Catarina Aviation Show 2025: Redefining Luxury Aviation in Latin America

The Catarina Aviation Show 2025, held from June 5-7 at São Paulo Catarina International Executive Airport in São Roque, Brazil, solidified its position as Latin America’s premier invitation-only event for executive aviation, luxury automotive, and nautical lifestyles. Organized by JHSF and NürnbergMesse Brasil, the fourth edition expanded to 17,000 square meters, doubling the previous year’s exhibition space, and welcomed 4,500 high-net-worth guests and 70 premium brands. Displaying 24 aircraft, including business jets and helicopters, alongside supercars and yachts, the event epitomized a “triad of luxury,” reinforcing Brazil’s growing influence in the global $1.31 billion executive aviation market.

Themes: Innovation, Exclusivity, and Sustainable Mobility

The show emphasized innovation, exclusivity, and the future of mobility, with a notable focus on sustainability. A key highlight was Flapper’s announcement of firm orders for 25 electric vertical take-off and landing (eVTOL) aircraft from Embraer’s Eve Air Mobility, set for commercial operation by 2027, promising 50% reductions in maintenance and fuel costs. This move aligns with global trends toward greener aviation, addressing Brazil’s demand for efficient short-range transport in its sprawling urban and rural landscapes. The integration of luxury automotive brands like Porsche, BMW, and McLaren, alongside yacht displays, created a curated experience for affluent buyers, blending air, land, and sea mobility into a seamless lifestyle narrative.

Insight: The emphasis on eVTOLs signals Brazil’s ambition to lead in next-generation aviation, leveraging its geographic diversity and economic growth to pioneer urban air mobility in Latin America. This positions the Catarina Aviation Show as a forward-thinking platform, not just a luxury showcase but a catalyst for regional aviation innovation.

Aircraft Showcase: Business Aviation OEMs Shine

The aircraft display was a cornerstone of the event, featuring top-tier business aviation original equipment manufacturers (OEMs). Cessna, represented by TAM Executive Aviation, showcased the Citation Longitude and Citation CJ3+. The Longitude, a super-midsize jet, offers a 3,500 nautical mile range and a quiet cabin with advanced avionics, ideal for transcontinental flights. The CJ3+, a light jet, combines a 2,040 nautical mile range with efficiency and a luxurious interior for up to nine passengers. These models underscored Cessna’s dominance in Brazil’s market, where reliability and versatility are prized for both regional and long-haul operations.

Embraer, a Brazilian leader, presented the Phenom 300E, the world’s best-selling light jet for 13 consecutive years, with a 2,010 nautical mile range and a price of approximately $14.5 million, and the Praetor 600, a super-midsize jet with a 4,018 nautical mile range, priced at $27.5 million. The Praetor 600’s ability to connect São Paulo to Miami nonstop highlighted its appeal for Latin American executives. Airbus Corporate Jets debuted the ACJ TwoTwenty, a corporate version of the A220 with a 10,500 km range and capacity for 18 passengers, priced at around $80 million. Boeing made its first appearance at the show, unveiling the BBJ Select, a customizable 737-based business jet with a 3D cabin configuration tool. Other notable displays included Bombardier’s Global and Challenger series, Gulfstream’s newly ANAC-certified G700, and the Bell 429 helicopter, known for its spacious cabin.

Insight: The diverse aircraft line-up, from light jets like the Phenom 300E to ultra-long-range models like the G700, reflects Brazil’s maturing market, where buyers seek tailored solutions for both regional connectivity and global reach. Cessna and Embraer’s strong presence underscores their strategic focus on Latin America, capitalizing on Brazil’s economic growth and infrastructure development.

Keynote Highlights: Visionary Leadership

Vinnicius Vieira, Director of the Catarina Aviation Show, set the tone with a keynote emphasizing the event’s growth: “This fourth edition is our best yet, with 24 aircraft, including large models from new manufacturers like Boeing.” His address highlighted the show’s role as a launchpad for aviation innovation in Latin America. Augusto Martins, CEO of JHSF, reinforced the event’s exclusivity: “Catarina Aviation Show has become Brazil’s largest and most significant executive aviation event, offering curated experiences for high-income audiences.” Paul Malicki, CEO of Flapper, energized attendees with insights on shared ownership and sustainability, stating, “Our eVTOL orders mark a revolution in cost-efficient, sustainable aviation.” These perspectives framed the show as a hub for high-value deals and forward-thinking strategies.

Insight: The lack of publicly detailed keynote schedules suggests the event’s exclusivity extends to its information-sharing, prioritizing private networking over public disclosures. This approach enhances its appeal to elite buyers but may limit broader industry visibility, a balance future editions could address.

Impact and Future Outlook

The Catarina Aviation Show 2025 was a resounding success, driven by its expanded scale, record attendance, and significant deals, including aircraft sales and Flapper’s eVTOL commitments. The event’s invitation-only model, with no public ticket sales, fostered an intimate environment for deal-making, supported by the airport’s state-of-the-art facilities, including hangars and a dedicated FBO, just 30 minutes from São Paulo. The integration of test drives for supercars and yacht displays added a dynamic, multi-dimensional appeal, aligning with the lifestyle aspirations of Brazil’s wealthiest demographic.

Insight: The show’s success reflects Brazil’s rising prominence in global aviation, driven by economic growth and a sophisticated buyer base. Its focus on sustainability, evidenced by eVTOL advancements, positions it as a leader in addressing environmental concerns, a critical factor as aviation faces global scrutiny over emissions.

Looking ahead, the Catarina Aviation Show is poised to position itself alongside prominent global annual events like NBAA-BACE. Future editions, scheduled for June 12-14, 2026, could expand international participation, particularly from Asian and European markets, and further emphasize sustainable technologies like hybrid propulsion. By leveraging São Paulo Catarina’s infrastructure and Brazil’s market potential, the event could become a global hub for luxury aviation innovation.

In conclusion, the Catarina Aviation Show 2025 redefined luxury aviation in Latin America, blending cutting-edge technology, exclusivity, and lifestyle integration. Its success signals a bright future, with São Roque emerging as a global epicentre for executive aviation.