Last updated: 5:10 PM ET, Tue July 25, 2023
Following several years outside of
the organization, Embratur, Brazil’s tourist board, has re-joined the United
States Tour Operators Association (USTOA), according to Embratur and USTOA officials.
Embratur’s move to re-connect with the
tour operators’ group came as agency officials launched a new branding campaign
focused on U.S. travelers.
"Returning to the USTOA is a
central part of our strategy to expand the commercialization of Brazilian
destinations in the U.S.,” said Marcelo Freixo, Embratur’s president.
“We have a wide variety of new
products we are working to promote, and they serve different segments and
niches that have strong market appeal,” Frexio said, “thus fostering the
expansion of connectivity between the two countries.”
To date, Brazil has hosted 92
percent of its 2022 visitor total, with 3.2 million arrivals this year, said Jaqueline
Gil, Embratur's international marketing, business and sustainability director.
U.S. travelers represent the country’s
second-largest visitor source market. A total of 271,100 U.S. travelers arrived in
Brazil during the first five months of 2023, Gil said.
Increased airline service has helped
to drive Brazil’s arrivals growth. The 9.7 million airline
seats dedicated to Brazil between April and December of 2023 represent a 26
percent year-over-year increase based on statistics from Embratur and travel
research firm ForwardKeys.
"We are going to celebrate our
return to the USTOA we are going to celebrate the return of new flights to Brazil
with the airlines, and we hope that all this will be converted into sales, into
more tourists arriving in our cities," Gil said.
Embratur's U.S.-focused digital
advertising campaign includes electronic billboard advertising in New
York’s Times Square and plays on the country’s Portuguese spelling (with an “s”), linking the curves of the “s” with Brazil’s winding rivers and diverse landscape.
The campaign’s central tagline, “It's
Spectacular. It's Brasil,” features several words starting with “s” to describe
the country, including "sustainable," "sunny," "scrumptious" and "sambalicious."
The campaign also highlights Brazilian
tourism experiences including beaches, nature, historic cities, culture, gastronomy, sunny destinations and ecotourism.
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