{"id":186083,"date":"2025-10-01T10:52:24","date_gmt":"2025-10-01T08:52:24","guid":{"rendered":"https:\/\/efecomunica.efe.com\/?p=186083"},"modified":"2025-10-01T11:07:05","modified_gmt":"2025-10-01T09:07:05","slug":"marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil","status":"publish","type":"post","link":"https:\/\/efecomunica.efe.com\/en\/marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil\/","title":{"rendered":"Embratur chief: \u201cTourism makes more sense than oil\u201d"},"content":{"rendered":"

Buenos Aires, Oct 1 (EFE).\u2014<\/strong> Marcelo Freixo, president of the Brazilian Agency for International Tourism Promotion (Embratur)<\/strong>, highlighted the record growth of Brazil\u2019s tourism industry since 2023, declaring that \u201cin the 21st century, tourism makes more sense than oil.\u201d<\/em><\/p>\n

Speaking to EFE on the sidelines of the Latin American International Tourism Fair (FIT 2025)<\/strong> in Buenos Aires, Freixo explained that under President Luiz In\u00e1cio Lula da Silva<\/strong>, Embratur built \u201ca technical team specialized in tourism with strong management and planning capacity.\u201d<\/p>\n

Brazil is the featured country at FIT 2025<\/strong>, with 26 stands<\/strong> showcasing the country\u2019s diversity\u2014particularly destinations in the northeast<\/strong>, such as Alagoas, Bahia, and Pernambuco<\/strong>, which remain less known to Argentines.<\/p>\n

\"Marcelo
Marcelo Freixo, president of Embratur (Brazil), during an interview with EFE at the International Tourism Fair (FIT) in Buenos Aires, Argentina, Sept. 30, 2025. EFE\/Mat\u00edas Campaya<\/figcaption><\/figure>\n

Data-driven growth<\/h2>\n

Freixo emphasized that data intelligence<\/strong> now underpins all of Brazil\u2019s tourism policies.<\/p>\n

\n

\u201cWe know which markets are interested in Brazil, the average spending, the peak travel seasons, and that allows us to plan much more efficient promotional actions,\u201d he said.<\/p>\n<\/blockquote>\n

That strategy helped international tourism generate $6.9 billion in 2023<\/strong>, surpassing revenues from the 2014 World Cup<\/strong>. In 2024, the figure climbed to a record $7.3 billion<\/strong> with 6.7 million foreign visitors<\/strong>.<\/p>\n

\u201cIt means jobs, income, growth, and a major economic boost for the entire country,<\/strong>\u201d Freixo stressed.<\/p>\n

Tourism now represents 8% of Brazil\u2019s GDP<\/strong>, compared with 12% for oil and gas<\/strong>.<\/p>\n

\n

\u201cI believe that in the 21st century, tourism makes more sense than oil, especially if we think in terms of sustainability and climate responsibility,\u201d he said.<\/p>\n<\/blockquote>\n

Tourism boom led by Argentina<\/h2>\n

In the first seven months of 2025<\/strong>, tourism in Brazil increased 46% year-over-year<\/strong>, with Argentine arrivals jumping 94%<\/strong>.<\/p>\n

\u201cTo give an idea, in 2024 we had 1.9 million Argentines in Brazil, and by August this year we already had 2.6 million,\u201d Freixo noted.<\/p>\n

Asked if the Brazilian strategy could be applied elsewhere, he said that while each country has \u201cits own circumstances and political moments, the path of planning and data intelligence is good for everyone.<\/strong>\u201d<\/p>\n

\"Marcelo
Marcelo Freixo, president of Embratur (Brazil), poses during an interview with EFE at the International Tourism Fair (FIT) in Buenos Aires, Argentina, Sept. 30, 2025. EFE\/Mat\u00edas Campaya<\/figcaption><\/figure>\n

Diversity and traditional cultures<\/h2>\n

At FIT, Brazil aimed to differentiate itself from the Caribbean<\/strong> by emphasizing its cultural and natural diversity<\/strong>.<\/p>\n

\n

\u201cWe don\u2019t just have beaches; we have six different biomes, with very distinct cultures and cuisines. Each region expresses its own identity,\u201d Freixo explained.<\/p>\n<\/blockquote>\n

Examples range from feijoada<\/strong> in Rio de Janeiro, to moqueca<\/strong> and bob\u00f3 de camar\u00e3o<\/strong> in the north, and a\u00e7a\u00ed-based dishes<\/strong> in the Amazon.<\/p>\n

