Strengthening Brazil’s Presence in International Tourism through Strategic Partnerships in Europe

The VBRATA (Visit Brazil Travel Association) roadshows are strategic and itinerant events aimed at training and establishing direct relationships with travel agents and international tour operators. Held in a more informal and dynamic format, the meetings take place in traditional restaurants or hotels, creating an ideal setting for networking, sharing experiences, and strengthening partnerships.

During the roadshows, participants have access to:

• Tailored business meetings focused on Brazilian products and destinations;

• Direct presentations about Brazil and its many tourism possibilities;

• Themed dinners or cocktails that help foster genuine connections with the local trade;

• Sharing of strategic information, promoting a greater understanding of the market and its opportunities.

The main goal of the roadshows is to insert and diversify Brazilian tourism offerings in international markets, making travel agents more prepared, specialised, and enthusiastic about selling Brazil.

In the 2024 edition, the VBRATA roadshows visited Naples, Rome, Madrid, Frankfurt, Paris, Lisbon, London, Birmingham, Manchester, and Dublin between 4 October and 1 November. The success was evident: the events gathered over 500 travel agents, reinforcing interest in and demand for Brazil as a tourist destination.

In addition to promoting destinations and unique experiences, the 2024 roadshows featured prominent exhibitors who contributed to enriching the meetings and further strengthening Brazil’s image abroad:

• TAP Air Portugal – Portugal’s national airline, headquartered in Lisbon and a member of Star Alliance since 2005. In 2023, it transported 15.9 million passengers and operated 96 weekly flights to Brazil. With a modern Airbus fleet, it offers comfort and convenience connecting various Italian cities to Brazil.

• Air Europa Germany – A Spanish airline offering frequent flights from Germany to Brazil, connecting cities such as Frankfurt, Munich, and Düsseldorf. A member of the SkyTeam alliance, it stands out for high-quality service, modern aircraft, and a complete onboard experience.

• Visit São Paulo – A non-profit organisation that promotes tourism in São Paulo’s capital, encouraging event hosting and strengthening local tourism infrastructure.

• Mato Grosso do Sul – A Brazilian state that enchants with the Pantanal, Bonito, and other natural treasures. An ideal ecotourism destination, it stands out for its diverse fauna, flora, culture, and gastronomy.

• Rio Grande do Norte – With over 400 km of coastline and 300 days of sunshine per year, this northeastern Brazilian state is known for its hospitality, stunning landscapes, and strong tourism potential.

• Visit Rio – An organisation dedicated to promoting Rio de Janeiro as a destination for leisure, events, and corporate travel, offering strategic support to the tourism trade.

• Embratur – The Brazilian Agency for the International Promotion of Tourism, responsible for promoting Brazilian destinations and tourism products abroad, in partnership with the public and private sectors.

• Setur Bahia – The state tourism department that promotes Bahia, with its rich cultural heritage, paradisiacal beaches, and unique experiences in gastronomy, music, and Afro-Brazilian spirituality.

• Del Bianco Travel Experience – A Rio de Janeiro-based tour operator specialising in tailor-made itineraries, designed to delight visitors through authentic experiences across Brazil.

• Visit Iguassu – Represents the Iguassu Falls Destination, promoting its infrastructure and attractions for both leisure and business tourism, with support for national and international trade.

• Setur Ceará – The state tourism department of Ceará, dedicated to sustainable development, income generation, and cultural appreciation. It works on training, qualification, and investment attraction for the tourism sector.

With these strategic partners, the VBRATA roadshows not only expanded the reach of Brazilian tourism in Europe but also built solid bridges between industry professionals and Brazil’s cultural, natural, and economic treasures.

Discover VBRATA’s roadshows and events at this link.