WTTC adds EMBRATUR as its latest travel destination partner
The Brazilian Tourist Board (EMBRATUR) has announced its partnership with the World Travel & Tourism Council (WTTC), aiming to enhance Brazil's global presence as a leading tourism destination. This collaboration provides a platform to strengthen Brazil's standing as a central player in global tourism discussions.
According to WTTC's latest Economic Impact Research (EIR) 2024, conducted in collaboration with Oxford Economics, Brazil's tourism sector contributes 7.7% to the country's GDP, amounting to a staggering US$165.4 billion. Together, WTTC Member companies and destinations account for 30% of the global tourism GDP.
As a WTTC Destination Partner, EMBRATUR will join more than 30 prominent Destination Partners within WTTC's global network, including Atout France, Brand USA, Abu Dhabi, Destination Canada, Dubai, Visit California, ProColombia, Buenos Aires, Thailand, Portugal, and Rwanda, among others. The membership includes companies like Google, IBM, VISA, Marriott, Hilton, Airbnb, Carnival Corporation, Hyatt Hotels Corporation, Expedia Group, and Royal Caribbean Cruises.
By joining WTTC, EMBRATUR will contribute to the initiatives and policies spearheaded by the organisation, which include promoting sustainable tourism, improving travel facilitation and safety protocols, marketing campaigns to increase international visitation, and policy advocacy to support tourism recovery and growth.
Marcelo Freixo, President of EMBRATUR, commented on the partnership, expressing a commitment to promoting Brazil as a destination that harmonises tourism with the challenges of the 21st century, fostering development through environmental sustainability and the celebration of human diversity. Through collaboration with governments, destinations, communities, and industry leaders, WTTC aims to foster economic development, create jobs, and reduce poverty worldwide.
The World Travel & Tourism Council (WTTC) has a mission to unlock the potential of the Travel & Tourism sector for inclusive, sustainable, and resilient growth. This partnership between WTTC and EMBRATUR is expected to contribute significantly to achieving these goals for Brazil and the global tourism industry.
By bolstering the finance of Brazil's tourism sector, this collaboration with WTTC could potentially propel a lifestyle change for many Brazilians, thereby boosting the country's business and travel sectors. The harmonious edifice of sustainable tourism policies, facilitated by WTTC's global network, strives to foster economic growth and promote cultural exchanges on a global scale.
