The business seminar market - Brazil

1.1 Market presentation

The corporate seminar market is a segment of the broader "MICE" sector, i.e. "Meetings, Incentives, Conferences & Exhibitions", which covers professional events for company employees. The corporate seminar segment is the majority in the MICE sector, so much so that it is sometimes confused with the sector as a whole.

A corporate seminar is an event organized by a company or institution which, more often than not, involves bringing participants together outside the professional environment for one or more days. Seminars can have a variety of objectives and take many forms, such as work, management, training, motivation or team-building seminars.

Before the Covid-19 crisis, the global MICE market was growing by 7% a year, dominated by Europe, but with stronger growth in Asia. Between 2022 and 2030, the global market is expected to grow at a CAGR of 6.6%.

The Brazilian business seminar market offers a variety of services, including employee training, leadership development events and corporate conferences. Before the COVID-19 pandemic, this market was constantly expanding, generating millions of reais a year. Companies from different sectors realize the importance of these seminars to improve knowledge, strengthen teams and promote innovation.

The Covid-19 crisis had a major impact on the sector in 2020, as well as on the events industry as a whole. Participants have had to react by digitizing and innovating, and trying to diversify. However, this situation has accelerated the adoption of online seminars and training, creating opportunities for educational technology companies.

At the same time, there is a growing demand for personalized seminars and training tailored to the specific needs of companies. Brazilian organizations are looking for partners who can offer exclusive development programs in line with their business objectives.