The International Tourism Fair FITUR has announced the participation of Brazil for the first time ever as the Partner Country for its 45th edition.

In a press statement, IFEMA Madrid, which organises the international tourism fair, taking place from January 22 to 26, 2025, in Madrid, says that a partnership agreement was formalised at the Brazilian Embassy in Madrid by Orlando Leite Ribeiro, Ambassador of Brazil to Spain and Daniel Martínez, Executive Vice President, IFEMA Madrid.

Celso Sabino

The statement adds that in a context of tourism growth in Brazil, which, according to the latest data from Embratur, the country’s tourism promotion organisation, has increased the number of international tourists received by 13 pc as of October 2024 compared to the same period in 2023. According to the statement, FITUR emerges as the key strategic platform to enhance Brazil’s global positioning and boost the potential of its diverse tourism offerings.

“Being the Partner Country at FITUR is an extraordinary achievement. We are wrapping up a record-breaking year for Brazilian tourism, and 2025 promises to exceed our expectations in results and global visibility. FITUR will be our showcase to highlight the nation’s potential, especially in a year when we will also host COP30 and BRICS,” says Celso Sabino, Minister of Tourism, Brazil.

“This milestone reflects the dedicated efforts of Embratur under President Lula’s leadership. We will use this prestigious platform to spotlight Brazil’s diversity and position the country as a global tourism leader. We invite professionals to visit our stand, designed to foster business opportunities, strengthen strategic partnerships, and showcase the unique strengths of our market,” says Marcelo Freixo, President of Embratur.

Marcelo Freixo

“Brazil and Spain are allied nations with a tradition of multifaceted cooperation. In tourism, we have been working to strengthen ties by combining Brazil’s potential with Spain’s expertise. Spain is not only a key source of tourists but also a strategic partner and a vital source of investment in our tourism sector, leveraging its extensive experience in this field,” says Leite Ribeiro.

“This alliance reinforces the bonds between Spain and Brazil, opening new opportunities to promote Brazil’s rich tourism assets through a world-renowned fair like FITUR, which is an essential meeting point for the global tourism market. Last year’s edition attracted 250,000 visitors and featured 152 countries with 96 official delegations,” says Daniel Martínez Rodriguez, Executive Vice President, IFEMA Madrid.

According to the statement, as FITUR’s Partner Country, Brazil will not only expand its presence in the global tourism market but also amplify the impact of its promotional strategy in key markets like Spain. The country will feature prominently in the fair’s visual communication and advertising campaigns across Madrid, with a focus on business generation and sustainability.

Daniel Martínez Rodgriguez

The tourism sector will benefit from initiatives such as the launch of a Europe-targeted advertising campaign, a continuous training platform on Brazil, and new strategic agreements with international organizations. Brazil’s stand, located in Pavilion 3 of IFEMA Madrid, will be a major attraction at FITUR 2025, offering immersive experiences, cultural showcases, and business meetings designed to foster investments and collaborations.

The statement adds that Brazil will highlight its tourism diversity, bringing together destinations from all regions, airlines, operators, and hotel chains committed to innovation and excellence. The selection of co-exhibitors will focus on promoting high-quality, varied destinations, solidifying Brazil’s status as a world-class destination.

The aim is to diversify the country’s tourism offerings, increase the length of visitor stays, and maximize international tourist spending. Brazil is a tourism destination of exceptional richness, thanks to its vibrant culture, traditions, and landscapes. From the paradisiacal beaches of Rio de Janeiro and the Northeast to the lush nature of the Amazon, Pantanal, and Iguazu, and the dynamic urban life of São Paulo, Brazil offers a unique experience for every type of visitor. Additionally, its iconic festivals such as Carnival, New Year’s Eve in Copacabana, or the Carimbó Festival in Pará; its globally renowned cuisine; and the warmth of its people make the country a benchmark for international tourism, establishing itself as one of the most fascinating and dynamic destinations.