Embratur launches "Feel Brazil" at WTM Latin America 2025

Brazil's presence at WTM Latin America 2025, which will take place from April 14 to 16 at Expo Center Norte in São Paulo, marked a new moment for the country's tourism promotion. In an exclusive interview, Bruno Reis, Marketing Director at Embratur (Brazilian Agency for International Tourism Promotion), presented the main projects and strategies that reposition Brazil as a plural, sustainable and highly competitive destination on the global stage.

"Feel Brazil": Brazilian authenticity in focus

“Our goal is to internationalize the country’s most authentic and diverse experiences,” highlighted Bruno Reis when presenting Feel Brazil, an initiative officially launched at the fair. The project mapped 101 tourist experiences spread throughout the country, with curation and a focus on quality, translated content and audiovisual material.

These experiences will be promoted through a new website, social media and tools such as press trips and fan tours. “The cutting-edge experiences will also start to be part of the deliveries that Embratur has been making”, reinforces Bruno Reis.

Brazil closer to the world

Expanding the international air network is one of the current administration's priorities. "We managed to get Iberia flying Madrid-Recife and Madrid-Fortaleza, as well as Air France flying Paris-Salvador," he celebrated. According to Bruno Reis, the International Tourism Acceleration Program (PATI) allows Embratur to promote new flights in partnership with states, privatized airports and airlines.

This partnership aims to break a historic record: “We will break the record of 7 million international tourists for the first time in 2025”, he projects, pointing to growth also driven by maritime, river and road transport — with a focus on tourism from Argentina.

Cultural tourism

Brazil's cultural diversity, which includes festivals such as Carnival, the Parintins Festival and the Festas Juninas, is gaining a new commercial approach. “There is no point in offering culture to those who only want to sell sun and beach. The difference now is selling to the right channel,” he says. The strategy includes mapping niches and structuring previously disorganized products.

Bruno Reis emphasizes the importance of highlighting the 18 Brazilian cultural and natural heritage sites recognized by UNESCO. “We are going to launch the Visite Brasil Gallery in Paris, just to promote our heritage sites to operators,” he reveals.

Betting on neglected segments

Segments with untapped potential are also on the radar. One example is birdwatching, which attracts travelers to destinations such as Costa Rica and Africa, but is still little promoted in Brazil. “We are creating the first wildlife tourism association to organize this offer,” he explains.

The new proposal is clear: to transform Brazil into a global reference in authentic, sustainable and commercially well-positioned experiences. “We have a huge number of segments with a competitive edge. The challenge is to package the right product for the right market and the right channel,” concludes Reis.

Report and photo: Mary de Aquino.