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10 years Nürnbergmesse Brazil

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Messemarkt Brasilien

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“Exhibition organizers need to be visionaries.”
Dr Roland Fleck, CEO NürnbergMesse Group

Why Latin America – why Brazil?

With an area of 8,515,770 km² and 209.8 million inhabitants, Brazil is the most populous country in South America. It is also the only country in Latin America that Germany has had a strategic partnership with since 2008 and nurtures economic, cultural, and political ties.

The motivating factor for NürnbergMesse ten years ago still applies today: bringing people together, creating platforms for dialogue, and building transatlantic bridges.


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The facts and figures speak for themselves:

The free trade agreement between the EU and Mercosur will create entirely new dimensions for trade with Brazil and other countries: a market comprising 780 million people and the abolition of €4 billion in customs duties.

According to a recent survey on economic conditions by the Foreign Trade Chamber in São Paulo, 88 percent of responders believe Brazil’s economy will soon recover from its current low point.

The country itself is expecting a growth effect of up to $125 billion in the next 15 years, and thus rightfully counts as one of the BRICS countries, the association of major emerging national economies.

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 “São Paulo is the key trade fair venue in South America, and Brazil is the continent’s no. 1 economy.”
Peter Ottmann, CEO NürnbergMesse Group


As the largest industrial conurbation in Latin America, São Paulo is the ideal location for NürnbergMesse, and the perfect entry to the South American market. With 21 million inhabitants, the metropolitan region is not just one of the largest cities in the world, it is also Brazil’s most important economic centre and its central transportation hub. This makes São Paulo highly attractive for Brazilian trade fairs, and naturally for NürnbergMesse too as the organizers of industry-specific international exhibitions.

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In the midst of the sharpest global recession in more than 50 years, NürnbergMesse sent a clear signal of growth with the purchase of the Brazilian trade fair organizer Nielsen Business Media Brasil.

As early as 2009 the management team agreed that the trade fair portfolios in Nuremberg and Brazil fitted together perfectly.

Since then, the subsidiary in São Paulo has organized its own and partner events for the pharmaceutical, cosmetic, analytical, glass technology, pet and veterinary supplies industries.

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Growing together

To skilfully overcome obstacles – like the financial crisis – Brazilians can nearly always find a way to achieve their goals with a combination of ambition and impressive improvisational skills, known as Jeitinho Brasileiro (the Brazilian Way).

This kind of inner strength and power of innovation shown by the country, and the dynamism of its market were what convinced NürnbergMesse to establish a foothold in São Paulo ten years ago.
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By working together, the team on the ground aims to take the trade fair portfolio of NürnbergMesse Brasil still further.

It has enjoyed success so far: NürnbergMesse Brasil closed 2018 with growth up 40 percent on the previous year – the team is always on the look-out for new trends, and is committed to remaining one of the largest trade fair companies in Brazil.
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“He and his entire team are the reason that NürnbergMesse Brasil is in such a good position today.”
Dr Roland Fleck, CEO NürnbergMesse Group

João Picolo, Managing Director NürnbergMesse Brasil, caught “trade fair fever” at the age of 21 and has had it ever since.
During his 16-year career he has spent time with other trade fair companies like Reed Exhibitions and Informa before joining NürnbergMesse Brasil, which he has headed as Managing Director since July 2016.
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On a broad footing

“We’re very proud of our subsidiary, which is setting strong trends for Brazil and South America with the events it organizes.”
Dr Roland Fleck, CEO NürnbergMesse Group

NürnbergMesse Brasil has a clear focus on subject-area events in steadily growing market segments and on developing new event formats on trending themes. In 2019, NürnbergMesse Brasil’s portfolio encompasses 14 trade fairs and congresses on the key themes affecting the growth areas in the Brazilian economy. NürnbergMesse Brasil has established itself as a major player on the Brazilian exhibition market.
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Glass South America is the key event for the glass industry in Latin America. Every second year, more than 200 brands are represented at this show, which brings together more than 13,000 visitors.

