Report: The 15th International Congress of Travel Journalism generated an extraordinary impact in Caxias do Sul

The World Travel Journalism Organization(WTJO) published the official report on the media, economic, and tourism impact of the 15th International Congress of Travel Journalism, held in the city of Caxias do Sul, Brazil, from November 2 to 7, 2025. The results position the event as one of the highest-impact initiatives in the organization’s history.  

According to the document, the total impact index reached 50,699,300 points, placing the event in the extraordinary impact category, in accordance with the methodological scale defined by the WTJO.  

The report explains that this figure summarizes the combined impact generated at the destination through international and national media coverage, advertising value equivalent (AVE), and concrete or estimated tourism outcomes derived from the congress.

The formula applied for the calculation was:

Number of publications × total reach + AVE (USD) + tourism impact

Based on this methodology, the impact is broken down as follows:

• 1,140 total publications

• 44,345 estimated potential reach

• USD 114,000 in advertising value equivalent

• USD 32,000 in tourism impact

reaching a final result of 50,699,300.

Regarding media coverage, the report highlights:

• 122 international publications in media outlets

• 32 national publications

• 986 social media posts

for a total of 1,140 pieces of content published.

In addition, 43,205 interactions were recorded, including likes, comments, and shares, allowing for an estimated total potential reach of 44,345 people.

The WTJO emphasized that these results reflect not only the visibility achieved by the congress, but also its direct contribution to the tourism positioning of Caxias do Sul, consolidating the event as a strategic international promotion platform for host destinations.

The full report is available for public consultation and serves as a reference tool to measure the real impact of travel journalism events in the territories that host them.

VIEW IMPACT REPORT