Event held in Madrid brought together 100 tourism trade professionals and strengthened Bahia’s position as a strategic destination for international tourism
The Bahia State Department of Tourism (Setur-BA), through the Government of the State of Bahia, held the Showcase Bahia Experience Madrid 2026 on Monday, 19 January, in Madrid. The event follows its first edition, which took place in 2025. Around 100 guests from the Spanish tourism trade attended, including travel agents, tour operators and companies from the MICE segment.
The Showcase, promoted by SETUR Bahia and organised by VBRATA (Visit Brazil Travel Association), aimed to promote Bahia as a tourist destination in the Spanish market, strengthening commercial relationships and increasing the state’s visibility during the same week that one of Europe’s leading tourism fairs, FITUR, takes place in Madrid.
The programme included a business roundtable, during which travel agents had direct contact with 15 exhibitors from Bahia, including hotels, DMCs and tourist destinations. These exhibitors presented detailed information about the state’s products, experiences and attractions. Following the business round, a training session was held to deepen professionals’ knowledge of the destination.
In addition to the technical and commercial content, guests were also able to experience Bahian culture through capoeira performances and live music, reinforcing the state’s cultural identity as a competitive advantage in international tourism.
Through initiatives such as the Showcase Bahia Experience Madrid 2026, Bahia consolidates its presence in the European market and reaffirms its commitment to the international promotion of the destination, stimulating new business opportunities and increasing the flow of tourists to the state.
“The Showcase Bahia Experience Madrid 2026 was a great success, with strong interest from local agents and operators in obtaining more information about Bahia. The high level of demand we saw in Madrid confirms the destination’s potential and the market’s openness to new products and direct connections. This is exactly the purpose of the Showcase: a VBRATA product designed for destinations seeking greater visibility and the generation of concrete business opportunities ahead of major international tourism fairs,” confirms Glauco Chris Fuzinatto, President of VBRATA and organiser of the event.
ABOUT VBRATA
VBRATA (Visit Brazil Travel Association) is an international association dedicated to promoting Brazil as a tourist destination in European markets and strengthening relationships between the Brazilian and international tourism trade. Through strategic initiatives focused on training, networking and business generation — such as roadshows, exclusive showcases, campaigns and relationship-building activities with agents and operators — VBRATA connects Brazilian destinations and companies with qualified buyers, increasing visibility, driving sales and contributing to the sustainable development of Brazilian tourism.
About SETUR Bahia
The Bahia State Department of Tourism (SETUR Bahia) is responsible for promoting and developing tourism in the state, highlighting Bahia’s rich cultural, historical and natural diversity. With a strategic approach, SETUR Bahia works to strengthen the state’s position as one of Brazil’s most desirable destinations, promoting authentic experiences that range from its paradise beaches and stunning landscapes to the vibrant Bahian culture, internationally recognised for its music, gastronomy and festivities. Follow @seturbahia
For information about the Showcase and other VBRATA initiatives, please contact: Liane Galina – liane@vbrata.org