Armando Arruda Pereira de Campos Mello is the Executive President of the Brazilian Union of Trade Fairs UBRAFE. Although I just missed him in Sao Paulo in December, he kindly offered to answer my questions on line.

Barry: Much of your background is in tourism particularly in Brazil. What is it about Brazil that you are most passionate about?

Armando: We have a very rich cultural diversity. What fascinates me the most about Brazil is the mix of ethnic, religious and cultural life. In fact, you could say we have several “Brazils” within the same country.

Barry: As a business destination how has Brazil changed during the past ten years? Where do you see Brazil ranking in the world’s economies in the next five to ten years? Why?

Armando: Over the past ten years, Brazil has definitely progressed economically, especially with a boost in the agri-business and export of commodities. Our controlled inflation and an increase in the household consumption of products have also helped business. With these advances, we have seen a significant development in the quality of our hotels, restaurants, shopping and transportation.

Barry: How big is the exhibition industry in Brazil?

Armando: The Brazilian trade promotion industry is the largest in South America. We did a study that showed that in Brazil there are more than 730 trade fairs cataloged. Seventy-five percent of these fairs are held in São Paulo where we have a strong exhibition culture. I like to say that Brazil’s 5,500 municipalities have one thing in common; they all have at least, one church and a small fair or agricultural exhibition.

Barry: How closely aligned is Brazil’s economy to the health of the exhibition industry?

Armando: In Brazil, trade shows are the mirror of the economy. When the economy grows, the impact on exhibitions is almost immediate. But we have also noticed that exhibitions are still strong when the market is has a downturn. This is because Brazilian companies understand how important it is to continue to promote their products.

Barry: What are the greatest challenges for international organizers wishing to do business in Brazil?

Armando: The most important thing is adapting to Brazilian culture.

Barry: What are the unique features that the exhibition industry in Brazil has to offer international organizers and exhibitors?

Armando: The Brazilian business fairs are the largest in South America. Our fairs offer many business opportunities as participants come here from around the globe. Last year we had over 48,000 foreigners from 65 countries in attendance.

Barry: What should foreign exhibitors understand about doing business in Brazil?

Armando: Presently, the country has over 700 main trade fairs each year. Two hundred of these are supported by UBRAFE. These fairs are held annually in more than 20 cities and are considered the best and most important business meetings in Brazil. The fairs support more than 50 sectors: from the construction sector to the footwear industry; from the sugar-alcohol sector to packaging, from organic products to toys. These fairs provide big business opportunities for large, medium, small and micro companies and 5.4 million participants – including entrepreneurs, executives, businessmen and professionals.

Barry: What does UBRAFE do to assist the industry?

Armando: One of the major initiatives is the creation and distribution our annual Calendar of the Main Trade Fairs in Brazil. This is done in partnership with the Ministry of Development, Industry and Foreign Trade, Ministry of Foreign Affairs and APEX-Brazil. The Calendar is distributed to media, trade associations, industry and services, embassies, consulates and chambers of commerce in Brazil and abroad.

Barry: What advice would you give to an international organizer interested in Brazil (or South America)

Armando: I would suggest they spend time at some of the bigger trade fairs in Brazil in order to learn more about the wide range of products, services and technologies that our domestic industry has to offer.
It is also important to understand our culture. They should come to Brazil to develop a plan. They need to do the necessary research and hire professionals who are prepared to help them handle the difficult task of managing in a country with difficulties in the basic infrastructure. They need to get to know about the laws and develop activities in conjunction with the three levels of government: Municipal, State and Federal.

Barry: As a business destination how has Brazil changed during the past ten years? Where do you see Brazil ranking in the world’s economies in the next five to ten years? Why?

Armando: Brazil has around 190 million people, of whom, according to IBGE – Brazilian Institute of Geography and Statistics, approximately 145 million people are consumer (economically active population).
Over the past ten years, Brazil has definitely progressed economically, especially with a boost in the agri-business and export of commodities. Our controlled inflation and an increase in the household consumption of products have also helped business. With these advances, we have seen a significant development in the quality of our hotels, restaurants, shopping and transportation.

Barry: During your career what initiative or activity have you been most proud to be part of? Why?

Armando: I have dedicated the last 15 years working in the industry of trade shows and trade promotion.
I am proud to be part of the ABEVT – Brazilian Academy of Tourism and Events, where only 40 people are integrated in the area of Tourism and Events.
I have worked as a Director Superintendent in the SINDIPROM – Union of the Promotion, Organization and Assembling Companies of Fairs, Congresses and Events of the State of São Paulo which is an entity that brings together more than 7000 member companies. And I have also participated in classes and lectures in the Brazilian Universities.
And I am most proud be the Grandfather of the Raphael Armando.