Bruno Reis assumes the presidency of Embratur following Marcelo Freixo´s departure

Bruno Reis, former Director of International Marketing, Business, and Sustainability at Embratur, was officially appointed on Friday, April 17, as president of Brazil’s official tourism promotion agency. The appointment was formalized through a decree published in the Official Gazette of the Union (BOU) and confirms Reis as the successor to Marcelo Freixo, whose term ended on March 31.

The publication also announced the appointment of Bruno Villa, who had been Freixo’s Chief of Staff, as the new Director of Marketing, Business, and Sustainability at Embratur.

Bruno Reis described the moment as “an opportunity to continue a collective effort” in promoting Brazil. He also highlighted the scale of the challenge of maintaining international tourism at a high level, noting that last year the country set records, with 9.3 million international visitors and an economic impact of $7.9 billion.

“As a tourism specialist, I understand the magnitude of the representation and responsibility we have here. My intention is to lead by listening, through dialogue and in collaboration with all stakeholders in the sector, so that we can continue working together to promote Brazil internationally in a professional and effective way. The entire country stands ready to work alongside Embratur,” said Reis.

“It is rewarding when we truly believe in a reality and a purpose that allows us to change lives. I have always believed in the tourism industry since I joined Embratur in 2005, 21 years ago, as an intern. Many people helped me get here; doors were opened thanks to those who believed in me and supported me throughout this process, contributing to my professional growth. I hope that many interns across the country feel inspired to also reach leadership positions,” concluded the new president.

For his part, in his farewell speech as head of Embratur, Marcelo Freixo thanked his team and partners for their work during his three years and three months in office.

“All the work we have done so far, which has repositioned Brazil in the global tourism market and allowed us to achieve historic records, must continue. The transition is intended to ensure that Embratur continues to advance its goal of consolidating the growth of international tourism in our country. It is a source of pride that someone who began as an intern at Embratur is now assuming the presidency of the agency,” said Freixo, referring to his successor, whom he described as having “broad recognition in the tourism market and the ability to foster dialogue and collective progress. He understands the challenges of tourism in Brazil and will contribute to improving the agency’s strategic projects.”

The new Director of International Marketing, Business, and Sustainability, Bruno Villa, emphasized the importance of continuing the projects developed in recent years. “Our management will be based on continuity because you don’t change a winning team. Our international strategy has been highly successful, with a series of unprecedented achievements that translate into more jobs, income, and opportunities for Brazilians,” he stated.

“These positive results are part of a comprehensive strategy by the Lula da Silva administration, which created all the conditions for tourism to become one of the central drivers of our economy, even contributing to regional development across the country. We will continue working based on market intelligence, ongoing dialogue with the Brazilian and international tourism industry, and close coordination with public administrators at the municipal, state, and federal levels,” Villa concluded.

Source: Embratur.