Data intelligence to boost tourism: Brazil presents an innovative model at the United Nations Global Forum
Powered by international indicators and demand flows to forecast tourist arrivals, the tool provides valuable information for decision-making by industry stakeholders
The 19th edition of the UN Tourism–PATA Forum, one of the leading international gatherings on sector trends and perspectives, served as the stage for presenting Embratur’s data intelligence strategy aimed at attracting more visitors to the South American country.
During the Forum, held in Guilin (China), Brazil’s international promotion agency was invited to showcase its strategy, which has helped drive a 46.6% increase in foreign visitors to the country in the first eight months of this year.
This year, the Forum addressed the theme “Synergy in Motion: Mapping New Frontiers for a Resilient, Sustainable and Smart Tourism Ecosystem” and brought together policymakers, experts, and industry leaders from across Asia and the Pacific to debate the sector’s future.
According to Embratur’s Manager of Information and Data Intelligence, Fábio Montanheiro, the UN Tourism invitation goes far beyond presenting the data intelligence tool developed internally. The international recognition, he stated, is due to the comprehensive strategy built on the use of this information, which has delivered outstanding results for Brazil, such as growth in international tourist arrivals and increased sector revenues.
“We presented our tool and how it is used, but also emphasized regional cooperation and the Brasis Plan, which is currently our main instrument in this area. We recently delivered 27 specific documents for each state, with guidelines and recommendations on how to promote each destination strategically, along with a national macro plan,” Montanheiro explained.
At the event, Embratur demonstrated how its intelligence platform generates insights for strategic decision-making both in Brazil and in international markets. This forward-looking approach has made it possible to anticipate trends, fine-tune international promotion strategies, and provide qualified information to the tourism sector.
In addition to presenting its experience, Embratur’s participation in Guilin represented a unique opportunity for dialogue with global and Asian representatives of National Tourism Organizations (NTOs), the tourism industry, and key Asian stakeholders, expanding Brazil’s international collaboration network and reinforcing its image as a reference in innovation and data-driven governance.
Embratur’s President, Marcelo Freixo, highlighted the importance of participating in the event in China and noted that Chinese tourists seek “authentic experiences, contact with nature, and cultural richness—attractions that Brazil has in abundance.”
Source: Embratur.