Participation in FITUR fosters new opportunities and business for Brazil
"With beaches of warm, transparent waters, a diverse and flavoursome cuisine, and a rich culture that captivates with its authenticity", the Brazilian Northeast was the main protagonist of Brazil's participation in FITUR 2026, according to those in charge of its stand.
The presence in Madrid came "at a historic moment for the country, as Brazil reached a record 9.3 million international tourists in 2025, of which 21.79% came from Europe".
Spain has reaffirmed its relevance as one of the main outbound markets for travellers to Brazil, with a growth of 21.13% in the last year. To accompany this development and facilitate access for European tourists, Brazil has expanded its air connectivity. Iberia Airlines has inaugurated two new routes connecting Madrid with Fortaleza (Ceará) and Recife (Pernambuco), bringing Spanish travellers even closer to the natural attractions and hospitality of the Brazilian Northeast.
This airline network is reinforced by the operation of other airlines that operate direct flights from Madrid and Barcelona to destinations such as São Paulo, Rio de Janeiro, Salvador and Campinas. In addition, Lisbon and Porto remain the main European gateway hubs to Brazil, with direct flights to São Paulo, Campinas, Rio de Janeiro, Belo Horizonte, Recife, Fortaleza, Salvador, Natal, Belém, Manaus, Florianópolis, Porto Alegre, Curitiba and Brasilia.
"Brazil is in fashion. We have never received as many foreign tourists as we are experiencing right now, and this historic record is the result of intense work combining international promotion, refining of our offer and more connections with the world. Expanding direct access to the Northeast and other important Brazilian destinations means opening the doors for more people to live the most genuine side of Brazil: authentic, diverse and unforgettable experiences, promoting tourism that cares for people and values its communities. Our participation in FITUR will foster these new opportunities and businesses," said Marcelo Freixo, president of Embratur (Brazilian Agency for International Tourism Promotion).
A stand of experiences
At FITUR, Brazil positioned itself as a destination that goes beyond the visual. In line with the international campaign "Brazil, it's a vibe", Brazil is using its soft power - the strength of its culture and its contagious energy - to show that every trip is unique and transformative. With 315 square metres and 30 co-exhibitors, including São Paulo, Foz do Iguaçu, São Sebastião, Mato Grosso do Sul, Alagoas and Rio de Janeiro, the Brazilian stand was an invitation for the senses.
Virtual reality glasses transported visitors to immersive landscapes such as the Amazon, the Pantanal, Lençóis Maranhenses and Little Africa in Rio de Janeiro. Tastings of caipirinha, a typical Brazilian drink made with lemon and cachaça, and frevo performances brought the flavours and rhythms of Brazil to the trade fair public.
In addition, destinations such as Bahia, Ceará, Pernambuco, Paraná, Rio Grande do Norte, Maricá and the state of São Paulo had their own stands at the event, expanding Brazil's overall trade fair presence.
FITUR also marked the launch of Brasil Travel Specialist (BTS) Rewards, an international incentive programme for travel agents and consultants who sell Brazil in their markets. With the concept "Experience what you sell. Feel Brazil", the initiative rewards professionals who register qualified bookings on the BTS platform, generating continuous engagement and valuing the role of the international trade in promoting the country.
Aimed exclusively at professionals certified by the Brasil Travel Specialist course, the programme covers 15 strategic markets, including Spain, France, Germany, the United Kingdom, Italy, Canada, the United States, Argentina, Chile, Colombia, Mexico, Paraguay, Peru and Uruguay. Prizes range from monthly and quarterly gift cards to an exclusive FAM tour of Brazil and an awards ceremony.
Innovation, diversity and sustainability
Brazil's participation is aligned with the Brasis Plan - International Tourism Marketing Plan 2025-2027, developed by Embratur in partnership with Sebrae and the Getulio Vargas Foundation (FGV). The document guides the country's international promotion strategy based on three pillars: innovation, diversity and sustainability.
The plan positions Brazil as a territory of authentic experiences, connected to culture, creativity and the welcoming nature of the Brazilian people. It is a new narrative that reinforces tourism as a tool for economic development, affirmation of national identity and the construction of a Brazil that is more present, relevant and inspiring on the world tourism map. Within this vision, the Feel Brasil project stands out, a platform created by Embratur and Sebrae Nacional that brings together 101 immersive experiences in all regions of the country.