Marina Moretti Franco


Managing Director, Adventure Sports Fair (ASF)

Topic: Brazil, South America's giant goes outdoor 



Brazil is experiencing a unique moment in its history: the economic development of the last decade, based on the growth of the middle class, raised the country to be the sixth largest economy in the world and protected its economy from the current global crisis. In parallel, the government created a program to encourage domestic tourism, which has since grown at twenty percent per year, with an emphasis on adventure destinations, generating the need for outdoor equipment, clothing and footwear. In addition the country will host the Football World Cup in 2014 and the Olympics in 2016. Currently the Brazilian market for outdoor products is estimated to be worth just under half that of Argentina, whereas the population is five times bigger, so the potential for significant growth exists. Marina will bring her intimate knowledge of the market to explain to the audience the key Brazilian outdoor trends.


Marina studied business administration with an emphasis in marketing, first at the University of Western Kentucky (USA) and then graduated from Florida Golf Coast University (USA). From there she moved to Brazil to focus on developing new markets. For the last 8 years, she has been involved in the sports and outdoor industry market and adventure tourism, actively participating, not only as a researcher but also as a promoter to instigate the recent development of these markets, and as the managing director of the industry's largest outdoor sports trade show in South America, the Adventure Sports Fair. Marina recently collaborated with the research conducted in Brazil by Sporting Goods Intelligence (SGI) and ISPO, seeking to deepen international understanding of the Brazilian sports market.

Promotrade is, first and foremost, a business intelligence platform to develop new markets and to act as a consultant to numerous companies in the tourism and sports markets. The company was founded in 1986 in Sao Paulo, and it is the main organizer for the development of adventure tourism and the outdoor sports industry in Brazil. Operating across South America, Promotrade has organized, since 1999, the largest outdoor event in the Latin American market, the "Adventure Sports Fair". This is a consumer and business trade fair whose goal is to expand the consumer base of these markets. The fair brings together Brazil’s most prominent outdoor brands and organizations for four days in São Paulo. This year’s fair held in April drew 268 exhibitors and 54,000 members of the public, who eagerly lined up to try standup paddling, indoor climbing and a myriad of other activities. A dedicated business area welcomed 1,350 trade visitors, mostly outdoor distributors and retailers. “This is more than just a fair, it is an event that is meant to build up the outdoor community in Brazil,” explained Sergio Franco, who initiated the ASF.  
Promotrade also organizes the "Outdoor Business" trade show, the Sports Trade Show", focused on sports market and the "FITS - Inter-American Forum on Sustainable Tourism", in its ninth edition in 2013.

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