What Embratur does

Embratur (Agência Brasileira de Promoção Internacional do Turismo) is Brazil's national tourism promotion agency, operating as an autonomous social service entity under Law 14.002/2020 and the oversight of the Ministry of Tourism. Founded in 1966 and headquartered in Brasília with regional offices in Rio de Janeiro, Recife, and Criciúma, Embratur's mandate is the international promotion of Brazil as a tourism destination. The agency serves international leisure tourists, the MICE (meetings, incentives, conferences, exhibitions) sector, sustainable and luxury travelers, audiovisual and sports tourism segments, and the Brazilian travel trade that sells to international markets. It does not sell to consumers directly; all tools, data, and co-marketing programs are provided free to industry participants.

Embratur's product portfolio spans the Marca Brasil and Visit Brasil brand identities, the Plano Brasis 2025-2027 strategic marketing plan, the EmbraturLAB innovation laboratory, the Inteligência de Dados interactive market intelligence panels, the Dadosfera bi-monthly data newsletter, and a set of audiovisual programs including ScreenBrasil, Edital Brasil com S, Cria Brasil, Come to Brasil With Netflix, and HBF + Brasil. Operational technology includes AI-supported data analytics dashboards, VR/AR destination experiences, the DesBRAva Platform with iOS/Android mobile applications, and digital campaigns across Google, TikTok, YouTube, Instagram, and LinkedIn. Specialized platforms include the Visit Brasil MICE Map, the Incentive Travel Visit Brasil portal, the Feel Brasil community tourism program, the Galeria Visit Brasil pop-up gallery, and the PATI program for attracting international air connectivity in partnership with the Ministry of Ports and Airports.

The agency's business model rests on government budget allocations supplemented by Brand Brasil licensing and royalty income, contracts with international organisms, and service provision revenues. Embratur pursues an event-driven and partnership-heavy go-to-market motion: international tourism fairs (WTM, Fitur, ITB, BTL, IMEX), roadshows in strategic source markets, press and influencer trips, famtours for travel trade, cooperative marketing with APEX Brasil and SEBRAE, and embassy-led activations worldwide. The customer base is diversified across North America, Europe, South America, and Asia Pacific, with explicit mitigation of single-market dependency as a strategic objective.

Name

Embratur

Legal name

Empresa Brasileira de Turismo

Website

https://embratur.com.br

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

101–250 employees

Short description

Embratur is Brazil's national tourism promotion agency, operating under the Ministry of Tourism to market Brazil internationally to leisure tourists, MICE buyers, and the global travel trade through fairs, roadshows, partnerships, and digital campaigns.

Ownership category

akta.pro rank

Product category

National Tourism Promotion Services

NAICS

Advertising Agencies (54181), Other Services Related to Advertising (541890)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Experiential, Event & Sponsorship Marketing (BPAFAAAH)

akta.pro secondary industries

Sponsorship Activation & Sports/Festival Experiential (BPAFAGAG), Sponsorship & Sports Experiential Marketing (MPAAAGAE), Creator Partnerships & Sponsorship Sales (Brand Partnerships) (MPAAAHAK), Diplomatic Missions & Embassies (Bilateral Relations) (BPAIAIAA)

Keywords

• International tourism promotion
• Destination marketing services
• National tourism branding
• Travel trade intelligence
• Audiovisual tourism programs

Headquarters

HQ city

Nova Brasília

HQ country

Brazil

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure, Others

Revenue model

1. Government Budget Allocation: Embratur operates as an autonomous social service agency funded by government resources. The budget is formed from contracts with international organisms, public and private entities, service provision revenues, Brand Brasil licensing and royalties, and joint ventures.
2. Brand Brasil Licensing: Revenue from licensing and royalty arrangements for the use of the Marca Brasil (Brazil Brand) by tourism operators, airlines, and other partners internationally.

Go-to-market motion4 records

Distribution channels8 records

Marketing channels13 records

Core offering

Embratur is Brazil's national tourism promotion agency responsible for marketing Brazil as an international tourism destination across more than 20 source markets. The agency executes international marketing campaigns, organizes Brazil's presence at global tourism fairs and roadshows, produces data intelligence for the travel trade, and runs audiovisual tourism programs including streaming partnerships with Netflix and YouTube to position Brazil competitively in the global tourism landscape.

