With the aim of diversifying and expanding the knowledge of Spaniards about Brazilian products and destinations, Embratur is starting, this Tuesday (21), a series of actions focused on inviting European travelers to visit the Rota das Emoções, a new product on the international line, which connects the states of Maranhão, Piauí and Ceará. The initiatives, carried out in collaboration with Sebrae and the airline TAP, are part of the strategy to promote Brazil during Fitur 2025, one of the largest tourism fairs in the world, and are part of the Vitrine Visit Brasil (Feel Brasil) project, aimed at diversifying Brazil's tourism offer and promoting unique tourist experiences.
The fascinating Rota das Emoções route has more than 500 kilometers of natural charms, authentic culture and commitment to sustainability: it starts in Lençois Maranhenses, passes through the Parnaíba Delta and reaches Jericoacoara. The actions in Spain seek to show that, more than a trip through natural wonders, this tourist circuit is a true immersion in local culture, with opportunities for interaction with communities, tasting typical dishes such as crab and fresh fish, involvement with crafts and regional products. culture.
Embratur President Marcelo Freixo highlights that the Rota das Emoções reflects everything Brazil has to offer and is increasingly accessible to Europeans. “This is an example of how the joint effort of Embratur and TAP facilitates connectivity between Europe and Brazil and makes the Rota das Emoções more accessible to European tourists. This itinerary features unique natural beauty, welcoming people and a sustainable tourism model that promotes respect for the environment and the socio-economic development of local communities. It is an invitation to experience true Brazilian emotion,” says Freixo.
TAP’s commercial director, Marcio Cruz, highlighted the relevance of the partnership with Embratur to promote Rota das Emotions in Europe. “It is exactly what our customers are looking for, experiences that connect with the destinations, and Rota das Emoções is a rich and valuable Brazilian experience, and our partnership with Embratur is very important to present this product here in Europe,” he said.
Joint action
Participation in FITUR 2025 reinforces the strategic partnership with TAP Air Portugal, which seeks to expand connectivity with Europe and facilitate access for tourists to the Brazilian Northeast. Rota das Emoções is currently accessible from several domestic and international flights. For those coming from Europe, Ceará is the main gateway, with daily direct flights from Lisbon, Portugal, and five weekly flights from Paris, France. From Fortaleza it is also possible to take a domestic flight to Jericoacoara Airport, one of the best-known gateways to Rota destinations.
Piauí and Maranhão have direct connections to major capitals such as São Paulo, Brasilia, Recife, Belo Horizonte and Fortaleza, all with international flights from Europe. In addition, Maranhão further expands its possibilities with direct routes from Salvador and Belém, cities that also have flights to the European continent.
Impact on promotion
Natur Turismo operator Rafael Gavazzi reinforces that with the air connectivity offered by TAP, Rota das Emoções has gained increasing prominence in the international market. “Today it is much easier for international travelers to complete their itinerary along Rota das Emoções and, from Fortaleza, return home on a direct flight,” he said. The agent also highlighted the diversity of audiences that the destination attracts, from young people looking for fun to kitesurfers. For him, “this action by TAP and Embratur gives even more visibility to the route, attracting not only those who want to get to know the Route, but also those looking to explore other destinations in Brazil,” he said.
During the fair, TAP held a raffle among Spanish tour operators offering a complete trip along the Rota das Emoções. The prize includes air tickets and an exclusive 11-day itinerary. The initiative, promoted by local entrepreneurs, aims to attract even more attention from tour operators.
On-site immersion
Winner of one of the tickets, Cátiana Tur expressed her happiness at being able to visit Brazil once again. “Fortaleza is a destination I have not yet visited. I have been to other places in Brazil, but not Fortaleza. I know it is a place with lots of nature, incredible beaches, where I will surely experience very good and fortunate days. With this new program to promote the Rota das Emoções, I think it is a very promising path. We are an association of travel agencies and we know that experiences and emotions are fundamental in tourism. What really matters is what you live and enjoy, and I think this program focuses precisely on that,” she emphasized.
And for those passionate about local gastronomy, a special cooking show will be held at the Brazilian stand this Wednesday (22). The event will offer an immersion in northeastern flavors, with typical dishes such as fresh fish and local spices, creating a unique sensory experience for the tour operators present.
Visit the showcase of Brazil
Launched in October 2024, the Vitrine Visit Brasil project, developed by Embratur in collaboration with Sebrae Nacional, selects 100 national tourism experiences with the aim of promoting the most authentic experiences in 30 strategic and iconic destinations in Brazil.
With the continued success of the program, Brazil is gaining increasing international visibility, attracting tourists seeking differentiated and sustainable experiences, while generating development for local communities and preserving its natural heritage.
For the president of Embratur, since the launch of the program the results have been significant, with an increase in the visibility of Brazilian destinations in the international market. “The inclusion of Rota das Emoções in the Feel Brasil project further expands this impact, attracting tourists interested in differentiated and sustainable experiences,” says Marcelo Freixo.
In addition to promoting tourism in Maranhão, Piauí and Ceará, the initiative generates economic development for local communities, strengthens environmental preservation and encourages the practice of responsible tourism. There are also plans to expand and diversify the destinations within the Rota das Emoções, consolidating it as a world reference in ecotourism.
Rota das Emoções' participation in FITUR 2025 goes beyond being a showcase for Brazil; it is an opportunity to consolidate the itinerary as an icon of ecotourism, with expansion plans to further enrich and intensify the experience offered.
In this context, FITUR 2025 promises to be a milestone for the internationalization of the Rota das Emoções, placing Brazil in the spotlight as an unmissable destination for those seeking nature, culture and unforgettable experiences.
Source: Embratur.