Agaxtur MICE and um.a bring Brazilian solutions to IMEX Frankfurt, in Germany

The Brazilian brands Agaxtur MICE and a.a Creative Diversity will be present for the first time in IMEX Frankfurt 2025 — the largest international fair dedicated to the events, incentive tourism and corporate communication sector — which takes place between May 20th and 22nd, in Germany.

In a pioneering initiative, the two companies will have their own independent stand, outside the Embratur collective pavilion. The objective is to present to the global market Brazil's potential to meet large demands with excellence in the organization of congresses, fairs and incentive trips. To this end, they highlight their ability to offer complete solutions in air and land logistics, hotel services and selection of strategic spaces in the main Brazilian capitals.

More than just a physical structure, the stand will also be a stage for the creative force of um.a Creative Diversity — an agency recognized for its work on projects of all sizes that connect brands and people in a memorable way. um.a stands out for its experience in seminars, sales conventions, product launches, brand activations, corporate communications and engagement projects focused on diversity and inclusion.

The presence at IMEX represents another step in the integration between Agaxtur MICE and um.a, reinforcing the synergy established since Agaxtur acquired part of the agency. This union strengthens the international presence of the companies and expands their delivery capacity for global clients.

“We are already sought out by large foreign companies that organize events in Brazil from their regional branches. Now, we want to reverse this logic: anticipate opportunities and show that Brazil is ready to deliver unique experiences, with strategy, creativity and excellence.”

Jarbas Correa Junior, vice president of Agaxtur MICE.

The initiative also draws attention to the low Brazilian representation at international trade fairs in the sector. Agaxtur/um.a's stand will be the only one from a Brazilian agency operating independently at IMEX 2025 — a move that highlights the need for the country to play a greater role on the global stage.

“Brazil needs to occupy more of these spaces. We have excellent convention centers, efficient suppliers, welcoming service, highly competitive prices compared to other destinations in Latin America, as well as good food and sunshine. It’s time to show this to the world with process, efficiency and an international presence,” reinforces Ronaldo Ferreira Jr., founding partner of um.a Diversidade Criativa.