IMM Brazil 2026 - Camila Lucchesi, marketing and public relations executive for Park City, highlights the growth of Brazilian visitors and snow experiences

IMM (International Media Marketplace), organized by TravMedia, took place on the 13th at the InterContinental São Paulo. Participating in the event in Brazil for the first time, Park City arrives with the mission of expanding its visibility among journalists and strengthening its relationship with the market. According to Camila Lucchesi, the feedback has been very positive, with growing interest from the press in learning more about the destination and its new offerings.

Brazil already holds a prominent position, ranking among the top three international markets for the destination, behind only Mexico and Australia/New Zealand. The executive highlights that Brazilian travelers have increasingly shown interest in winter experiences, also driven by the growth of snow sports schools in the country.

Despite the lack of direct flights, Park City benefits from easy access via connections within the United States. Many Brazilians combine the trip with other destinations, such as Florida or Las Vegas, creating itineraries that mix theme parks and snow sports. From Las Vegas, for example, the journey can be done in about an hour by flight or even by car, on a scenic route that passes through national parks open even during winter.

Although ski and snowboard resorts are the main attractions, the destination offers a variety of experiences. The Olympic Park, a legacy of the 2002 Winter Games, allows visitors to explore sports facilities and even take part in activities such as bobsledding.

Another key differentiator is its commitment to inclusion. The destination is home to the National Ability Center, a reference in adaptive sports, with a complete structure to welcome people with different types of disabilities, as well as serving as a training center for Paralympic athletes.

Among the exclusive experiences is the opportunity to ski with former Olympic athletes, especially at Deer Valley resort, offering a unique experience for those who already have an intermediate level in the sport.

With the growing interest of Brazilians in snow sports, the guidance is clear: invest in safety. It is recommended to take lessons, even for beginners, and always travel with proper insurance for winter activities, ensuring a smoother experience.

The growth of snow sports academies in Brazil has also caught the destination’s attention, which is evaluating future partnerships as a strategy to get even closer to this audience interested in this type of travel.

Reporting and photo: Mary de Aquino.