Fenac Unveils Strategic Program to Position Novo Hamburgo as Business Tourism Reference

The Bottom Line

• Fenac has launched a strategic program to establish Novo Hamburgo, Rio Grande do Sul, as a prominent business tourism destination.
• The initiative targets intensive market operations and full operational readiness for significant growth starting in 2027.
• The program aims to leverage the region's existing infrastructure and event capabilities to attract national and international business events, fostering economic diversification.

Novo Hamburgo, Brazil – Fenac, a key exhibition and event center in Rio Grande do Sul, has formally introduced a comprehensive program designed to elevate Novo Hamburgo's status as a leading hub for business tourism. The strategic initiative outlines a detailed roadmap for operational enhancement and market penetration, with a clear objective of achieving intensive market engagement and significant growth from 2027 onwards. This long-term vision underscores a commitment to transforming the city's economic landscape by capitalizing on its potential as a prime location for corporate gatherings and trade fairs.

Strategic Vision and Implementation

The program's core vision revolves around capitalizing on Novo Hamburgo's geographical advantages, including its proximity to major transportation arteries and its established industrial base, to host a broader array of corporate events, conferences, and trade shows. Fenac's leadership emphasized that the preparatory phase, spanning from the present until late 2026, will focus on optimizing logistical frameworks, enhancing service offerings, and forging strategic partnerships with local and national stakeholders. This includes collaboration with municipal authorities, hospitality providers, and transportation networks to ensure a seamless experience for business travelers and event organizers. The aim is to create an integrated ecosystem that supports all facets of business tourism, from venue management to accommodation and local attractions.

Key components of the program include targeted investment in technology upgrades for event spaces, ensuring state-of-the-art facilities capable of meeting international standards. Professional development for staff will be prioritized to enhance service quality and operational efficiency. Furthermore, a series of targeted marketing campaigns will be launched to promote Novo Hamburgo's capabilities as a premier business destination, highlighting its unique attributes and competitive advantages. The long-term goal is to diversify the local economy, which has historically been strong in the footwear industry, by creating a robust and sustainable tourism sector centered on business activities. This diversification is expected to generate new employment opportunities across various skill levels and stimulate local commerce across diverse segments, including hotels, restaurants, and ancillary services, thereby reducing reliance on traditional industries.

Economic Impact and Regional Development

The transformation of Novo Hamburgo into a business tourism reference is projected to have a substantial positive impact on the regional economy. Business tourism typically involves higher per-visitor spending compared to leisure tourism, contributing more significantly to local GDP through direct and indirect channels. The anticipated influx of business travelers is expected to significantly boost demand for accommodation, dining, retail, and local transportation, creating a powerful ripple effect throughout the service sector. This sustained economic activity is crucial for fostering local entrepreneurship and attracting further private sector investment.

Moreover, the program is anticipated to enhance Novo Hamburgo's brand image on both national and international stages. By consistently hosting high-profile business events, the city can attract further investment, foster innovation through knowledge exchange, and strengthen its position within Brazil's competitive event industry landscape. The 2027 target for intensive market operations underscores a methodical and phased approach, allowing ample time for necessary infrastructure adjustments, market positioning, and the cultivation of a strong reputation to maximize the program's long-term success. This initiative aligns with broader trends in regional economic development, where cities seek to leverage unique assets to create diversified and resilient economic bases, ultimately contributing to the overall economic vitality of Rio Grande do Sul.