PADI’s latest Dive Festival in Brazil has provided a recent example of how industry events can bring established dive businesses together while introducing new audiences to the underwater world.
Held in São Paulo on 28–29 August 2026, the two-day event combined professional engagement with a public programme of introductory diving experiences, equipment displays, presentations and opportunities to meet members of the local dive community.
The festival forms part of PADI’s wider programme of international events during its 60th anniversary year, with the organisation positioning in-person gatherings as a way to support its members and encourage participation in diving.
A First Experience Underwater
The public day took place on Saturday, 29 August, at Centro Universitário Senac – Santo Amaro. According to PADI, eight Discover Scuba Diving sessions were fully booked, alongside a sold-out Discover Mermaid experience.
The official PADI Dive Festival Brazil website confirms that the event included introductory scuba, mermaid and technical diving experiences, as well as more than 20 exhibitors, presentations and technical seminars. A separate Discover Scuba Diving registration page also confirms that free, professionally supervised pool experiences were offered to members of the public.
For dive centres and instructors, such events provide an opportunity to meet people who may be interested in training but have not yet taken the first step. They also allow existing divers to discover equipment, destinations and continuing education opportunities in one place.
“The energy we saw at PADI Dive Festival Brazil is exactly what these events are designed to create: bringing the dive community together while opening the door for entirely new audiences to discover the life-changing experience of exploring our ocean,” said Kristin Valette Wirth, Chief Brand + Membership Officer for PADI Worldwide.
“When someone takes that first breath underwater, it can spark a lifelong relationship with the ocean. By creating these opportunities alongside our PADI Members, we are strengthening local dive communities while inspiring more people to seek adventure and save the ocean.”
A Wider Programme of Industry Engagement
PADI says its On Tour programme has already connected with dive communities at 26 events across 18 countries during 2026. The organisation’s approach combines consumer-facing opportunities with support for dive centres, resorts, instructors and other industry members.
In Europe, PADI reports that 53 different stores received exposure to more than 580,000 show visitors across seven dive shows during the first three months of the year. These are figures supplied by PADI and represent the wider show audiences, rather than confirmed visitors to individual PADI stands or resulting dive course bookings.
The programme also provides a platform for businesses to present destinations, training and equipment to people who may already be considering their next diving experience. PADI’s earlier 2026 Americas dive show guide outlines the range of consumer events in which the organisation has participated, from established dive shows to broader outdoor and adventure exhibitions.
Australia, Barcelona and DEMA
Following the Brazil festival, PADI participated in the GO Diving Show ANZ in Sydney on 5–6 September. PADI says 36 members from Australia and other countries attended the event.
The next major European engagement highlighted in the release is the Barcelona International Boat Show, scheduled for 14–18 October at Port Vell. The event is introducing a dedicated Diving and Water Sports area, creating another opportunity for the diving industry to reach a wider marine leisure audience.
PADI will then attend the DEMA Show in New Orleans from 3–6 November, where its programme includes member seminars and social events.
“Our global reach comes to life at the local level during these events,” Valette Wirth said.
“Whether someone is discovering scuba for the first time in São Paulo, meeting their local dive community in Sydney, or connecting with the industry in New Orleans, these events empower our members to be true leaders in the industry.”
Why the Local Connection Matters
The value of these events extends beyond the number of people passing through an exhibition hall. For local operators, the opportunity lies in making contact with prospective divers, strengthening relationships with existing customers and connecting with other businesses in the industry.
Introductory experiences can help make diving more accessible to people who might otherwise never visit a dive centre. Industry gatherings also provide opportunities for professional development, destination promotion and conversations about the challenges facing dive businesses.
PADI’s Brazil festival illustrates how these different audiences can be brought together within a single event. The organisation’s next challenge, shared by the wider industry, is turning that initial interest into sustained participation in diving.
More information about PADI’s training, membership and global activities is available through the PADI website.
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