The exhibitors present innovations, trends, products, raw materials, services and essential information for the flat glass market. With its focus on technology and design for the construction, architecture, furniture and automobile industry, the trade fair illustrates the best from the fields of glass applications, machines, devices and accessories.
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The Analitica Latin America trade fair is one of the key global meeting points for the chemical and analytical industry. The 500 exhibitors from 22 countries at this biennial event represent the sectors of lab technology, biotechnology and quality control, and present the latest developments and trends in the industry.
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Organic production is booming in Brazil: the market was worth almost €900 million in 2018. This represents growth of more than 10 percent compared to the previous year.

This upswing is reflected at BIOFACH AMERICA LATINA. This event, held in parallel with NATURALTECH, achieved a record in 2019, drawing almost 37,000 visitors. In an area of 2,275 m², 191 organic exhibitors gave the many visitors the opportunity to learn all about new trends.

This trade fair, in particular, is a successful example of the product family strategy known as BIOFACH World – the world’s leading trade fair for organic food, with offshoots in Brazil, the US, China, India, Thailand and Japan. NürnbergMesse successfully adapts trade fair strategies to specific circumstances in the various geographic regions and markets.
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Brazil is the world’s sixth-largest pharmaceutical market, with double-digit growth rates – making it the ideal venue for FCE Pharma.

This trade fair presents innovations from all areas along the pharmaceutical value chain. In 2019, 8,363 visitors and 209 exhibitors benefited from synergies with FCE Cosmetique, held in parallel.
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The cosmetic sector in Brazil is experiencing an upswing: revenue in the decorative cosmetics segment alone currently amounts to €2.1 billion.

Even larger than before, and with an exclusive accompanying programme, FCE Cosmetique upheld its position as the most important exhibition for the cosmetic industry in Latin America in 2019. More than 10,000 visitors enjoyed presentations by 146 international exhibitors covering the entire production chain for cosmetic manufacture.
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Brazilians spend more than €4 billion per year on their pets, which puts them in third place behind the US and the UK.

This growth is also evident at PET South America, the premier pet and veterinary trade show, which broke its own record this year: in 2019 it brought together more than 27,000 visitors and over 280 exhibitors in an area of just under 8,000 m².
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The consumer trade fair Pet Experience was held for the first time in 2019, with input from NürnbergMesse Brasil.

The event gave more than 9,000 visitors a three-day opportunity to delve deep into the world of pets. In addition to presentations, pet races and dog spas, the show also featured a cat exhibition and a pet adoption event.
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Brazil on wheels: With more than 70 million bicycles, Brazilians have more bikes than cars and motorcycles combined. To the delight of all fans of cycle sport, the Avenida Paulista in São Paulo turns into Brazil’s largest cycle path every Sunday.

Just a few kilometres away, NürnbergMesse Brasil holds the largest exhibition for the cycling industry in Latin America, Festival Bike Brasil.
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The successful journey continues

"The outstanding developments in Brazil can also be felt at the international trade fairs in Nuremberg."
Peter Ottmann, CEO NürnbergMesse Group

The home location Nuremberg also benefits from the transatlantic bridge to Brazil. Exhibitions such as Interzoo, the leading trade fair for the international pet industry, recently attracted 24 exhibitors and 515 visitors from Brazil. BIOFACH also welcomed 18 exhibitors and 248 visitors from Brazil to Nuremberg in 2018. The EUROPEAN COATINGS SHOW and FENSTERBAU FRONTALE trade fairs also recorded similar positive effects.


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NürnbergMesse Brasil has established itself as a major player on the Brazilian exhibition market.

Along with its partners, it is making a significant contribution to strengthening German-Brazilian economic relations and is actively helping to shape the historic free-trade agreement. 

In 2018 its events attracted a total of 816 exhibitors and 109,543 visitors to São Paulo.

By way of comparison, ten years ago it was 669 exhibitors and only about 64,000 visitors.
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“Creating experiences, connecting people, managing knowledge – these three ideas represent the goal of all our events.”
Peter Ottmann, CEO NürnbergMesse Group

NürnbergMesse continues to invest in Brazil, and is continually expanding its portfolio. Its goal is to make NürnbergMesse Brasil one of the top three (at least!) international trade fair organizers in Brazil.

With that in mind, NürnbergMesse aims to smooth the path for exhibitors and visitors both to and from Brazil.
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