For the first time, Brazil has been chosen as a partner country for FITUR, the most important tourism fair in Spain and one of the most influential in the world. At the 2025 edition, which will take place between 22 and 26 January, Brazil will present its strategy aimed at the tourism sector, focused on strengthening the Spanish and European markets.
During the event, Embratur will focus on the visual communication of the fair and the advertising campaigns distributed throughout Madrid, presenting an agenda focused on business generation and sustainability. As a partner country, Brazil not only expands its presence in global tourism, but also reinforces the success of its promotional strategy in key markets, such as Spain itself.
“This achievement is the result of Embratur's committed work during President Lula's administration. We will take advantage of this prestigious space to highlight our diversity and position Brazil as a leader in global tourism. We invite professionals to visit our pavilion, designed to generate business, strengthen strategic alliances and showcase the strengths of our market,” said Embratur President Marcelo Freixo.
Opportunity
The event will be an opportunity for the tourism sector to participate in initiatives such as the launch of an advertising campaign aimed at Europe, a platform for continuous training on Brazil and new strategic agreements with international organizations.
The Brazilian Pavilion at FITUR 2025 will be one of the main points of attraction, offering immersive experiences, cultural presentations and business meetings designed to foster investment and collaborations.
In addition, Brazil will showcase its tourism diversity, bringing together destinations from all its regions, airlines, operators and hotel chains committed to innovation and excellence.
The selection of co-exhibitors will focus on promoting qualified and varied destinations, consolidating the country as a world-renowned destination. The objective is to diversify the tourist offer, increase the length of stay of visitors and maximize the spending of international tourists.
For the Minister of Tourism, Celso Sabino, “being the guest country at FITUR is an extraordinary achievement.” “We have closed a record year for Brazilian tourism and 2025 promises to exceed our expectations, both in terms of results and global visibility. FITUR will be our showcase to highlight the country’s potential, especially in a year in which we will also host COP30 and the BRICS,” he added.
The Brazilian ambassador to Spain, Orlando Ribeiro, highlights that Brazil and Spain are allied countries that maintain a traditional and multifaceted cooperation. “In the tourism sector, we have been working to strengthen our ties with the aim of combining Brazilian potential with Spanish experience. Spain, in addition to being an important source of tourists, must be considered a strategic partner, a fundamental source of investment for the national tourism sector and a country with extensive experience in this field,” he said.
Growth of international tourism in Brazil
Brazil implemented an international promotion strategy based on data and market segmentation, achieving remarkable results. In 2024, international tourism grew by 13%, with around 5.4 million foreign tourists until October, of which almost 20% were Europeans, exceeding one million visitors.
The country expects to close the year with a record 7 million international tourists, driven by improved connectivity and targeted promotion that strengthens its positioning in priority markets.
Source: Embratur.