Product overview

Embratur (Agência Brasileira de Promoção Internacional do Turismo) is Brazil's national tourism promotion agency operating as an autonomous social service organization. The agency operates a comprehensive digital platform at embratur.com.br alongside multiple specialized products and programs. The portfolio includes: the Marca Brasil identity system for international tourism branding; the Plano Brasis 2025-2027 international marketing plan developed with SEBRAE; EmbraturLAB innovation laboratory running startup acceleration programs; data intelligence tools including the Dadosfera newsletter and interactive market insight panels; audiovisual programs such as ScreenBrasil for film distribution, Edital Brasil com S for short film production, Cria Brasil with YouTube, and Come to Brasil With Netflix partnership; the Visit Brasil MICE Map and event captation programs for business tourism; the DesBRAva internationalization platform with mobile apps; the Feel Brasil community-based tourism initiative; and the Galeria Visit Brasil pop-up gallery experience. These products collectively enable international tourism promotion through data-driven strategies, audiovisual storytelling, innovation acceleration, and direct trade engagement.

Differentiator

Problem solved

Functional benefit

Brands

• ScreenBrasil: Initiative supporting international distribution of Brazilian feature films, providing funding for subtitling, marketing, and press relations
• Edital Brasil com S
• Cria Brasil
• Come to Brasil with Netflix
• Brasil Tá Pra Game
• EmbraturLAB
• HBF + Brasil
• Brasil DNA
• Feel Brasil
• PATI

Products and services

• Plano Brasis Strategic three-year international tourism marketing plan defining guidelines for Brazil's tourism promotion through 2027, developed in partnership with SEBRAE and Ministry of Tourism for travel trade and international markets.
• Marca Brasil Brazil's official national tourism brand identity used internationally to identify tourism, products, and Brazilian services abroad, managed by Embratur in partnership with APEX Brasil with licensing and royalty arrangements.
• EmbraturLAB Innovation laboratory of Embratur implementing projects to accelerate digital transformation in the tourism sector, partnering with technology companies and running open innovation programs with startups for tourism entrepreneurs.
• PATI (Programa de Aceleração do Turismo Internacional) Air connectivity attraction program developed with the Ministry of Tourism and Ministry of Ports and Airports to increase international flight frequencies and expand seat capacity to Brazil, supported by Embratur demand generation campaigns.
• Inteligência de Dados Panels Interactive data intelligence dashboards providing market intelligence on international tourism including arrivals, air connectivity, tourist receipts, employment, sustainability perceptions, destination image and reputation, and demand analytics across 11 strategic markets.
• ScreenBrasil Initiative supporting international distribution of Brazilian feature films, providing $15,000 funding for subtitling, marketing, and press relations for selected productions to boost audiovisual tourism.
• Cria Brasil YouTube partnership program that selects content creator projects and provides awards and specialized mentorship for videos highlighting Brazilian nature, culture, and diversity for international audiences.
• Come to Brasil With Netflix Streaming partnership creating virtual travel guides that connect Netflix productions to real Brazilian destinations for screen tourism promotion.
• Edital Brasil com S Short film production support initiative that selects and funds audiovisual works showcasing Brazilian history, cultural diversity, and natural beauty to promote tourism internationally.
• HBF + Brasil Film development initiative offering 10,000 euros and international visibility to selected Brazilian director projects for second or third feature films.
• Film Commission Nacional National film commission initiative in partnership with the Ministry of Tourism and Ministry of Culture to position Brazil as a 'Film Friendly' destination, simplifying authorizations and presenting Brazilian destination potential for international audiovisual productions.
• Visit Brasil MICE Map Visual and strategic mapping tool presenting economic sectors strengthened in each Brazilian region, connecting them to international event opportunities for MICE tourism.
• Feel Brasil Project promoting authentic and sustainable experiences in iconic destinations across all Brazilian states, focusing on community-based tourism and transformation stories for international travelers.
• Galeria Visit Brasil Itinerant pop-up gallery project in partnership with SEBRAE promoting Brazilian destinations through immersive sensory experiences focused on sustainability, art, fashion, gastronomy, diversity, and culture in international cities.
• DesBRAva Platform Platform for internationalization of Brazilian tourism with iOS and Android mobile applications enabling tourism entrepreneurs to access tools for global market expansion.
• Embratur Institutional Website Official institutional website and digital hub at embratur.com.br providing access to campaigns, market intelligence data, promotional tools, audiovisual content, podcasts, and news for the global travel trade and partners.

