MICE LAB 2026 connects event sector to new trends in business tourism

MICE LAB 2026 brought together professionals, entrepreneurs and representatives of the event and business tourism sector at the Opera de Arame, in Curitiba, for a programming focused on the main market transformations. Promoted by the Curitiba Convention, with the sponsorship of the Jaime Lerner Park, the meeting highlighted trends that already impact the organization of events and the experience of visitors.

During the programming, experts addressed topics related to corporate events, scientific congresses, entertainment, technology, innovation, ESG, sustainability and new trends in the event industry.

The president of the Curitiba Convention, Gislaine Queiroz, stressed that the segment is experiencing a period of accelerated change, especially in the face of the advancement of technologies and new public expectations.

“We are living in a time of great transformations, driven by new technologies that are changing the way we produce and hold events and by an increasingly demanding public,” he said.

According to Gislaine, the MICE LAB was also designed as an environment for business generation, learning and relationships between companies and professionals.

“The talk ends, but the connections remain. And this is the reflection of the Curitiba Convention, an entity that belongs to its members, companies and professionals who believe in the strength of destiny and the importance of an increasingly connected and prepared sector for the future.”

Curitiba strengthens its position in business tourism

Host of the meeting, the superintendent of the Jaime Lerner Park, Gabriela Leão, highlighted the advance of Curitiba as a tourist destination and headquarters of major events.

According to her, the Paraná capital has been consolidating itself on three fronts: as a destination for major shows, as a tourist city with intense cultural programming and as a smart city prepared to host corporate events.

For Gabriela, the integration of these factors can be summarized in the search for a complete visitor experience.

“The quest is to offer the visitor an integrated journey, so that he lives in Curitiba, enjoys the city and wants to return,” he said.

The coordinator of the Business Chamber of Tourism of Fecomércio PR, Giovani Bagatini, also highlighted the economic impact of tourism activity. As presented during the event, tourism has a direct connection with 571 economic activities, moving different segments.

Bagatini also highlighted the performance of the Curitiba Convention in consolidating the city as a competitive destination for the event and business market.

Integration between public power and trade

Representing the Municipal Institute of Tourism (IMT), the coordinator of the School of Tourism, Greece Corrêa, highlighted the partnership between the institutions linked to the sector and the need for permanent qualification of the services offered to visitors.

She stressed that Curitiba is already preparing for periods of greater tourist movement, such as Christmas programming, and that the qualification of the service is fundamental to strengthen the image of the city.

The councilor Indiara Barbosa defended the debate of measures that can facilitate the realization of events and stimulate new investments.

Among the examples cited is the reduction of the Tax on Services (ISS), considered an initiative capable of improving the business environment and contributing to the growth of the sector.

The Metropolitan Area is also highlighted

The Superintendent of the Municipal Secretariat Extraordinary for the Development of the Metropolitan Region of Curitiba (SMEDRMC), Marcio Barros, drew attention to the joint potential of Curitiba and the neighboring municipalities.

According to him, Curitiba and its Metropolitan Region bring together 28 municipalities and form one of the largest metropolitan regions in Brazil, which expands the possibilities for the development of events, tourism and business.

The president of Centro Histórico of Curitiba (RECH), Maria Lopes Bonamigo, stressed that the union of tourism trade is essential for the strengthening of the sector.

“Tourism is strengthened when all trade goes together, adding efforts, experiences and skills around a common goal,” he said.

Panels address innovation, knowledge and sustainability

The programming of MICE LAB 2026 featured different thematic panels.

In the panel “Corporate Events: Moving Business”, Mariana Martins, from OmniChat, and Camila Tremea, from HORSCH do Brasil, participated.

The debate “Knowledge that Mobilizes” brought together Paula de Moura, specialist and master in Dental Radiology and Oral Biopathology, and Valderílio Feijó, president of the Brazilian Society of Rheumatology.

In “Beyond the Stage”, participated Luiz Gabriel, Marketing Director of Sevenplace/Greenvalley, and Patrick Cornelsen, CEO of Planeta Brasil.

The panel “Innovation in Events: Technology that Connects” was attended by Rafael Campos, Commercial Director and Head of Innovation and Marketing of Sete Tecnologia, and Fabio Kontopp, Head of Technology of Entende.ai.

The theme of sustainability was addressed in “ESG in Events: Impact in Practice”, with Tatiana Pacheco, COO of ESG Pulse.

Support for MICE LAB 2026

The meeting was supported by the City of Curitiba, Curitiba Turismo, School of Tourism, Jaime Lerner Park, Azul Linhas Aéreas, Amecaritur Turismo, Brasgips Construções Corporativas, CM3 Brindes, F9 Comunicação Visual, ESG Pulse, Gnade Eventos, Giga Soluções Audiovisuais, Identificare, Ikas Malas, KWK Agência de Cei

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