The campaign also highlights Amazon tourism<\/strong> and the heritage of quilombos<\/strong>\u2014settlements founded by Africans who escaped slavery, which became centers of political organization and cultural resistance.<\/p>\n

For Freixo, this represents \u201ccommunity-based, reparative tourism, with a strong commitment to history and traditional populations, tied to a sense of social justice.<\/strong>\u201d<\/p>\n

He stressed that while Brazil has luxury hotels and exclusive resorts, there are also community-led experiences<\/strong> that strengthen local economies.<\/p>\n

\n

\u201cPeople need a legal economic activity to counter illegal ones, and tourism is a very important possibility for those communities,\u201d he said. EFE<\/p>\n<\/blockquote>\n

EFE produced this content with the support of Embratur.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Buenos Aires, Oct 1 (EFE).\u2014 Marcelo Freixo, president of the Brazilian Agency for International Tourism Promotion (Embratur), highlighted the record growth of Brazil\u2019s tourism industry since 2023, declaring that \u201cin […]<\/p>\n","protected":false},"author":198164071,"featured_media":186084,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[123786],"tags":[],"class_list":["post-186083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tourism"],"acf":[],"yoast_head":"\nEmbratur chief: \u201cTourism makes more sense than oil\u201d<\/title>\n<meta name=\"description\" content=\"Embratur chief Marcelo Freixo says tourism generates more jobs, income, and growth than oil.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/efecomunica.efe.com\/en\/marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil\/\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Embratur chief: \u201cTourism makes more sense than oil\u201d","description":"Embratur chief Marcelo Freixo says tourism generates more jobs, income, and growth than oil.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/efecomunica.efe.com\/en\/marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil\/","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/efecomunica.efe.com\/en\/marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil\/#article","isPartOf":{"@id":"https:\/\/efecomunica.efe.com\/en\/marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil\/"},"author":{"name":"EFE","@id":"https:\/\/efecomunica.efe.com\/#\/schema\/person\/38c335f1ce4cd42430576ef5499343b8"},"headline":"Embratur chief: \u201cTourism makes more sense than oil\u201d","datePublished":"2025-10-01T08:52:24+00:00","dateModified":"2025-10-01T09:07:05+00:00","mainEntityOfPage":{"@id":"https:\/\/efecomunica.efe.com\/en\/marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil\/"},"wordCount":557,"publisher":{"@id":"https:\/\/efecomunica.efe.com\/#organization"},"image":{"@id":"https:\/\/efecomunica.efe.com\/en\/marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil\/#primaryimage"},"thumbnailUrl":"https:\/\/efecomunica.efe.com\/wp-content\/uploads\/2025\/10\/rss-efea74a3bd1ff251b9d3f39ba6d10e79b0058a4d3c5w.jpg","articleSection":["Tourism"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/efecomunica.efe.com\/en\/marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil\/","url":"https:\/\/efecomunica.efe.com\/en\/marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil\/","name":"Embratur chief: \u201cTourism makes more sense than oil\u201d","isPartOf":{"@id":"https:\/\/efecomunica.efe.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/efecomunica.efe.com\/en\/marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil\/#primaryimage"},"image":{"@id":"https:\/\/efecomunica.efe.com\/en\/marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil\/#primaryimage"},"thumbnailUrl":"https:\/\/efecomunica.efe.com\/wp-content\/uploads\/2025\/10\/rss-efea74a3bd1ff251b9d3f39ba6d10e79b0058a4d3c5w.jpg","datePublished":"2025-10-01T08:52:24+00:00","dateModified":"2025-10-01T09:07:05+00:00","description":"Embratur chief Marcelo Freixo says tourism generates more jobs, income, and growth than oil.","breadcrumb":{"@id":"https:\/\/efecomunica.efe.com\/en\/marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/efecomunica.efe.com\/en\/marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/efecomunica.efe.com\/en\/marcelo-freixo-head-of-embratur-tourism-makes-more-sense-than-oil\/#primaryimage","url":"https:\/\/efecomunica.efe.com\/wp-content\/uploads\/2025\/10\/rss-efea74a3bd1ff251b9d3f39ba6d10e79b0058a4d3c5w.jpg","contentUrl":"https:\/\/efecomunica.efe.com\/wp-content\/uploads\/2025\/10\/rss-efea74a3bd1ff251b9d3f39ba6d10e79b0058a4d3c5w.jpg","width":1920,"height":1280,"caption":"Marcelo Freixo, president of Embratur (Brazil), poses during an interview with EFE at the International Tourism Fair (FIT) in Buenos Aires, Argentina, Sept. 30, 2025. 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