Quantifiable outcome

• 37% increase in international tourist arrivals projected for 2026 (10 million visitors)
• +4 more outcomes

Named customers6 records

Segments8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature5 records

Partnerships

27 partnerships are on record, tiered core, strategic and minor.

• Projeto ParadisocoreStrategic or Co-development Partner · 1 January 2026Joint initiative for ScreenBrasil program supporting international distribution of Brazilian feature films including The Blue Trail, The Nature of Invisible Things, and Papaya with $15,000 funding per selected film.
• NetflixcoreGTM or Marketing Partner · 1 January 2026Come to Brasil With Netflix partnership creating virtual travel guides that connect streaming content to real tourism destinations, starting with Amazon region featured in Cidade Invisível and Casamento às Cegas.
• FutureBrand São PaulostrategicStrategic or Co-development Partner · 1 January 2026Creative agency partner developing the first official destination brand for Brazilian Amazon with logo created from satellite imagery of Amazon River and tributaries.
• RAI (Brazilian Amazon Institution)strategicStrategic or Co-development Partner · 1 January 2026Partnership for development of Brazilian Amazon destination brand identity spanning nine states in the Brazilian Legal Amazon.
• NO MORE FoundationstrategicStrategic or Co-development Partner · 1 January 2026Partnership for national initiative to prevent violence against women using FIFA Women's World Cup 2027 as global platform for social mobilization and awareness campaigns.
• SINDEPAT (National Theme Parks Association)strategicGTM or Marketing Partner · 1 January 2026Strategic partnership to promote Brazilian parks and attractions internationally, strengthening tourism product offerings in the international market.
• ABAV (Brazilian Association of Travel Agencies)strategicGTM or Marketing Partner · 1 January 2026Agreement to promote Brazilian destinations based on market intelligence, combining Embratur's data capabilities with ABAV's travel agency network reach.
• ITAIPU ParquetecminorStrategic or Co-development Partner · 1 January 2026Joint initiative with Portugal and ITAIPU Parquetec to boost national tourism development and innovation.
• Beautiful DestinationminorGTM or Marketing Partner · 1 January 2026Partnership for unprecedented campaign promoting Foz do Iguaçu internationally with creative destination content.
• Anonymous Content BrazilminorStrategic or Co-development Partner · 1 January 2026Production partnership for Tiny Desk Brasil, Brazilian version of NPR's Tiny Desk Concerts featuring intimate musical performances showcasing diversity of Brazilian rhythms.
• State of Mato Grosso do SulstrategicStrategic or Co-development Partner · 1 January 2026Strategic partner in Brasil DNA 2026 North American tourism promotion platform along with São Paulo, Iguassu Falls, and DMC Compass Brazil.
• State of São PaulostrategicStrategic or Co-development Partner · 1 January 2026Strategic partner in Brasil DNA 2026 North American tourism promotion platform.
• Iguassu FallsstrategicStrategic or Co-development Partner · 1 January 2026Strategic partner in Brasil DNA 2026 North American tourism promotion platform promoting Brazilian tourism to North American travel trade.
• Ministry of Ports and AirportscoreStrategic or Co-development Partner · 1 January 2026Joint PATI program to attract international flights to Brazil, with plan to add nearly 8 million seats by 2025 (80% increase from 2022).
• SEBRAE (Serviço Brasileiro de Apoio às Micro e Pequenas Empresas)coreStrategic or Co-development Partner · 1 January 2025Partnership with Brazil's micro and small business support agency for Plano Brasis international marketing plan development and execution, Galeria Visit Brasil pop-up gallery project, Feel Brasil authentic experiences program, and tourism entrepreneur support initiatives including transformation digital programs.
• APEX BrasilcoreGTM or Marketing Partner · 1 January 2025Cooperative marketing partnership for Marca Brasil international promotion, working together on tourism marketing campaigns and brand positioning in overseas markets.
• Ministry of Tourism (Ministério do Turismo)coreStrategic or Co-development Partner · 1 January 2025Government ministry responsible for tourism policy; Embratur executes promotion actions aligned with Ministry's National Tourism Plan 2024-2027.
• Ministry of Culture (MinC)coreStrategic or Co-development Partner · 1 January 2025Partnership with Ministry of Culture for Film Commission National initiative to attract international audiovisual productions to Brazil through simplified authorizations and fiscal benefits.
• YouTubestrategicGTM or Marketing Partner · 1 January 2025Cria Brasil partnership with YouTube selecting content creator proposals with prize money and specialized mentoring for digital content promoting international tourism showcasing nature, culture, and diversity.
• Banco CAF (Development Bank of Latin America)strategicStrategic or Co-development Partner · 1 January 2025Partnership mapping good practices, advances, and challenges in Afrotourism sector in Brazil through research and development initiatives promoting ethnic-racial equality.
• ICCA (International Congress and Convention Association)strategicStrategic or Co-development Partner · 1 January 2025Industry association partnership for international events ranking and promotion, with Embratur collaborating on events submitted to ICCA ranking and individual recognition of Embratur staff.
• GooglestrategicTechnology or Integration · 1 January 2025Partnership with Google for digital knowledge dissemination and technology solutions accelerating tourism sector digital transformation.
• TikTokstrategicTechnology or Integration · 1 January 2025Partnership with TikTok for digital tourism promotion and technology knowledge sharing in the tourism sector transformation.
• ICMBio (Chico Mendes Institute for Biodiversity Conservation)strategicStrategic or Co-development Partner · 1 January 2025Agreement to streamline filming in Conservation Units using audiovisual tourism to promote Brazilian destinations internationally while ensuring environmental preservation.
• Conservation International (Futuro Program)minorOthers · 1 January 2025Sustainability initiative supporting conservation and environmental protection programs in Brazilian tourism destinations.
• SOS Mata AtlânticaminorOthers · 1 January 2025Partnership for Atlantic Forest conservation connecting environmental preservation with tourism promotion.
• WWF BrazilminorOthers · 1 January 2025Environmental sustainability partnership supporting responsible tourism development.

