FITUR opens today in Madrid and, at the Brazilian stand, the message is deliberately concrete. Rather than piling up announcements, the destination is highlighting two specific levers: making travel within the country easier and strengthening air links with Europe, a market that is playing an increasingly important role in its tourism dynamics.
It is in this context that the return of the Brazil Airpass is officially announced, presented at the trade fair by Azul Airlines. Developed with the support of Embratur, this pass allows international travelers to combine several domestic flights at a single fixed fare. The idea is simple: to remove a very tangible obstacle to discovering the country. In Brazil, distances are often more discouraging than the price of an intercontinental ticket. By facilitating domestic connections, the Airpass paves the way for clearer itineraries, designed over longer stays and less concentrated on a single gateway.
This relaunch goes hand in hand with a clearly defined territorial choice. At FITUR, Brazil places the Northeast at the heart of its participation. A region already known to European audiences, but still unevenly integrated into international circuits. By working simultaneously on air connectivity and the visibility of these destinations, the authorities aim to broaden the range of itineraries offered, without reproducing the patterns of concentration observed elsewhere.
The context clearly favors this strategy. In 2025, the country welcomed 9.3 million international tourists, an increase of 37.1% compared to the previous year. Nearly one in five visitors came from Europe. For Marcelo Freixo, president of Embratur, this growth is the result of long-term efforts combining international promotion and the gradual improvement of the tourism offer. The challenge, in his view, is no longer just to attract more visitors, but to better connect regions that remain difficult to access from abroad.
This orientation is also reflected in the design of the stand at the Madrid trade fair. Spread over 315 square meters, it features immersive content showcasing the Amazon and the Lençóis Maranhenses, complemented by cultural and gastronomic activities. The aim is less to impress than to provide concrete reference points for both professionals and the general public, highlighting clearly identifiable territories and well-defined experiences.
FITUR also provides the setting for the launch of the Brasil Travel Specialist (BTS) Rewards program, aimed at international travel agents and consultants. By promoting professionals trained in the destination, this initiative seeks to encourage a more qualified distribution, supported by deeper on-the-ground knowledge.
All of these announcements are part of the Plan Brasis 2025–2027, which structures the country’s tourism strategy around operational choices rather than slogans. The return of the Brazil Airpass is a direct illustration of this approach: a tool designed for the real needs of travelers, intended to make the territory more legible and easier to navigate, at a time when accessibility remains one of the most decisive drivers of tourism development.
Photos: Embratur | Visit Brasil
