Expan+ strengthens its promotion in Latin America and focuses on regional connectivity
At WTM Latin America, Jair Pasquini, Director of the company that organizes Meeting Brasil, shared his vision on the region's international promotion strategy, the role of the Latin American market, and the outlook for the year
What is the objective of your participation in this event?
The main objective is to promote Brazil in the Latin American market. While many countries promote their destinations domestically, our strategy differs by focusing specifically on the region's international audience.
For several years we have been working in 17 countries, bringing the best of Brazil to Latin American audiences, especially to markets such as Chile, Peru, Argentina, Uruguay, and Paraguay. All of these countries are showing a growing interest in Brazilian tourism products.
During the first half of the year, activities are also taking place in Europe, with presentations in destinations such as Spain and Portugal. In the coming days, events will be held in cities like Lisbon, Porto, and Madrid. In the second half of the year, the strategy will continue with Meet Brazil Latin America, which will be held in five countries.
What is your assessment of the start of the year and what are your goals for the rest of the season?
The balance of the beginning of the year is positive, even in a global context with certain challenges, such as the increase in the price of oil and other economic variables.
Brazil is at a strategic juncture to intensify its tourism promotion, especially thanks to the expansion of air connectivity with Latin America and Europe. This scenario represents a key opportunity that must be seized.
The year 2025 ended with 100 international events, reflecting a high level of activity and business opportunities. This year began with a strong presence in Europe, where promotional activities have already taken place, and this strategy will continue in the coming months.
Tourism is a dynamic activity that requires constant adaptation. Faced with different scenarios, it is necessary to adjust strategies and find new forms of promotion, something in which Latin American markets excel due to their creativity and responsiveness.
What is your involvement in the international circuit of events in the sector?
Participation in international events is constant, both in South America and Europe. Recently, activities have taken place in cities such as Madrid and Lisbon, including participation in BTL (Below the Line) events, and now at WTM Latin America.
Being present at these meetings is fundamental to continue positioning Brazil as a global tourist destination and strengthening its visibility to the international public.
What message does it seek to convey to the international market?
The main message is that Brazil is ready to receive international tourism.
While language has historically been perceived as a barrier—given that Brazil is the only Portuguese-speaking country in the region—this limitation has been gradually overcome. Today, there is greater openness and a clear intention to reach out to Spanish-speaking markets.
A change in attitude is observed in the Brazilian tourism sector, with a greater willingness to generate links, promote its products and establish commercial relations with neighboring countries.
In this regard, active efforts are underway to strengthen regional integration, improve connectivity, and facilitate exchange between Brazil and the rest of Latin America.