Ahead of the 3rd Global Conference on Afro-Tourism and Sustainability, scheduled for 24 and 25 November 2026 in Rio de Janeiro, Brazil is strengthening its support for entrepreneurs in the sector. Embratur and the Brazilian Association of Afro-Tourism are assisting them through training, the promotion of their experiences and meetings with international partners.
In early November, at World Travel Market in London, the Brazilian pavilion welcomed two exhibitors entirely dedicated to Afro-tourism for the first time. One of them was the Brazilian Association of Afro-Tourism (ABRAFRO). Created in January 2026, it already brings together 27 companies from different regions of the country.
This presence at trade shows is part of a wider programme developed with Embratur, the Brazilian Agency for International Tourism Promotion. The two organisations signed an agreement this year to train entrepreneurs, promote their experiences and help them work with international partners.
Afro-tourism offers an opportunity to discover Afro-Brazilian history and cultures through sites of memory, gastronomy, music and encounters with local communities. Those who tell this history and keep these cultures alive are central to the approach.
“Our mission is to ensure that this cultural wealth translates into more opportunities for entrepreneurs, income generation within communities and new experiences for visitors,” says Tania Neres, Embratur’s coordinator for Afro-tourism, diversity and Indigenous peoples.
Supporting businesses beyond trade shows
The From the Territory to the World programme prepares entrepreneurs to develop their activities internationally. More broadly, public initiatives organised by ABRAFRO reached more than one thousand beneficiaries in 2026, according to figures released by Embratur.
Business meetings also took place during ABAV Expo, held in São Paulo from 30 September to 2 October 2026. Meetings dedicated to Afro-tourism and ethno-tourism accounted for 126 appointments, with an estimated business potential of 2.45 million reais, approximately US$440,000.
Rio de Janeiro to host an international conference
The 3rd Global Conference on Afro-Tourism and Sustainability will take place on 24 and 25 November 2026 in Rio de Janeiro. Nearly 500 participants are expected, including delegations from more than fifteen countries in Africa, the Americas and Europe, as well as researchers, entrepreneurs and representatives of public institutions.
An International Declaration of Cooperation for the Sustainable Development of Afro-Tourism is due to be signed during the event. The document is intended, among other objectives, to prepare agreements between countries to promote destinations and share technical knowledge.
Experiences already being presented to travellers
Brazil also has tools to showcase this offer. Feel Brasil, the platform developed by Embratur and Sebrae, brings together 101 experiences, including ten dedicated to Afro-tourism.
An immersion in Rio’s Little Africa, an itinerary exploring Black history in São Paulo or a visit to a quilombola territory illustrate the different forms this tourism can take. The listings present the activities and provide the contacts required to book them.
Find out more: Feel Brasil, 101 experiences for authentic and sustainable tourism.
This promotional work also includes Embratur’s membership of the Black Travel Alliance. Its network of travel professionals, journalists and content creators is intended to facilitate exchanges with international markets, particularly in the United States and Europe. Planned initiatives include targeted campaigns and professional meetings to raise awareness of Afro-Brazilian experiences among Black travellers and African diasporas.
Photos: Embratur
