Brazil Sets the Pace in Global MICE Rankings with Strategic Growth and Innovation

Brazil’s Meetings, Incentives, Conferences, and Exhibitions (MICE) industry is experiencing remarkable growth, cementing its position as a leading global destination for business tourism.

In 2024, the country saw a 50 per cent rise in international events, earning it the 15^th spot in the prestigious ICCA (International Congress and Convention Association) global rankings. Notably, Brazil is the only Latin American nation in the Top 15 and ranks third in the Americas, behind the United States and Canada.

Strategic Growth in MICE Tourism

This upward trend is driven by a well-crafted strategy led by Embratur, Brazil’s tourism agency. Key initiatives include:

• Brasil Travel Specialist (BTS) Platform: A dedicated MICE module providing training and resources to promote Brazil as a business tourism hub.
• Visit Brasil MICE MAP: Launched at IMEX Frankfurt 2025, this innovative tool links Brazil’s regional strengths to potential international events, supporting targeted marketing.
• Global Partnerships: Embratur has teamed up with organisations such as PCMA and SITE to share best practices, develop new tourism products, and train professionals for the MICE segment.
• Regional Highlights: Major cities and regions like Foz do Iguaçu, Rio de Janeiro, and Salvador are shining examples of this growth.

Regional Highlights

• Foz do Iguaçu: Achieved a 166 per cent increase in international events, reclaiming third place among Brazilian cities in ICCA rankings, thanks to its stunning natural scenery and strong event infrastructure.
• Rio de Janeiro: Hosts over 350 hotels and 42,000 beds, ranking second in the Americas for international events, bolstered by its cultural scene, scientific institutions, and Olympic legacy.
• Salvador: Leading the Northeast, it offers vibrant cultural heritage and modern amenities, with over 400 hotels and 40,000 beds suitable for diverse events.

Economic Impact & Infrastructure Developments

MICE tourism significantly benefits Brazil’s economy, as business visitors typically spend up to three times more than leisure tourists. Growth in this sector stimulates investment in infrastructure, workforce skills, and local services, leaving a lasting regional legacy.

Recent investments include:

• Air Connectivity: A $40 million programme adding 38 new international routes through partnerships with LATAM and Azul airlines.
• Hotel Expansion: Revitalisation of Rio’s port area added 12,000 hotel rooms near key convention centres.
• Event Venues: Expansion of São Paulo-Guarulhos Airport (handling 45 million passengers annually) and development of new convention centres in Brasília and Campinas.

Global Recognition & Future Outlook

Brazil’s rising ICCA ranking and participation in key events like IMEX Frankfurt 2025 highlight its global standing. The country’s collaborations with organisations such as WTTC reinforce its commitment to expanding its MICE footprint.

Moving forward, Brazil aims to sustain its growth by focusing on high-value tourism, innovation, and diversification, aligning with national strategies such as the Plano Nacional de Turismo and Plano Brasil 2030.

Brazil’s MICE industry has transformed into a vibrant, competitive sector, attracting world-class events and driving economic progress. With continued infrastructure investment and international outreach, Brazil’s future in business tourism looks bright, contributing significantly to the country’s global stature and economic development.