UBRAFE and SP Negocios Sign Cooperation Agreement to Strengthen B2B Events Ecosystem in Sao Paulo

UBRAFE, the Brazilian Union of Business Fairs and Events, and SP Negocios, the Sao Paulo municipal investment agency, signed a cooperation agreement on July 30, 2026, aiming to position Sao Paulo as the leading B2B business event destination in Brazil. The partnership outlines three strategic proposals: adopting ICCA standards to reclassify business events by lowering the minimum participant threshold from 700 to 50, enabling more accurate economic measurement; establishing a permanent research panel to monitor event indicators including visitor profiles, economic impact, and spending patterns; and developing a centralized Descomplica Eventos platform that consolidates authorizations from multiple government agencies into a single channel. The agreement was signed by Paulo Ventura (UBRAFE Council President), Alessandra Andrade (SP Negocios President), Paulo Octavio (UBRAFE Executive President), and Rodrigo Goulart (Municipal Secretary). Brazil hosts over 2,000 fairs and events annually, generating more than R$1 trillion in business transactions.