Debates on automation, energy efficiency, and sustainable materials bring leaders closer together and drive the industry
As Brazil seeks to accelerate its reindustrialization and expand its competitiveness in the global market, technological innovation and the transition to more sustainable processes are taking center stage. In this context, the recent increase in US trade tariffs on steel, aluminum, and other manufactured goods—the so-called “tariff spike”—serves as a warning for Brazilian companies to rethink their commercial strategies, open up new markets, and reduce their dependence on international chains. A Tubotech and Wire Brasil, which take place simultaneously from October 29 to 31 at São Paulo Expo, emerge as essential spaces for understanding the current moment, exchanging information with experts, and mapping the trends that are shaping the future of the industry.
Trade shows grow in 2025 and expand opportunities
With over 180 confirmed companies — 60 Brazilian and 120 international — the 2025 edition is
More than just showcases for new products, events function as convergence points for trends that are redefining the industry, from digitalization and energy efficiency to the adoption of lighter, recyclable materials with higher conductive capacity.
“The performance of the latest edition showed that the market is booming and open to innovations. By bringing together the entire production chain in a single space, we were able to generate connections that directly address the industry's challenges and opportunities, which is currently undergoing a decisive phase of modernization and sustainability, says Maurício Macedo, CEO of Fiera Milano Brasil, the company responsible for organizing the trade shows.
Strategic sectors undergoing transformation
Brazil’s reindustrialization is also directly linked to the adoption of new technologies and the energy transition. According to the National Confederation of Industry (CNI), infrastructure investments are expected to grow by 4.2% in 2025, reaching R$ 277.9 billion—equivalent to 2.21% of GDP.
Although below the level considered ideal (about 4% of GDP), this growth is driving sectors such as energy, gas, sanitation, and urban mobility. The pipes and fittings segment is following this trend with the expansion of gas, water, and sewer networks, as well as the resumption of strategic projects in the oil and energy industry. Meanwhile, the electrical wires and cables sector is moving toward large-scale electrification and the adoption of automated systems, directly connecting industry and smart cities.
“The advancement of power transmission grids and the integration of solutions focused on urban mobility are at the center of this transformation. At the same time, there is a growing demand for lighter, recyclable materials capable of carrying a higher electrical load, a trend that drives innovation and guides the development of new solutions for the industry,” Macedo explains.
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 their interest in participating in the initiative, including heavyweights 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 fair is more than a business space—it is where the market moves, where companies listen to one another, test ideas, seek paths in the face of new scenarios, and reposition themselves for the future. For over 10 years, trade fairs have been connecting decision-makers with those who transform the market. The experience of those who lead the sector is what guarantees your next business deal,” explains Augusto Andrade, Portfolio & International Sales Director at Fiera Milano Brasil.
The Round is part of a broad business generation and relationship strategy, which also includes the Top Buyers Campaign. Among the differentials are exclusive benefits for key buyers, such as free parking, priority accreditation, and special access to the fair's networking areas. “Many of these large companies have already pre-accredited, which shows the high business potential of this edition,” the executive reinforces.
Enhanced international reach in 2025
“Tubotech and Wire Brasil bring the entire world together in one place. We feature brands from major industrial powers and emerging economies that come to Brazil to generate opportunities and accelerate business. We have practically quadrupled the number of international players in 2025—and that speaks volumes 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. Anyone who is not present may lose ground in markets that are moving quickly, the director concludes.
Tubotech Registration: https://easyexpo.com.br/v3/fmilano/25/vistubotech
Wire Brasil Accreditation: https://easyexpo.com.br/v3/fmilano/25/viswire
Service:
Tubotech – International Fair for Tubes, Valves, Pumps, Fittings and Components
Wire Brazil – International Wire and Cable Fair
Data: from October 29 to 31, 2025
Time: from 10 AM to 7 PM
Local São Paulo Expo Exhibition & Convention Center – São Paulo, SP
Official websites: www.wirebrasil.com.br e www.tubotech.com.br
About Fiera Milano Brasil
Fiera Milano Brasil is the Brazilian subsidiary of Fiera Milano, one of the largest international trade fair and congress organizing groups, headquartered in Italy with a global presence, responsible for bringing together annually around 30,000 exhibitors and more than five million visitors 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 the launch of trends, connecting brands, professionals, and solutions in innovative and highly professional environments. It holds a total of ten trade fairs covering various sectors of the economy, such as security, clean and renewable energy, pipes and fittings, cables, occupational health, rehabilitation technologies, inclusion, and accessibility, among others. Among the main brands in its portfolio are Exposec, Fisp, Fire Show, Congresso Ecoenergy, Fruit Attraction São Paulo — in partnership with IFEMA Madrid —, Reatech + Expo Brasil Paralímpico, in partnership with the Brazilian Paralympic Committee, Tubotech, Wire Brasil, and E-squadria Show — the latter held in partnership with NürnbergMesse Brasil.
More information: www.fieramilanobrasil.com.br
