Freixo highlights the commitment to promoting Afrotourism and strengthening tourism in Rio Grande do Sul, especially after the recent tragedies caused by the rains. Among the main actions, Embratur strengthens partnerships with airlines and operators, in addition to campaigns that highlight the safety and diversity of Brazil as a destination.
The event aims to position Brazil as an essential choice for travelers of all profiles and to promote international tourism in the region. According to the president of Embratur, the goal is for each visitor to Festuris to leave convinced that Brazil is an unmissable destination for all types of travelers.
Read the full interview below:
Travel2Latam: Afrotourism is one of Embratur's priorities under your leadership. How is this initiative being represented at Festuris and what are the plans to expand this agenda in tourism in Southern Brazil, especially at events like this?
Marcelo Freixo: When it comes to Afrotourism in Brazil, the most obvious destinations are Bahia and Rio de Janeiro, but Rio Grande do Sul also has a large Afro-descendant community in its culture and religion. According to the IBGE, there are 203 quilombola communities in Rio Grande do Sul, 16 of them in Porto Alegre, and more than 30,000 terreiros of African-based religions, such as Candomblé and Umbanda. Our Embratur team captured images of the Black Route in Porto Alegre, even before the tragedy at the beginning of the year, visiting all the points where there is African heritage in the city, and we have a plan to promote these routes. We are forming a partnership with the Central Única das Favelas (CUFA) to map, organize and begin promoting Afrotourism in the outskirts, including in Porto Alegre. Furthermore, we have a very interesting experience in the state of Serra Gaúcha: the Vinícola Sítio Rosa do Vale, run by Miriam Krindges, a black woman who developed a project called Samba da Uva, in which tourists are invited to participate in the process of Grape Treading to the sound of lots of samba.
I would also like to highlight that Afrotourism involves reclaiming history and valuing culture, but it also welcomes black tourists to any destination, ensuring that their experience is safe and memorable. Recently, an influencer couple from Chicago (USA), Apryl & Rondel, from the channel The Yarbros, visited Porto Alegre and Gramado and had a positive experience. The important thing is to be well received, without racism.
Travel2Latam: With the recent milestone of 4 million international tourists reached by Brazil in 2024, how does Festuris align with Embratur's strategies to further increase the flow of foreign visitors, especially for events in cities like Gramado?
Marcelo Freixo: It is important to note that Embratur launched a promotion plan for Rio Grande do Sul in Buenos Aires during the International Tourism Fair (FIT). Within this plan, we have several strategies and convergence of tools (such as press and tour operators) to resume tourism activity and generate income in the state, including sponsorship of Festuris in Gramado. I believe that tourism is a central tool in this reconstruction process; therefore, events such as Festuris are strategic for increasing this number, as they not only promote Brazil as a diverse destination, but also facilitate direct dialogue with international tour operators, agencies and professionals, which is essential for boosting international tourism. Gramado and the south of Brazil in general are highly competitive, especially for Latin American tourists, who find a unique combination of hospitality, culture and beautiful landscapes. Our participation in the event includes the promotion of new itineraries, partnerships with airlines and tour operators, as well as specific campaigns that highlight the safety and diversity of Brazil as a destination. The goal is for each visitor to Festuris to leave convinced that Brazil is an unmissable destination for all types of travelers, encouraging an even greater flow of foreign tourists to cities like Gramado, which is ready to welcome all visitors, as well as other regions of the country.
Travel2Latam: Embratur will launch a new strategic international marketing plan. What impact will this plan have on the promotion of large-scale tourism events?
Marcelo Freixo: Embratur's new international marketing strategic plan is under development and will be launched next year at the Visit Brasil Summit in Rio de Janeiro in May. The plan will be our guide, updated with the current context in Brazil and the world, so that it can serve as a general guideline for all our actions, including participation in international fairs and events. Our central proposal is to increase Brazil's visibility in priority markets, strengthen partnerships, create new connections and attract visitors in an increasingly strategic manner.
Travel2Latam: Considering the growing demand from tourists from Argentina, the United States and Chile, how is Embratur working to improve the tourism infrastructure and the flow of visitors in cities like Gramado, which are already popular destinations?
Marcelo Freixo: In 2024, we had the best September in history in terms of the number of international tourists visiting Brazil. From January to September, the number of international visitors increased by 12% compared to last year, with September's number being a record since the beginning of the historical series, with more than 440 thousand visitors in just one month. This shows that our efforts to promote a greater diversity of destinations and experiences, in addition to sun and beach, are on the right track. We are showing the world our nature, culture, gastronomy, popular festivals and a multitude of spectacular experiences that only exist in Brazil and can be enjoyed at any time of the year. This strategy reduces the effects of seasonality, increasing the arrival of tourists during the so-called low season. In this way, we ensure significant movement in the tourism business, sustaining high employment throughout the year. The promotion of small businesses, in partnership with Sebrae, the training of professionals on Brazilian destinations, the partnership with Embratur to support operators and the improvement of local infrastructure to be increasingly prepared for international tourism are fundamental parts of this strategy. We also have the partnership of the Ministry of Tourism and the state and municipal tourism departments, which are responsible for investments in tourism infrastructure in the destinations, so important to better welcome those who visit us.
Interview: Mary de Aquino.
Photo: Divulgação Embratur.