Embratur and Sebrae present the Brazil Plan to the organization´s state competitiveness leaders

The National Meeting of Competitiveness Leaders (Enlace) of Sebrae, held this Tuesday (16) in Cuiabá, Mato Grosso, featured the presentation of the Plano Brasis, the country's international tourism marketing strategy. Embratur, in collaboration with Sebrae, made the presentation, addressing the role of regional units in the implementation of the plan, combining the perspective of increasing the flow of foreign visitors with the promotion of the development of tourism businesses throughout the country. It was also an opportunity to present some of the data that the Agency makes available to private companies, states and municipalities.

The event takes place on the eve of Future Week, the organization's largest collective development event. The debate was moderated by Embratur's Office Management Manager, Sáskia Lima de Castro, and Sebrae's Coordinator of Trade, Services, and Future Economies, Ana Clévia Guerreiro.

The objective of the presentation was to disseminate the Plano Brás (Brazilian Plan) and guide the role of the Sebrae (Brazilian State) and Sebrae Nacional (Brazilian State) agencies in implementing the project. Developed by the Agency in partnership with the Ministry of Tourism and the Brazilian Micro and Small Business Support Service, the marketing plan combines a vision of Brazil as a whole and general tools with the specific characteristics of each location, for a unified international promotion that expresses Brazil's diversity.

Sáskia Lima highlighted the new opportunities arising from the presentation of the marketing plan at the meeting. "It's a unique opportunity to present the Brazil Plan to all of Sebrae's competitiveness managers in the states and coordinate the Plan's implementation with them, fostering greater synergy and leveraging the positive results of the joint efforts between Embratur and Sebrae," she stated.

According to Ana Clévia, Embratur's participation in the leaders' meeting was strategic, as it offered a practical demonstration of the effectiveness and potential of the Brasis Plan to Sebrae representatives from across Brazil. "Sáskia demonstrated how the state-run Sebrae can, in its 2026 planning, leverage the opportunities in each of its states through our contract. She presented the Brasis Plan and the data intelligence that Embratur uses to carry out this work, which can generate results by expanding Brazil's participation in the international market," she stated.

And he presented data that demonstrates this work, proving that it's measurable. The increase in the number of tourists impacts the region, and this is of interest to Sebrae, because Sebrae also works with tourism, which is one of the economic sectors that contributes to the region's development, he added.

The Brazil Plan conveys the message of a unique and diverse Brazil, with its continental dimensions and its plurality of peoples, cultures, history, and biomes, with much to present, offer, and contribute to the world. Led by Embratur's technical team, the new tourism marketing strategy was developed with the active participation of various stakeholders, including representatives from the national and international tourism sector.

The launch coincides with a series of records in the country regarding international tourist arrivals and foreign currency inflows. From January to August 2025, the country welcomed 6.52 million international tourists. This represents a 46.6% increase compared to the same period in 2024. The volume of foreign visitors this year is very similar to that recorded during the entire previous year, when 6.77 million tourists from other countries arrived in Brazil.

Brazilian states also identified stakeholders who directly contributed to the development of the document. Representatives from state tourism departments and Sebraes (Brazilian Association of Environmental Professionals) participated in the process. In addition to presentations like the one this Tuesday, Embratur is touring all 27 states to discuss the project with state and municipal governments, as well as with the tourism industry in each region.

Week of the Future

The Sebrae meeting of competitiveness managers precedes Future Week 2025, which discusses the future of entrepreneurship in the country. This annual event focuses primarily on small businesses. The last edition took place in Salvador, Bahia, and brought together hundreds of professionals for three days of exchange and reflection. The 2025 edition will feature 19 conferences, 56 workshops, thematic rooms, and interactive activities that foster the connection between people, territories, and possible future jobs in Brazil.

Source: Embratur.