Each year, despite unexpected adversities such as the C-19 pandemic, the event gains more and more muscle. ESFE represents a beacon, thermometer and trend panel for an industry that is fundamental to the economy, business and marketing at the corporate level.
After holding the 19th edition of ESFE, on February 20th at the Rebouças Convention Center, themed around Back to the Game, it became clear that planning and promoting events for the trade is always challenging. This is because the level of demands and expectations is high and intense.
“This year, the format adopted by ESFE included 28 multi-themed talks, led by renowned exponents of our industry. And we have 34 exhibiting brands”, highlights Otávio Neto. The ESFE creator adds that a total of 600 participants were registered and that the 20th ESFE, in 2025, is already underway.
Recognition
Otávio Neto was the target of copious and effusive praise for his creative planning and successful implementation of the 19th ESFE. Both the content and the 'talks' model received enthusiastic approval from the participants. There were demonstrations alluding to the organization's commitment, the opportunity to add new knowledge and facilitate the reunion of leaders in the MICE sector. It was a day marked by intense networking activity.
Animating numbers
Paulo Octavio Pereira de Almeida, Executive Director of UBRAFE, who opened the succession of talks at the 19th ESFE. “According to the UBRAFE SP TURIS BAROMETER, we had 1,286 large events in the city of São Paulo in the year 2023. All events with more than 700 unique participants are considered large events. These events attracted almost 7 million participants, which generated an economic impact in the city of São Paulo of almost R$10 billion”.
The executive notes that “this economic impact does not take into account the investments made by the organizers of these 1,286 events (renting the venues for the events, for example) nor the amount of business generated among the participants of these events”. According to UBRAFE, almost 5% of Brazilian GDP occurs in negotiations at business fairs.
Luciane Leite, senior executive director of Events and Tourism at the São Paulo Department of Travel and Tourism (Setur-SP), in her talk at the 19th ESFE, explained the department's projects to promote the sector. The executive revealed that the State should host, in 2024, more than 1,600 events. This represents a movement of more than 70 million travelers and an impact of more than R$52 billion per year.
According to Luciane Leite, “events boost tourism, economic development and are fundamental for transforming communities and promoting local pride. They generate relevant socioeconomic benefits for host communities, entrepreneurs and commerce. The participation of the State, the entrepreneur and the community is essential for the success of an event”.
The executive adds that “Taylor Swift's recent concert generated R$803 million during the three-day event. And it guaranteed 97% hotel occupancy. The Town generated almost R$2 billion in impact on the economy, just as the Agrishow and Festa do Peão de Barretos attracted a high percentage of tourists from other states and regions. Not to mention the success of F1.”
Visa Requirement and PERSE
Ibrahim Tahtouh, president of the Arbitration Chamber of the Brazilian Academy of Events and Tourism (CNA EvTur), in his talk at the 19th ESFE, warned that “returning to requiring a visa is a problem for MICE”, referring to the impact of the measure on American, Australian and Canadian citizens. “It’s a huge problem to bring great speakers to events in Brazil. For countries accustomed to free access, the majority of the world, applying for a visa is very bad,” says Tahtouh.
When it comes to business events, the executive informs that ensuring the presence of a good buyer is already very complicated and requires the presentation of several attractions. “Having to explain that it is necessary to obtain a visa to come to Brazil is a huge obstacle for this segment. It is worth mentioning that most of these buyers are very busy and end up deciding to go at the last minute, so we also lost this portion of visitors”, highlights Tahtouh.
Toni Sando, Executive of the São Paulo Convention Visitors & Bureau, spoke about the importance of associations as a platform to generate more business. He called on the entire production chain to be active on March 5th, in the Federal Senate, together with the Hotel Industry Parliamentary Front in favor of PERSE remaining until 2027.
In turn, Alexandre Sampaio, president of the Brazilian Federation of Accommodation and Food (FBHA) reiterated the importance of the fight to maintain the Emergency Program for the Resumption of the Events Sector (Perse). “We are fully engaged in this effort that Perse must continue, seeking to overturn or modulate the provisional measure from the end of last year”, he assures.
Amid sectoral issues, which mobilize the union of forces and cohesion of purpose, with regard to achieving fair recognition of the importance of events, travel and tourism for sustainable development in the country, the 3rd edition of ESFE presented a series of relevant information for professionals in the sector.