Brazil officially launched its 2026 summer season before the Argentine tourism industry with the seventh edition of the B2Live Roadshow Takes You to Brazilwhich will tour the cities of Buenos Aires (11/11), Rosario (12/11) and Córdoba (13/11). The event, organized by the agency B2Live -belonging to the BBG Brasil Group- seeks to train more than 500 professionals in the sector on the news of seven Brazilian destinations in an immersive and dynamic format that simulates the experience of the Rio summer.
The initiative has the institutional support of the Brazilian Embassy in Buenos Airesreflecting the strategic importance of the Argentine market, which is consolidated as the main source of tourists towards the neighboring country. According to Embratur data cited by the organizers, among January and July 2025 more than 2.5 million Argentines visited Brazilian destinations, registering a significant growth compared to the previous year and confirming the solidity of this bilateral tourist relationship.
Destinations and airlines participating in the roadshow
| Category | Participants |
|---|---|
| Brazilian Destinations | Bahía, Brasilia, Pernambuco, Porto de Galinhas (Ipojuca), Porto Seguro, Rio Grande do Norte, São Paulo |
| Airlines | Aerolíneas Argentinas, Gol Linhas Aéreas, JetSmart, Latam Airlines, Sky Airline |
| Exhibitors | 15 brands including hotels and inbound tour operators |
A 360° experience with a summer flavor
The roadshow unfolds as a full themed event inspired by the traditional Brazilian New Year festivities. Attendees are received in an environment that recreates the energy and warmth of the Brazilian summer, with dress code blanco that symbolizes good vibes and new beginnings, creating a sensory experience that goes beyond the traditional commercial presentation.
The programming combines specialized content, immersive experiences and networking of high value. They stand out talk shows with airline representativeswhere a detailed overview of the new routes and increase in flight offer between Brazil and Argentina. In a second block, the participating destinations will take the stage to share news, trends and exclusive experiences prepared for the 2026 summer season.
The strategy behind the event: live tourism marketing
B2Livethe agency behind the organization, specializes in eventos y live marketing for the tourism sector . The company, founded in 2017 and based in São Paulo, is part of the BBG Brazil Group and has a proven track record in creating experiences that connect destinations, brands and travelers .
«Brazil is a plural destination, which can be sold throughout the year. Through B2Live Takes You to Brazil we show tourism professionals all the opportunities and novelties of our destinations, in a light, creative and energetic way. This year we want the public to experience Brazil with all their senses,» he stated. Vitor Bauab, president of the BBG Brasil Group.
This approach of marketing experiencial follows the same line as previous successful actions developed by B2Live, such as its participation in the WTM Latin America 2019where they implemented live marketing strategies that generated high immediate impact and excellent results for exhibiting clients .
Regional integration and growth prospects
The roadshow represents a regional tourism integration effort that strengthens ties between Argentina and Brazil. The choice of the three Argentine cities -Buenos Aires, Rosario and Córdoba- reflects a decentralization strategy that seeks to reach tourism professionals from different regions of the country.
The presence of five airlines y fifteen exhibiting brands demonstrates the importance that the Argentine market represents for the Brazilian tourism industry. The event facilitates business completion by directly connecting Brazilian operators with Argentine decision makers, creating an ecosystem conducive to the commercialization of tourism products and services.
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