Brazil, South America: Embratur Joins WTTC to Strengthen Global Tourism Partnerships and Boost Brazil’s Economy Through Sustainable Growth

Published on January 30, 2025

The Brazilian Tourist Board (Embratur) has taken a significant step toward strengthening its global tourism presence by joining the World Travel & Tourism Council (WTTC) as a Destination Partner. This announcement, made on January 30, 2025, highlights Brazil’s commitment to leveraging international collaborations to boost tourism, stimulate economic growth, and drive sustainability efforts within the sector.

By becoming a WTTC Destination Partner, Embratur will now be actively involved in high-level forums featuring executives and CEOs from over 200 of the most influential travel and tourism companies worldwide. This partnership aligns with WTTC’s broader mission to unlock the potential of global tourism by fostering economic development, job creation, and poverty reduction through strategic cooperation with governments, industries, and communities.

A Prestigious Global Network and New Opportunities for Brazil

Under the ‘Visit Brasil’ campaign, Embratur’s entry into WTTC’s Destination Partner network places it among 30 of the world’s most prominent tourism organizations, including Atout France, Brand USA, Abu Dhabi, Destination Canada, Dubai, Visit California, ProColombia, Buenos Aires, Thailand, Portugal, and Rwanda. This membership opens the doors for Brazil to play a pivotal role in shaping international tourism policies and best practices.

WTTC’s President & CEO, Julia Simpson, acknowledged Brazil as a leading tourism powerhouse, emphasizing that this partnership would reinforce the industry’s resilience while unlocking new avenues for sustainable growth.

Brazil’s Growing Influence in Global Tourism

Brazil’s participation in WTTC comes at a time when its travel and tourism sector is contributing 7.7% to the national GDP, an economic impact valued at USD 165.4 billion in 2024, according to WTTC’s Economic Impact Research (EIR) conducted in collaboration with Oxford Economics. These figures highlight Brazil’s strong tourism infrastructure, abundant natural attractions, and increasing international visitor numbers, reinforcing the country’s role as a major player in the global market.

The Strategic Benefits of WTTC Membership

Joining WTTC provides Embratur with access to a premier network of stakeholders that include some of the most recognized names in travel, aviation, and hospitality, such as:

• Google, IBM, and VISA – Enhancing digital and financial solutions for tourism
• Marriott, Hilton, Hyatt, and Airbnb – Strengthening Brazil’s accommodation sector
• Expedia Group and Carnival Corporation – Expanding travel and cruise offerings
• Royal Caribbean Cruises – Boosting Brazil’s potential as a major cruise destination

This partnership allows Brazil to align its tourism policies with international standards, making it more competitive and attractive for foreign travelers.

A Focus on Sustainable and Inclusive Tourism Growth

According to Embratur President Marcelo Freixo, this collaboration will enable Brazil to position itself at the center of global tourism discussions, integrating economic development with sustainability and cultural diversity. The partnership reinforces Embratur’s dedication to balancing tourism expansion with environmental responsibility, ensuring that future growth aligns with the challenges of the 21st century.

How This Will Impact Travelers and the Tourism Industry Worldwide

Brazil’s entry into WTTC will not only benefit the country’s tourism sector but will also create new opportunities for global travelers, industry professionals, and businesses. The impact will be seen in several key areas:

• Expanded Tourism Experiences – Improved global marketing strategies will make Brazil’s rich biodiversity, cultural festivals, and adventure tourism more accessible to international tourists.
• Increased Investment in Infrastructure – The collaboration with WTTC members could result in upgraded airports, enhanced digital services, and more sustainable tourism practices.
• Stronger Travel Connections – The partnership with major airlines, hotel groups, and online travel agencies will simplify travel planning, booking, and experiences for visitors.
• More Sustainable Tourism Options – With a focus on environmentally friendly tourism policies, travelers will see eco-conscious initiatives integrated into Brazilian tourism offerings.

The Global Impact of Embratur’s WTTC Membership

This development is expected to elevate Brazil’s status as a preferred international destination, reinforcing its appeal across multiple travel segments, including eco-tourism, cultural tourism, adventure tourism, and luxury travel. As Brazil integrates into WTTC’s strategic planning and discussions, it will influence global policies for responsible tourism, inspiring other countries to embrace sustainability and economic resilience in the tourism sector.

The Future of Brazilian Tourism on the World Stage

With Brazil now a part of WTTC’s prestigious network, the country is positioned to gain more visibility, attract greater investments, and collaborate on global tourism initiatives. The move signals a new era of international partnerships that will drive Brazil’s tourism industry forward while contributing to global efforts in responsible travel and economic development.