Universal Woos Brazil’s Travel Agents in São Paulo and Rio to Sell Epic Universe

Entertainment

Universal is making another play for Brazil’s holidaymakers, bringing its Universal and U training event to São Paulo and Rio de Janeiro next month. For anyone who follows the travel trade, it is a clear signal of how much the Orlando parks lean on Brazilian visitors — and how hard they work to win them.

What “Universal and U” actually is

“Universal and U” is the training event that Universal Destinations & Experiences runs for travel agents each year. It gathers hundreds of them to learn the details of the company’s parks and how to sell them.

This year it lands in Brazil on two consecutive days: São Paulo on 12 August and Rio de Janeiro on 13 August. The announcement came through Universal’s official Partners Brasil channel, with more details promised soon.

The format is familiar to the trade. Agents attend sessions and receive updates on the parks and attractions, so they can pitch them accurately to clients.

Epic Universe takes centre stage

The star of the training is Epic Universe, Universal’s newest Orlando park. Last year’s São Paulo edition, which drew close to a thousand agents, leaned heavily on it.

For Universal, teaching agents to sell a brand-new park is the whole point. The more fluently an agent can describe Epic Universe, the more likely a Brazilian family is to add it to an Orlando trip.

The event is, in effect, a sales-force briefing for the people who shape where Brazilians spend their holiday budgets.

Why Brazil matters to Orlando

Brazilians have long been among Orlando’s most important international visitors, prized for how much they spend on parks, shopping and hotels. That makes the country a market Universal cannot afford to neglect.

Reaching travellers through agents still works in Brazil, where many families book big overseas trips with a trusted agency. Training those agents is a direct line to the customer.

By running the event in both São Paulo and Rio, Universal covers the two cities that generate the bulk of that outbound demand.

What to watch next

Universal has said more information will follow, including the finer points of the São Paulo and Rio sessions. Agents who attended last year will expect fresh material on Epic Universe and the wider resort.

For the broader travel market, the roadshow is a useful barometer. A strong turnout would confirm that Brazilian appetite for Orlando holds firm despite a weaker real and higher travel costs.

Frequently Asked Questions

What is “Universal and U”?

It is Universal Destinations & Experiences’ annual training event for travel agents, where they learn about the company’s parks and how to sell them to clients.

When and where does it take place in Brazil?

In São Paulo on 12 August 2026 and in Rio de Janeiro the following day, 13 August 2026.

Why does Universal focus on Brazilian travel agents?

Brazil is one of Orlando’s biggest source markets, and many Brazilians still book overseas trips through agencies. Training agents helps Universal sell its parks, especially the new Epic Universe.

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