Brazil signs partnership to boost training for tourism professionals

In an important step to strengthen incentive tourism in Brazil, the Brazilian Tourist Board (Embratur/Visit Brasil) signed this December a Memorandum of Understanding ( MoU ) with SITE South America (Society for Incentive Travel Excellence ). The agreement highlights Brazil as one of the main global destinations in the incentive travel segment, a niche with the highest average revenue generation in the MICE (Meetings, Incentives, Conferences, and Exhibitions) segment.

The president of Embratur, Marcelo Freixo, highlights the importance of this segment for strengthening the tourism economy and the country’s international projection. “This partnership reflects our vision of leveraging Brazil’s enormous potential in the incentive travel market, a segment with great economic impact. We want to show the world that Brazil is a unique destination, capable of offering unique and unforgettable experiences for the corporate public.”

Jeverson Zanini, president of SITE South America, celebrated: "It is with great enthusiasm that we at SITE rejoice with this partnership with Embratur. As the only global association dedicated exclusively to incentive travel, we recognise the relevance of this segment as a strategic driver of global tourism." He added: "Brazil, with its immense potential as a receptive destination, stands out as a key player in this scenario. For SITE , strengthening our presence in the Brazilian trade is not only an opportunity, but a strategic priority. Brazil represents a vibrant and promising market, and strengthening our presence in Latin America will be one of the pillars of our growth in 2025."

SITE

With over 50 years of global operations, SITE represents more than 2,900 members in 90 countries and is the only international association focused exclusively on incentive tourism. In this context, Brazil, with its cultural diversity, natural beauty and constantly evolving tourism infrastructure, positions itself as a destination with great potential for the international corporate public.

For more information, visit incentivetravel.visitbrasil.com