Embratur, Brazil’s official agency for the promotion of Brazilian tourism abroad has joined the Black Travel Alliance (BTA), one of the leading international organizations focused on travel for Black travelers.
Brazil is advancing the international promotion of Afro-tourism in strategic markets through its membership in the BTA.
The partnership, announced by Tânia Neres, Embratur’s coordinator of Afro-Tourism, Diversity, and Indigenous Peoples, expands the reach of Brazil’s international promotion by connecting the country with content creators, journalists, tour operators, and opinion leaders who influence Black American travelers.
It represents a segment with high purchasing power and increasing interest in experiences tied to culture, ancestry, and a sense of belonging.
According to Neres, the membership is the result of a strategy developed over recent years by Embratur to strengthen Afro-tourism as a competitive asset for Brazil on the global stage.
“Since 2023, Embratur has committed to strengthening Afro-tourism as a strategic pillar of Brazil’s international promotion,” she said. “Since then, we have advanced efforts to position the country as a global reference in tourism centered on Black experiences, recognizing the potential of Brazil’s Black population as a key driver of this development.”
Through this membership, Embratur becomes part of a strategic international ecosystem, gaining direct access to targeted promotional initiatives and market intelligence. Planned actions include focused campaigns, webinars with international tour operators and travel advisors, specialized consulting services, and participation in the Black Travel Summit, the leading B2B event in the segment.
The partnership also includes technical support to strengthen the communication strategy of the Brand Brazil campaign, ensuring greater cultural relevance in international campaigns and reinforcing the authenticity of the narratives promoted abroad.
With the largest Black population outside Africa, Brazil offers unique conditions to establish itself as a global leader in Afro-tourism. Its cultural diversity, territories marked by memory and resistance, and the richness of Afro-Brazilian expressions provide authentic, high-value experiences for international travelers.
