IMM Brazil 2026: Celia S. Morales highlights cultural diversity, gastronomy and attractions positioning Houston as a complete destination

IMM Brasil 2026, organized by TravMedia, took place on April 13 at the InterContinental São Paulo. Representing the Houston First Corporation, Celia S. Morales highlighted the strength of Houston as one of the most diverse destinations in the United States.

As the fourth-largest city in the country, Houston brings together cultures from around the world, a diversity that is clearly reflected in its gastronomy and cultural offerings.

The city also stands out for its wide range of green spaces and outdoor attractions. Among the highlights is Hermann Park, home to the Houston Zoo and part of the Museum District, one of the city’s most important cultural areas. The district includes 18 museums and 21 institutions, such as the Museum of Fine Arts Houston and the Museum of Natural Science.

Another major attraction is the Space Center Houston, the official visitor center of NASA, where visitors can explore the history of space exploration, access the historic mission control and visit Rocket Park, which features a full-scale Apollo-era rocket.

Connectivity is a key advantage for Brazilian travelers. Houston offers direct flights from São Paulo and Rio de Janeiro operated by United Airlines, along with accessible transportation options such as Metro Direct, linking the airport to downtown. Brazil is already among the top ten international source markets for the destination.

Houston’s cultural scene is another highlight, with resident companies in opera, ballet, theater and symphonic music ensuring year-round programming. The city is also home to professional sports teams across multiple disciplines, including women’s soccer.

In gastronomy, Houston impresses with more than 13,000 restaurants and a highly diverse culinary scene influenced by international communities such as Indian, Vietnamese and Mexican, as well as traditional Tex-Mex, Texas barbecue and classic steakhouse experiences. The destination has also gained recognition from the Michelin Guide, which has awarded distinctions to numerous local establishments.

The events calendar includes the Houston Livestock Show and Rodeo, one of the largest in the world, combining competitions, concerts and family-friendly activities. For shopping enthusiasts, the city offers everything from luxury malls to outlets, with tax refund benefits for international visitors.

Looking ahead, Houston is preparing to host matches for the upcoming FIFA World Cup, with seven games scheduled. The city is investing in infrastructure and visitor experiences, including fan zones, public gathering spaces and easy stadium access via public transportation.

With a broad hotel offering ranging from budget to luxury options, Houston reinforces its position as a complete destination, combining culture, entertainment, shopping and gastronomy, while strengthening its strategic connection with the Brazilian market.

Source: Mary de Aquino.