Since last year, Mexico has been hosting a new event in the audiovisual industry, which is rapidly establishing itself as a major global hub and an important meeting place for Central and South America. 

InfoComm América Latina held for the second time from October 21 to 23, 2026, and is expected to generate even more interest than in its inaugural year. 

“The event and the enthusiasm surrounding it are not so much the cause of the changes taking place in the region, but rather a symptom of them: InfoComm came at just the right time, at a stage when many things are changing in Latin America—and not just in the AV world,” said Pablo Ledda, Director of International Sales at LANG AG, an international company headquartered in Germany.

In economic terms, the Mercosur Agreement is likely to be one of the most important drivers of this development. The Mercosur Agreement, which was finally signed in January 2026 after more than 25 years of negotiations, establishes a free trade area between the European Union and the four South American countries of Argentina, Brazil, Paraguay, and Uruguay. 

Tariffs are falling, trade barriers are being dismantled, and two economic regions that together comprise more than 700 million people are growing significantly closer. 

Two speeds, same direction 

Expectations surrounding the agreement are as varied as the people observing it. Some are cautiously optimistic: the effects will materialize, but slowly and indirectly, driven by rising living standards, growing budgets, and a willingness to invest that will gradually increase. 

Others take a more enthusiastic view, seeing the convergence of markets as an immediate opportunity. Both approaches have something in common: they are positive. 

“The most optimistic view takes a more direct look at the opportunities. The convergence of markets means that European players will gain greater visibility in Latin America—and not just in the trade of goods,” Pablo explained.

“Where European brands establish themselves, experiences follow: product launches, events, and brand communication. And as markets grow closer, knowledge flows in both directions,” he added. 

The more cautious voices focus on longer-term drivers: when trade barriers fall and markets open up, prosperity grows across the board—not overnight, but along a steady upward trajectory. 

“A higher standard of living means larger budgets, which in turn lead to a greater willingness to invest in quality. It’s not an immediate effect, but it is a lasting one,” Ledda emphasized. 

What does selling a car have to do with video technology? 

A look at one particular industry provides a better understanding of these connections: European automakers are among the biggest beneficiaries of the agreement. Tariffs on European vehicles in Mercosur countries will be gradually reduced. 

But as automotive brands expand more aggressively into new markets, brand communication follows: product launches, showrooms, and events. And all of that requires professional video technology. 

Therefore, a greater presence of European actors also implies greater demand for what makes that presence visible. The audiovisual market is just one example, but a particularly revealing one. 

“It’s often overlooked that knowledge transfer happens in both directions. Local integrators and service providers gain access to European know-how and European standards. In turn, European players learn about a market that operates according to its own logic. It’s not a one-way street, but the beginning of a genuine exchange,” Pablo reflects.

A Market Just Beginning to Awaken 

There is another factor that is harder to quantify, but no less real: markets that are just beginning to flourish have a different energy than saturated markets. A different appetite for risk, different formats, and, at times, a different aesthetic. For an industry like the audiovisual sector, which thrives on creativity and innovation, this is no small matter. 

Pablo commented: “The very existence of InfoComm América Latina, and the fact that its second edition is already generating so much interest, is in itself a sign of this maturity. A specialized event doesn’t just spring up out of nowhere.” 

“It arises because a market has reached a point where professional exchange is not only possible but necessary. That is precisely why it is more than just an event. It is the place where these conversations are taking place, where what is beginning to become possible in the region starts to take shape,” he concluded.

Would you like to continue discussing market opportunities with LANG? The company will be participating in InfoComm América Latina for the first time, with a booth full of new products and technologies and plenty of market insights to share.Register here and come meet their staff!