Months ago, Embratur and Apex’s offices in Portugal are working towards Brazil’s participation in the Better Tourism Lisbon Travel Market (BTL), which starts this week in Lisbon. The country always has a large participation in the fair, one of the most important in the sector in Europe.
However, this edition is even more special: the BTL organization chose Brazil as a guest country, which guarantees even more prominence. For Marcelo Freixo, president of Embratur, this recognition strengthens the relationship between the two nations. “It is especially symbolic to address this topic in Lisbon, with Brazil being the honored country of the BTL, reinforcing the strength of our historical and cultural connection with Portugal and the Atlantic”, he tells the DN Brazil.
Brazil will take advantage of this leading role in Portugal to launch a new campaign, with the slogan “To renew yourself, there is no place like Brazil”highlights Freixo. “This is a very important fair for the promotion of Brazil, in which we will launch a new campaign for the whole of Europe”, he says. The initiative will focus on promoting the country as a regenerative tourism destination, with an emphasis on well-being and reconnecting with nature, highlighting Brazilian biomes and experiences aligned with new trends in international tourism.
O country will have almost 50 exhibitors, including Brazilian states, specific tourist destinations, airlines and travel agencies based in Brazil. “We will have practically an entire pavilion of Brazilian destinations. It is truly an incredible moment for all tourism professionals to expand business with our country and, of course, for all Portuguese people to get to know Brazil even more. There is no place like Brazil”, says the president of Embratur.
Among the states with confirmed presence will be Pernambuco, Amazonas, São Paulo, Minas Gerais, Rio de Janeiro, São Sebastião and Mato Grosso do Sul, as well as cities such as Porto Alegre and Foz do Iguaçu. Already the Brazil’s stand will have an “immersive and sensorial concept”, with “institutional actions, cultural activations and gastronomic experiences”.
Presence of Brazil in Portugal
For Paulo Mateus, director of the Apex office in Lisbon, this tribute to Brazil and the increased demand for the country as a tourism and business destination are also the result of the work developed locally. “Here, in the Lisbon office, we act as a platform for economic, institutional and business articulation, creating bridges between commercial promotion, attracting investment and strengthening Brazil’s image abroad. Tourism, commerce and investments are no longer parallel agendas and begin to operate in an integrated manner, and the Lisbon Tourism Exchange ends up materializing this synergy”, he explains to the newspaper.
Portugal, increasingly, is a strategic partner of Brazil, he states. “Portugal, due to its European centrality, language and density of economic and cultural relations, ends up being this strategic hub for joint action. The coordinated action between Embratur and Apex strengthens Brazil’s positioning as a modern country, open to partnerships and capable of transforming this tourist interest into lasting economic relations”, he points out.
Taking advantage of BTL, Embratur brings the Visit Brasil Gallery to Lisbon. It will be the first time that the city will host the exhibitionwhich aims to promote Brazil, especially the beauty of the ocean. The Visit Brasil Gallery will be open from February 25th to March 1st, with free entry. The location is Rua da Boavista, 54, in Cais do Sodré, in rooms that will transform into an “authentic, vibrant and layered Brazil”.
Marcelo Freixo invites everyone to visit the space, whether to miss Brazil or to feel what it’s like to be there. “The sea has always been part of the Brazilian soul. By placing it at the center of the Visit Brasil Gallery, we reaffirm that promoting the country is also protecting what defines us. We want the public in Lisbon to feel the energy of our coastline, but also understand that Brazil is committed to the conservation and regeneration of coastal ecosystems, as well as the entire environment. This is the vision of tourism and the future that we want to bring to the world”, highlights the DN Brazil.
The immersive route mixes photos, crafts, videos and sounds. In addition to the exhibition, the gallery will feature a special program, which includes conversations on topics such as gastronomy, caipirinha tasting and documentary screening. The complete program can be seen here.
amanda.lima@dn.pt
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