Entered by Embratur – Brazilian Tourist Board

In response to the growing global demand for authentic, sustainable, and off-the-beaten-path experiences, Embratur recognized that Brazil needed to diversify its tourism offerings abroad. While the country is globally renowned for iconic destinations such as Rio de Janeiro and the Amazon, much of its rich cultural, gastronomic, and nature-based experiences remained underexplored by international travellers.

At the same time, over 96% of tourism services in Brazil are offered by micro and small enterprises, many of which lack the structure or visibility to attract international tourists. Furthermore, more than 50% of these businesses are managed by women, highlighting the importance of supporting diversity and inclusion in the tourism ecosystem.