São Paulo emerges as Latin America's primary business event hub

São Paulo has established itself as the primary hub for business fairs and events in Latin America. In 2025, the city hosted 1,511 large-scale events, representing a 22% increase from the previous year. According to the B2B Events Barometer 2025, produced by Ubrafe in partnership with São Paulo Turismo, these events—which include trade fairs, congresses, and conventions with at least 700 participants—have an estimated economic impact of R$ 14 billion.

This growth has led foreign exhibitors to shift toward local production for personalized promotional materials and corporate gifts. Importing these items often presents challenges such as high international freight costs, customs delays, and logistical timelines that do not align with event dates. By utilizing on-demand domestic production in Brazil, foreign companies can avoid customs risks and ensure materials arrive on time.