Scale indicators14 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Visit Dubai: Dubai's Department of Tourism and Commerce Marketing, running global destination campaigns, MICE event capture, and immersive marketing activations comparable to Embratur.
• Tourism Australia: Australia's national tourism agency responsible for international destination marketing, running global campaigns, partnerships, and event promotion analogous to Embratur's mandate for Brazil.
• Singapore Tourism Board: Singapore's statutory board for tourism promotion, executing international marketing campaigns, MICE event capture, and digital tourism innovation comparable to Embratur's mandate.
• Turespaña: Spain's national tourism promotion organization under the Ministry of Industry, Trade and Tourism, executing international destination marketing campaigns similar to Embratur's role.
• Brand USA: USA's destination marketing organization that promotes international travel to the United States through global campaigns, partnerships, and trade engagement — directly comparable in mandate and structure to Embratur.
• South African Tourism: South Africa's national tourism agency running international campaigns, brand-led destination marketing, and partnerships to drive arrivals, comparable to Embratur's structure and scope.
• VisitBritain: Britain's national tourism agency running international promotional campaigns, GREAT Britain campaign, and trade engagement similar to Embratur's role for Brazil.
• Japan National Tourism Organization (JNTO): Japan's national tourism organization conducting international destination promotion, influencer engagement, and market intelligence analogous to Embratur's functions.
• Tourism New Zealand: New Zealand's national tourism agency running the '100% Pure New Zealand' brand internationally, with focus on sustainability and destination marketing directly paralleling Embratur's brand-led strategy.

Regional players

• Mexico Tourism Board (CPTM): Mexico's national tourism promotion council — regional LATAM peer with similar mandate to promote cultural, nature, and MICE tourism to international markets in a comparable geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC7D8rNR659bfUQ7_vOC4VdQ
• Facebookfacebook.com/EmbraturBrasil
• LinkedInlinkedin.com/company/embraturbrasil
• Instagraminstagram.com/embraturbrasil
• TikToktiktok.com/@embraturbrasil
• Xx.com/EmbraturBrasil

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Embratur