Brazilian Tourism Shines at ABAV Expo 2025 with International Business Rounds and Cultural Initiatives
At ABAV Expo 2025, Embratur and Sebrae facilitated international business rounds connecting 50 Brazilian tourism suppliers with global buyers, highlighting luxury and Afrotourism segments and Brazil’s record-breaking tourism growth.
- • Embratur and Sebrae connected 50 Brazilian suppliers with international operators from 15 countries at ABAV Expo 2025.
- • Brazil recorded 7 million international tourists in the first nine months of 2025, expected to exceed 9 million by year-end.
- • The Feel Brasil program featured 20 authentic cultural and adventure experiences, enhancing global tourism promotion.
- • Afrotourism was highlighted for the first time with 15 entrepreneurs showcasing its economic and cultural impact.
Key details
The ABAV Expo 2025, launched on October 8 in Rio de Janeiro, was marked by strategic business rounds organized by Embratur and Sebrae, aimed at boosting Brazilian tourism on the global stage. This event connected 50 Brazilian experience providers and Destination Management Companies (DMCs) with tourists operators from 15 countries, focusing on varied tourism segments including luxury travel and the emerging Afrotourism sector.
Embratur's president Marcelo Freixo highlighted Brazil's record achievement of welcoming 7 million international tourists from January to September 2025, projecting more than 9 million visitors by year's end—surpassing previous targets set for 2027. Through the Feel Brasil program, the expo showcased 20 diverse tourism experiences across the country, emphasizing authentic and community-based cultural encounters to international markets.
Sebrae President Décio Lima emphasized the vital role of sustainability and innovation in supporting Brazil’s tourism micro and small enterprises, which constitute 97.4% of the sector. The business rounds facilitated targeted, efficient partnerships, especially spotlighting Afrotourism for the first time, with 15 entrepreneurs presenting culturally significant offerings to international buyers.
ABAV National’s president Ana Carolina Medeiros also underscored the importance of adopting a global perspective to promote Brazilian tourism effectively. Along with the business forums, workshops throughout the expo focused on addressing challenges faced by municipalities in marketing their unique destinations.
The expo also gathered representatives from leading hotel chains, travel companies, and international brands such as Disney Destinations and Norwegian Cruise Line, underscoring ABAV’s significance as a key networking platform driving innovation and recovery in Brazil’s tourism industry. The event successfully combined opportunities for commercial deals with showcasing Brazil’s rich tourism diversity and potential for sustainable growth.