VBRATA

What VBRATA does

VBRATA – Visit Brazil Travel Association is a UK-registered not-for-profit travel and cultural association founded in 2011 that promotes Brazil as a tourist, cultural, and business destination in European, North American, and South American source markets. It operates an event-driven B2B platform that connects Brazilian destinations and suppliers — national bodies such as Embratur and SEBRAE, state tourism authorities including SETUR Bahia, Governo do Piauí, Visit Rio, Visit São Paulo, and Visit Iguassu, and carriers such as TAP Air Portugal — with international tour operators, travel agents, and trade media. Core products are touring VBRATA Roadshows (training and networking events across European and other cities, with 2025 editions spanning 10 European cities), Showcase Viva Brasil! Unique Experiences (themed destination events), and Educational/Fam Trips to Brazil, complemented by an online Brazil specialist training course, press and PR events, and multimarket digital marketing campaigns.

The business model is membership-based: Tour Operator membership is free and committee-approved; Affiliate membership (hotels, resorts, cruise lines, transport, representation companies, media/PR) and Associate membership (Brazilian federal, state, regional, and city tourism authorities, CVBs, NGOs, associations, cooperatives) carry fees set at the committee's discretion on an annual billing cadence, supplemented by partner and sponsor contributions tied to events. Technology is intentionally lightweight — a WordPress-based multilingual website (English, Portuguese-BR, Portuguese-PT, Spanish, Italian, French) integrated with Instagram, Facebook, X/Twitter, and LinkedIn, plus a YouTube archive of past roadshow editions. The organisation is staffed by 1-10 voluntary committee members led by President Glauco Chris Fuzinatto; it has spun off VSATA (Visit South America Travel Association) as an independent sister association.

Name

VBRATA

Legal name

VBRATA – Visit Brazil Travel Association

Website

https://vbrata.org

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

VBRATA is a UK not-for-profit travel association that promotes Brazil as a tourist destination by connecting Brazilian state tourism authorities, carriers, and suppliers with international tour operators and trade media through roadshows, showcase events, and fam trips across Europe and the Americas.

Ownership category

akta.pro rank

Product category

Tourism Trade Association Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Advertising (7310)

akta.pro primary industry

Consumer & Public Shows (B2C) Organizers (THAHABAC)

Keywords

• Tourism trade association
• Destination marketing
• Travel trade events
• Brazil tourism promotion
• B2B travel networking

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: VBRATA operates as a not-for-profit organization. Tour Operator Membership is free and subject to committee approval. Affiliate Membership cost is subject to committee approval. The association generates revenue through membership fees to sustain operations and fund promotional activities.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

VBRATA is a not-for-profit membership-based travel and cultural association that promotes Brazil as a tourist, cultural, and business destination in international markets. It sells membership subscriptions (Tour Operator, Affiliate, and Associate tiers) and delivers B2B services including touring Roadshows, themed Showcase events, educational Fam Trips to Brazil, online training and certification courses for travel agents, press and PR events, and digital marketing campaigns connecting Brazilian destinations and suppliers with qualified international travel trade professionals.

Product overview

VBRATA is a not-for-profit travel organisation that operates as a membership-based association promoting Brazil as a tourist and cultural destination. Its product portfolio consists of three core pillars: Roadshows (training and networking touring events across multiple cities), Showcase Viva Brasil! Unique Experiences (exclusive themed destination events), and Educational Trips (fam tours to Brazil). Supporting services include online training certification programs for members, Press & PR events for media engagement, and digital marketing campaigns. The association also manages VSATA (United South America Travel Association), a related sub-brand that extends promotion to all of South America. Membership categories include Tour Operator, Affiliate, and Associate memberships with varying requirements and benefits.

Differentiator

Problem solved

Functional benefit

Brands

• VBRATA Roadshows: Touring events where Brazilian destinations showcase products and strategies in various European, North American and South American cities with training and networking for the travel trade.
• Showcase Viva Brasil! Unique Experiences
• VSATA (Visit South America Travel Association)

Products and services

• VBRATA Roadshows Training and networking events for the tourism trade, touring various cities in Europe, North America, and South America to connect Brazilian destinations with international travel professionals. The 2025 Roadshows traveled through 10 European cities across Spain, Germany, France, and Portugal.
• Showcase Viva Brasil! Unique Experiences Exclusive destination tourism events connecting people, cultures, and opportunities through themed showcases that promote specific Brazilian states or regions to international travel trade professionals via business roundtables, training sessions, and cultural presentations.
• Educational Trips (Fam Trips) Inspection trips and educational tours to Brazil that educate members and travel trade professionals about Brazilian destinations, experiences, and suppliers.
• Online Training Courses
• Press & PR Events
• VSATA (United South America Travel Association)
• Digital Marketing Campaigns

