release model has lost strength, giving way to real-life experiences as the main communication tool. Bringing journalists and creators to experience destinations firsthand has become essential for producing more authentic and engaging content.

Despite cultural differences across Latin America, the Caribbean and North America, Maduro stressed that relationships remain the core of the business. Close ties with the media and local presence continue to be key factors for successful communication strategies.

In the case of IPW, these relationships are built year-round through in-market activities in key countries such as Brazil, Mexico and Colombia, as well as webinars, newsletters and market intelligence content. Latin America—especially Brazil—remains one of the most important regions for the event, with one of the largest delegations and strong interest in travel to the United States.

In an ever-evolving landscape, Maduro concluded that the combination of relationships, experiences and technology is essential to strengthening tourism communication and expanding destinations’ global reach.

Source: Mary de Aquino.

Photo: Osmar Maduro and account executive from the same company, Felipe Faria.