Embratur arrived at IBTM World 2025 with a series of actions to promote the potential of business tourism in Brazil

Embratur participated in IBTM World 2025 in Barcelona, ​​Spain, from November 18-20, where it presented a series of initiatives to promote the potential of business tourism in Brazil. The agency attended alongside Sebrae and led the Brazilian delegation with a revamped stand that included 24 workstations, reinforcing the country's image as a competitive, authentic, and sustainable destination for international events.

Brazil's presence at the fair was aligned with the "Brasis Plan – International Tourism Marketing Plan 2025-2027," which guided international promotion strategies and proposed integrating tourism with sectors such as technology, the green economy, renewable energy, health, and financial services. During that period, Brazil was approaching a record 8 million international tourists, reinforcing the importance of the country's global positioning.

Marcelo Freixo, president of Embratur, emphasized that participation in the fair was an important step in attracting international events and incentive trips, as well as strengthening the country's visibility as a hub for innovation, culture, and sustainability. Freixo also noted that Brazil was diversifying its tourism offerings and increasing its relevance in the MICE (Meetings, Incentives, Conferences, and Exhibitions) segment.

For his part, Décio Lima, president of Sebrae, stated that the institution continued working to make small businesses linked to tourism more competitive, since their growth has a positive impact on restaurants, inns, guides and the entire network of local experiences.

During the first nine months of 2025, Brazil received over one million European visitors, representing a 20% increase. Visitors from Spain, in particular, saw an increase of nearly 25%, driven in part by the strengthening of air connectivity between the two countries, with more than 2,600 flights scheduled for the year.

The global MICE market was worth over $870 billion annually and was projected to exceed $945 billion by 2025, making Brazil's participation in IBTM World strategic. Between 2023 and 2024, the country had increased its number of international events by 50% and ranked 15th globally in the ICCA rankings, leading Latin America with 42 active cities in the sector.

The Brazilian stand featured 24 co-exhibitors, including tourist destinations, hotel chains, DMCs, airlines, and convention centers, as well as states and cities such as Ceará, Salvador, São Sebastião, and Paraná, and organizations like Visit Iguassu, Visit Rio, and Visite São Paulo. The space was designed to offer an immersive experience with sensory activations, caipirinha tastings, the unveiling of the international “Soft Power” campaign, and activities aimed at travel agents certified by the Brazil Travel Specialist program.

During the three days of the event, Embratur developed the “Destination Experience” program, with short presentations aimed at strategic buyers to expand their knowledge about Brazil and strengthen business relationships.

The agency also advanced its ESG strategy, promoting a regenerative Brazil through actions linked to environmental preservation, local communities, and sustainable production. In partnership with organizations like SOS Mata Atlântica, it had already offset nearly 1,200 tons of CO₂. Together with Sebrae, it launched projects to strengthen tourism micro-entrepreneurs in various regions of the country, contributing to the creation of more than 114,000 formal jobs in the first half of 2025.

In terms of international promotion, Embratur also focused on audiovisual content, forging alliances with platforms like Netflix and the video game industry to position Brazil as a hub for cultural productions and experiences. Furthermore, the agency utilized big data and artificial intelligence to guide its marketing campaigns, press trips, and familiarization tours, enabling data-driven strategies and more efficient actions on a global scale.

Source: EMBRATUR.