São Paulo, Sep 26 (EFE).- Brazil will arrive at FIT 2025 in Buenos Aires (Sept. 27–30) with a campaign that highlights the people behind Brazilian hospitality. The initiative seeks to diversify tourism beyond the country’s iconic beaches and landmarks.
“There’s no place like Brazil,” says the campaign by the Brazilian Tourist Board (Embratur), inviting travelers to explore hidden gems guided by local voices.
Voices behind Brazilian hospitality
Tour guide Jessie Simões leads visitors through Tijuca National Park in Rio de Janeiro, showing hidden corners just a few kilometers from Christ the Redeemer.
In Goiás state, the Kalunga community offers community-based tourism. Local guide Daniel Maia shares organic cuisine and takes travelers along internal trails only accessible with residents.
The campaign underscores the role of small businesses as the backbone of tourism.
“Family inns, local restaurants, tourist transport, independent guides, and artisans make up an extensive production chain that drives regional economies,” said Décio Lima, president of Sebrae, in a statement sent to EFE.
Brazil at FIT 2025
At this year’s fair, Brazil will feature 39 exhibitors showcasing ecotourism, adventure, and gastronomy through tastings, cultural events, and interactive experiences.
A separate pavilion will host 25 exclusive spaces for destinations to present their natural and cultural attractions.
The northeast region will take center stage, aiming to consolidate itself as a top destination for Argentines, said Bárbara Braga, secretary of tourism of Alagoas.
“This project now becomes a reality with its launch in Argentina, our main source market for foreign tourists,” Braga noted.
Argentina: Brazil’s top market
Between January and July 2025, more than 2.5 million Argentines traveled to Brazil, a 94% increase compared to the same period in 2024.
Air connectivity is also expanding. This year alone, 27 new flights will link the two countries, bringing the total to 16,377 connections, mostly from Buenos Aires. efe
EFE published this story with support from Embratur.