Brazil at IFTM Top Resa: A Commitment to Diversity and Sustainability

At IFTM Top Resa 2024 in Paris, Embratur (the Brazilian Tourism Institute) and Sebrae (the Brazilian Micro and Small Business Support Organisation) highlighted Brazil’s assets in attracting travellers from all over the world. These two organisations showed that the country is not just about beaches and sunshine, but also offers a rich diversity of destinations and experiences, while making a firm commitment to a strategy of sustainability.

A stand committed to diversity and sustainability

Visitors to the Brazilian stand were able to discover a wide range of themes: culture, gastronomy, nature, adventure, and Afro-tourism, an important area of development for the country. What really stood out was the commitment of the 18 exhibitors present to promoting responsible tourism products. Among them, Foz do Iguaçu, São Sebastião and Visit Rio were in the limelight, with a strong emphasis on environmental and cultural sustainability.

Strong growth in Brazilian tourism from France

France remains the main European market for tourism to Brazil. Between January and August 2024, Brazil welcomed 44.5% more French visitors than the previous year, with a total of 129,794 travellers. At the IFTM, Embratur highlighted five key segments: Sun & Beach, Culture, Gastronomy, Afro-tourism and Ecotourism & Adventure. These areas reflect the country’s diverse offering, while emphasising sustainability.

According to Marcelo Freixo, president of Embratur, “Tourism can generate income while respecting the environment and social sustainability.” He added that European tourists will not only find a warm welcome in Brazil, but will also contribute to a sustainable tourism economy that values nature and local culture.

Immersive experiences and new products

During the three days of IFTM Top Resa, Embratur captivated visitors with immersive experiences such as “Amazônia Viva”, a virtual reality presentation offering a 360º panorama of the Tapajós river region. Cooking shows and a Caipirinha Master Class were also on offer, showcasing the country’s rich gastronomic heritage.

From its stand in Paris, Embratur reaffirmed its commitment to strengthening the promotion of Brazil in Europe, in line with the Federal Government’s desire to make the country a key player on the international stage. The strategy adopted is based on three fundamental pillars: sustainability, innovation and synergy, with particular emphasis on environmental, economic and social responsibility.

This promotional campaign, which was already launched in July to coincide with the opening of Casa Brasil during the Paris 2024 Olympic Games, is perfectly in line with the slogan: “Visit Brazil. You have everything to gain”.

A New Route between Paris and Salvador de Bahia

One of the highlights of the show was the announcement of a new direct route between Paris and Salvador de Bahia, operated by Air France from 28 October. This flight, which will be operated three times a week, will strengthen the links between France and Brazil, with already 230 monthly flights serving Rio de Janeiro, São Paulo and Fortaleza. Salvador, with its Afro-Brazilian heritage, beaches and world-famous carnival, is an ideal destination for French travellers looking for authenticity and adventure.

Our article: Air France Launches New Services to Salvador de Bahia for Winter 2024

Embratur and Sebrae have succeeded in showing that Brazil is a destination for the future that combines diversity and sustainability. With a marked growth in European visitors, a rich and varied tourism offer, and a clear commitment to preserving nature and local cultures, Brazil continues to attract travellers from all over the world.

Photos: Visit Latin America