Brazil Tourism Campaign Focuses on Afro Centric Regions

Near Ilê Aiyê temple in Salvador Brazil
 © Brian Major

The Brazilian Tourist Board (Embratur) is focusing on the country’s African heritage its latest consumer promotion, which features videos and ads highlighting Brazilian “Afro-tourism destinations” including Fernando de Noronha, Salvador, Recife and the Amazon region.

The videos and ads will premiere this month via a pact between Embratur and the Brazilian Micro and Small Business Support Service (Sebrae). They follow a traveler as she experiences a journey through the Afro-centric Brazilian regions.

Utilizing the theme “It’s spectacular. It’s for you,” the campaign is designed to reinforce “the positioning of promoting the diversity, sustainability, and Afro-tourism of destinations in Brazil,” said Embratur officials in a statement.

“Brazil has the ideal destination for every type of tourist,” said Marcelo Freixo, Embratur’s president. “With its rich culture, African heritage, sun-kissed beaches, the world’s largest biodiversity with six biomes and unique cuisine, our nation offers travelers a diverse and unforgettable experience.”

The United States market is Brazil’s second-largest source of international tourists, with 668,400 visitors in 2023, and increase of more than 50 percent over 2022.

American visitors have a variety air links to Brazilian regions, including LATAM Airlines’ recently added thrice-weekly flights between Los Angeles and São Paulo and the expansion of Delta Airlines’ flights between Atlanta and Rio de Janeiro to year-round status.

American Airlines recently committed to an increase to thrice-daily flights between Miami and São Paulo and Rio de Janeiro, and has added a seasonal service between Dallas and Rio de Janeiro.