EMBRATUR Joins WTTC as a Strategic Destination Partner
The World Travel & Tourism Council (WTTC) has announced that the Brazilian Tourist Board (EMBRATUR) is its newest Destination Partner, marking a significant step in Brazil’s global tourism engagement. This collaboration strengthens efforts to promote sustainable tourism growth and further integrate Brazil into the global travel landscape.
As a Destination Partner, EMBRATUR will take part in high-level forums that bring together CEOs and executives from nearly 200 of the world’s most influential tourism companies and destinations. These forums serve as a platform to foster economic development, job creation, and poverty reduction while promoting the sustainable expansion of the travel sector. WTTC’s mission is to unlock the full potential of global tourism through collaboration with governments, businesses, and communities.
Under its ‘Visit Brasil’ brand, EMBRATUR joins an esteemed network of over 30 Destination Partners within WTTC, including Atout France, Brand USA, Destination Canada, Dubai, Visit California, ProColombia, Thailand, Portugal, and Rwanda, among others. This partnership provides Brazil with valuable opportunities to engage with key global stakeholders and strengthen its position as a leading tourism destination.
Julia Simpson, President & CEO of WTTC, expressed her enthusiasm for the partnership, stating, “It is an honour to welcome EMBRATUR as our newest Destination Partner. Brazil is a global icon in Travel & Tourism, and through this collaboration, we will work together to enhance the industry’s resilience while unlocking opportunities that benefit communities and businesses alike.”
According to WTTC’s latest Economic Impact Research (EIR) 2024, conducted in partnership with Oxford Economics, Brazil’s tourism sector contributes 7.7% to the country’s GDP, generating approximately US$165.4 billion. By joining WTTC, EMBRATUR will enhance Brazil’s global presence and contribute to the organisation’s strategic initiatives, gaining access to a premier network of industry leaders.
Marcelo Freixo, President of EMBRATUR, highlighted the importance of the partnership, stating, “Joining WTTC’s distinguished group of Destination Partners is an honour. This collaboration reinforces Brazil’s role in global tourism discussions and aligns with our commitment to sustainable tourism development. We aim to showcase Brazil as a destination that embraces environmental responsibility and human diversity while driving economic growth.” With WTTC members accounting for 30% of the global tourism GDP, EMBRATUR’s inclusion in this influential network represents a significant milestone for Brazil’s tourism sector.
