Brazil bets on tourism and innovation to increase its international influence
Brazil is currently the South American country that attracts the largest number of international tourists. Amid nearly 50% growth in international tourism to Brazilian destinations in the first half of the year, the government is seeking to strengthen its global presence and image
Brazil aims to consolidate its position among the world’s top tourist destinations, using innovation and technology as drivers of the South American country’s influence on a global scale.
With the goal of boosting tourism as a soft power tool to consolidate a more positive and attractive global image, Embratur’s president, Marcelo Freixo, explained that the country is expanding its international presence through innovation in tourism.
“While other destinations impose barriers to tourism, Brazil welcomes travelers with open arms. Embratur is driving technological and sustainable solutions to strengthen destinations, attract investment, and position the country as a global hub of creativity, diversity, and hospitality. We know that smart tourism can become a powerful tool for reputation and global influence,” said Freixo.
Brazil’s plan to increase inbound tourism is based on three pillars: data intelligence, innovation, and sustainability. “We know which tourists come, how much they spend, what they think, what they prefer, the tourism potential they bring, and what is the most important market for each of them,” said Freixo at the latest edition of the Rio Innovation Week Conference in Rio de Janeiro.
Soft power is a country’s ability to expand its global influence through its culture, values, and policies. Brazil is the Latin American country with the greatest global influence, according to the 2024 edition of the Global Soft Power Index by Brand Finance, which highlights the South American nation for its attributes in categories such as Culture & Heritage, International Relations, People & Values, Business & Trade, and Sustainability.
In the first half of 2025 (January to June), Brazil received a total of 5,332,111 international tourists, representing a 48.2% increase compared to the same period the previous year. This record marked the best historical performance for the first six months of the year.
Some of Embratur’s innovation initiatives to improve the tourist experience and make Brazil more competitive include:
Audiovisual initiatives through the “Brasil com S” program, which promotes the production of short films about destinations in the Amazon biome.
Cultural routes, such as the Samba Route and the Literary Route.
Brasil Festivo Program, focused on major cultural events—including FLIP and the Gramado Film Festival—with the goal of using technology to improve the tourist experience.
Regenerative Tourism, supporting environmental projects such as the Coral Biofactory and the Blue Macaw Institute.
Partnerships with Big Tech companies, such as Google and TikTok, to enhance the digital positioning of small and medium-sized tourism businesses.
Embratur was a finalist in the Skift IDEA Awards (Innovation, Design, and Experience Awards), which recognize the most innovative, creative, and impactful projects in the travel industry.
The initiative highlights actions that are redefining the future of the sector in areas such as hospitality, aviation, technology, tourism, and sustainability. Embratur was recognized in the People & Community category for the “Feel Brasil” project, a joint initiative with Sebrae that offers a curated selection of 101 experiences across 61 municipalities throughout the country, available to international visitors.
Source: Embratur.