After the end of the Covid-19 pandemic, the fairs and events sector has shown recovery in Brazil. Until the end of 2024, the sector predicts growth of almost 20% in their activities. The data released by Ubafre (Brazilian Union of Event Promoters), during the 19th edition of the Fairs and Events Sector Meeting (Esfe), plans to promote 19% non segment.
Em 2023, revenue within the sector grew 105% when compared to 2019, pre-pandemic period. Not total, were registered by the Brazilian union 125 fairs, 15% more than in 2022, when the registration of 109. In-person events, corporate and cultural dominate these numbers.
Business events stand out
The sector is constantly working for growth. The results are that, at the moment, Brazil already occupies one of the positions among the biggest leaders in the segment. Based on this, Ubafre also brought important data, as the highlights of the main fairs.
In all, this represents R$ 10 billion in revenue. Another important piece of information brought to the Esfe meeting is that 52% of companies in the segment want to hire new professionals by August this year. According to the survey, business events are significant for financial recovery.
At the moment, This model attracts 2 millions of people to São Paulo (SP). Segment managers believe that customized and in-person experiences are an important part of this growth.
Technology, luxury and personalization
Increased demand and the constant emergence of new trends, nonetheless, point out that adaptation to the market, investment in technology and continuous training are essential. In the same way, customized and exclusive experiences are a differentiator.
Specialized managers invest in the luxury area to boost revenue and continue innovating, meeting customer expectations. Jacileine Maia is a representative of the luxury segment and believes sophistication is essential for the growth of fairs.
“It is necessary to select sophisticated and exclusive locations, that reflect the prestige and elegance desired by the client. In addition to paying attention to the finer details, from the presentation of food to the choice of fabrics and flowers, Working with high quality suppliers can be a big differentiator”, states.
1,5 trillions of euros
According to her, augmented reality, appropriate lighting and quality sound systems are trends. The information released by Ubafre was published on the “Mercados e Eventos” portal. But, in addition to this information, other reports were published on the portal, like Brain lifting & Company.The survey confirms that the luxury sector and the refinement of services can be a bet for fairgrounds and managers.
According to the data, the resumption of tourism, combined with the search for exclusive experiences, the luxury market has surpassed 1,5 trillions of Euros in 2023. Not Brazil, the forecast is that the luxury ecosystem will grow between 6% e 8% until 2023, reaching R$ 133 billion.
