Together, the fairs received 31.765 thousand visitors at São Paulo Expo over four days
São Paulo, November 2024 – The 19th edition of Reatech marked a new chapter in the history of Latin America's largest inclusion, accessibility, and rehabilitation event, reinforced by the partnership with the Brazilian Paralympic Committee (CPB) in holding the 1st edition of the Expo Brasil Paralímpico. Together, the fairs brought together 31.765 thousand visitors at the São Paulo Expo, between November 20 and 23. With the participation of 100 exhibiting brands and sponsors Google, Oracle, Santander, F1rst Digital Services, Tools, Senac, Ortobom, and Loterias Caixa, the event highlighted its mission to promote inclusion and quality of life.
Maurício Macedo, CEO of Fiera Milano Brasil, highlighted the social importance of the event and the partnership with the CPB. “Reatech has the mission to transform lives, promote inclusion, and connect people to new opportunities. The union with CPB allowed us to expand the discussion on inclusion through parasports and the generation of business for the segment.”
“The Brazilian Paralympic Expo was a success. The fair was packed for all four days and, at many moments, the public was moved. I believe we were able to showcase the last two Paralympic cycles well, which were very victorious for Brazil. The impression was the best possible. We are very happy to have formed this partnership with Reatech, the largest accessibility and inclusion fair in Latin America,” stated Mizael Conrado, president of the CPB.
The results were also celebrated by Marcos Costa, State Secretary for the Rights of Persons with Disabilities of the State of São Paulo. “The fair was great for us, consolidating our partnership. It is a great opportunity to present the work of the Secretariat to people with disabilities. Research, museums, sports, the sign language course, employability, everything that is offered to this public. We are at Reatech every year and we will be in 2025.”
The presence of major brands at the event, such as Google, Mercedes-Benz, Honda, and Renault, stands out for the innovations presented for accessibility and inclusion.
“Google has more than 30 accessibility products and features, and to Reatech, we brought four main ones, in the vision, hearing, cognitive intellectual disability, and mobility categories. Our participation was very positive and the public was quite receptive to our content, says Bernardo Barlach, Relationship and Accessibility Partnerships manager for Google Brazil.
Mercedes-Benz's evaluation was also positive. “This is the third year we have participated in the event because we value its importance not only for the company, but also for the cause. Reatech is a great opportunity to reinforce our brand as a partner to people with disabilities and as a comfortable transportation solution for this audience,” states Jéssica Masana, Marketing analyst at Mercedes-Benz Cars & Vans Brazil. .
The next edition of Reatech will be held from November 6 to 8, 2025, at São Paulo Expo.
Living with athletes
The multi-sport court was bustling over the four days, promoting interactions between the public and paralympic athletes. Sports such as boccia, wheelchair basketball, football, and sitting volleyball attracted visitors of all ages. “We are happy to show the sporting potential of children and youth with disabilities, creating an environment of coexistence and mutual learning,” highlighted Sileno Santos, sports director of the Association for Disabled Sports (ADD).
Sabrina Custódia, a paracycling athlete, shared her experience. “It was at Reatech that I discovered adaptive sports and fell in love with paracycling. This event transforms lives.”
Congress brings together industry leaders
The event also offered industry professionals and the interested public a content schedule featuring current and relevant industry topics: the Reatech Congress on Inclusion and Accessibility in the Labor Market, the Pet Course – Animal-Assisted Therapy, the Workshop for Technical Improvement in Equine-Assisted Therapy, Reamed – Congress of Physical Medicine and Rehabilitation, and Tecfisio | TO – Seminar on Advanced Technologies in Physical Therapy and Occupational Therapy.
For two days, the Reatech Congress brought together experts and leaders to discuss accessibility, inclusion, and public policy. Anahí Guedes, an anthropologist and member of the Disability and Accessibility Committee of the Brazilian Anthropology Association (ABA), highlighted ableism as a system of oppression: “There is no human being who does not lose capacities throughout life.” Meanwhile, Marinalva Cruz, a diversity and inclusion analyst at Coca-Cola FEMSA, emphasized how subtle forms of ableism have a deeper impact: “Rights are denied daily without generating outrage in society.”
Another highlight was the lecture by Simone Coutinho, Diversity and Inclusion leader at Santander, on corporate accessibility: “We have transformed our training to include all people. Accessibility is an essential pillar for ESG success.” Initiatives such as the “Do Seu Jeito” program, which offers multidisciplinary support, and “Habilidade não tem limite” (Ability has no limit), focused on training, were presented as examples of actions that promote inclusion.
At the final plenary session, Cláudio Brandão, a justice of the Superior Labor Court, reinforced individual responsibility in combating ableism: “The society that excludes does so in the most common acts. Ableism begins in our internal struggle.”
“For Consolidar, it is important to participate in Reatech because we are able to bring agendas into the Congress regarding the inclusion, accessibility, and sense of belonging for people with disabilities. This is our second year curating the Congress, and we conducted extensive field research to select the companies. Reatech is an exhibition that puts people with disabilities front and center. We talk a lot about the role of inclusion in practice and we experience it on a daily basis. We will certainly be here in 2025, says Sandra Monay, Relationship Director at Consolidar.
Check out the review from some exhibitors
“It's our first time at Reatech and it's being a unique experience, better than all the fairs we've been to, because it's an event focused on accessibility. We are very happy with the result, seeing deaf people getting to know Libraria better, the deaf people here in São Paulo. We serve all of Brazil, we have a news portal in Libras, the only portal in the country, and we discovered that many deaf people still don't know about it, even though it's free. They came here and were very impressed that there are already more than 4,000 news stories posted. Our experience during these four days of the event was so positive that I spoke with my partner and, from now on, Libraria will be a regular fixture at Reatech.” Douglas Reis, founding partner and production director of Libraria – Acessibilidade em Libras
“Every year we participate in Reatech, and since the second edition we have always been bringing new things. The trade show helps give visibility to our company. We strive hard to be here every year, so as not to be forgotten.” Valdemir Borba, owner and designer of Electronic Land
“The booth had a lot of traffic, with great opportunities to close deals. It's our first time at the event, and we were truly able to confirm, through conversations and vehicle demonstrations, the importance and interest of this audience.” Oscar Moraes, Direct Sales Supervisor at Renault Faberge
“For a company with a 55-year history, having this closer connection to the Paralympic, accessibility, and rehabilitation world is important to show the public that we have comfort solutions to serve them. Ortobom has certainly ‘tied the knot’ with this event, and continuation is certain. The trade show will directly help develop new products for the next edition.” Gustavo Gomes Lima, Trade Marketing at Ortobom.
About Fiera Milano Brasil
Fiera Milano Brasil it is Brazilian subsidiary of Fiera Milano, one of the world's largest trade fair and congress players, which each year attracts approximately 30,000 exhibitors and more than five million visitors. In Brazil, there are ten fairs that represent the most diverse segments of the economy, such as security, clean and renewable energies, pipes 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, Tubotech, wire Brasil, Fruit Attraction São Paulo, in partnership with IFEMA Madrid, Reatech + Expo Brasil Paralímpico, in partnership with the Brazilian Paralympic Committee (CPB), Esquadria Show, in partnership with NürnbergMesse Brasil, TranspoQuip, and ExpoParking in partnership with BMComm. More information: www.fieramilanobrasil.com.br
Press Information:
2PRÓ Comunicação – Fiera Milano Brasil
Myrian Vallone | Teresa Silva – 11-99228-7836
e-mail: fieramilano@2pro.com.br
(11) 3030-9463 | 9404
