Embratur and Airbnb sign an alliance to boost the international promotion of Brazil

Embratur and Airbnb signed a memorandum of understanding (MOU) on Wednesday (3) to strengthen Brazil's international promotion and expand the use of strategic data for tourism development. The partnership envisions cooperation in market intelligence, joint outreach efforts, and specific initiatives aimed at strengthening community-based tourism and promoting Brazilian culture among international tourists. The agreement also reinforces Airbnb's support for the Agency's digital campaigns, expanding the reach of the Brazil brand abroad.

Embratur and Airbnb had previously collaborated on the Afro-Tourism Route in Rio de Janeiro, developed in partnership with industry professionals and organizations. Launched in Portuguese and English as part of the Airbnb Routes program, the initiative highlights Afro-Brazilian history and culture in the capital of Rio de Janeiro state.

Airbnb plays a significant role in meeting the country's demand for accommodation and advocates for policies that create opportunities for both hosts and local communities. The influx of visitors staying through the platform boosts sectors such as food, transportation, commerce, and the creative economy. Earlier this year, Airbnb published its list of the 25 most sought-after destinations for 2025, which included Florianópolis (Santa Catarina) and Brasília (DF) among the most popular choices for international travelers.

For Embratur President Marcelo Freixo, the partnership helps consolidate the country as a competitive destination on the international stage. "The alliance with Airbnb represents another step towards strengthening Brazil as a leading international destination and achieving our goals for 2027. By combining Airbnb's market intelligence (data-driven decision-making) with the knowledge of the communities that build and sustain Brazilian tourism, we remain committed to informing strategic decisions, attracting tourists from around the world, and boosting a sector that generates employment, income, and projects our culture globally," he stated.

Airbnb's Managing Director for South America, Fiamma Zarife, emphasized that the agreement reinforces the company's commitment to tourism development in the country. "The renewal of the partnership between Airbnb and Embratur strengthens the platform's commitment to boosting tourism, including international tourism, in Brazil," she said.

"Airbnb is proud to connect travelers with Brazil's rich culture and believes this collaboration expands opportunities to promote Brazil globally, as well as strengthen initiatives that generate a positive impact and economic empowerment in the communities that receive visitors," the director added.

Source: Embratur.