IMM Brazil 2026 - Camila Miller, LATAM Regional Manager at TravMedia, highlights the strength of digital media and the return of traditional formats in tourism

The IMM (International Media Marketplace), organized by TravMedia, took place on the 13th at the InterContinental São Paulo. Considered one of the main global events in the tourism sector, it brought together travel industry professionals with journalists, editors, and influencers to strengthen connections and generate opportunities for promotion. Focusing on pre-scheduled meetings, the event allows brands to present topics, destinations, and projects in a single day, in addition to stimulating networking and the creation of strategic relationships.

In its third edition in Brazil, the event consolidates its growth after the hiatus caused by the pandemic. According to Camila Miller, the official return occurred in 2025, marking a new phase of expansion. This year, IMM increased the number of exhibitors and brought in new international participants, such as destinations and airlines, reinforcing its commitment to diversifying its global presence and also valuing national initiatives.

Among the new features, the program gained a special panel before lunch, with the participation of Marina Bandeira Klink, addressing communication in tourism from a more authentic and relevant perspective, beyond the commercial bias. The event's structure was also designed to enhance connections, with dedicated spaces for coffee breaks and a closing cocktail, expanding opportunities for interaction.

When analyzing the media landscape in Latin America, Camila highlights important differences between markets. In Brazil, according to her, the digital environment stands out, with a strong influence of blogs, social networks, and online platforms on travelers' decisions. At the same time, there is a consistent movement of recovery for traditional media outlets, such as magazines, which are regaining ground after the period of decline during the pandemic.

The dynamic format of IMM is one of the main differentiators highlighted by participants. With approximately 22 meetings throughout a single day, organized into 15-minute sessions, exhibitors are able to present new developments, suggest topics, and align communication strategies in an objective manner. The pre-defined agenda allows each participant to prepare in advance, making interactions more efficient and targeted.

Beyond formal meetings, networking opportunities broaden the reach of brands in the Brazilian market. According to Camila, the results extend beyond the event itself, generating spin-offs such as editorial coverage, collaborations, and press trips throughout the year, strengthening lasting relationships between media and exhibitors.

This ongoing work is supported by TravMedia's own platform, which functions throughout the year as a link between public relations professionals and media outlets. The preparation process for the event begins months in advance, with the opening of registrations and the curation of participants, ensuring alignment between editorial interests and exhibitors' proposals.

With the format consolidated and the results positive, the expectation is for continuity. The third edition reinforces the success of the relaunch and indicates that IMM Brasil will continue as one of the main meeting points between media and the tourism industry in the coming years.

Reporting and photo: Mary de Aquino.