Florianópolis hosts HTBR Summit & Expo, bringing experts together to discuss health tourism and position Brazil internationally.
Pioneering event in health tourism
On November 13 and 14, Florianópolis hosted the first edition of the Brazil International Health Tourism Summit & Expo (HTBR Summit & Expo), the country’s first congress dedicated to health and wellness tourism. The event took place at Passeio Sapiens and gathered national and international speakers to discuss trends, innovation, and regulatory challenges.
Opening with global leaders
Jonathan Edelheit, CEO of the Medical Tourism Association, highlighted Brazil’s potential in medical tourism, noting Florianópolis as a safe and welcoming destination. Bill Cook, COO of Global Healthcare Accreditation, emphasized Brazil’s clinical excellence and the need to integrate public, private, and hospital sectors.
National lectures and practical perspectives
Roberto Bornhausen discussed competitiveness and taxation in health services, while Alessandra Andrade presented a study on health tourism in São Paulo. Dr. Ingrid Lückman highlighted Brazil’s potential in plastic surgery, stressing the importance of infrastructure and professionalization.
Integration and legacy for the sector
According to event founder Larissa Bittencourt, the summit inaugurates a new phase for Brazil’s health tourism, focusing on community, sector integration, and building a safe and sustainable ecosystem.
Expo open to the public
The Expo, open for both days, showcased solutions and services for health and wellness tourism, with participation from companies including Lumma Construtora, São Paulo Negócios, Sebrae, Fleury Medicina e Saúde, Bewiki, Zanol Clinic, Uro Point, ABTM, and others.
