Showcases in Madrid, Lisbon, London and Milan strengthen Brazil’s strategic positioning as an authentic and diverse tourist destination
VBRATA (Visit Brazil Travel Association) continues to strengthen Brazil’s image as a strategic tourist destination in Europe through immersive and tailored initiatives. In 2025, three major events highlighted the country’s cultural and natural diversity: the Bahia Showcase in Madrid, the Piauí Showcase in Lisbon, and the Northeast Showcase in London and Milan.
In Madrid, Viva Brasil! Bahia Unique Experiences brought together over 170 Spanish trade professionals for an immersive experience with workshops, cultural presentations, and a business roundtable. Bahia was presented as VBRATA’s “Destination in Focus” in Spain for 2025, with strong institutional representation from the State Secretary of Tourism, Maurício Bacellar, and the Director of International Promotion, Pedro Camacho.
In Lisbon, the Piauí Showcase promoted the state as a unique destination, featuring two exclusive fam trips — one to Serra da Capivara and another to the coastline — as well as an official event at the Epic Sana Hotel, followed by strategic participation at BTL (Lisbon Travel Market). The initiative included a business roundtable, tastings of typical local dishes, and extensive promotion on social media and in the streets of Lisbon, expanding the campaign’s visibility.
In London and Milan, the Northeast Showcase marked the first joint international initiative of the region’s nine states, in partnership with the Northeast Consortium and Embratur, and delivered by VBRATA. The events welcomed 165 European tourism trade professionals and introduced new products and authentic experiences from Brazil’s Northeast, highlighting the region’s natural, cultural and culinary richness. The business rounds provided a highly qualified networking environment, reinforcing Brazil’s strategic position in the international tourism arena.
With these initiatives, VBRATA connects Brazilian tourism with European, North and South American markets, creates real business opportunities and strengthens the international promotion of the participating regions.
It is worth noting that VBRATA (Visit Brazil Travel Association), an international reference in the promotion of Brazil abroad, is exempt from the public procurement process, allowing for faster and safer contracting. This facilitates the participation of public and private destinations and companies interested in strategically promoting Brazilian tourism.
To learn more about the showcases, read about Viva Brasil! Madrid Experience Bahia [here], the Piauí Showcase [here], and the Northeast Showcase [here].