Brazil to announce relaunch of an Air Pass for international travelers at FITUR Madrid

Brazil’s Northeast, the featured region of Brazil’s participation at the International Tourism Fair (FITUR), to be held in Madrid from January 21 to 25, will offer greater accessibility for international travelers. In this context, Brazil will announce the relaunch of an air pass that allows travel across multiple destinations in the country under a single integrated fare, along with strengthened air connectivity with Europe.

During FITUR, Brazilian airline Azul will officially present the relaunch of its Azul Brazil Airpass product. Developed with the support of Embratur–Visit Brazil, the system allows foreign tourists to combine multiple domestic flight segments into one fare, promoting longer, more diverse, and better-distributed travel throughout the country.

“Brazil is trending. We have never welcomed so many international tourists as we do now, and this historic record is the result of intense work combining international promotion, improved tourism offerings, and increased global connectivity. Expanding direct access to the Northeast and other key Brazilian destinations opens doors for more people to experience the most genuine aspects of Brazil: authentic, diverse, and unforgettable experiences, while promoting tourism that cares for people and values communities. Our participation at FITUR will drive these new opportunities and new business,” says Marcelo Freixo, President of Embratur (the Brazilian Tourism Promotion Agency).

A STAND THAT TRANSLATES THE COUNTRY INTO EXPERIENCES

Growing interest in Brazil reflects a global trend toward destinations that offer more than attractive landscapes. Today’s travelers seek purpose-driven experiences, and few places in the world deliver this with as much intensity and diversity as Brazil.

At FITUR, Brazil positions itself as a destination that goes beyond the visual. Aligned with the international campaign “Brazil, it’s a vibe,” the country leverages its soft power—the strength of its culture and contagious energy—to show that every trip is unique and transformative. Spanning 315 square meters and featuring 30 co-exhibitors, including São Paulo, Foz do Iguaçu, São Sebastião, Mato Grosso do Sul, Alagoas, and Rio de Janeiro, the Brazilian stand will be an invitation to the senses.

Virtual reality headsets will transport visitors to immersive landscapes such as the Amazon, the Pantanal, Lençóis Maranhenses, and Rio de Janeiro’s Little Africa neighborhood. Caipirinha tastings—the iconic drink made with lime and cachaça—and frevo music performances will bring Brazil’s flavors and rhythms to the fair’s audience.

In addition, destinations such as Bahia, Ceará, Pernambuco, Paraná, Rio Grande do Norte, Maricá, and the state of São Paulo will have their own stands at the event, further expanding Brazil’s presence at one of the world’s largest tourism fairs.

RECOGNITION FOR THOSE WHO HELP THE WORLD FEEL BRAZIL

FITUR will also mark the launch of the Brasil Travel Specialist (BTS) Rewards, an international recognition program for travel agents and consultants who sell Brazil in their markets. With the concept “Live what you sell. Feel Brazil,” the initiative rewards professionals who register qualified bookings on the BTS platform, fostering ongoing engagement and valuing the role of the international travel trade in promoting the country.

Exclusively for professionals certified through the “Brasil Travel Specialist” course, the program covers 15 strategic markets, including Spain, France, Germany, the United Kingdom, Italy, Canada, the United States, Argentina, Chile, Colombia, Mexico, Paraguay, Peru, and Uruguay. Prizes range from monthly and quarterly gift cards to an exclusive familiarization tour of Brazil and an awards ceremony.

PLAN BRASIS

Brazil’s participation aligns with Plan Brasis – the International Tourism Marketing Plan 2025–2027, developed by Embratur in partnership with Sebrae and the Getulio Vargas Foundation (FGV). The plan guides the country’s international promotion strategy based on three pillars: innovation, diversity, and sustainability.

The plan positions Brazil as a land of authentic experiences connected to culture, creativity, and the welcoming essence of the Brazilian people. It strengthens tourism as a tool for economic development, affirmation of national identity, and the construction of a more present, relevant, and inspiring Brazil on the global tourism map.

Within this framework, the Feel Brasil project stands out—a platform created by Embratur and Sebrae Nacional that brings together 101 immersive experiences across all regions of the country. With content available in six languages, the initiative connects international audiences with experiences that value inclusion, sustainability, and local leadership. Nearly 70% of the experiences are offered by micro and small businesses, 59% are led by women, and more than 80% focus on social inclusion, diversity, and sustainability. A finalist for awards such as the Skift IDEA Awards and the City Nation Place Awards, the project reinforces Brazil’s position as an innovative, sensory destination ready to welcome visitors with excellence.

Fuente: Embratur.