The global exhibition industry is set to witness a landmark event as UFI has officially announced that its highly anticipated Central & South American Conference and Event Directors Summit 2026 will take place in São Paulo this December. The prestigious event will be co-located with Experience Expo, creating one of the region’s most influential gatherings for exhibition and business event professionals.
This marks a historic milestone for the exhibition sector, as the conference will be hosted in Brazil for the first time since its launch. Industry leaders, event organisers, venue operators, exhibitors, and key stakeholders from across Central and South America are expected to attend, reinforcing the region’s growing influence in the global exhibitions market.
Brazil to Host the 6th Edition of the UFI Regional Conference
Hosted by UBRAFE, the UFI Central & South American Conference will take place from 1–2 December 2026 across two of São Paulo’s premier event venues: Centro de Convenções Frei Caneca and Expo Center Norte.
Now entering its sixth edition, the conference has become one of the most important regional forums for discussing the future of exhibitions and business events in Latin America. The 2026 edition is expected to provide deep insights into market trends, digital transformation, venue innovation, sustainability strategies, and regional collaboration opportunities.
A major highlight of the conference will be its multilingual format, with sessions conducted in English, Spanish, and Portuguese. This inclusive approach is designed to encourage broader participation, improve accessibility, and strengthen professional networking across different countries in the region.
Brazil’s Growing Importance in the Exhibition Industry
Brazil has emerged as a powerhouse in the exhibitions and trade show sector, making it a strategic choice for hosting this landmark event. The country currently boasts six of Central and South America’s top ten exhibition centres, underlining its position as a leading destination for international business events.
São Paulo, in particular, is recognised as Brazil’s commercial and financial capital, attracting major international exhibitions across industries such as technology, healthcare, manufacturing, logistics, retail, and sustainability.
By bringing the conference to São Paulo, UFI aims to spotlight the country’s expanding role in shaping the future of exhibitions in the region while creating stronger connections between local organisers and international stakeholders.
Event Directors Summit to Make Regional Debut
Following the conference, the Event Directors Summit 2026 will take place on 3 December 2026, also in São Paulo.
Co-organised by UBRAFE, this specialised summit is designed specifically for exhibition directors, portfolio managers, and event organisers. Unlike traditional conference formats, the summit focuses on practical knowledge-sharing and peer collaboration.
Attendees can expect interactive workshops, experiential networking sessions, and peer-to-peer learning opportunities aimed at tackling real-world challenges in event management, audience engagement, exhibition growth, and operational innovation.
A significant feature of this year’s summit is that it will be conducted entirely in Portuguese, ensuring maximum engagement from Brazil’s domestic event professionals while making the programme more locally relevant.
This marks the first time the Event Directors Summit will be held in Central and South America, following its successful debut at the UFI European Conference.
Industry Leaders Welcome the Announcement
Paulo Ventura, President of UBRAFE, described the opportunity to host the event in Brazil as a major honour for the country’s exhibition sector. He noted that the conference will open doors for stronger partnerships, fresh business opportunities, and deeper collaboration across Latin America’s event ecosystem.
Meanwhile, Chris Skeith OBE highlighted the remarkable growth of Brazil and the wider Central and South American exhibition market.
He stated that co-locating the conference with Experience Expo will create a powerful platform for professionals to connect directly with the region’s most dynamic exhibition players while fostering innovation and international cooperation.
Registration Now Open with Early Bird Benefits
Registration for both the UFI Central & South American Conference and Event Directors Summit 2026 is now officially open to exhibition industry professionals worldwide.
Participants who register before 31 August 2026 can take advantage of Early Bird pricing, offering a valuable opportunity to secure attendance at one of the region’s most important business event gatherings at a discounted rate.
With Brazil hosting for the first time and the addition of the Event Directors Summit, the 2026 edition is expected to set new benchmarks for collaboration, knowledge exchange, and business development in the Central and South American exhibition landscape.
As the exhibition industry continues to evolve globally, São Paulo is preparing to become the focal point for innovation, networking, and strategic growth this December.
