During the International Tourism Fair (FITUR) 2025, Embratur,
the Brazilian Agency for International Tourism Promotion, formalized its
membership in the World
Travel & Tourism Council (WTTC), symbolizing a milestone and
consolidating the country as a protagonist in the international tourism scene.
With more than 200 members, WTTC’s global organization represents
the private sector, covering leaders of airlines, hotel chains, tour operators
and other segments. Becoming a member of Embratur reinforces Brazil's
commitment to the best practices of the global market, aligning itself with
trends in sustainability, innovation and international collaboration.
President of Embratur, Marcelo Freixo, highlights the
importance of this affiliation in a statement, "This is a milestone for
Brazilian tourism. Our entry into the WTTC connects us directly to the main
global players, allowing us to move towards a more competitive tourism aligned
with the expectations of international travelers.”
He added, "We are positioning Brazil more and more as a
key actor in the global discussion about the future of tourism. This
partnership reinforces our commitment to establish Brazil as a destination that
sees tourism as an economic activity aligned with the challenges of the 21st
century, boosting development through environmental sustainability and the
celebration of human diversity.”
Julia Simpson, WTTC CEO said, "It is an honor that
Embratur and Brazil are members of WTTC, an organization that brings together
the main actors of the world private market, especially in the tourism and
travel sector. Tourism is a fundamental sector for the Brazilian economy.”
In the case of Brazil, she highlighted the importance of
Embratur, which has been fundamental to attract
visitors to the country. “It's such a beautiful and big country, with so
many things to discover. I'm really very happy that we have Embratur as an
associate," she concluded.
Embratur's participation in WTTC brings a series of benefits
and opportunities to Brazil. By connecting to global quality standards, the
country increases its investment attractiveness and strengthens international
credibility.
The association also guarantees access to data and
information to guide the promotion and development of Brazilian destinations.
Through the Council's research, reports and insights, Embratur will have more
elements to align Brazil's promotion with world trends and facilitate
connections with global companies, enhancing infrastructure projects and
international campaigns.
"The Embratur and WTTC collaboration will maximize the
impact of Brazil's promotion actions in high-potential markets, contributing to
the strengthening of the country's image as a competitive tourist destination
with emphasis on authentic and sustainable experiences," said Embratur's
director of Marketing, Business and Sustainability, Bruno Reis.
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