Embratur and BLTA sign agreement to promote sustainable luxury tourism in Brazil

In a strategic initiative to strengthen Brazil's presence in the global luxury tourism market, Embratur and BLTA (Brazilian Luxury Travel Association) renewed their Technical Cooperation Agreement (ACT) this Tuesday (29) during the Visit Brasil Paris Gallery. The partnership aims to expand the country's participation in international events and consolidate Brazil as a high-end destination that combines sophistication, sustainability, and cultural authenticity.

By renewing the agreement, Embratur and BLTA commit to building a legacy that combines economic development with environmental and cultural preservation. This new phase of the partnership includes joint actions focusing on global trends in luxury tourism, such as regenerative travel, transformative experiences with local communities, and the promotion of sustainable practices. 

On the occasion, Embratur President Marcelo Freixo highlighted the strategic importance of the segment. "Luxury tourism is one of the pillars of our 2025 strategy, and I believe it's an area where private and public initiatives must necessarily work together, since the government inevitably needs to promote a country, but the private or commercial sector needs to embrace it. Therefore, it's a pleasure to renew this protocol, this cooperation, so that we can achieve even more records and make tourism the main driver of Brazil's development, which is what we believe in," he emphasized. 

In January, February, and March, we welcomed 82,000 French people to Brazil. It's an extraordinary number. Speaking only of French people, it represents a 24% increase compared to the same months last year, Freixo added.

For Camilla Barretto, Executive Director of the Brazilian Luxury Travel Association, "collaborating with EMBRATUR reinforces our commitment to positioning Brazil as a major attraction in South America, where quality, authenticity, diversity, and sustainability are inseparable values ​​for the association that brings together the best of authentic Brazilian hospitality. Today we can affirm that Brazil is on par with the best destinations in the world in offering authentic, high-quality experiences," she stated.

Luxury Tourism
In 2023, BLTA’s 69 members—which include 61 hotels and 8 inbound tour operators—recorded combined revenues of R$3.12 billion, a 14.05% growth compared to 2022. This performance exceeds the global average for the luxury sector, which, according to Bain & Company, grows between 8% and 10% per year.

The partnership between the Agency and BLTA strengthens Brazil's position at the industry's largest international events, such as ILTM Cannes. 

“The intention is to present to the world a concept of Brazilian luxury that goes beyond the conventional, an experience that values ​​cultural diversity, sustainability, and technological innovation in harmony with nature,” says Freixo.

Among the trends guiding the new stage of cooperation are:

Active participation in local communities and promotion of cultural exchange.

Sustainability as a concrete practice, with environmental regeneration projects.

Using technology to improve the tourist experience.

Regenerative tourism, which contributes to the improvement of the destinations visited.

Wellness, health, and self-discovery offerings in natural destinations.

Customized trips, focused on small groups and ultra-personalized service.

Opt for “essential luxury”: comfort without ostentation, prioritizing authenticity and attention to detail.

“Brazil is the destination where essential luxury merges with the unique beauty of diversity. It's the authenticity of dining under the stars in Chapada Diamantina, the ancestral wisdom of the Amazon's indigenous communities, and the hospitality that transforms the experience into something unique,” ​​emphasized the president of Embratur.

Regenerative tourism and authentic destinations in Brazil
Also on Tuesday (29), the Visit Brasil Paris Gallery was also the scene of the Circle of Conversations Regenerative tourism and authentic destinations in Brazil, with the CEO of BLTA, Camilla Barretto, the co-founder of UXUA Casa Hotel & Spa in Trancoso, Bob Shevlin, the executive of the OCANTO Group, Pedro Treacher, the representative of Barracuda Hotel & Villas Michael Prussner, and the representative of Cristalino Lodge and Hamares Boutique Hotel Renata Luque. 

On the occasion, participants discussed projects developed with a sustainable design and in line with environmental values. 

For Camilla Barretto, it makes no sense to talk about luxury tourism if it's not aligned with a positive impact. "Rather than preserving, we need to regenerate and do so in a way that leaves a legacy for future generations. Luxury tourism should be the spokesperson for a new traveler's behavior, who has the prerogative to give back more than they receive from the place they visit," she stated.

“Brazil is demonstrating real success in the luxury tourism sector, not only in building sustainable developments, but also in creating sustainability-focused business partnerships that are impacting the way destinations are managed, with the ultimate goal of making tourism a regenerative force, benefiting both communities and visitors,” said Bob Shevlin.

Pedro Treacher, of the O Canto group, concluded by stating that Brazil is the most biodiverse country on the planet and has all the elements to occupy its place as a global "green powerhouse." "There is no way to separate luxury from sustainability, and while this is not an exclusive domain of the sector, luxury tourism, excellence, must be at the forefront of this movement," he emphasized.

Source: Embratur.