Marcelo Freixo reveals strategy that will help Brazilian tourism break records in 2025

In an exclusive interview with Travel2Latam during the Plano Brasilis event, held this Monday (21) in the historic center of São Paulo, the president of Embratur (Brazilian Agency for International Tourism Promotion), Marcelo Freixo, celebrated the unprecedented moment of Brazilian tourism. With record data in 2024 and even greater projections for 2025, Freixo explained the strategy that repositions Brazil in the global tourism scenario.

"We are living in extraordinary times. Brazilian tourism has never seen such impressive numbers," Freixo declared, highlighting that in 2024 the country welcomed 6.77 million foreign tourists, generating US$7.3 billion in revenue. According to him, the growth curve remains firm in 2025: "In the first half of this year, Brazil has already welcomed 5.3 million international tourists, a 48% increase compared to the same period last year," he stated.

Brazil returns to having an international marketing plan after 20 years

During the event, organized by Embratur in partnership with Sebrae and the São Paulo State Department of Tourism and Travel, Freixo detailed the new International Marketing Plan, a key component in maintaining the sector's growth. "Twenty years ago, Brazil didn't have a structured marketing plan. Now we have a technical strategy, developed with each state in the federation, to maximize the country's tourism potential," he said.

The plan provides for training states to identify the most promising markets, define the best language, and choose the ideal times for international promotion. "It's a change in mindset: we want every Brazilian destination to know how to market itself in the best possible way abroad," he explained.

Tourism as an economic engine of the 21st century

Freixo also defended tourism as a strategic sector for Brazil's sustainable economic development. "Tourism isn't just entertainment; it generates jobs, income, and regional development. It's the new, possible economy of the 21st century," stated the president of Embratur.

The Brasilis Plan, held at the São Paulo Tourism Secretariat building, brought together public and private leaders to discuss the future of the sector. Freixo concluded his presentation by reinforcing tourism's role as a major driver of the Brazilian economy. "Brazil has immense potential and is finally learning how to harness it professionally and intelligently," he concluded.

Report and photo: Mary de Aquino.