São Paulo – The Arab countries have significantly increased their participation as both exhibitors and visitors at trade shows in Brazil. So said Diego de Carvalho, vice president of NürnbergMesse Brasil, a major promoter and organizer of trade shows in the Latin American country. “It’s a trend reflecting the growing economic and commercial interest from these nations in striking and expanding partnerships in the Brazilian market,” he told ANBA.
Carvalho says this increasing participation has been particularly seen since the beginning of the past decade in 2010. He believes that the Arab interest in diversifying their own economies to be less reliant on oil is a major reason driving them to increase their presence in Brazilian fairs.
It’s a trend reflecting the growing economic and commercial interest from these nations in striking and expanding partnerships in the Brazilian market
Diego de Carvalho
“Others include bilateral relations, trade promotion initiatives, interest in natural resources, and especially in Brazilian agribusiness and key events in sectors relevant for Arab investors, including Hydrogen Dialogue LATAM, Biofach LATAM, Expo Revestir, Glass South America, and BFShow,” said Carvalho. Hydrogen Dialogue LATAM is a forum on renewable energy, Biofach an organics trade show, Expo Revestir of coatings and finishes, a Glass South America of glasses, and BFShow of footwear.
“They have shown a great interest in sectors like agribusiness, technology, renewable energy, and infrastructure in Brazil, for example. Therefore, trade shows focusing on agricultural technologies and processed foods are especially appealing to these countries which seek to diversify their revenues, in addition to creating opportunities for making investments and striking trade partnerships,” he said.
Carvalho mentions the United Arab Emirates, Saudi Arabia and Egypt among the Arab countries that participate the most in shows in Brazil. According to the executive, the UAE usually is in technology, innovation, infrastructure and energy events. He believes that Saudi Arabia, as one of most robust Arab economies, is interested in diversifying its economic alliances away from oil. Egypt, in a strategic position between the Middle East and Africa, regularly sends exhibitors from the engineering, agriculture and manufacturing sectors, he says.
The executive points out unique features that bring Arabs to Brazilian trade shows. One of them is the halal industry. “Brazil has a robust halal food industry that is certified to cater to the requirements of Muslim consumers,” he says. Brazil’s leading position in agricultural research and developments, with innovations showcased in shows, is another particularity. Carvalho believes the participation can strengthen relations and unveil partnership and investment opportunities for the Arabs, particularly in agribusiness, infrastructure, and renewable energy. “It’s a gateway for new business,” he says.
Top participating countries in Brazil’s trade shows
This is in line with what has happened with the international participation in general. Carvalho says he has seen a considerable increase in foreign interest for industry shows in the Latin American country in recent years, particularly since 2022, following the Covid-19 pandemic. The economic interconnection bolstered by technology innovations contributed to this, says Carvalho. On top of that, the growth is based on the recognition of the quality of Brazilian products like pharmaceuticals and cosmetics, government incentives designed to promote Brazilian goods overseas and bring buyers and investors to fairs, and economic diversification.
“Brazil’s market has strived to diversify its economy and offer goods and services beyond traditional sectors like agriculture and mining. This includes technology, design, fashion, and other industries with gigantic potential that are usually showcased in trade shows and other major business events. All this makes the environment more appealing for those wanting to do business and expand their relationships with the country,” he explained.
Brazil’s market has strived to diversify its economy and offer products and services beyond traditional sectors like agriculture and mining
Diego de Carvalho
The countries that send the highest number of participants to trade shows in Brazil are the United States, China, Italy, France and Argentina, Carvalho says. Albeit at a lower percentage, a diversification has been seen in the countries of origin of visitors and exhibitors of trade shows, according to the executive. The Middle East, Southeast Asia and other Latin American countries have widened their presence. “Diversification due to the growing globalization of markets and the recognition of Brazil as a key economic hub in Latin America in various industries,” he says.
Besides the fact that it is growing, Brazil is appealing for business due to its economy’s sheer size. Carvalho mentions foreign trade numbers, like exports at USD 339.67 billion and a trade surplus at USD 98.8 billion in 2023, in addition to an increase in exporting companies. “In an upward trajectory such as this, Brazil is one of the most popular countries for doing business with, so it’s only natural that the presence of other countries, particularly away from the Americas, grows in the region,” he says.
NürnbergMesse’s vice president says that buyer industry projects spearheaded by the Brazilian Trade and Investment Promotion Agency (ApexBrazil) in partnership with industry associations have been crucial to boost the presence of importers in trade shows in Brazil. These projects invite foreign buyers to the shows, often covering travel and accommodation expenses. Carvalho adds digital events – that were brought about particularly by the pandemic – don’t hinder in-person ones. “Actually, they complement each other and change the sector, making it more resilient and suited to the new market requirements,” he said.
NürnbergMesse Brasil
NürnbergMesse holds approximately 120 events and congresses around the world, as well as customized business events and forums. In Brazil, the group has its second-largest operation outside Germany, with fifteen events focused on 28 industries, including pharmaceutical, cosmetics, analytical chemistry, pet, veterinary, paints and coatings, construction, executive aviation, biotechnology, and footwear. Trade shoes it organizes include FCE Pharma, FCE Cosmetique, Haus Decor Show, E-squadria Show, Catarina Aviation Show, PET South America, PET VET, COP Internacional, Analitica Latin America, and ABRAFATI SHOW.
“Over the past five years we’ve focused significantly on digital transformation, investing in data and customer experience. These investments reflect some of the leading trends in business shows, including customizing the participant’s experience, using data analytics to improve the interaction with the client, and incorporating digital technologies to facilitate connectiveness and engagement in our events,” says Carvalho. This year, the event promoter celebrates 15 years operating in the Brazilian market.
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Translated by Guilherme Miranda
