WTM Latin America: Bruno Reis of Embratur and Ana Clévia Guerreiro of Sebrae launch platform to internationalize Brazilian tourism

The president of Embratur, Bruno Reis, alongside the technical director of Sebrae, Ana Clévia Guerreiro, announced the launch of the Desbrava platform, a joint initiative designed to expand the international presence of Brazilian tourism.

Presented during WTM Latin America in São Paulo, the platform is primarily aimed at small and medium-sized businesses, as well as public managers, tour operators and destinations. Its goal is to centralize, within a single digital environment, tools for training, market intelligence and stakeholder connection.

According to Reis, the project addresses a gap identified during the implementation of the Plan Brasis, Brazil’s international promotion strategy. He noted the lack of a structured system to guide companies and destinations through the internationalization journey, particularly outside major urban centers.

The platform organizes this process through training pathways segmented by maturity level, covering topics from service export fundamentals to digital marketing, data intelligence, product development and sustainability practices. It also includes self-assessment tools, certification and gamification mechanisms to track participant progress.

Another key pillar of Desbrava is the structuring of data related to Brazil’s international tourism activity. The initiative aims to map companies and destinations already operating abroad, identify regional opportunities and gaps in exportable offerings, and enable more targeted promotional strategies.

Ana Clévia Guerreiro highlighted that the platform expands access to support policies for small businesses by offering structured content, training and commercial opportunities. She emphasized that the initiative strengthens integration across the sector and helps build an ecosystem focused on tourism internationalization.

The platform is expected to move into a broader operational phase by mid-year, following the initial registration and diagnostic stage. User certification will also serve as a criterion for participation in Embratur-led initiatives such as international trade shows, business rounds and promotional activities abroad.

The launch comes amid growing international tourism in Brazil and increasing global competition for foreign visitors, with a focus on improving the quality of offerings and generating more structured international business opportunities.

Reporting and photo: Mary de Aquino.