Quantifiable outcome

• Events hosting 60-240 qualified travel trade professionals per roadshow
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Embratur (Brazilian Tourist Board)coreStrategic or Co-development PartnerEmbratur is the official exhibitor at VBRATA Roadshows in Europe. As Brazil's national tourism promotion agency, Embratur is responsible for promoting Brazil's image internationally, developing institutional campaigns, supporting trade show participation, and fostering partnerships with tour operators, travel agencies, and airlines. Their presence at VBRATA events strengthens the direct connection between European travel trade and Brazilian destinations.
• SEBRAEcoreStrategic or Co-development PartnerSEBRAE (Brazilian Support Service for Micro and Small Enterprises) collaborates with VBRATA on promotional activities, including fam tours for Portuguese operators to showcase Brazilian destinations like Serra da Capivara and Piauí coastline. SEBRAE supports the international promotion and commercialization of Brazilian tourism destinations.
• Visit RiocoreStrategic or Co-development PartnerVisit Rio (Rio de Janeiro Convention & Visitors Bureau) has signed a technical cooperation agreement with VBRATA to strengthen collaboration in promoting Rio de Janeiro as an international tourism destination. The partnership aims to expand visibility and business opportunities for Rio in key source markets.
• SETUR Bahia (Bahia State Department of Tourism)coreStrategic or Co-development PartnerThe Bahia State Department of Tourism works with VBRATA to organize Showcase Bahia Experience events in key European markets like Madrid. These events bring together Spanish tourism trade professionals with Bahian suppliers, hotels, and destinations for business roundtables and training sessions.
• TAP Air PortugalcoreGTM or Marketing PartnerTAP Air Portugal is confirmed as Official Partner of the VBRATA Roadshow 2025. As Brazil's main European airline carrier, TAP operates flights to multiple Brazilian destinations including São Paulo, Rio de Janeiro, Recife, Salvador, Fortaleza, Belo Horizonte, Brasília, Natal, and Porto Alegre.
• Visit IguassuminorStrategic or Co-development PartnerVisit Iguassu promotes the Iguassu Falls destination internationally and partners with VBRATA for promotional activities targeting European travel trade.
• Visit São PaulominorStrategic or Co-development PartnerVisit São Paulo promotes São Paulo as a business and tourism destination internationally through partnership with VBRATA.
• Governo do PiauícoreStrategic or Co-development PartnerThe State Government of Piauí collaborates with VBRATA on destination promotion, including hosting the Piauí Seminar and Showcase Piauí events in Lisbon to promote the state to Portuguese and European travel trade.
• VSATA (Visit South America Travel Association)coreStrategic or Co-development PartnerVSATA originated from VBRATA as an independent organization bringing together all South American countries to promote the region. VBRATA maintains close ties with this related association for broader South America promotion.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• ABTA (Association of British Travel Agents): Larger UK-based travel trade association covering the whole industry rather than a single destination; comparable membership and event model but operates at significantly broader scale than VBRATA.
• Embratur (Brazilian Tourist Board): Brazil's official national tourism promotion agency and a Core VBRATA partner; shares the Brazil-destination-marketing mission but is government-funded and operates at national scale rather than as a private association.
• European Travel Commission (ETC): Pan-European tourism body promoting Europe as a destination through research and trade marketing — broader in scope than VBRATA but analogous in its role as a non-profit tourism promotion intermediary.
• USTOA (United States Tour Operators Association): Trade association of US tour operators offering networking, events and advocacy — comparable membership-driven event business but oriented to operators rather than destination promotion.

Direct peers

• Visit USA Association: Member-based association promoting USA travel to international tour operators and agents through workshops and training — comparable trade-association structure and B2B event-driven model to VBRATA.
• PATA (Pacific Asia Travel Association): Not-for-profit membership association that connects destinations, tour operators and travel agents across the Asia-Pacific region through events, training and advocacy — structurally very similar to VBRATA's association model.
• Brand USA: USA's national destination marketing organization that promotes the United States to international travel trade and consumers through campaigns, trade shows and partnerships — the closest functional analogue to VBRATA's role for Brazil.
• Tourism Australia: Australia's national tourism body running international trade events, training programmes (e.g., Aussie Specialist) and destination marketing — directly comparable to VBRATA in mission and B2B trade focus.
• VisitBritain: UK-based national tourism agency promoting Britain to international audiences via trade engagement and events, comparable in geography of operation (London HQ) and B2B trade marketing model to VBRATA.

Emerging players

• SITE (Society of Incentive & Travel Executives): Global non-profit association focused on incentive travel that runs events, training and networking programmes — comparable membership-driven B2B event model with narrower vertical focus than VBRATA.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/vbratauk
• Facebookfacebook.com/vbrata.uk
• LinkedInlinkedin.com/company/vbrata-uk
• Instagraminstagram.com/vbratauk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 VBRATA