Brazil will be the partner country of Hannover Messe 2026

Brazil will be the partner country of Hannover Messe 2026. The announcement was made by Jorge Viana, president of the Brazilian Trade and Investment Promotion Agency (Apex), and Jochen Köckler, chairman of the board of directors of Deutsche Messe AG, during the signing of a memorandum of understanding today in Wolfsburg.

The choice of Brazil as a partner country highlights the country's focus on driving industrial transformation towards a sustainable economy, in addition to strengthening its position as a key player in the renewable energy and sustainable technologies sector.

Brazil, the largest economy in Latin America, has around 216 million inhabitants, vast agricultural, raw material and energy resources, and a diversified industrial sector. These factors position the country as one of the world's leading economic powers. In addition to being an important trading partner, Brazil is also a major production hub for German companies, as highlighted by the German government's economic promotion agency, Germany Trade & Invest.

For Jorge Viana, Brazil’s participation as a partner country in Hannover Messe 2026 represents a strategic opportunity. “Participating in the fair will allow us to establish connections between Brazilian companies and the main players in the industrial sector, highlight our competitive potential and attract investments that will drive sustainable progress and digitalization of our industrial sector,” he said.

Deutsche Messe AG President Jochen Köckler highlighted Brazil’s importance on the global stage. He highlighted that the country plays a central role in renewable technologies and digitalization, in addition to its geopolitical relevance. “The partnership with Brazil is of immense strategic importance, especially in view of the changes in the global economy,” he said, reinforcing Brazil’s fundamental role for Europe and Germany in building a sustainable industrial environment.

Brazil's ambassador to Germany, Roberto Jaguaribe, also celebrated the partnership, emphasizing that Hannover Messe 2026 will be a showcase for Brazil's competitive renewable energies. According to him, these energies will accelerate sustainable industrial transformation and the transition to a low-carbon economy, highlighting the country's technological capabilities.

Germany is Brazil’s main economic partner in Europe. More than 1.500 German companies operate in Brazil, contributing around 10% of Brazil’s industrial GDP and generating 250 jobs. In the face of a changing geopolitical scenario, Brazil plays a strategic role for Germany, particularly in the areas of climate protection, skilled labor supply and supply chains. The revitalization of Brazil’s industrial sector is one of the country’s focuses, making it an attractive market for solutions and products that will be showcased at Hannover Messe.