Turismo de Portugal and
Embratur (Brazilian Agency for International Promotion of Tourism) signed a
cooperation agreement on 19 February 2025, with the aim of deepening relations in the field of tourism. The agreement, signed during the 14th Luso-Brazilian Summit, held at the Palácio do Planalto in Brasília, establishes a set of strategic initiatives to boost the exchange of knowledge, promote sustainability, strengthen air connectivity, and increase the flow of visitors between the two countries.
The event was attended by the President of the Portuguese Republic, Marcelo Rebelo de Sousa, Prime Minister Luís Montenegro, and Minister for the Economy, Pedro Reis, as well as their Brazilian counterparts. The signing of the document was conducted by Pedro Reis and Marcelo Freixo, President of Embratur, consolidating the commitments made at the 13th Summit, held in Lisbon last year.
Portugal has established itself as one of the main tourist destinations in Europe and a model of success in the sector, boosting annual tourist numbers from 10 to 27 million in the last decade. This experience is seen as an example for Brazil, which is aiming to boost its attractiveness on the international markets. The agreement provides for an exchange of best practices between the two countries, fostering technological partnerships and the adoption of innovative promotional strategies, including the use of artificial intelligence and Big Data in analysing tourist behaviour.
Air connectivity is another cornerstone of the agreement, with measures to expand the number of connections between Portugal and Brazil and facilitate travel between the two territories. Also on the table is cooperation in the development of new international routes that pass through both countries, reinforcing Portugal's position as an important gateway to Europe for travellers from South America.
The enhancement of the cultural and historical ties between Portugal and Brazil is also a priority. The plan includes the international promotion of joint tourist itineraries that explore the Lusophone heritage, support for cultural and gastronomic events, and collaboration on projects that highlight religious tourism. Sustainability in tourism will be another focus, with initiatives to mitigate environmental and social impacts in the areas most sought after by visitors.
