Second Half of the Year to See a Concentration of Events with Positive Economic Impacts

The organizer RX will host seven major trade fairs, including the Bienal do Livro and Fenatran, which generate thousands of jobs and create high demand for services such as transportation, accommodation, food, and logistics.

São Paulo, July 2024 – The second half of this year will be marked by a high concentration of events expected to boost the economy. Beyond entertainment, which includes a calendar filled with concerts and festivals, business fairs will play a crucial role in driving positive expectations for the sector. For example, RX, one of the world's leading event organizers, will host seven portfolio events, including the Bienal do Livro and Fenatran, in this latter half of the year, directly impacting employment, services, and revenue growth in São Paulo.

The outlook is positive, with a projected global growth of 15% in the events sector overall. However, business fairs generate a greater impact compared to other types of gatherings, as explained by Lucas Pimentel, Marketing Director of RX. “The impact is twofold. First, within the respective sectors of each operation—for example, the Bienal do Livro energizes the entire publishing market, while Feicon supports the construction industry. Second, the impact extends to the infrastructure required for event execution in pavilions and cities prepared to host and serve all visitors.”

A study by the Brazilian Union of Trade Shows and Business Events (UBRAFE) in partnership with SPTURIS further highlights this connection. In 2023, 1,231 large-scale business events were held, attracting 8 million unique visitors. Of these visitors, 70% were São Paulo residents, spending an average of BRL 500 per visit, while 30% were out-of-state tourists who spent an average of BRL 3,500. This contributed to an economic impact of BRL 11 billion on the city of São Paulo.

Cocktail Industry Event Energizes Bienal Pavilion  

The second semester opened with BCB São Paulo, an event dedicated exclusively to the beverage industry, held from July 1 to 3 at the Bienal Pavilion of Ibirapuera. Its 4th edition emphasized Brazilian producers and showcased national talent, generating business on the domestic market as well as for international brands. Boosted by the flourishing bar and restaurant sector—which, according to Abrasel, generated 170,000 jobs in 2023—the BCB involved around 120 exhibiting brands.

Bioenergy Hub Hosts Sector-Focused Fair  

A report by consulting firm Oliver Wyman estimates that increased production of ethanol, biodiesel, renewable diesel, sustainable aviation fuel (SAF), and compressed natural gas could reduce between 27.4 million and 71.3 million tons of carbon dioxide equivalent (MtCO2 eq) in Brazil by 2030. Supporting this growing biofuels market, Fenasucro & Agrocana—the largest global fair dedicated exclusively to the bioenergy production chain—will take place from August 13 to 16 in Sertãozinho/SP, the major hub for bioenergy production in Brazil.

Event Highlights Investments in Security  

According to a study by the Rio de Janeiro Law School (FGV Direito Rio), drones are the most prominent technology combating crime in Brazil, used by 63% of the security forces, followed by OCR cameras at 44%. Addressing the increasing need for security investment, the Anhembi pavilion will host ISC Brasil, the main Brazilian fair for integrated security solutions, from September 3 to 5.

Literary Fair Generates BRL 347.8 Million  

According to the Tourism Economy Intelligence Center (CIET) from São Paulo's Department of Tourism and Travel, the last edition of São Paulo’s Bienal, held in 2022, generated BRL 347.8 million for the city. Building on this momentum, Anhembi will host the 27th São Paulo Bienal do Livro, Latin America’s largest literary event, from September 6 to 15. The event brings together authors, publishers, and readers for a vibrant agenda of lectures, cultural performances, book sales, and panel discussions.

Thriving LED Lighting Market Propels Trade Fair  

Research from consulting firm Mordor Intelligence reveals that the LED lighting market value is estimated at $111.57 billion in 2024 and could grow to $191 billion by 2029. Within this promising market context, Expo Center Norte will host Expolux, the leading event for the Latin American lighting industry, from September 17 to 20.

Brazilian Hospitality Shines at Dedicated Trade Show  

The 2023 “Brazilian Hospitality Market Overview,” produced by the Brazilian Operators Forum (FOHB) and HotelInvest, forecasts R$ 5.7 billion in urban hotel investments by 2027. Aligning with this growing sector, Expo Center Norte will host Equipotel, the leading hospitality event in Latin America, from September 17 to 20.

Road Freight and Logistics Sector Converges at Event  

A study from the Federal Government reveals that passenger transport companies plan to invest R$ 2.5 billion in this sector in 2024 alone. Against this backdrop of investment, São Paulo Expo will host Fenatran, the principal trade fair for road freight transport and logistics in Latin America, from November 4 to 8.

“With a packed second semester, I believe the anticipated 15% global growth in the events industry is achievable. These optimistic numbers are also aligned with important practices, such as using digital tools and artificial intelligence for personalized experiences, and a commitment to Carbon Zero, reducing emissions by half by 2030 and completely by 2040,” concludes Claudio Della Nina, RX’s LATAM General Director.