Luxury tourism is experiencing a period of expansion and transformation, driven by the search for personalized, exclusive and authentic experiences. Against this backdrop, the Luxury Space is preparing for another edition, consolidated as one of Latin America’s leading business environments dedicated to the luxury tourism segment.

With 11 years of experience dedicated to high-end tourism, the Luxury Space connects premium brands with high-value business opportunities in a sophisticated and inspiring environment. Its concept follows the evolution of a market that generates billions of dollars globally and whose main characteristics include an increasing appreciation for personalization, exclusivity and distinctive experiences.

For Marta Rossi, CEO of Festuris, the growth of the segment demonstrates the importance of creating increasingly specialized environments within major tourism events.

“Luxury tourism represents a very significant share of the global market and has been undergoing a major transformation in traveler behavior. Today, luxury is much more closely associated with exclusivity, authenticity and the ability to provide experiences that are truly memorable. The Luxury Space was created precisely with this perspective and has followed this evolution over the years,” says Marta Rossi.

According to the executive, the expansion of the space also reflects Festuris’ own evolution in building an increasingly segmented trade show that is connected to the different demands of the market.

“The expansion of the Luxury Space is also part of Festuris’ evolution. By creating a specialized environment, with curation, qualified buyers and a differentiated business proposition, we are able to serve a market that demands depth, relationships and quality in its connections. This movement has contributed to making Festuris a reference among tourism trade shows across the continent,” she adds.

New app changes the appointment scheduling process

Among the main new features of this edition is the development of a new app, currently in the testing phase, with operations scheduled to begin on September 1. The platform was designed to make the selection and scheduling of meetings even more strategic.

The process will be divided into two stages. Between October 1 and 25, exhibitors will be able to select the buyers they wish to connect with, using a tag-based filtering system that will allow them to identify profiles and interests more accurately.

In the second stage, between October 25 and November 5, buyers themselves will select the exhibitors with whom they wish to hold meetings. The new model aims to increase the accuracy of the meetings and maximize business opportunities during the event.

There will also be changes to the schedules of the business rounds. The adjustment will give exhibitors more opportunities to move through other areas of Festuris, explore different segments of the trade show and establish new business connections.

The curation of the Luxury Space in 2026 is being handled by Capta Turismo, led by Rúbia Carla, which is responsible for approving and selecting participating buyers.

Special Collections bring experiences from five countries

Another debut for this edition will be the Special Collections concept, bringing together five countries in themed and personalized environments: Japan, Costa Rica, Portugal, Spain and Argentina.

Japan will participate in Festuris for the first time, while Costa Rica will make its debut in the Luxury Space. Portugal, Spain and Argentina, destinations already recognized for their strong presence in the high-end segment, will also have spaces with their own distinctive identities.

Each Collection will feature an environment inspired by the country’s cultural and tourism characteristics, creating an immersive experience for participants. In addition to the visual design, destinations will be able to incorporate experiences into the business rounds.

Argentina, for example, is preparing a wine bar experience, while Japan will bring a Sakê Bar to the space, along with a Sakê Samurai — a title awarded to a select group of specialists and ambassadors of the Japanese beverage. In 2024, the British Sake Association reported that, following that year’s ceremony, the total number of people recognized with the title would reach 105 worldwide.

Culture and experiences take an even more prominent role

The Luxury Space program will also maintain the happy hour sessions that were successful in the previous edition. One of them will be hosted by the Province of Chubut, in Argentine Patagonia. Japan will host the second session, bringing to Festuris the power and tradition of Taiko drums, one of the symbols of Eastern culture.

Artistic and cultural activations will be expanded in 2026, reinforcing an increasingly prominent trend in luxury tourism: transforming professional relationships into experiences that encompass culture, gastronomy, art and identity.

More space and greater presence of Brazilian destinations

The Luxury Space will also have a new location within the pavilion. In 2026, it will be positioned immediately opposite the area it occupied the previous year, in a larger space offering greater comfort for exhibitors, buyers and other participants.

Another priority for this edition will be expanding the presence of Brazil’s North, Northeast and Central-West regions. The strategy aims to give greater visibility to destinations and products from these regions within the high-end segment and, consequently, expand business opportunities with specialized buyers.

With 95% of its area already sold, new international experiences, specialized curation, technology applied to business meetings and an increasingly business-oriented proposition, the Luxury Space enters its 2026 edition reinforcing its position as a strategic environment for high-end tourism.

Text: Fernando Gusen | fernando@festurisgramado.com.br
Photo: Festuris/Divulgação

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