The B2B Business Events Barometer — São Paulo 2024 is jointly produced by UBRAFE (the Brazilian Union of Trade Fair Promoters) and SPTuris (São Paulo Turismo S.A.), a São Paulo city government agency. The barometer covers all business events held at major venues within the city of São Paulo with a minimum of 700 participants. Scope note: data reflects São Paulo city only, representing approximately 70% of Brazil's national B2B events market. In 2024, São Paulo hosted 1,233 qualifying business events, the highest figure in a decade. The composition comprised 687 corporate events, 228 sectoral trade fairs, 190 thematic congresses, and 128 sales conventions. Trade fairs accounted for 19% of total event volume but generated 75% of total visitor traffic, reflecting their outsized economic significance. Corporate events attracted 14% of visitors, congresses 8%, and conventions 3%. Total visitor attendance was estimated at approximately 8 million, including some 2.41 million from outside São Paulo state or from abroad. Organizers placed the economic impact at approximately R$12 billion — a self-commissioned estimate not independently verified. The 2024 results represent the strongest performance since before the pandemic, with all key indicators surpassing pre-2020 levels for the first time.