Embratur

Embratur
Name	Embratur
Native name	Instituto Brasileiro de Turismo
Formation	1966
Headquarters	Brasília, Distrito Federal
Region served	Brazil

Embratur is the Brazilian Tourist Board, officially the Instituto Brasileiro de Turismo. It operates as a national tourism promotion agency charged with marketing Brazil as an international destination, coordinating with federal and state entities, and supporting inbound travel development. Embratur engages with international partners, participates in trade fairs, and produces promotional campaigns to attract visitors to destinations such as Rio de Janeiro, São Paulo, Salvador, and the Amazon region.

History

Embratur was established in 1966 during the administration of President Artur da Costa e Silva amid efforts to modernize Brazilian infrastructure alongside projects like Brasília's development. Over decades it interacted with ministries including Ministry of Tourism, agencies such as the National Institute of Historic and Artistic Heritage and institutions like the Brazilian Export and Investment Promotion Agency in campaigns connected to events like the 1970 FIFA World Cup and the 2014 FIFA World Cup and the 2016 Summer Olympics. Embratur adapted through political periods involving leaders such as Fernando Henrique Cardoso, Luiz Inácio Lula da Silva, Dilma Rousseff, and Jair Bolsonaro, and collaborated with state tourism secretariats in Bahia, Pernambuco, Minas Gerais, Paraná and Rio Grande do Sul. During the 21st century it shifted emphasis toward international promotion, responding to trends from organizations such as the World Tourism Organization and market forces influenced by companies like LATAM Airlines Group and Gol Linhas Aéreas Inteligentes.

Organization and Governance

Embratur's structure aligns with federal bodies including the Ministry of Tourism and oversight from institutions such as the Tribunal de Contas da União and the Brazilian Federal Police for compliance matters. Leadership appointments have been made by ministers connected to administrations like those of Jair Bolsonaro and Luiz Inácio Lula da Silva, reflecting interactions with political figures and legislators from parties including the Workers' Party, Brazilian Social Democracy Party, and Progressistas. It coordinates with state agencies such as the São Paulo Tourism Observatory and municipal secretariats in cities like Fortaleza, Manaus, Curitiba, Belo Horizonte, and Porto Alegre. Corporate governance models reference standards from organizations like the Organisation for Economic Co-operation and Development and financial reporting guided by the CVM frameworks when applicable.

Functions and Activities

Embratur conducts international marketing campaigns, operates promotional offices in partnership with foreign trade missions like ApexBrasil, and organizes participation in trade shows such as ITB Berlin, WTM London, FITUR, BIT Milan, and ANATO. It produces content about attractions from the Iguazu Falls to the Pantanal and supports routes served by carriers like Air France–KLM, Iberia, American Airlines, and United Airlines. Embratur engages with industry stakeholders including Brazilian Association of Tour Operators and hospitality brands like Accor, Hilton Worldwide, and Marriott International on initiatives related to ecotourism in locations such as Chapada Diamantina and cultural tourism linked to Ouro Preto and Pelourinho. It also issues research and statistics collaborating with institutes like the IBGE and international bodies such as the International Air Transport Association.

International Promotion and Partnerships

Embratur partners with foreign ministries of tourism, bilateral chambers such as the Brazil–United States Business Council, regional blocs like the Mercosur, and multilateral organizations including the United Nations World Tourism Organization and the Inter-American Development Bank. It forges agreements with national tourism boards—VisitBritain, Destination Canada, Turismo de Chile—and private partners including Tripadvisor, Expedia, Booking.com, and multinational media outlets like BBC World News, The New York Times, and Le Monde. Embratur's campaigns have targeted source markets such as United States, Germany, France, United Kingdom, Argentina, China, Japan, and Portugal while engaging diaspora networks through consular posts in cities like New York City, London, Paris, Beijing, and Tokyo.

Funding and Budget

Embratur's funding originates from federal budget allocations approved by the National Congress of Brazil, overseen by committees such as the Chamber of Deputies appropriations panels, and audited by the TCU. Its budget cycles reflect macroeconomic conditions influenced by BRL exchange rates, fiscal policies of Ministry of Economy, and national priorities set by presidents including Jair Bolsonaro and Luiz Inácio Lula da Silva. Embratur has supplemented allocations via partnerships with private sector entities like BRF S.A. and through event-specific sponsorships for trade fairs and promotional campaigns, subject to procurement rules under laws such as the Brazilian Procurement Law.

Impact and Criticism

Embratur's efforts have been credited with raising visibility for destinations such as Fernando de Noronha, Lençóis Maranhenses, and São Paulo's cultural venues including the Municipal Theatre of São Paulo, contributing to increased arrivals tracked by IBGE and airline capacity reports from Aviation Week. Critics have pointed to issues raised in audits by the TCU and debates in the Chamber of Deputies over effectiveness, transparency, and prioritization between international promotion versus domestic development. Environmentalists and NGOs such as WWF and Greenpeace have at times questioned promotional strategies affecting sensitive ecosystems like the Amazon Rainforest and Pantanal, while industry associations including the Brazilian Association of Hotels have called for closer coordination on infrastructure, workforce training, and visa facilitation with ministries and agencies such as Ministry of Foreign Affairs and Ministry of Infrastructure.

Category:Tourism in Brazil