From São Paulo to the World Espírito Santo’s ESTour 2026 Fair Sets the Stage for Explosive Growth in Brazil’s Tourism Sector with Unique Experiences

In a remarkable step towards transforming the tourism landscape of Espírito Santo, the ESTour 2026 Tourism Fair was officially launched in São Paulo earlier this month, marking the beginning of a new era for the state’s tourism industry. The event, held at Ville Du Vin in São Paulo, saw key stakeholders from Brazil’s tourism sector, including tour operators, travel agents, and press representatives, come together to witness the first major branding initiative dedicated to showcasing the state’s diverse tourism offerings. This unprecedented fair aims to bring Espírito Santo into the spotlight, positioning it as a must-visit destination in Brazil for both domestic and international travelers.

A Bold Move for Espírito Santo

ESTour 2026 is more than just a tourism fair; it is an ambitious commercial and branding strategy for Espírito Santo, or Capixaba, as it’s affectionately known. Designed to connect businesses, experiences, and diverse tourism products, the fair seeks to create a seamless platform where tourism industry professionals can network, negotiate, and foster new partnerships. The fair’s core focus is not only to showcase the beauty and culture of Espírito Santo, but also to boost its visibility and business potential on a national level.

This initiative is seen as an opportunity for Espírito Santo to assert its identity and place within Brazil’s highly competitive tourism sector. The fair serves as a unique opportunity to promote the state’s natural attractions, culinary delights, coastal beaches, and mountainous landscapes — all of which set it apart from other Brazilian destinations.

The Role of Cooptures and Institutional Support

At the heart of this initiative is Cooptures, a tourism cooperative based in Espírito Santo that is working hand-in-hand with local governments and industry associations to ensure the event’s success. The project has received strong backing from several key entities, including the Brazilian Micro and Small Business Support Service (Sebrae), Fecomércio, and the Tourism Business Chamber.

The launch event in São Paulo was organized to provide tourism operators, journalists, and influencers with an exclusive preview of ESTour 2026, allowing them to better understand the economic potential and diverse experiences the state offers. Local government officials were present to highlight the state’s vision and the ways in which Espírito Santo plans to expand its tourism infrastructure, improve accessibility, and attract investment. The partnership between the public and private sectors is critical in ensuring Espírito Santo’s tourism development is aligned with national and global tourism trends.

Key Features of the ESTour 2026 Fair

Scheduled to take place from April 25 to 28, 2026, in the capital city Vitória, ESTour 2026 is a multi-faceted tourism event that will feature a range of activities designed to promote business engagement, destination marketing, and tourism development. A key feature of the event is its 7,000 square-meter exhibition space, which will allow 300+ exhibitors to showcase their products, from hospitality services to local experiences.

Business matchmaking sessions will be one of the primary highlights of ESTour 2026, with travel agents, tour operators, and destination marketers coming together to foster new partnerships and create travel packages targeting domestic and international tourists. The fair will also host workshops and training sessions focused on enhancing the skills of tourism professionals, ensuring they are equipped with the knowledge and tools needed to meet the demands of the modern traveler.

Strengthening the Business-Tourism Connection

The key driving force behind ESTour 2026 is the establishment of new business opportunities and strengthening the relationship between tourism suppliers and distributors. The fair will allow local operators to gain access to the national tourism market, which has been increasingly dominated by larger cities like Rio de Janeiro, São Paulo, and Salvador.

Through targeted marketing, business rounds, and direct product exposure, Espírito Santo aims to diversify its tourism offerings and enhance tourism sales, catering to a wider range of traveler segments. For example, ecotourism, rural tourism, and gastronomy tourism are just a few of the areas that will be heavily promoted during the fair, each representing unique opportunities for tourism operators to expand their portfolios.

Diversifying the Tourism Offering of Espírito Santo

Espírito Santo has long been known for its beautiful coastal beaches, especially those located around Vila Velha and Guarapari. However, this initiative will shed light on the state’s lesser-known gems: its lush mountains, including the Pico da Bandeira, and the exquisite colonial cities that pepper the landscape. Additionally, the fair will highlight Espírito Santo’s vibrant food scene, focusing on its local seafood, fresh produce, and gourmet offerings, which will be featured as part of its gastronomic tourism segment.

Organizers are also keen to emphasize the state’s sustainable tourism practices, positioning Espírito Santo as a leader in eco-conscious travel. The state’s nature reserves, protected areas, and indigenous heritage are vital components of this green tourism narrative.

The Economic Impact for Espírito Santo

The launch of ESTour 2026 aligns with Espírito Santo’s broader economic goals, which include boosting local employment and infrastructure development. Tourism is a key contributor to the state’s economic growth, supporting not only hospitality and transport sectors but also impacting local artisans, farmers, and cultural businesses.

Tourism officials have noted that Espírito Santo has seen a steady increase in the number of domestic tourists over the past decade, but it is still underperforming in attracting international visitors. Through strategic fairs like ESTour 2026, the region aims to drive up both domestic and international arrivals in the coming years, particularly from key European and Latin American markets.

Looking Ahead: A Bright Future for Espírito Santo

As ESTour 2026 continues to take shape, there is a palpable sense of excitement in the air. For both tourism professionals and media representatives, the event represents an unparalleled opportunity to showcase Espírito Santo as a dynamic and forward-thinking destination in Brazil. The fair is expected to generate significant interest in both the local tourism sector and the broader Brazilian travel market.

By connecting local businesses with the wider travel industry, Espírito Santo is positioning itself for sustained growth, aligning itself with Brazil’s tourism development goals for 2026 and beyond.

Conclusion

Espírito Santo’s ESTour 2026 Tourism Fair is not just an event; it is a strategic effort to boost the region’s profile in the Brazilian tourism market, making it a strong competitor in the national and international travel scene. With business opportunities, cultural exchange, and a commitment to sustainable tourism practices, the fair promises to be a significant catalyst for Espírito Santo’s tourism sector, opening doors for growth, development, and global recognition.

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