by Brian Major
Last updated: 7:50 AM ET, Mon May 18, 2026
Embratur, Brazil’s official agency for the promotion of Brazilian
tourism abroad has joined the Black Travel Alliance (BTA), one of the leading
international organizations focused on travel for Black travelers.
Brazil is advancing the international promotion of Afro-tourism in
strategic markets through its membership in the BTA.
The partnership, announced by Tânia Neres, Embratur’s coordinator
of Afro-Tourism, Diversity, and Indigenous Peoples, expands the reach of
Brazil’s international promotion by connecting the country with content
creators, journalists, tour operators, and opinion leaders who influence Black
American travelers — a segment with high purchasing power and increasing
interest in experiences tied to culture, ancestry, and a sense of belonging.
According to Neres, the membership is the result of a strategy
developed over recent years by Embratur to strengthen Afro-tourism as a
competitive asset for Brazil on the global stage.
“Since 2023, Embratur has committed to strengthening Afro-tourism
as a strategic pillar of Brazil’s international promotion,” she said. “Since
then, we have advanced efforts to position the country as a global reference in
tourism centered on Black experiences, recognizing the potential of Brazil’s
Black population as a key driver of this development.”
Through this membership, Embratur becomes part of a strategic
international ecosystem, gaining direct access to targeted promotional
initiatives and market intelligence. Planned actions include focused campaigns,
webinars with international tour operators and travel advisors, specialized
consulting services, and participation in the Black Travel Summit, the leading
B2B event in the segment.
The partnership also includes technical support to strengthen the
communication strategy of the Brand Brazil campaign, ensuring greater cultural
relevance in international campaigns and reinforcing the authenticity of the
narratives promoted abroad.
With the largest Black population outside Africa, Brazil offers
unique conditions to establish itself as a global leader in Afro-tourism. Its
cultural diversity, territories marked by memory and resistance, and the
richness of Afro-Brazilian expressions provide authentic, high-value
experiences for international travelers.
Embratur’s strategy aims to transform this potential into a qualified
tourism flow, expanding Brazil’s presence in strategic niche markets while
contributing to increased spending by international visitors.
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