RX Brazil invests in a new conferences division

RX Conferences will oversee the management of lectures and conferences held alongside trade fairs and events.

São Paulo, February 2025 – According to a survey conducted by UBRAFE in partnership with SPTuris, the B2B events sector attracted over 8 million visitors in São Paulo last year. A large portion of this audience is increasingly interested in professional development, prompting RX, one of the world’s largest organizers of B2B events, to launch a new business division focused on conferences.  

Named RX Conferences, the new division aims to provide the necessary structure and bring relevant professionals to the lectures and conferences held at its trade fairs. “RX recognized that content and conferences have become a fundamental component in attracting a more qualified audience, as well as adding value for exhibitors and sponsors,” highlights Kyu Shim, Conference & Events Manager at RX Brazil.  

New Context Brings Changes and Innovations

Among the key innovations is RX's enhanced control over event curation, significantly improving the quality and delivery of content. This shift enables RX to manage the topics entirely, ensuring a more tailored experience. Another change involves the introduction of fees for accessing these conferences. The goal behind this is to feature top speakers, including international experts, and provide attendees with cutting-edge market insights.

Focus on a Qualified Audience and Expanding the Reach of Trade Shows  

RX’s strategy includes attracting paying participants who are professionals (white-collar workers) drawn to both technical topics and business strategies. “Our aim is for the conferences to serve as the cherry on top for executives attending these events to explore innovations and technologies while also gaining access to strategies and trends that enable better decision-making. Typically, this audience is looking for three key experiences at trade shows: business opportunities, networking, and insights. Our goal is to deliver all of this within these spaces,” remarks the RX spokesperson.  

Another driver for creating the new division was the need to expand beyond the limitations of trade show halls, which have reached their capacity for physical growth.  

The first trade fair under RX to adopt this format was ISC in 2024, with the ISC Brasil Conference. For this year, the first event in this new concept will be the Feiconference, which will take place alongside FEICON. Over three days, it will feature more than 50 lectures and panels across two stages, covering topics such as Smart Construction, Digitization, Automation, and AI in Construction Sites, as well as ESG in Construction.

Of RX’s seven trade fairs scheduled for 2025, including Automec, Fenasucro & Agrocana, ISC Brasil, Febrava, FIEE, and Equipotel, more announcements about their conferences are expected soon.

“Feedback collected through our event surveys strongly indicates that attendees are increasingly looking for knowledge and networking, validating our direction. ‘I want to create conferences that will be remembered a decade from now by those who attended,’” concludes the RX Manager.