Tourism in Focus: Braztoa reinforces commitments to sustainability and integration in the Brasilis Plan

The president of the Brazilian Association of Tour Operators (Braztoa), Marina Figueiredo, highlighted this Monday (21), during the Plano Brasilis event, in São Paulo, the leading role of tour operators and partners in strengthening the sustainable agenda and stimulating integration between markets. The initiative, carried out by Embratur in partnership with Sebrae and the Secretariat of Tourism and Travel of the State of São Paulo, brought together representatives of the sector in the historic building of the secretariat itself, in the center of the city of São Paulo.

"We have been working hard to promote good practices in tourism, strengthen integration with strategic markets like Argentina, and create a positive legacy, especially looking ahead to key moments like COP 30 in Belém," said Marina Figueiredo in an exclusive interview with Travel2Latam.

Focus on the future: sustainability and post-COP 30 legacy

One of the main areas highlighted by Braztoa at the event was its traditional Braztoa Sustainability Award, considered the most important in the sector in the country. Registration for this year's edition has already closed, and the organization is now moving on to the finalist selection phase. According to Figueiredo, the diversity of the initiatives was impressive. "What stands out most is the maturity of the proposals, which now encompass not only environmental concerns, but also social concerns, community strengthening, and responsible land management," he noted.

She also emphasized that the participating initiatives have a high degree of replicability, meaning they can be applied in other regions of Brazil. "The award is an instrument of transformation. More than recognizing those who do well, it's about inspiring and multiplying good practices throughout the country," the president added.

Convention in Argentina and strategic connections

In addition to its focus on sustainability, Braztoa also plans international integration initiatives, such as its annual convention, which this year will take place in September in Córdoba, Argentina, preceding the traditional Latin American International Tourism Fair (FIT Latin America) in Buenos Aires. "We want to strengthen Córdoba as a destination, especially with the expansion of direct flights by Gol and Latam. It's a concrete way to open up opportunities for the Brazilian market and bring operators closer to new products," said Marina Figueiredo.

Expansion of members and new branches of the association

Braztoa currently has 91 members, including 56 operators responsible for a significant portion of Brazil's outbound leisure tourism. This membership is complemented by partners from international destinations, airlines, hotel chains, technology companies, and financial services providers.

"Our strength lies in our diversity. We have partners representing destinations in South America, Europe, and the Middle East, as well as local partners such as Gramado, Belo Horizonte, and other national destinations," Marina explained.

The organization is also advancing strategic partnerships. A recent example is the agreement signed with Embratur during WTM Latin America to attract international inbound travel operators (DMCs). "We already have meetings scheduled in Rio and São Paulo with DMCs, strengthening this arm of Braztoa," Marina announced, demonstrating that the sector continues to expand and connect with global transformations.

The Plano Brasilis event is consolidating itself as a forum for the debate on more responsible, integrated and sustainable tourism, with Braztoa as one of the protagonists in articulating this new moment for the sector.

Report and photo: Mary de Aquino.