IMM Brazil 2026: Manuel Luna, Communications Director at Arajet, highlights rapid growth and route expansion with focus on the Brazilian market

The IMM Brasil 2026 (International Media Marketplace), organized by TravMedia, took place on April 13 at the InterContinental São Paulo. Considered one of the leading global tourism events, it brought together travel industry professionals with journalists, editors and influencers to strengthen connections and create media opportunities.

For Manuel Luna, Communications Director at Arajet, participating in the event is key to increasing the company’s visibility in Brazil, currently its main market in South America.

The São Paulo–Dominican Republic route has become the airline’s most important, reflecting growing connectivity. In just two years, frequency increased from three to nine weekly flights, with some days already featuring two daily operations.

This growth is also reflected in performance figures: in 2026, Arajet expects to grow by around 20% and has already transported 34,000 passengers this year. As part of its expansion strategy, the airline is increasing its fleet to 17 aircraft by year-end, all Boeing 737 MAX 8 models, enhancing operational capacity and service modernization.

Another key milestone was obtaining IATA certification, which ensures high safety and operational standards. Arajet thus becomes the first Caribbean airline to achieve this recognition, boosting passenger confidence and expanding connectivity opportunities.

From the Dominican Republic, Brazilian travelers can access destinations such as New York, Chicago, Toronto, Montreal, Miami, Orlando, San Juan and Jamaica, positioning the country as a strategic hub.

According to Luna, the airline’s strong growth is driven by two main factors. The first is its competitive pricing strategy, which helps expand the market and stimulate demand, contributing to a significant increase in Brazilian tourist flows to the Dominican Republic in recent years.

The second is the passenger experience. The airline focuses on combining affordability with quality service and a strong cultural identity, highlighting Dominican hospitality as a key differentiator. For Luna, delivering value goes beyond price, encompassing transparency, quality and a memorable travel experience.

Participation in IMM Brazil reinforces this positioning, bringing the brand closer to media and influencers while expanding the reach of its initiatives amid strong growth in the Latin American market.

Reporting and photo: Mary de Aquino.