Brazil, the largest and most populous country of South America is experiencing a great renaissance witnessing a tourism boom with a relevant growth of international tourist arrivals and revenue reaching record high, indicating a strong recovery after the pandemic generating substantial economic impact through tourism and Embratur, also known as the Brazilian Tourist Board, a federal state - owned agency reporting to the Brazilian Ministry of Tourism, highlighted this spectacular moment for tourism in the country.
The South American country is protagonist of many initiatives and actions such as the improvement of air connectivity, the diversification of the destinations, the captivating tourist proposals of alternative tourism are playing an important role in this constant growth and in addition the the country is also seeing a surge in domestic tourism also highlighted by Embratur.
The Brazilian Tourist Board through its President, Marcelo Freixo, participated in the opening of the Tourism - Connection Europe Forum, linked to an initiative of Record Europe, an event which took place in Lisbon, Portugal to discuss the promotion of Brazilian destinations in the European continent and the creation of cultural bridges and other opportunities.
Embratur supporting the Forum that took place on the eve of the 35th edition of BTL , Lisbon Tourism Exchange, the most important international tourism fair in Portugal addressed topics such as tourism, sustainability, innovation and cultural diversity and the Brazilian Tourist Board took the advantage of this event to elevate the image and reputation of Brazil as a global destination to operators and influencers from the European markets highlighting the diversification of the Brazilian destinations.
Other topics of notable relevance in the meeting were also air - connectivity, along with the promotion of Brazilian resorts, with the aim of strengthening them against strong competitors from the Caribbean region.
For the president of Embratur the forum in Europe allows the Brazilian Tourist Board to present the country as a sustainable, diverse and welcoming destination for the European market, and n addition he highlighted the great tourist movement that Brazil is experiencing.
During the event the Head of Embratur praised the record numbers concerning international tourism in the South American in the beginning of 2025 highlighting that in the first two months alone Brazil received more than 2.8 million international travellers.
The President of Embratur said that the country is in a spectacular moment, it registered the second record, in two months, in the volume of entries to Brazilian destinations, receiving almost 3 million international tourists in 2025 alone.
In addition a further opportunity is to show the world that Brazil is a reference in tourism as a model to generate development in a sustainable way, in the preservation of the environment, in dialogue, in respect and in the appreciation and promotion of diversity.
This is the context presented in the to the forum, which is being held at a time when the world’s attention is focused on Portugal, on BTL, on the debates on the challenges and importance of tourism, and it was also a unique opportunity to further strengthen the diplomatic relationships between Brazil and Portugal, which is heading towards its bicentennial
The event in Lisbon was attended by the Brazilian Ambassor in the Portuguese capital, Raimundo Cerqueira, the Governor of Paraiba, João Azevedo, and the secretaries of Tourism of the states of São Paulo, Roberto Lucena, and Tocatins, Hercy Filho and Embratur’s International Markets Coordinator, Allison Andrade, who led one of the panels.
Link - https://infoturlatam.com/embratur-destaca-el-gran-momento-de-brasil-en-el-turismo-internacional/
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