TORONTO — Niche travel markets are flourishing for Brazil and last year some 90,000 Canadian travellers had the opportunity to experience them all – from sustainable tourism at eco-friendly lodges in the Amazon and Pantanal, to gastronomy and cultural immersion, to wellness tourism and more.

EMBRATUR, the Brazilian agency for international tourism promotion, is determined to see even more Canadians experiencing this country’s wealth of wonders, as Travelweek found out in a recent interview.

Connectivity and distance remain the biggest hurdles to developing the Canadian market, as EMBRATUR tells Travelweek (tour operators shared their thoughts too; click here to read more).

Following up on Travelweek’s cover story this week about the April 10 return of Brazil’s eVisa program, here’s the full interview with EMBRATUR.

Q. What are the latest tourism stats you can share re: Canada?

EMBRATUR: “In 2024, almost 90,000 Canadians visited Brazil.”

Q. What is Brazil doing in the Canadian market to attract more Canadian visitors?

EMBRATUR: “Brazil is actively investing in the Canadian market through targeted campaigns emphasizing sustainability, gastronomy, and cultural diversity. Collaborative initiatives with tour operators, travel agents, and airlines are designed to showcase experiences that highlight diversity and local culture. Programs like Embratur’s trade missions and partnerships with Canadian media help promote authentic travel stories about Brazil.

“It’s also important to highlight that Brazil is at the center of global discussions on key issues, including tourism. In 2025, the country will host COP 30, which will take place in the Brazilian Amazon, in Belém. With this event, in addition to advancing the agenda of regeneration, nature preservation, and reducing the impacts of climate change, we hope to draw even more global attention to this incredible place. An experience in the Brazilian Amazon offers a transformative journey for those who visit, a connection to ancestry, and an opportunity to experience and learn from the way of life of local communities, as well as the cultural vibrancy of two capitals in this region of Brazil – Manaus and Belém.

“Our main objective is to showcase what Brazil has to offer in the competitive market – unique, sustainable destinations where one can immerse themselves in nature, such as the Brazilian Amazon or a safari through the Pantanal – the biome that holds the world’s largest flooded plain – promoting the country as a travel option aligned with the latest global tourism trends, to foster new business and attract new visitors, who are always welcome.”

Q. What airlift does Brazil have from Canada – and is it underserved?

EMBRATUR: “Connectivity is always a priority for Embratur, and it will continue to be in 2025. Brazil has an airport infrastructure that allows connections to all regions of the country through important national and international hubs, such as São Paulo, Rio de Janeiro and Brasília.

“Of course, increasing the availability of direct flights, with fewer stopovers and more frequent services, is essential. That’s why Embratur works to find ways to promote destinations that can enhance connectivity with strategic markets for Brazil. One such initiative is PATI – a program aimed at promoting Brazil in international markets, where airlines and airports can submit projects for new flights and access funding and campaigns from Visit Brazil. For its first edition, $500 million is allocated for new flights.

“Currently, direct flights between Canada and Brazil are available via Air Canada, operating nonstop routes to São Paulo several times weekly.”

Q. What’s a typical itinerary for Canadian travellers to Brazil – and what’s a new itinerary that you would recommend?

EMBRATUR: “Here’s a typical itinerary …

Rio de Janeiro – The ‘Marvelous City,’ a UNESCO World Heritage site, offers one of the most iconic landscapes in Brazil, with a blend of beaches, mountains, and city. Home to iconic attractions like Christ the Redeemer and Sugarloaf Mountain in addition to samba circles and the traditional caipirinha, which are essential to the Brazilian way of life.

Iguazu Falls – The UNESCO World Heritage natural site – is one of the most stunning destinations, featuring magnificent waterfalls in a biome rich in biodiversity.

Amazon River cruises – Departing from Manaus for nature-focused adventures. An immersion in the Brazilian Amazon, the world’s largest biome.

“Visitors can also explore Brazil’s lesser-known gems, such as …

Salvador – A deep dive into Afro-Brazilian culture. Visiting Pelourinho, a UNESCO World Heritage site, is diving into the colours of Brazil, its cultural expressions and falling in love with the rhythms of Bahia and its distinctive flavors. It’s a journey through the roots and ancestry of Brazil.

Pantanal – For exceptional wildlife spotting. It’s the world’s largest flooded plain, a gem in the heart of Brazil. It’s a place that offers incredible experiences, such as safaris to spot jaguars, blue macaws and giant anteaters. It’s a destination with deep cultural roots in the interior of Brazil, featuring traditional cuisine and the unique lifestyle of the Pantanal.

Belém – Belém, the capital of Pará, a state in the heart of the Brazilian Amazon, will host COP 30 in 2025. It’s a unique destination that combines rich culture, exotic flavors, and immersion in the biodiversity of the Amazon. In the same region, you can visit Alter do Chão, a paradise of freshwater beaches along the Tapajós River.

Q. Are there any new niche markets that Brazil is seeing? 

EMBRATUR: “Yes, niche markets are flourishing. Sustainable tourism, for one, is focused on eco-friendly lodges and preservation initiatives in the Amazon and Pantanal.

“For gastronomy and cultural immersion, Brazil is the perfect place for trips guided by cultural celebrations, such as Carnival and various traditional festivals, as well as the diversity found throughout the country – it’s possible to dive into the culture of riverside communities to multicultural and vibrant metropolises like São Paulo.

“And for wellness tourism, there’s interest in yoga retreats and holistic experiences in tranquil regions like Chapada Diamantina.

Q. Are Brazil’s surging tourism numbers still just post-pandemic pent-up demand, or is there another reason? 

EMBRATUR: “It’s not just pent-up demand, as we have already recovered and surpassed the numbers from before the pandemic.

“In 2024, foreign tourists injected $ 1.2 billion into Brazil, a record for the country. We also achieved the best result in Brazil’s history – 6.6 million international tourists arrived at Brazilian destinations, a 12.6% increase compared to 2023.

“The numbers show Brazil’s potential as a destination that aligns with the main global tourism trends, offering unique, diverse and sustainable experiences. It also reflects the work of Embratur in promoting these destinations and a strategic agenda for new business, new operators, and increasing international awareness of Brazil. It’s a set of strategies, multiple fronts, to make this result possible and ensure that Brazil continues to be on the list of must-visit places for tourists with various profiles.

“Brazil’s increasing global visibility as a hub for sustainable tourism and unique natural experiences. Travellers seeking diverse, affordable long-haul destinations are turning to Brazil.”

Q. Starting April 10, 2025, Canadians (and Americans and Australians) will need a visa to travel to Brazil. Is that a frustration for those working to attract more visitors to Brazil, and what impact do you think this will have on Brazil’s performance from the Canadian market?

EMBRATUR: “This issue is being addressed by the Brazilian Government through the Ministry of Foreign Affairs, in line with the country’s diplomatic relations. All information related to this matter is shared through the government’s official channels.”

Q. What are the challenges with getting Canadians to look at a Brazil vacation?

EMBRATUR: “We know there are challenges such as connectivity, distance. Our work is focused on sharing information about Brazilian destinations with Canadians and reducing these challenges more and more, placing Brazil on the route for more and more Canadian tourists.

“One important strategy we are adopting to overcome these challenges is to focus on the needs and preferences of specific niches, such as attracting adventure tourists or digital nomads, for example. We believe that with targeted communication to strategic and potential audiences, combined with innovation and the promotion of new businesses, the chance of converting them into new tourists is higher, and consequently, we will overcome these historical challenges.”

For more information see VisitBrasil.com.