A new survey from the Center for Drug Tourism Studies at UERJ (State University of Rio de Janeiro) shows that cannabis-focused fairs and festivals continue to expand across Brazil — with notable growth in the Northeast region. Events such as Festival Diamba in Paraíba and the Febre de Arte fair in Fortaleza are helping drive a geographic shift, although more than half of all events remain concentrated in the Southeast.
Since 2023, cannabis-themed gatherings — including those centered on medicinal use, industrial hemp, or responsible adult use — have grown exponentially nationwide, with annual increases above 35%. The study also indicates an early trend toward decentralization. While the Southeast region hosted 56% of all cannabis events mapped in Brazil in 2024, this represents a slight decline from 2023, as the Northeast expanded its share from 15% to 25% in the same period.
The data comes from the report Between Culture, Tourism, and Activism: An Analysis of Cannabis Events in Brazil (2023–2024) by researchers Thiago Ferreira Pinheiro Dias Pereira, Ale Cardoso Duarte, and Breno Machado de Oliveira of UERJ’s Center for Drug Tourism Studies (NETUD). The study highlights a steady and significant rise in the number of events nationwide.
More Events — and Signs of Geographic Expansion
In 2023, Brazil registered 123 cannabis-related events. In 2024, that number increased to 169 — a 37.4% jump. The Southeast led both years, particularly São Paulo (38 events in 2023, 49 in 2024) and Rio de Janeiro (22 in 2023, 23 in 2024). But the growth in the Northeast stands out, suggesting a shift toward greater regional diversity.
By 2025, João Pessoa and Fortaleza joined the list of Northeast capitals hosting major cannabis-themed events.
See also: ExpoCannabis Brasil 2025: Latin America’s Largest Cannabis Fair Returns to São Paulo, With Added B2B Event
In Paraíba, April’s Festival Diamba brought together 1,500 people for a lineup that included performances by Bixarte and Vó Mera, discussion circles with regional experts, and popular introductory courses about the plant. Organized by Acaflor, Diamba has now secured its spot on the national calendar and recently announced its second edition for April 3–4, 2026, during Holy Week — traditionally one of Brazil’s busiest periods for domestic tourism.
In Ceará, the early-November Febre de Arte fair blended independent culture and visual arts with a slate of notable cannabis-sector speakers, including Dr. Carolina Nocetti, Dr. Eugênio Franco, attorneys Ítalo Coelho and Bianca Cardial, public-health expert Magda Moura de Almeida, state deputy Larissa Gaspar, and Isabela Fernandes of Adapta.
What These Events Are Focusing On
According to Thiago Pereira — associate professor in UERJ’s Department of Tourism, coordinator of NETUD, and one of the study’s authors — the themes covered in these events reflect shifting priorities.
In 2023, medicinal cannabis accounted for 33% of all event themes, followed by Cannabis Culture (20%), Recreational Use (17%), and Legislation and Historical Reparation (14%). By 2024, Cannabis Culture had moved into the top position with 26.1%, while medicinal content dropped to 23.1%. Recreational-use programming rose to 21.5%.
Pereira notes that this evolution suggests “a growing public interest in cultural and recreational aspects of cannabis, beyond the medicinal dimension.”
He also highlights the rise of discussion circles in 2024 as a sign that organizers may be seeking “more interactive formats capable of attracting diverse audiences and stimulating dialogue.”
Looking Ahead: 2025 Preliminary Data
The full study will be released in November, but partial results from 2025 (as of October) show the same upward trajectory:
Cannabis Events in Brazil – 2025 (Partial Results, NETUD/UERJ):
• 152 events recorded so far
Event Format:
• In-person — 79.6%
• Remote — 13.2%
• Hybrid — 7.2%
Regional Distribution:
• Southeast — 58.1%
• South — 7.6%
• Central-West — 7.6%
• Northeast — 24.4%
• North — 2.3%
The data suggests not only that Brazil continues to host an increasing number of cannabis-themed events, but also that producers are actively working to expand beyond the traditional Southeast concentration — particularly beyond São Paulo, which still accounts for more than half of all events in the country.
This article is from an external, unpaid contributor. It does not represent High Times’ reporting and has not been edited for content or accuracy.
Photo by Matheus Câmara da Silva on Unsplash
