Brazil is kicking off its spectacular 2025 tourism promotion campaign, entitled ”There’s no place like Brazil”, at the FITUR trade fair in Madrid from 22 to 26 January. As an Associate Country at this year’s show, Brazil will be highlighting its cultural, natural and gastronomic treasures, with the aim of winning over the fast-growing European market.
A stronger presence at FITUR 2025
The launch of this campaign will be marked by the presence of the Minister of Tourism, Celso Sabino, the President of Embratur, Marcelo Freixo, and the Brazilian Ambassador to Spain, Orlando Leite Ribeiro, on 23 January. From its stand at FITUR, Brazil will be highlighting key destinations such as the Lençóis Maranhenses, Alter do Chão and the Pantanal, as well as the emblematic cities of Rio de Janeiro and Foz do Iguaçu.
With 37 exhibitors, the Brazilian stand will provide an exceptional showcase to promote the many facets of the country. The campaign specifically targets travellers from France, Belgium and Europe in general, focusing on unique attractions tailored to each market.
Growth encouraged by promising results
After a year 2024 marked by an increase of almost 20% in European tourist arrivals, Brazil intends to build on this momentum. The campaign underlines the uniqueness of the Brazilian destination, with a particular focus:
- In France: Salvador de Bahía and Afro-Brazilian tourism.
- In Belgium: Foz do Iguaçu and its subtropical jungle.
The Brasil Travel Specialist (BTS) programme will also be presented, offering travel agents training to develop their knowledge and business opportunities around the destination.
The Road of Emotions: A New Tourist Experience
At FITUR, Brazil will also unveil the Route of Emotions, an itinerary designed for lovers of wide open spaces and adventure. This 500km circuit passes through 14 towns in three states (Ceará, Piauí and Maranhão), offering a unique immersion experience between beaches, deltas and the dune desert of the Lençóis Maranhenses.
Our article: The Nordeste via the Road of Emotions
Brazilian cuisine in the spotlight
Gastronomy, a central element of the Brazilian identity, will occupy an important place on the country’s stand. Visitors will be able to discover and taste specialities from the regions along the Route of Emotions, as well as from the Amazon and the Pantanal. These demonstrations will highlight the culinary richness and diversity of Brazilian flavours.
A Global Strategy for 2025
FITUR marks the start of an ambitious programme for Brazil, with some twenty participations in international trade fairs this year, including the Mondial du Tourisme in Paris in March and IFTM Top Resa in September. These efforts reflect the country’s commitment to positioning itself as a must-see destination for travellers from all over the world.
With “There’s no place like Brazil”, the country invites European tourists to discover its breathtaking landscapes, vibrant culture and unique cuisine, consolidating its place on the world tourism map.
Photo: Pedro Kirilos/Riotur
