New strategy expands the country’s international promotion, highlighting its cultural, natural and regional diversity

Embratur officially launched on 19 May during the Visit Brasil Summit the Plan Brasis, a new tourism marketing guideline marking a strategic shift in the promotion of Brazil on the international stage. The initiative replaces the Aquarela Plan and adopts a broader and more representative approach, focusing on the plurality of destinations and experiences offered by the country.

The name “Brasis” encapsulates the campaign’s concept: to show that Brazil is not a single, homogeneous destination, but rather made up of multiple identities, cultures, biomes and ways of life. The plan aims to broaden international perceptions of the country, going beyond stereotypes and showcasing the tourism potential of all Brazilian regions.

Plan Brasis emphasises the promotion of new tourist routes, including medium-sized cities, traditional communities, historical heritage and natural attractions outside the most well-known circuits. The idea is to diversify the offer and attract an audience more engaged with experiential tourism, culture, gastronomy, ecotourism and sustainability.

Sustainability and inclusion as core pillars

Another highlight of the plan is the emphasis on sustainable and inclusive tourism. Embratur reinforces its commitment to environmental preservation and the economic development of local communities, encouraging responsible practices aligned with each territory’s reality.

Expected results
With this new approach, Embratur aims to increase the flow of international tourists, improve the regional distribution of tourism benefits, and consolidate Brazil’s image as a plural, modern and welcoming destination. The campaign will be implemented in partnership with states, municipalities, the private sector and international operators.

Plan Brasis represents a new chapter for Brazilian tourism and aims to reposition the country as a global tourism power, aligned with market trends and true to its diverse and vibrant essence.

More information: https://embratur.com.br/para-o-trader/plano-brasis/