São Paulo will host an important meeting of the Latin American tourism market between September 30th and October 2nd, with the 53rd ABAV Expo. This event will feature approximately 40,000 attendees and over 2,000 exhibitors, according to the organization by the Brazilian Association of Travel Agencies (ABAV Nacional).
The pavilions at Expo Center Norte will be divided: the Green Pavilion will showcase destinations, while the Red Pavilion will focus on the global area and other sectors of the tourism industry. In addition to being a large showcase for suppliers, this year's edition seeks to reflect the transformations in how Brazilians plan and purchase trips, placing the travel agent at the center of attention.
The role of the travel professional has evolved beyond mere intermediation of tickets and accommodations, increasingly approaching the curation of personalized experiences. Trends addressed, according to the ABAV 2025 Census, include nature and ecotourism, luxury, gastronomy, and celebration travel, and will be central themes in the event's debates.
International and Sectoral Representation
The 2026 edition will feature representatives from 24 federative units, 39 national destinations, and 34 international exhibitors. Among the foreign markets expected is the participation of Portugal, Peru, Dominican Republic, Mexican Caribbean, Italy, Canada, China, and South Korea, in addition to Japan, Cuba, Costa Rica, Mexico, Colombia, Argentina, India, Uruguay, South Africa, Chile, and Turkey.
In the aviation sector, companies such as Air Canada, ARAJET, Azul, GOL, Avianca, LATAM/Delta, TAP, JetSMART, and InterCaribbean have confirmed their presence. The hotel industry will feature notable chains such as Atlantica, Blue Tree, Bourbon, Iberostar, Louvre, Vila Galé, and Windsor.
The international business component will be strengthened by the ABAV Buyers Club, which will bring 30 buyers from countries such as Argentina, Chile, China, Colombia, Spain, United States, Italy, Mexico, Paraguay, Peru, and Uruguay, along with 20 national DMCs. The objective is to facilitate contact between these professionals and Brazilian suppliers and destinations, stimulating business in other markets.
Programming and Innovation
The content programming will be centralized in ABAV Talks, which features four simultaneous arenas, each with a capacity for 80 people. More than 50 activities will be held with the participation of 100 speakers. Topics planned include artificial intelligence, Afro-tourism, diversity and inclusion, MICE tourism, ESG, regenerative tourism, faith tourism, tax reform, and receptive tourism. There will also be discussions about the Women's World Cup and the promotion of both national and international locations.
Technology will have a dedicated space through ABAV Travel Tech, where startups and companies developing digital solutions and green technologies for tourism will gather. This space will include more than 25 service points and four companies with their own stands outside the main area.
Sustainability is addressed in the ABAV ESG Journey, which establishes measures to reduce the event's own impact, such as compensating emissions generated during setup, execution, and dismantling, waste management, promoting recycling, and reducing the use of printed materials. Visitors will have the option to voluntarily calculate and offset their carbon footprint.
Another environmental initiative is Tourism that Plants the Future, which supports tree planting on the indigenous lands of Juma, in Amazonas, and Karitiana, in Rondônia. According to the organization, more than 2,000 trees have already been planted in the ABAV Forest, with the collaboration of about 140 exhibitors. During the fair, it is possible to contribute with new trees through individual quotas of R$ 60.
São Paulo Strategy
The choice of São Paulo as the host city is part of the event's strategy. For the Municipal Secretariat of Tourism, the fair represents a chance to present the capital to operators not only as a business hub but also due to its event calendar, which includes New Year's Eve on Paulista Avenue, Formula 1, and Christmas festivities.
The state also aims to leverage the flow of professionals to promote inland, coastal, and mountain destinations, aiming to extend visitors' stays and disperse the economic benefits of tourism across other regions.
The public can access the fair starting September 30th, from 1 PM to 8 PM, after the opening ceremony, reserved for guests, which will take place at 10 AM. On October 1st and 2nd, the schedule will remain the same. The organization will provide free buses between the Tietê Bus Terminal and Expo Center Norte, departing every 30 minutes from 11 AM to 9 PM. Registration is open for travel agents, tourism professionals, students, tour guides, and journalists.