BiS SiGMA South America Boosts Business Tourism in São Paulo

Brazil.- February 25, 2026 www.zonadeazar.com São Paulo is expected to welcome 18,500 participants in 2026 for BiS SiGMA South America, established as the largest iGaming and betting event in Latin America. Beyond bringing together executives and industry leaders, the event serves as a significant driver of business tourism.

The presence of a predominantly executive audience has a direct impact on the hospitality sector, with strong demand for corporate-standard and premium-category hotels. At a time of year when business travel typically slows, the event — taking place from 6 to 9 April — helps offset the usual post-Easter downturn, increasing occupancy rates and stimulating the hospitality industry.

In addition to hotels, São Paulo’s gastronomy sector also benefits from the influx of visitors. Recognized as the largest gastronomic hub in Latin America, the city offers international culinary diversity, award-winning restaurants, and corporate rooftops that become the setting for strategic dinners, business meetings, and side activations linked to the event. The official agenda often extends to premium experiences that combine networking with high-end hospitality.

For Flávio Figueiredo, Managing Director of the event, the impact extends well beyond the number of attendees. “Events of this magnitude activate a broad economic chain. We are talking about hotels, gastronomy, executive transport, infrastructure suppliers, production companies, and temporary staff. It is a multiplier effect that benefits multiple segments of the local economy,” he says.

Alessandro Valente, Chairman of BiS SiGMA South America, notes that the sector’s growth in Latin America goes hand in hand with São Paulo’s consolidation as the region’s main hub. “BiS SiGMA South America reflects the maturity of the market and reinforces the city’s strategic position as a meeting point for the industry. São Paulo combines infrastructure, air connectivity, and a business ecosystem capable of supporting global events,” he explains.

As Latin America’s largest metropolis, São Paulo offers an extensive national and international air network, a diversified hotel portfolio, structured urban mobility, and a strong corporate environment — factors that sustain its leadership in business tourism. The event further strengthens the city’s growing association with the gaming and betting sector, consolidating its role as the Latin American capital for strategic industry gatherings.

The indirect impact extends across multiple fronts, including event services, assembly and technology providers, executive transportation, the creative economy, and temporary professionals hired to meet increased demand.

This dynamic boosts revenue, generates jobs, and strengthens the local production chain.

“BiS SiGMA, the largest gaming event in Latin America, goes beyond a sector gathering and has established itself as a key driver of business tourism in São Paulo. The presence of professionals, investors, and international delegations directly impacts the hotel sector, gastronomy, mobility, and the entire service chain, while also promoting responsible debate on gaming regulation in Brazil. For ABRAJET-SP, events of this scale reinforce the city’s vocation as one of the continent’s leading hubs for events and business,” celebrates Miriam Petrone, President of ABRAJET-SP (Brazilian Association of Tourism Journalists of São Paulo).

More than an industry event, BiS SiGMA South America acts as a catalyst for business tourism and as one of the forces strengthening São Paulo’s position as Latin America’s leading corporate destination.

BiS SiGMA South America will take place from 6 to 9 April at the Transamerica Expo Centre. More information about the programme and registration is available on the official website: www.bis-sigma.com.

About BiS SiGMA South America

BiS SiGMA South America is part of the global portfolio of events organized by the SiGMA Group, one of the leading international platforms dedicated to the gaming, betting, and technology industry, with editions held in multiple regions worldwide.

Held annually in São Paulo, BiS SiGMA South America has established itself as the largest and most traditional business event in the iGaming and betting sector in Latin America, bringing together operators, technology providers, platforms, investors, government representatives, and specialized media in an environment focused on business generation, knowledge exchange, and market development.

For the 2026 edition, the event expects to welcome 18,500 participants, feature more than 400 exhibitors and sponsors, and host a content programme with over 250 speakers — reinforcing its scale, international relevance, and São Paulo’s role as the region’s primary business hub for the sector.

In addition to the exhibition floor, BiS SiGMA South America offers a comprehensive programme of conferences, panels, workshops, and awards, addressing topics such as innovation, operations, market trends, and industry best practices, actively contributing to the evolution and professionalization of the ecosystem.