In addition to being home to countless tourist attractions thanks to its culture and stunning natural landscapes, Mato Grosso do Sul has been standing out as a prime destination for MICE tourism events.
From small strategic meetings to large corporate conventions, MICE — an acronym for Meetings, Incentives, Conferences, and Exhibitions — is widely recognized in Brazil as business tourism. The sector continues to attract professionals and enthusiasts alike, helping to drive both the national economy and tourism development.
With several Brazilian states serving as hosts for these events — including Mato Grosso do Sul — the region benefits from a strategic location in the country’s Midwest, a solid hotel infrastructure, and a growing calendar of fairs and congresses. Together, these factors have been helping the state establish itself as a versatile destination that combines business, culture, and nature.
According to data from Fundação de Turismo de Mato Grosso do Sul (Fundtur-MS), the tourism sector generated approximately R$361 million for the state’s economy in 2023 — a figure largely driven by corporate events, agricultural fairs, and academic congresses.
Meetings: The Growth of Corporate Gatherings
The state capital, Campo Grande, has become a frequent stage for business meetings, sectoral events, and workshops. The Rubens Gil de Camillo Convention Center, located in Parque dos Poderes, stands out as the main venue for such events, offering modern and accessible facilities for hundreds of participants.
The state capital, Campo Grande, has become a frequent stage for business meetings, sectoral events, and workshops. The Rubens Gil de Camillo Convention Center, located in Parque dos Poderes, stands out as the main venue for such events, offering modern and accessible facilities for hundreds of participants.
In an interview with RCN Notícias, Ana Flávia de Morais Arrais, a specialist at Sebrae/MS, highlighted that while the region is already known for business tourism, the goal is to encourage visitors to extend their stay and explore the region’s unique attractions.
Mato Grosso do Sul offers tranquility, good logistics, and a growing hotel network. Properties like Deville Prime and Novotel Campo Grande have heavily invested in corporate spaces, meeting rooms, and audiovisual equipment to cater to the increasing demand from both local and out-of-state companies.
Incentives: Nature as a Reward
Known for its ecotourism, Mato Grosso do Sul has taken incentive travel to a new level. National and multinational companies have been choosing destinations such as Bonito and the Pantanal to reward top-performing employees and partners.
These trips combine professional recognition with immersive experiences in nature — including floating down crystal-clear rivers, nature trails, and sustainable tourism practices.
According to Sebrae-MS, incentive tourism has been growing alongside rural and community-based tourism, driving small businesses and promoting local development.
Conferences: Events That Drive the Economy
Conferences and conventions play a key role in strengthening the business tourism sector in the state. Events such as the State Forum on Event Tourism, the Zootecnia Congress, and technical meetings hosted by Embrapa Gado de Corte attract professionals from all over Brazil.
Beyond filling hotels, restaurants, and local transportation services, scientific events organized by institutions like UFMS and UCDB have also helped position the state as a center of knowledge and innovation.
Exhibitions: Fairs That Promote Business and Culture
Fairs and exhibitions are among the most visible pillars of MICE in Mato Grosso do Sul. Events like the International Meat Festival, Sebrae-MS Entrepreneur Fair, and the traditional Expogrande combine business, culture, and investment opportunities.
These fairs attract exhibitors from across the country and reinforce the state’s image as a growing economic hub. In addition to generating millions in revenue, they promote regional gastronomy, rural tourism, and local entrepreneurship — broadening the destination’s appeal.
According to Sebrae, Ruraltur MS is a great example of an event that embodies the MICE spirit in Mato Grosso do Sul — bringing together producers, artisans, and rural tourism entrepreneurs to create connections and showcase the potential of the state’s countryside.
The growth of MICE tourism demonstrates that Mato Grosso do Sul is capable of going beyond traditional ecotourism. Through corporate meetings, incentive trips, congresses, and fairs, the state is solidifying a tourism model that blends business, sustainability, and quality of life — a true calling card for the region’s economic future.
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Text by Ana Carolina Lack de Souza.
