The events sector is experiencing a period of consolidation in Brazil. After the challenges faced in recent years, the first half of 2025 confirmed the strength of in-person meetings and the direct impact they have on the economy. According to UBRAFE (Brazilian Union of Trade Fair and Event Promoters), business-to-business (B2B) events held in the city of São Paulo generate an annual economic impact of approximately R$ 12 billion in the hospitality ecosystem, boosting important sectors such as hotels, transportation, gastronomy, and services.