Brazil, the largest and most populous country in South and Latin America launched the “Plano Brasis”, the Brasis Plan, an International Tourism Marketing Plan 2025 - 2027 developed by Embratur, the Brazilian Tourist Board, a federal, state - owned agency reporting to the Brazilian Ministry of Tourism in collaboration with Sebrae, a non - profit organization supporting small businesses, aiming to promote competitiveness and sustainable development and the Getúlio Vargas Foundation, a renowned Brazilian higher education institution and think thank.
The objective is to strengthen the Agency's institutional mission to make Brazil recognized for its diversity and authentic and sustainable tourism experiences, contributing to an increase in the inflow of international tourists and foreign currency into the country, a milestone in rebuilding Brazil’s positioning on the global stage.
Aligned with the guidelines of the National Tourism Plan 2024 - 2027, this plan is the result of efficient and collaborative technical work, which included the participation of states, municipalities and a broad network of strategic partners, essential to ensuring that the country continues to be a prominent destination globally, seizing emerging opportunities and overcoming current challenges.
The Salão Nobre of the São Paulo Department of the Tourism and Travel hosted on 21st July represented the official launch of the "Plano Brasis 2025 – 2027" that promises to transform Brazil’s presence in global tourism.
The presentation was led by two of the main articulators of the new project such as the Marketing Director at Embratur, Bruno Reis and the Coordinator of International Markets at Embratur, Ana Paula Jacques.
With the presence of Embratur President Marcelo Freixo, Sebrae National Competitiveness Coordinator Ana Clévia Guerreiro, and representative from São Paulo, including Visit São Paulo President Toni Sando and São Paulo State Secretary of Tourism and Travel Roberto de Lucena, the event brought together authorities and industry leaders to kick off a new cycle for Brazilian tourism.
Also in atendances were representatives from the state government, city hall, association presients and parliamentarians.
The "Plano Brasis" represents a break with old models, a new wave of modernization focusing on structured governance, market intelligence, campaign segmentation, and a direct focus on tourism flow results and revenue generation.
Marketing Director at Embratur, Bruno Reis, during his presentation emphatically explained that the plan ends the cycle of generic and improvised actions, emphasizing that this is a moment that the plan’s timeline is 2027, but with guidelines set out through 2030, based on ongoing studies of economics, geopolitics, consumer behaviour and data intelligence at the heart of the strategy.
The decision is to go solely with the data, it’s not guesswork or improvisation. It’s a national plan aligned with economic and geopolitical realities, and for the first time Brazil will have a tourism promotion plan integrated across all public spheres and the private sector with measurable objectives and a clear methodology.
According to the Marketing Director at Embratur four main axes guide the work and the strategy :
• Continuous and in – depth diagnosis of issuing market.
• Competitive repositioning of the Brazil brand.
• Actions aimed at converting tourists, with real – time monitoring
• Institutional integration with states and municipalities, and strengthening of partnerships with the private sector.
Coordinator of International Markets at Embratur, Ana Paula Jacques explained that the biggest differentiator of the Brasis Plan lies in its detailed detailed segmentartion of sending countries, classifying them into four levels to treat the world in a personalized way.
The focus is to move away from a standardized approach and develop campaigns, tourism products, and visibility initiatives tailored to each market’s profile.
There’s no one - size - fits - all Brazil. Each country has different interests, and Embratur job is to understand these differences, and the personalization is the most efficient way to increase qualified tourist flow.
The division by levels was established as follows :
• Level 1 - Consolidated markets : Argentina, Chile, Paraguay and Uruguay.
• Level 2 - Essential markets : France, Germany, Spain, Portugal, the United States and the United Kingdom.
• Level 3 - Growth markets : Canada, Colombia, Italy, Mexico, Peru, Switzerland and the Netherlands.
• Level 4 - Opportunity markets : Australia, Belgium, Bolivia, China, Japan and South Africa.
Each country will receive specific promotional strategies, with presence at specific events, content adaptation, and a focus on what best connects tourists with Brazil.
The launch of the "Brasis Plano" in São Paulo was no coincidence. The city is a strategic platform for international visibility. São Paulo is the main entry point for international tourists into the country and plays a key role in connecting the public and private sectors. For Embratur President Marcelo Freixo, the city has all the conditions to be the hub for new tourism promotion strategies.
According to the Marketing Director of Embratur, Bruno Reis, São Paulo, is abosolutely strategic, both for its infrastructure and its air traffic and diversity of attractions and city helps boost the performance of national tourism.
Brazil with this plan has ambitious goals by 2027. The "Brasis Plano" aims to relaunch the growth of international tourism in the country. The goal is to surpass 7 million international visitors by 2025 and reach 8 million by 2027, and in addition to establish a continuous and professionalized public policy guided by data, efficiency, and integration.
Based on new metrics, strategic partnerships, and campaign tailored to the real interests of each market, Embratur’s goal is to reposition Brazil as a competitive, sustainable, and modern tourist destination.
The "Brasis Plano" in its essence emerges as a necessary evolution of the successful Aquarela Plan, Brazil’s first International Tourism Marketing Plan, launched in 2004, along with the Brazil Brand, which helped position Brazil as a prominent tourist destination over the past two decades.
This update with the launch of this new plan considered a response to major changes in the international tourism landscape and the new demands of international travellers, and Brazil ready to face this challenge.
Links
https://en.travel2latam.com/news-99094-embratur-launches-the-brasis-plan-in-so-paulo-with-a-focus-on-repositioning-brazil-in-global-tourism
https://embratur.com.br/para-o-trader/plano-brasis/
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