Brazil has the potential to attract 350,000 Portuguese tourists again

Marcelo Freixo is in Portugal to participate in the Lisbon International Fair and promote Brazilian tourism

The president of Embratur, Marcelo Freixo, is in Portugal to participate in the Lisbon International Fair, which will take place between the 1st and 5th of March. On this first trip of Embratur’s new management, the president highlighted that Brazil has the potential to double the number of Portuguese tourists that visit Brazil every year. The event will be opened by the president of Portugal, Marcelo Rebelo de Souza, and will bring together 32 Brazilian co-exhibitors among 75 international destinations present.

“In 2019, before the start of the pandemic, just over 176 thousand Portuguese tourists were in Brazil. In 2005, that number was 357 thousand. Our goal is to put tourism in our country on that level again, through investment in intelligence and segmentation of actions so that our destinations are more competitive. We are going to resume partnerships with Portuguese professionals, especially airlines, operators and travel agents”, evaluated Freixo. In 2022, 149,747 Portuguese visitors came to Brazil.

Currently, the segment most sought after by Portuguese tourists is sun and beach. It corresponds to 55% of the total, while nature tourism and culture-related tourism account for 20% each. For the president of Embratur, with strategic intelligence and focus on segmentation, it is possible to improve performance in these two segments without neglecting destinations related to sun and beach.

“We have a wide range of tourist experiences. Exploring this diversity of destinations and betting on the strategic segmentation of markets, we will improve our performance. Today, 93% of the Portuguese who visit Brazil want to return, our growth potential is enormous”, she said.

The president stressed that Brazil is experiencing a new moment, one of reopening to the world, and that tourism has a fundamental role in promoting dialogue and international cooperation. “We resumed the use of Marca Brasil in the promotion of our country to send a message: the Brazil of sustainability, diversity and democracy is back. We are living a new moment and our country has its arms open to the world”, he announced.

Source : Embratur