In a bid to strengthen incentive tourism in Brazil, the Brazilian Tourist Board (Embratur/Visit Brasil) signed a Memorandum of Understanding ( MoU ) with SITE South America (Society for Incentive Travel Excellence).
The agreement will showcase Brazil as a major global destination in the incentive travel segment.
Incentive travel is a niche with the highest average revenue generation in the MICE (Meetings, Incentives, Conferences, and Exhibitions) segment.
President of Embratur, Marcelo Freixo, highlights the importance of this segment for strengthening Brazil’s tourism economy.
“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 corporate groups.”
Jeverson Zanini, president of SITE South America, added: “”Brazil, with its immense potential as a receptive destination, stands out as a key player.”
“For SITE, strengthening our presence in the Brazilian trade is not only an opportunity, but a strategic priority.”
Established over 50 years, SITE represents more than 2,900 members in 90 countries and is the only international association focused exclusively on incentive tourism.”
The agreement will allow Embratur to adopt international best practices, develop new tourism products and train professionals to meet the demands of this segment.
In addition, the partnership should expand connectivity with global markets and strengthen Brazil’s presence in the luxury and corporate travel segment.
