Bruno Reis of Embratur highlights Brazil's strength at FIT Latin America and new paths for international tourism

Bruno Reis believes that optimism about Brazil's participation in FIT Latin America played a decisive role in preparing for the summer season. The event served as a platform for establishing partnerships, aligning strategies, and increasing international visibility.

"Seeing and experiencing the number of business relationships established with Brazilian exhibitors leaves me very optimistic about the season," he emphasized. He believes the fair serves as a benchmark for measuring the expected tourist flow between December and March.

Connection between secondary cities

The presence of routes connecting secondary cities in Argentina to lesser-explored destinations in Brazil was another point emphasized. Córdoba to Cabo Frio and Mendoza to Maceió are examples of connections that expand travel possibilities.

According to Reis, this movement helps decentralize tourism, strengthens regions outside of major centers, and creates alternatives to maintain occupancy during low season periods.

Customizing the Brazil Plan

The Brasil Plan, which guides the national tourism promotion strategy, has already been introduced in all states and is beginning to generate practical impact. The proposal is to adapt actions to the realities of each region, respecting different profiles and potential.

"Promoting Rio Grande do Sul is different from promoting Rio Grande do Norte. Each state requires a tailored approach," the director explained. After each presentation, Embratur returns four months later to assess progress and identify any bottlenecks in implementation.

Data qualification and intelligence

Regarding language training and tourist services, Bruno Reis clarified that the responsibility lies with the Ministry of Tourism and the S system, but that Embratur provides market intelligence.

"What we've been able to do is pinpoint, based on data intelligence, which markets are growing and how destinations should prepare," he said. He cited the example of China, which is emerging as a strategic market and requires cultural and service preparation to better serve this audience.

Strengthening community tourism

Community tourism also featured prominently in Reis's speech. Embratur created the Feel Brasil program to integrate local micro and small businesses into the tourism industry, bringing visitors closer to the communities.

"It's crucial to bring tourists closer to the communities, ensuring that the economic impact reaches those who actually produce the experience," he emphasized. According to him, recent international forums have placed Brazil at the center of the responsible and sustainable tourism agenda, reinforcing the country's leading role.

The tourist that Brazil wants to welcome

Bruno Reis shared his vision on the ideal visitor profile for the country.

"I like tourists who want to experience our fauna and flora combined with hospitality. This combination is unbeatable. Our 'Brazilian lifestyle,' our 'borogodó,' is what we want to share," he stated.

Report and photo: Mary de Aquino.