Brazil, the most biodiverse country in the world, invites you on an unforgettable adventure amidst its exuberant nature. With 50 co-exhibitors, the country is showcasing its diverse destinations at WTM London 2024 and boosting new business opportunities. During the event, one of the most important and influential in the global tourism sector, the Brazilian Tourist Board (Embratur), in partnership with Support Service for Micro and Small Enterprises (Sebrae), launched an initiative to encourage new experiences focused on wildlife and flora observation in the Cerrado and Brazilian Amazon.
The launch of the "Visit Brazil Showcase" took place on November 6th at the Brazil stand, aiming to contribute to the diversification of international tourism offerings, focusing on authentic, diverse, and sustainable experiences. The first experience to be presented to the world involves one of Brazil's main birdwatching spots in the state of Mato Grosso. To further boost the new destination and promote the experience to attract new tourists, international operators and travel agents took part in a raffle for two round-trip airline tickets from London to Cuiabá, the state capital and gateway to unique experiences in the Brazilian nature, sponsored by Latam Airlines.
The event also offered participants the chance to taste authentic Brazilian cuisine, providing an immersive experience into the country's culture and gastronomy during the "Pantanal Cooking Show".
"Only in Brazil you can experience the world's richest wildlife up close. To be just a few metres away from a jaguar and its cub is a unique and transformative experience that no one will forget. Our main objective at WTM is to work in partnership with our co-exhibitors to further promote Brazil's diverse destinations, generate new business and showcase Brazil as a destination for unforgettable experiences. Through the Showcase, we are fostering this cycle, promoting new experiences and itineraries to attract international tourists and consolidate this destination for key operators and agents from strategic countries", said Marcelo Freixo, President of Embratur.
"Only Brazil has the Amazon. Only our country has six biomes. By presenting Brazil's biodiversity to the world, we are enabling a unique tourism experience. This will bring even more opportunities and job creation to the country, as today there are 1.78 million tourism-related businesses in Brazil. Of these, 97.4% are small businesses. Entrepreneurship drives inclusion and increases the flow of tourists to the country. In 2024 alone, more than BRL 30 billion will be injected into our economy thanks to foreign visitors, the best figure in the last 10 years", commented Décio Lima, President of Sebrae.
"At LATAM Airlines we are committed to boosting sustainable tourism and promoting unique destinations such as the Pantanal and the Amazon. From Europe we offer 59 weekly flights to Sao Paulo and from there we allow our passengers to connect to more than 50 destinations within Brazil. We seek to provide international travellers with access to authentic and unforgettable experiences in the Brazilian wilderness. We are proud to be part of this initiative at WTM, promoting Brazil's biodiversity and natural heritage", said Davide Ioppolo, UK Regional Commercial Director of LATAM Airlines.
Brazil's participation at WTM London also aims to strengthen commercial relations with the main tourist-sending markets to Brazil, such as the United Kingdom, Germany, France, Italy, Spain, and Portugal. One of the highlights is the focus on new nature experiences and wildlife observation. The country is one of the top birdwatching destinations, for example, with nearly 2,000 species in biomes like the Amazon, Pantanal, Cerrado, and Atlantic Forest.
Discover Brazil at WTM
The Brazil stand, promoted by Embratur in partnership with Sebrae, allows visitors to discover the country and experience its rich diversity of colours, flavours, rhythms, culture, and landscapes. The exuberance of the Brazilian Amazon and Pantanal is present in cooking shows led by renowned Brazilian chefs during WTM. Visitors have the opportunity to taste regional ingredients from various parts of Brazil and the famous caipirinha, a Brazilian drink made with lime and cachaça. The Brazil stand at the fair covers 414 m² and also features cultural attractions and immersive experiences where visitors can learn about Brazilian destinations.
Visit Brazil Showcase
Prioritising strategic segments of the global tourism market through the curation of 100 experiences, the Visit Brazil Showcase aims to position Brazil as a competitive and attractive destination abroad, playing a fundamental role in supporting small businesses, helping to expand participation and increase spending by foreign tourists in the country. Throughout 2025, new authentic experiences will be presented to the international market.
Brasil-Europe Connection
From January to September 2024, over 741,000 tourists from countries such as France, Portugal, Germany, the United Kingdom, Italy, and Spain visited Brazil. This number is 20% higher than that recorded in the same period of 2023, demonstrating the country's potential in the European market. Increased connectivity between Brazil and Europe is also one of the priority strategies to expand new businesses and increase the flow of international tourists to Brazil. In addition to the consolidated direct flight routes between São Paulo and Rio de Janeiro and the main European capitals, such as London, Paris, Lisbon, Rome, and Madrid, new routes have expanded the possibilities of arrival for international visitors. In October, a new route expanded connectivity between one of the main European capitals - Paris - and one of the main Brazilian destinations - Salvador (Bahia). Other direct routes between Lisbon (Portugal) and Belém (Pará), host city of COP 30, and Manaus (Amazonas) are gateways to cultural experiences and contact with nature, offering an immersion in the Brazilian Amazon.
Source: EMBRATUR.