Brazil is intensifying efforts to enhance tourism cooperation with China, positioning the partnership as a vital driver for mutual economic and cultural growth.

Marcelo Freixo, president of Embratur, the Brazilian Tourist Board, emphasized the significance of this collaboration during an interview.

Freixo highlighted that the growing number of Chinese tourists visiting Brazil is not only deepening ties between the two nations but also creating long-term economic benefits.

“Brazil has been ramping up its tourism promotion efforts in the Chinese market, showcasing the country’s diverse travel experiences, including cultural offerings, wildlife observation, and luxury activities,” Freixo stated.

As the 19th G20 Summit in Rio de Janeiro approaches, Brazil’s global profile as a premier travel destination is in the spotlight.

Key tourist attractions such as Iguazu Falls, Rio de Janeiro, São Paulo, and Manaus in the Amazon region are increasingly popular among Chinese travelers.

Recognizing China’s position as a global economic powerhouse, Embratur plans to expand its outreach in the Chinese market.

Freixo announced Brazil’s participation in ITB China, a leading travel trade show in Shanghai next year, aiming to foster communication and partnerships within the Chinese travel industry.

The agency also plans to enhance tourism infrastructure and provide seamless experiences for Chinese visitors, including improved payment systems and tailored services.

The introduction of a reciprocal 10-year visa agreement between China and Brazil starting February 19 is expected to further facilitate bilateral travel.

Freixo believes this policy will stimulate business exchanges and promote tourism development.

Statistics underscore the potential of this partnership.

In 2023, 42,542 Chinese tourists visited Brazil, with international flight bookings to the country rising by 201% year-on-year as of November 12, according to Tongcheng.com.

Additionally, data from Trip.com ranked Brazil among the top five Latin American destinations for Chinese tourists from January to October.

Brazil’s focused efforts to attract Chinese tourists aim to leverage this growing market, fostering cultural understanding and economic growth between the two nations.

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