Tubotech and Wire Brasil reinforce their strategic role in national reindustrialization
Debates on automation, energy efficiency, and sustainable materials bring leaders closer and drive the industry
As Brazil seeks to accelerate its reindustrialization and expand competitiveness in the global market, technological innovation and transition to more sustainable processes take center stage. In this context, the recent increase in U.S. trade tariffs on steel, aluminum, and other manufactured products raises a red flag for Brazilian companies to rethink their commercial strategies, open new markets, and reduce dependence on international supply chains.
Tubotech and Wire Brasil, which take place simultaneously from October 29 to 31, at São Paulo Expo, emerge as key venues to understand the moment, exchange information with specialists, and map the trends that are shaping the future of the industry.
Trade shows grow in 2025 and expand opportunities
With more than 180 confirmed companies — 60 Brazilian and 120 international — the 2025 edition is 43% larger in number of exhibitors, expanding opportunities for business generation, networking, and concrete results.
More than showcases for new releases, the events serve as convergence points for trends that are redefining the industry, from digitalization to energy efficiency, including the adoption of lighter, recyclable materials with higher conductive capacity.
“The performance of the last edition showed that the market is strong and open to innovation. By bringing the entire production chain together in a single space, we are able to generate connections that respond directly to the industry's challenges and opportunities, which today is going through a decisive phase of modernization and sustainability”, says Maurício Macedo, CEO of Fiera Milano Brasil, responsible for organizing the trade shows.
Strategic sectors in transformation
Brazil's reindustrialization is also directly linked to the incorporation of new technologies and to the energy transition. According to the National Confederation of Industry (CNI), infrastructure investments are expected to grow 4.2% in 2025, reaching BRL 277.9 billion — equivalent to 2.21% of GDP.
Although below the level considered ideal (around 4% of GDP), this advance drives sectors such as energy, gas, sanitation, and urban mobility. The pipes and fittings segment follows this trend with the expansion of gas, water, and sewage networks, in addition to the resumption of strategic projects in the oil and energy industry. The electrical wire and cable sector is moving toward large-scale electrification and the adoption of automated systems, directly connecting industry and smart cities.
“The expansion of power transmission networks and the integration of solutions focused on urban mobility are at the heart of this transformation. At the same time, demand is growing for lighter, recyclable materials capable of conducting a greater electrical load, a trend that drives innovation and guides the development of new solutions for the industry”, explains Macedo.
Business rounds with major buyers
In addition to the exhibition, one of the main new features of the 2025 edition is the Business Round, which already has 65 exhibiting companies interested in presenting their solutions directly to highly qualified buyers. To date, 30 companies with a buyer profile have confirmed interest in taking part in the initiative, among them heavyweight names such as Petrobras, Braskem, Tenaris, Bunge, Gerdau, Vale, ArcelorMittal, Vallourec, Usiminas, Odebrecht/Tenenge, CSN, Intelbras, Eurofarma, Eletrobras, EDP Brasil and Equinor.
The estimate is that 160 business meetings will be held over the three days of the event, promoting strategic connections between buyers and suppliers. “The trade show is more than a business space — it is where the market moves, where companies listen to each other, test ideas, seek paths in the face of new scenarios, and reposition themselves for the future. For more than 10 years, the shows have been connecting decision-makers with those who transform the market. The experience of those who lead the sector is what guarantees your next deal”, explains Augusto Andrade, Director of Portfolio & International Sales at Fiera Milano Brasil.
The Round is part of a broad strategy for business generation and relationship-building, which also includes the Top Buyers Campaign. Among the differentiators are exclusive benefits for top buyers, such as free parking, priority registration, and special access to the show's networking areas. “Many of these large companies have already completed their pre-registration, which shows the high business potential of this edition”, the executive adds.
International reach reinforced in 2025
“Tubotech and Wire Brasil bring the whole world together in one place. We feature brands from major industrial powers and emerging economies that come to Brazil to create opportunities and accelerate business. We have practically quadrupled the number of international players in 2025 — and that says a lot about the relevance and international reach of the events”, highlights Augusto Andrade.
“While many trade shows still promise results, Tubotech and Wire Brasil already deliver real connections and concrete opportunities. Those who are not present may lose ground in markets that are moving quickly”, concludes the director.
About Fiera Milano Brasil
Fiera Milano Brasil is the Brazilian subsidiary of Fiera Milano, one of the largest international groups in the organization of trade shows and congresses, headquartered in Italy with a global presence, responsible for bringing together around 30 thousand exhibitors and more than five million visitors annually at its events. With international expertise and deep knowledge of the local market, Fiera Milano Brasil offers strategic platforms for business generation, qualified networking, and trend launching, connecting brands, professionals, and solutions in innovative, highly professional environments. It holds, in total, ten trade shows that cover various sectors of the economy, such as security, clean and renewable energies, tubes and fittings, cables, occupational health, rehabilitation technologies, inclusion and accessibility, among others. Among the main brands in the portfolio are Exposec, Fisp, Fire Show, Ecoenergy Congress, Fruit Attraction São Paulo — in partnership with IFEMA Madrid —, Reatech + Expo Brasil Paralímpuco, in partnership with the Brazilian Paralympic Committee, Tubotech, Wire Brasil, and E-squadria Show — the latter held in partnership with NürnbergMesse Brasil.
Source: Fiera Milano Brasil
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