The city of Rio de Janeiro is hosting an international event focused on tourism, business, and innovation from March 12 to 14, 2026. The inaugural TurisMall event is taking place at various locations, including the Museum of Tomorrow, the Museum of Art of Rio, Casa Firjan, the Rio de Janeiro Commercial Association, and the Copacabana Palace. This gathering aims to bring together public sector representatives, tourism industry executives, investors, and experts to discuss tourism’s role as an economic development driver. The organizers anticipate over five thousand participants, with approximately 1,800 tourism agents attending daily.
The Museum of Tomorrow, located in the Port Region, serves as the central hub for the event, hosting a fair with around 20 exhibitors, including tourist destinations and sector companies. States and cities such as Mato Grosso do Sul, São Paulo, Foz do Iguaçu, Niterói, and Petrópolis are participating to showcase projects and attract business opportunities. In addition to the exhibition area, the venue will feature panels and discussions with international tourism executives, including Terry Dale, Ray Bloom, and Simon Mayle.
TurisMall’s program includes various thematic forums across the city. The Museum of Tomorrow also hosts OpenTurisTech, focusing on digital transformation in tourism, covering topics like artificial intelligence, data protection, virtual tourism, and technological solutions for enhancing visitor experiences. The Museum of Art of Rio is the site for the Audiovisual and Tourism Forum, exploring how film, television, and streaming productions can turn locations into tourist attractions. Casa Firjan will focus on Brazil-China relations, discussing investment opportunities and increasing tourist flows between the two countries. Additionally, the Rio de Janeiro Commercial Association will host discussions on international cooperation and the “blue economy,” related to maritime and port activities.
Among the side events, the Copacabana Palace will host a meeting organized by the Business Leaders Group, bringing together about 80 female leaders from tourism, public management, and business sectors. One of the keynote speakers, Patrícia Hespanha, Executive Director of the FIFA Women’s World Cup 2027, will discuss the tournament’s impact on Brazil’s international profile.
Alongside industry-focused activities, a public culinary festival will take place around the Museum of Tomorrow throughout the event. The final day will feature training sessions for tourism agents and operators, emphasizing professional development and experience exchange between companies and tourist destinations. The event aims to position Rio de Janeiro as a hub for international tourism industry gatherings and to boost investment attraction in the sector.
