Europa arrives in Brazil with the “Sacred Horizons” project: spirituality, culture, and hospitality in focus

The Sacred Horizons project arrives in Brazil on a special mission connecting important European destinations to the national tourism trade. On November 26th and 27th, representatives from Italy, San Marino, Greece, and Croatia will participate in professional meetings in Belo Horizonte and Curitiba, promoting business opportunities in the growing segment of spiritual, cultural, and experiential tourism. The initiative has the support of the European Travel Commission (ETC).

According to UN Tourism data, religious and spiritual tourism involves around 300 million travelers annually, generating approximately €18 billion in global revenue. The demand for travel that integrates meaning, contemplation, silence, and practices of reconnection has strengthened traditional pilgrimage routes and broadened interest in destinations that combine spirituality, art, culture, and hospitality.

In Belo Horizonte, the event will be held at the Hilton Garden Inn, bringing together local authorities, members of the specialized press, and invited buyers. The program includes institutional presentations and business-to-business (B2B) meetings, enabling direct interaction between European exhibitors and Brazilian professionals. The following day, Curitiba will host the second edition of the meeting at the Radisson Hotel, reinforcing the relevance of Southern Brazil as a strategic market for qualified travelers. In addition to the meetings and presentations, participants will have access to a networking lunch that combines European tradition and local gastronomy.

The European delegation represents a broad coalition of destinations and experts. Participants include institutions, operators, and associations from San Marino and the Italian region of Emilia-Romagna, as well as cities with historical heritage and a strong pilgrimage tradition, such as Assisi, Loreto, and Chiusi della Verna. Also part of the group are five Greek regions—Florina, Kastoria, Monemvasia, Nafplio, and Mystras—marked by their Orthodox and Byzantine legacy, and the Croatian island of Rab, renowned for its preserved landscapes and unique cultural heritage.

In both phases of the project, the expectation is to exceed 150 business meetings between European exhibitors and Brazilian buyers, strengthening commercial ties and promoting cultural exchange between Brazil and Europe.

The Sacred Horizons project is supported by the European Travel Commission and co-financed by the European Union. Designed to bridge faith and culture, the program highlights spiritual traditions and inspires travelers interested in profound and transformative experiences.