Positioning Brazil as a protagonist in the MICE segment (meetings, incentives, congresses and exhibitions/meetings, incentives, congresses and exhibitions) is among the objectives of Embratur's new management. This Tuesday (23), the International Association of Congresses and Conventions (ICCA) placed Brazil in 25th place in the world in the ranking of business tourism destinations, slightly up two positions, compared to the previous year. The current management of the Agency created a management to promote this segment and is confident that the country has great potential to attract more international events, it was the 7th in the world.
One Embratur strategy to boost Brazil on the traditional list will be to encourage small municipalities to apply to host international events. “These events generally take place in big cities, but not only metropolises have the potential to host them. Smaller cities that have the experience to host events can do it too. Embratur's job is to support these destinations in candidacies so that we can win more congresses for our country”, highlights the coordinator of Recruitment of Embratur International Events and Vice President of the Latin American and Caribbean Chapter of ICCA, Cintia Hayashi.
ICCA also published the annual list of cities that hosted the most international events in 2022. The list includes cities around the world that hosted at least five international events that meet the ICCA's requirements. In 2022, Brazil appears in the ranking with the cities of Rio de Janeiro (29 events), São Paulo (27), Florianópolis (5), Foz do Iguaçu (5), Porto Alegre (5) and Salvador (5). The leading city in Latin America was Buenos Aires, with 66 events.
Another Embratur action to boost business tourism in Brazil will take place starting this Tuesday (23), in Germany. The Agency will participate in IMEX Frankfurt, considered the largest fair in the sector in Europe, which will be held between May 23 and 25. The stand that will promote Brazil will have 14 national co-exhibitors, with the aim of resuming relations with the main operators in this segment in the world, since MICE Management had been extinguished by Embratur in 2019.