Brazil is stepping up its international promotion of Afrotourism after Embratur officially joined the US-based Black Travel Alliance, one of the leading global networks focused on Black travelers and tourism professionals.
The announcement was made by Tânia Neres, Embratur’s coordinator for Afrotourism, Diversity and Indigenous Peoples, during a recent tourism trade event in Fortaleza, in northeastern Brazil.
Strategic push for global visibility
The partnership places Brazil within a wider international ecosystem of content creators, journalists, tour operators, and industry influencers across Europe and the United States.
According to Embratur, the move is part of a long-term strategy to position Afrotourism as a competitive pillar of Brazil’s international tourism promotion.
“Since 2023, we have worked to strengthen Afrotourism as a strategic axis of Brazil’s global positioning,” said Neres. “Brazil has unique potential to lead in this segment due to its Afro-descendant population and cultural heritage.”
She added that Brazil’s participation in the Black Travel Summit in Milwaukee and its growing international engagement reflect this strategy.
Market targeting and industry development
Through the alliance, Embratur gains access to segmented marketing campaigns, market intelligence, and industry networking opportunities.
Planned initiatives include online seminars with international operators, technical consultations, and participation in the Black Travel Summit, a major B2B event for the segment.
The partnership will also support culturally aligned communication strategies to strengthen Brazil’s destination branding.
Brazil’s Afrotourism advantage
With the largest Afro-descendant population outside Africa, Brazil is positioning itself as a global leader in heritage-based travel experiences. The strategy aims to convert cultural assets into high-value tourism flows, increasing visitor spending and strengthening niche-market positioning.
Many tours and activities already highlight Afro-Brazilian heritage :
– In Rio de Janeiro, visitors can explore the “Pequena África” heritage route, which highlights key sites of Afro-Brazilian memory in the port district.
– Travelers can also experience the Carnaval Experience at Cidade do Samba, offering behind-the-scenes access to Rio’s world-famous carnival.
– In Salvador, the Caminho dos Orixás offers spiritual immersion into Afro-Brazilian traditions and Candomblé heritage.
– The Tour Bahia Negra explores Salvador’s Afro-descendant identity through culture, cuisine, and living traditions.
– In São Paulo, the São Paulo Negra walking tour retraces Black history and cultural landmarks across the city.
– Further north, in São Luís do Maranhão, the Quilombo Urbano da Liberdade offers an immersive community-based cultural experience rooted in Afro-Brazilian heritage.
