Mercado SP takes the iconic Mercadão and Kinjo Yamato to ITB Berlin and BTL Lisbon 2026, putting São Paulo on the global tourism map.
Mercado SP, the concessionaire that manages São Paulo’s most beloved public markets, is expanding its partnership with the São Paulo Municipal Tourism Secretariat (SMTUR). The company will represent the Mercado Municipal Paulistano and the Mercado Kinjo Yamato at two of the world’s leading travel trade fairs in 2026 — BTL Lisbon and ITB Berlin — positioning São Paulo as a global destination for gastronomy, culture, and tourism.
Road Show trains tourism professionals on-site
Before heading to Europe, Mercado SP hosted a Road Show on February 19 at the Mercadão itself. Tour operators and local guides gathered to deepen their knowledge of the markets’ history and highlights, as well as to receive updated information on São Paulo’s top tourist attractions. The session is part of a broader effort to upskill professionals and boost the city’s promotion among both domestic and international visitors.
BTL Lisbon: a gateway to Europe and Portuguese-speaking markets
BTL 2026 runs from February 25 to March 1 at the FIL – Lisbon International Fair in Portugal. Widely regarded as the country’s largest tourism event, BTL is a strategic platform for promoting destinations across Europe and Portuguese-speaking countries. This marks the second consecutive year Mercado SP participates in the fair.
ITB Berlin: the world’s top B2B travel trade show
Right after Lisbon, ITB Berlin 2026 takes place from March 3 to 5 at the Berlin ExpoCenter City (Messe Berlin). With more than 180 countries represented, ITB Berlin is widely recognized as the world’s leading B2B travel trade fair, bringing together decision-makers, international buyers, airlines, hotel chains, tour operators, and specialized media. Mercado SP’s presence reinforces the city’s municipal markets as world-class cultural and tourism assets.
Food, culture, and history as São Paulo’s calling card
At both fairs, the Mercadão and Kinjo Yamato will be showcased as vibrant spaces that blend gastronomy, culture, history, diversity, and authentic experiences. The goal is to strengthen São Paulo’s international image and draw new visitors and business opportunities to the city.
“Our presence for the third consecutive year at the Lisbon and Berlin fairs demonstrates the consolidation of our internationalization strategy, focused on promoting the municipal markets as tourist and cultural assets, expanding relationships with international operators, and strengthening the São Paulo brand in the global tourism circuit. With this participation, Mercado SP reaffirms its commitment to the development of tourism, the creative economy, and the appreciation of the city’s historical and cultural heritage, broadening dialogue with the international market and contributing to the attraction of visitors and opportunities for São Paulo.” — Aldo Bonametti, CEO of Mercado SP
Photo: Divulgação
