Discover how two complementary approaches help promote Brazil abroad and deliver strategic results for destinations and Brazilian brands
Both the Viva Brasil! Unique Experiences Showcase and the VBRATA Roadshows aim to promote Brazilian tourism abroad, but they differ in format, strategy, and focus.
Viva Brasil! Unique Experiences Showcase
The Showcase takes place during major tourism fairs in Europe, offering wide and institutional visibility for Brazil as a tourist destination. The activities are more structured and involve large-scale promotional efforts, such as:
- Outdoor and social media advertising campaigns,
- Exclusive stands at trade fairs,
- Themed events such as cooking shows and cultural dinners,
- Distribution of promotional materials,
- Fam trips with international operators.
The focus is on showcasing Brazil’s unique experiences and strengthening its image with international trade and media, promoting high-level networking and increasing institutional visibility in strategic markets — with emphasis on a single destination.
VBRATA Roadshows
Roadshows are smaller, itinerant and informal events held at typical restaurants or hotels, focused on training, business, and direct interaction with international travel agents and tour operators. They feature:
- Tailored business meetings,
- Direct presentations of destinations, products and services,
- Dinners or cocktail receptions for networking,
- Strategic information exchange with local trade.
Their main goal is to insert and diversify Brazilian tourism offerings in international markets, training specialised agents to sell Brazil with confidence and enthusiasm.
Summary of main differences:
| Aspect | Viva Brasil! Showcase | VBRATA Roadshows |
| Format | Large-scale, institutional, within tourism fairs | Informal, itinerant, in restaurants or hotels |
| Venue | International fairs and exclusive hotel/restaurant events | Various cities, outside major fair circuits |
| Activities | Campaigns, stands, cooking shows, fam trips | Business rounds, dinners, presentations |
| Focus | Visibility, institutional and cultural promotion | Training, relationship-building, sales |
| Target Audience | Agents, operators, media, qualified public | International leisure & MICE operators and agents |
| Main Objective | Reinforce Brazil’s image as a tourist destination | Increase sales and train promotional agents |
Both formats complement each other and are essential to VBRATA’s international tourism promotion strategy.
Whether through the large-scale impact of the Viva o Brasil! Showcase or the strategic proximity of the Roadshows, VBRATA invites your destination to take part in these exclusive actions that promote Brazil with excellence in global markets. As an exhibitor or co-exhibitor, you’ll have a dedicated and experienced team at your side, ensuring visibility, meaningful connections, and real results for your destination. Join us and help take Brazil even further!
Find out more about the events that VBRATA holds at this link.