Bruno Reis, Marketing, Business and Sustainability Director at Embratur talks about strategies

With a Bachelor’s degree in Tourism, specializing in Marketing, Tourism and Administration, he also has a degree in Innovation and Future Thinking from the European Institute of Design in Barcelona. He started at Embratur 13 years ago as an intern. With extensive experience, Reis plays a crucial role in defining strategies that aim to leverage Brazilian tourism on the international stage.

Niches in Brazilian Tourism

In his current management at Embratur, Bruno Reis has led efforts to identify and promote specific niches in Brazilian tourism. “We understand the country’s potential for segments such as digital nomads, luxury tourism, Afrotourism, LGBT+, and resorts,” he explains. The goal is to map Brazil’s competitive edge in each of these niches and promote these characteristics in international markets. “We want to align our market promotion strategy with the niche segments,” he adds.

How Embratur Develops a Product

Embratur, under the management of Bruno Reis, is focused on promoting the myriad of tourism products that Brazil has to offer. “We have Brazilian biomes and natural heritage sites, such as the Lençóis Maranhenses, which are icons for promoting Brazil,” he says. Reis highlights the importance of connecting these products to broader promotional strategies, aiming to increase the international visibility of Brazilian tourism.

Digital Nomads

One of Embratur’s focuses is attracting digital nomads to Brazil. “We partnered with the company Nomatex to design a pilot project in Rio de Janeiro, aiming to attract this audience,” says Bruno Reis. He believes that Brazil has great potential to welcome digital nomads, especially due to its competitive currency and famous Brazilian hospitality. “We want to show how nomads can better interact with local communities,” he adds.

Influencers generating sales

Bruno Reis also recognizes the importance of digital influencers in promoting Brazilian tourism. "Our intelligence at Embratur is focused on using marketing channels in the best possible way, including events and products aimed at influencers," he explains. In addition, partnerships with influencers have been strategic in promoting tourist packages in the Latin American market, transforming engagement into concrete sales.

Partnerships between Nations

Bruno Reis highlights the importance of strategic international partnerships in promoting Brazilian tourism. "We mapped out the main stakeholders in the countries where we operate, including embassies, airlines and major tour operators," he says. According to him, these partnerships are essential to opening up new markets and increasing Brazil's presence in the global tourism scene.

Bruno Reis Tourist

Bruno Reis not only promotes tourism, but he is also passionate about exploring new experiences. "I'm a fan of sun and beach with experiences," he reveals. He shares one of his most memorable experiences, an expedition he took during the "Amazonian summer," where he explored the state of Amazonas and the city of Belém. "It was a transformative and indescribable experience," he says, recommending the Amazon biome as a short-term destination for tourists.

Report and photo: Mary de Aquino.