Embratur and Grupo Abreu Boost Brazilian Tourism in Portugal with 48% Sales Projection.
Brazilian tourism in Europe is receiving a significant boost thanks to a strategic collaboration between Embratur and Grupo Abreu, Portugal’s largest travel agency network. The partnership, focused on promoting national destinations in the Portuguese market, has set an ambitious goal: a 48% increase in sales of tourist packages to Brazil already by next year, compared to 2025.
Currently, Brazil ranks fourth among the most sought-after destinations by Grupo Abreu’s clients, with Rio de Janeiro, Bahia, and Paraná leading the preference. To achieve the outlined objectives, the initiative employs a multifaceted approach, integrating digital marketing actions, physical store presence, familiarization trips for agents, and active participation in major events such as BTL (Lisbon Tourism Exchange) and Mundo Abreu. A new edition of Expo Abreu is confirmed for October, promising to further expand the campaign’s reach.
The president of Embratur, Bruno Reis, highlights the effectiveness of the adopted model: “Our focus is on a 360-degree strategy that directly connects promotion with the point of sale. This maximizes the reach and conversion of potential tourists.” This approach responds to an already favorable scenario: from January to August 2026, Brazil recorded 200,999 Portuguese tourist visits, an expressive growth of 23.1% compared to the same period of the previous year.
Pedro Quintela, General Sales Director at Abreu, corroborates the optimism, emphasizing the growing interest of Iberian travelers in the unique characteristics and rich experiences Brazil offers. As a direct reflection of the partnership’s success and the generated expectation, Grupo Abreu has already begun early sales of packages for the 2027 Carnival in Rio de Janeiro, demonstrating confidence in the market’s growth potential.
