The Brazilian Tourist Board (Embratur/Visit Brasil) has signed a memorandum of understanding (MoU) with the Society for Incentive Travel Excellence (SITE) South America to highlight Brazil as a destination in the incentive travel segment.
Embratur President Marcelo Freixo noted the importance of this segment for strengthening the tourism economy and for the country’s international projection. “This partnership reflects our vision of leveraging Brazil’s enormous potential in the incentive travel market, a segment with great economic impact. We want to show the world that Brazil is a unique destination, capable of offering unique and unforgettable experiences for the corporate public,” he stated.
The agreement will allow Embratur to adopt international best practices, develop new tourism products and train professionals to meet the demands of this high-end segment. In addition, the partnership will help expand connectivity with global markets and strengthen Brazil’s presence in the luxury and corporate travel segment, promoting integrated actions with international trade.
Jeverson Zanini, president of SITE South America, said “Brazil, with its immense potential as a receptive destination, stands out as a key player in this scenario. For SITE , strengthening our presence in the Brazilian trade is an opportunity and a strategic priority. Brazil represents a vibrant and promising market, and strengthening our presence in Latin America will be one of the pillars of our growth in 2025.”
With over 50 years of global operations, SITE represents over 2,900 members in 90 countries and is the only international association focused exclusively on incentive tourism. This segment stands out for its higher average per capita spending and the growing search for destinations that offer exclusivity and personalized experiences. In this context, Brazil, with its cultural diversity, natural beauty and constantly evolving tourism infrastructure, positions itself as a destination with great potential for the international corporate public.
This MoU with SITE reflects Embratur’s vision of consolidating Brazil as a strategic destination for incentive tourism. By aligning with global trends and taking advantage of this market’s growth, Embratur will generate positive impacts on the tourism economy and strengthen the Brazilian brand abroad.
For more information, visit www.visitbrasil.com.
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