CEO Weekend 2026 Gathers Brazilian Exhibition Industry Leaders in Mendoza to Discuss Institutional Representation and Market Future

UBRAFE (Brazilian Association of Exhibition Organizers) hosted CEO Weekend 2026 at the Sheraton Hotel in Mendoza, Argentina, June 25-28, 2026, bringing together leading voices of Brazil B2B events and fairs sector. The meeting advanced advocacy efforts including discussion of Bill No. 195/2026, the proposed regulatory framework for events. Key outcomes included establishment of nine ESG sectoral metrics for 2026 implementation and creation of a sustainability working group of approximately 40 associates. The Third Economic Dimensioning Study of the Events Sector was presented, revealing Brazil hosts over 2,000 fairs and events annually generating more than R$1 trillion in business, with Brazil positioned to rank sixth globally in B2B events infrastructure. UBRAFE President Paulo Ventura noted that the Mendoza discussions reflect the industry maturity and the importance of coordinated action.