Embratur launches the Brasis Plan in São Paulo with a focus on repositioning Brazil in global tourism

The Salão Nobre of the São Paulo Department of Tourism and Travel hosted, this Monday (21), the official launch of the Plano Brasis 2025–2027, an initiative that promises to transform Brazil's international presence in global tourism. The presentation was led by two of the main articulators of the new project: Bruno Reis, Marketing Director at Embratur, and Ana Paula Jacques, Coordinator of International Markets at Embratur.

With the presence of Embratur President Marcelo Freixo, Sebrae National Competitiveness Coordinator Ana Clévia Guerreiro, and representatives from São Paulo, including Visit São Paulo President Toni Sando and São Paulo State Secretary of Tourism and Travel Roberto de Lucena, the event brought together authorities and industry leaders to kick off a new cycle for Brazilian tourism. Also in attendance were representatives from the state government, city hall, parliamentarians, and association presidents.

The Brasis Plan is a break with old models, focusing on structured governance, market intelligence, campaign segmentation, and a direct focus on tourist flow results and revenue generation.

Data intelligence at the heart of the strategy

During his presentation, Bruno Reis emphatically explained that the Brasis Plan ends the cycle of generic and improvised actions. "This is a momentous moment," he emphasized, explaining that the plan's timeline is 2027, but with guidelines set out through 2030, based on ongoing studies of economics, geopolitics, and consumer behavior.

"The decision is to go solely with the data; it's not guesswork or improvisation. It's a national plan aligned with economic and geopolitical realities," he stated. Reis emphasized that for the first time, Brazil will have a tourism promotion plan integrated across all public spheres and with the private sector, with measurable objectives and a clear methodology.

According to him, four main axes guide the work:

- Continuous and in-depth diagnosis of issuing markets;

- Competitive repositioning of the Brazil brand;

- Actions aimed at converting tourists, with real-time monitoring;

- Institutional integration with states and municipalities, and strengthening of partnerships with the private sector.

Unprecedented segmentation: four levels to treat the world in a personalized way

Ana Paula Jacques explained that the biggest differentiator of the Brasil Plan lies in its detailed segmentation of sending countries, classifying them into four levels. The focus is to move away from a standardized approach and develop campaigns, tourism products, and visibility initiatives tailored to each market's profile.

"There's no one-size-fits-all Brazil. Each country has different interests, and our job is to understand these differences," explained Jacques, emphasizing that personalization is the most efficient way to increase qualified tourist flow.

The division by levels was established as follows:

Level 1 – Consolidated markets: Argentina, Chile, Paraguay and Uruguay.

Level 2 – Essential markets: Germany, Spain, United States, France, Portugal and United Kingdom.

Level 3 – Growth markets: Canada, Colombia, Italy, Mexico, Netherlands, Peru and Switzerland.

Level 4 – Opportunity markets: South Africa, Australia, Belgium, Bolivia, China and Japan.

Each country will receive specific promotional strategies, with presence at specific events, content adaptation, and a focus on what best connects tourists with Brazil.

São Paulo as a platform for international visibility

The launch in São Paulo was no coincidence. The city is the main entry point for foreign tourists into the country and plays a key role in connecting the public and private sectors. For Embratur president Marcelo Freixo, the city has all the conditions to be the hub for new tourism promotion strategies.

According to Bruno Reis, "São Paulo is absolutely strategic, both for its infrastructure and its air traffic and diversity of attractions. The city helps boost the performance of national tourism."

Ambitious goals by 2027

The plan's focus is to revive the growth of international tourism in Brazil. The goal is to surpass 7 million international tourists by 2025 and reach 8 million by 2027, in addition to establishing a continuous and professionalized public policy guided by data, efficiency, and integration.

Based on new metrics, strategic partnerships, and campaigns tailored to the real interests of each market, Embratur's goal is to reposition Brazil as a competitive, sustainable, and modern tourist destination.

Report and photo: Mary de Aquino.