Rio has become a global capital of culture, entertainment and major events – a city that welcomes the world. With the creation of the Todo Mundo no Rio calendar, featuring milestones like Madonna’s 2024 Copacabana concert and Lady Gaga’s 2025 performance, RIOgaleão positioned itself as part of this vibrant movement. We developed a marketing and passenger experience strategy so that each event begins at the airport – transforming it into the traveler’s first emotional encounter with the city, its rhythm and its celebrations.

• How to transform airports into cultural gateways that reflect their cities' identities
• Strategies to link marketing and passenger experience through major local events
• How to turn city events into commercial opportunities through airport retail and advertising
• Insights on creating emotional journeys that start before travelers reach their destinations