S\u00e3o Paulo \u2013 Figures related to business fairs in Brazil show a sector that is already great, and that should grow even further. In 2012, the number of fairs should rise from the current 180 to 201, with the participation of 50,000 companies, of which 8,000 foreign, as against 43,000 in 2011. Annually, fairs receive 48,000 buyers from abroad, from 65 countries, generating not only business but also turnover for the country\u2019s tourism economy, staying at good hotels and spending more than leisure tourists do. Thus, fairs show that they are among the best Brazilian windows for the foreign market, as well as contributing to tourism in the country.<\/p>\n
According to figures disclosed by the da Brazilian Union of Fair Promoters (Ubrafe), revenues of sector fairs in Brazil are approximately 3.5 billion Brazilian reals (US$ 1.9 billion) a year, including the lease of exhibition space, payment of services at pavilions, as well as travel costs, housing, food and purchases made by participants. Regarding public, this year, fairs should receive 4.65 million visitors, a figure expected to rise to 5.4 million in 2012.<\/p>\n
\u201cBrazil sells much in commodities. When the case is industrialized products, the country participates little in the global market. In this respect, fairs help promote country products,\u201d said Alfredo Fr\u00f3es, the Ubrafe director. \u201cThe shoe industry, for example, trades between 40% and 50% of produce at fairs,\u201d he pointed out.<\/p>\n
The fairs that received the greatest number of visitors are clearly those open to the public in general, like the Car Salon and the Book Biennial, in S\u00e3o Paulo. Together, these two events receive over one million people. In terms of the fairs turned exclusively to sector professional, the main ones are the International Shoes, Fashion Accessories, Machines and Components Fair (Francal), the International Shoes, Sports Goods and Leather Goods Fair (Couromoda) and the International Fair of Technology and Packaging for the Food Industry (Fispal Technologia). The two former fairs receive approximately 100,000 visitors each, the latter, 60,000. <\/p>\n
To Fr\u00f3es, the number of fairs in Brazil has been growing alongside the country economy. \u201cWe have reached the same level of fairs as other countries. There are also other fairs being born, like those turned to sustainability,\u201d said the executive. \u201cPreviously, Europe had ten building fairs, now it has two. These events have been transferred to the Middle East and Asia, where the nations demand heavy construction,\u201d he said.<\/p>\n
In Brazil, 70% of the large fairs are concentrated in S\u00e3o Paulo. Rio Grande do Sul, Santa Cataria and Paran\u00e1 also have many events. \u201cThe transformation industry base is in this region,\u201d said the Ubrafe director. \u201cIn the North and Northeast there is still not much, but that is changing, as the market is growing,\u201d he points out.<\/p>\n
Regarding the profile of foreign visitors to fairs in Brazil, Fr\u00f3es says that many are seeking partnerships. \u201cThey come to prospect. Brazil is the country with most ISO certified companies (a reference in quality and process). This provides guarantee,\u201d he said. \u201cThe domestic market has grown much and is attractive. Foreign companies are coming to learn, while Brazilians are seeking competitiveness in markets in which they were not competitive before. Fairs are exchange of experience,\u201d he pointed out.<\/p>\n
According to the executive, foreign buyers are mostly from the United States, Asia and Europe. With regard to the Arabs, he pointed out an event in special. \u201cAt Couromoda, one of the main caravans is that of the Arab buyers,\u201d he explained. However, he believes that the country does not yet know how to sell to this public. \u201cBrazil does not know how to sell to the Arab market. It is a market that we do not know so well. You have to be much guided to sell there, and we have to get ready now, not in two years\u2019 time.\u201d<\/p>\n
Beyond business<\/b><\/p>\n
Of the 3.5 billion reals in turnover in the fair sector in Brazil, the hospitality sector, including travel, food, housing, transportation and purchases is approximately 1.4 billion reals (US$ 750 million). In the city of S\u00e3o Paulo, for example, these visitors spend on average three days. In housing, 60% prefer midscale hotels, closer to the convention centres, according to figures provided by the S\u00e3o Paulo Turismo (SPTuris), an organisation connected to the S\u00e3o Paulo City Hall.<\/p>\n
Despite not staying in the city as long as leisure tourists, business tourists spend more. \u201cBusiness tourists demand better quality housing, have lunch in better restaurants,\u201d said Caio Luiz de Carvalho, SPTuris president. \u201cOn average, expenses in the city total 1,800 reals (US$ 960) in the three days they are here. Leisure tourists, in turn, spend on average five days in the city, but spend less in total, approximately 1,090 reals (US$ 580). These are tourists that tend to stay in cheaper hotels or at friends\u2019 houses,\u201d he explains.<\/p>\n
Leisure options for visitors are also many, pointed out Carvalho. \u201cThere are hundreds of theatres, museums, cultural centres and movie theatres. That is not to count the over 12,000 options for gastronomy, 50 shopping centres and 60 trade streets. This stimulates tourists that com to fairs or on business to stay longer in the city,\u201d he pointed out. He also adds that over 30% of these tourists plan to spend longer in the city than the event they are coming to. \u201cIt was thinking on this that SPTuris recently developed project \u2018Fique Mais Um Dia\u2019 (Stay Another Day), with one-day tourism routs under themes \u2018Family\u2019, \u2018Sophisticated\u2019, Cultural\u2019 and \u2018Hype\u2019,\u201d he pointed out.<\/p>\n
Today, according to Carvalho, the city of S\u00e3o Paulo has 600,000 square metres of great exhibition spaces for events. \u201cThere are some 20 centres for large-scale fairs and conventions, including Anhembi, the largest in South America, which has 80% of its agenda filled up to 2016,\u201d he pointed out. Apart from the existing pavilions, there are others to come. \u201cThe construction of a modern exhibition area, Expo S\u00e3o Paulo, is underway in Pirituba. It should strengthen S\u00e3o Paulo\u2019s position in this small international business travel sector, strengthening the city\u2019s position as a global city that attracts and hosts events,\u201d he finished off.<\/p>\n
*Translated by Mark Ament<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"
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