São Paulo – Visit Lauderdale arrived in Brazil with a strong promotional agenda aimed at strengthening connections with the travel trade and positioning Greater Fort Lauderdale as the next host of IPW 2026, the most important tourism fair in the United States.

At a luncheon held in São Paulo on September 23, representatives of the destination met with operators, hoteliers, and industry leaders to present the latest news from the region and share expectations about the impact of the event. The meeting was hosted by Cauê Borini, Fort Lauderdale’s representative in Brazil, and Caitlan Etchevers, Senior Manager Global Trade Development of Visit Lauderdale, alongside strategic allies such as Veronica Oyola (Wyndham Deerfield Beach Resort), Amy Faulkner (Atlantic Hotel), and executives from the U.S. Travel Association.

“We are extremely excited because this is the first time that IPW will take place in Fort Lauderdale, and it will also be one of the largest events ever held at the new convention center. It is an incredible opportunity to showcase the expanded space while welcoming delegations from around the world who will be able to discover a city beyond the traditional U.S. destinations. This is our time to shine,” said Caitlan Etchevers.

Nautical tourism, connectivity, and sports

During the event, Visit Lauderdale highlighted the attributes that set it apart from other destinations in Florida. Known as the “Venice of the Americas”, the city boasts more than 350 miles of waterways and 100 marinas, making it a hub for nautical tourism and a reference point for training professionals in the maritime industry.

Connectivity was another key element presented. While many Brazilians still arrive through Miami, just 40 minutes away, Fort Lauderdale offers direct flights with Azul and connections via Copa Airlines. In addition, the Brightline high-speed train and the Tri-Rail provide fast and convenient alternatives across South Florida counties.

“Our connectivity is a major advantage. Many Brazilians arrive via Miami, but we have direct flights from Azul and connections with Copa Airlines. We also count on the Brightline and Tri-Rail, which offer different travel options across South Florida,” Etchevers emphasized.

Port Everglades, the world’s third busiest cruise port, was also highlighted as a major attraction for the Brazilian market, with more sailings available from Disney Cruise Line and Celebrity Cruises.

In parallel, Fort Lauderdale is positioning itself in sports tourism, offering itineraries related to soccer and hosting the world’s largest pickleball complex, located near the airport. The city also celebrates the success of its hockey team, current national champion.

Brazil, a priority market

The gathering confirmed Brazil’s importance as a strategic market. According to the U.S. Travel Association, Brazil consistently ranks among the top five source markets for U.S. tourism, and the Brazilian delegation to IPW 2026 is expected to be the largest in history.

The IPW 2026, scheduled for May 17–21, 2026, at Greater Fort Lauderdale’s expanded convention center, will bring together 2,000 buyers from 70 countries as well as executives from leading companies such as Marriott, Hilton, Disney, and Universal.

In addition to the signature 15-minute business appointments, the next edition will feature new networking formats, with a special focus on the cruise industry and the diversification of U.S. travel offerings.

Showcasing a different Florida

Visit Lauderdale’s work in Brazil seeks not only to strengthen business ties but also to reposition the destination in travelers’ minds. While Miami and Orlando usually take center stage, Greater Fort Lauderdale promotes an identity based on quality of life, hospitality, and a wide range of experiences including safe beaches, shopping at Sawgrass Mills, sports, independent dining, and cultural life.

“We want to involve as many partners as possible — from transportation, such as the water taxi, to independent restaurants that will offer discounts to participants. We are also encouraging visitors to stay before and after the event, since IPW takes place during the week, so they can enjoy weekends and explore all of South Florida,” concluded Etchevers.

With this strategy, Fort Lauderdale reinforces its commitment to the Brazilian market and prepares to shine in 2026 as the epicenter of global tourism.