Brazil is doubling down on its appeal to Chinese travelers, positioning China as a top strategic priority in its international tourism agenda. The South American nation is implementing a coordinated plan focused on tailored services, enhanced partnerships and authentic experiences to deepen connections with Chinese visitors.

Igua?u Falls, photographed during the "Connecting Cultures: Brazil-China" initiative, Nov. 10-18, 2025. [Photo by Guo Xiaohong/China.org.cn]

As part of this strategy, Embratur, Brazil's official tourism promotion agency, launched "Connecting Cultures: Brazil-China" as a pilot initiative with support from the Center for the Americas under China International Communications Group (CICG) and Lipe Travel Hub.

The program brought Chinese journalists and influencers to S?o Paulo, Foz do Igua?u, and Rio de Janeiro from Nov. 10 to 18 to explore ecological governance, sustainable tourism and cultural exchanges.

Strategic outreach: Tailored for Chinese travelers

"China is a strategic priority for Brazil's international tourism agenda — it is an important partner in trade, diplomacy and a member of BRICS," said Marcelo Freixo, president of Embratur.

A toco toucan, Brazil's national bird, photographed during the "Connecting Cultures: Brazil-China" initiative, Nov. 10-18, 2025. [Photo by Chang Lin]

To attract more Chinese travelers, Embratur is implementing coordinated actions focused on promotion, connectivity and visitor experience, according to Freixo. These include expanding Brazil's presence on Chinese digital platforms, strengthening the promotion of iconic destinations, and offering Mandarin-language content tailored to Chinese tourists.

One example is the Mandarin version of the Brazil Travel Specialist platform, which provides personalized training, updated information about Brazilian destinations and exclusive materials for Chinese travel agents.

Bilateral partnerships: Boosting market access

Bilateral cooperation is a cornerstone of Brazil's initiatives. Embratur is "strengthening its cooperation with Chinese public institutions and private sector partners to expand bilateral tourism," said Freixo.

The Bird Park in Igua?u National Park, visited during the "Connecting Cultures: Brazil-China" initiative, Nov. 10-18, 2025. [Photo by Guo Xiaohong/China.org.cn]

This includes partnerships with China's Ministry of Culture and Tourism, CICG, major tour operators, airlines and digital travel platforms.

After a six-year hiatus, Embratur returned to ITB China 2025, signing agreements with industry leaders like Trip.com Group, Dragon Trail and Tongcheng Travel at the travel trade fair. These partnerships leverage market intelligence and digital campaigns to boost Brazil's visibility among Chinese travelers.

Freixo also highlighted the importance of institutional ties. "We are building long-term institutional ties, promoting knowledge exchange and developing initiatives focused on connectivity and cultural understanding," he said. "All these efforts contribute to sustainable growth in tourist flows between the two countries."

Cultural immersion: The 2026 milestone

Cultural experiences are emerging as a key draw for Chinese travelers. With 2026 designated the China-Brazil Year of Culture, Embratur is planning immersive programs to bring the two countries even closer, from community interactions and gastronomic festivals to Afro-Brazilian heritage tours and Amazonian cultural exchanges.

Brazilian churrasco (barbecue), sampled during the "Connecting Cultures: Brazil-China" initiative, Nov. 10-18, 2025. [Photo by Wang Jiaqi]

"Chinese travelers increasingly seek meaningful cultural experiences — and Brazil is a country where culture is not only seen, but felt," Freixo explained.

He believes that the year 2026 will be a milestone in strengthening the cultural bridge between Brazil and China, and that Chinese travelers will not only discover new destinations, but also form emotional bonds with Brazil's heritage, nature and people.

"It is more than tourism — it is a growing friendship. And we are ready to welcome even more Chinese visitors to experience the Brazil of today and the Brazil we are building for the future," he said.

Connecting cultures: A long-term commitment

According to Freixo, "Connecting Cultures: Brazil-China" was created to deepen bilateral relations, promote cultural exchange, and increase Chinese travelers' knowledge of Brazilian destinations.

Photo shows a Brazilian samba performance during the "Connecting Cultures: Brazil-China" initiative, Nov. 10-18, 2025. [Photo by Wang Tiancong/Xinhua]

"More than a tourism promotion action, this initiative is a symbol of friendship and cooperation between the countries," he said.

Freixo added that "Connecting Cultures" is part of a broader strategy to build long-term relationships, foster dialogue between the two countries' tourism industries, and promote Brazil as a welcoming, diverse and sustainable destination for Chinese visitors.

Given the positive feedback and growing interest among Chinese travelers, Embratur said it plans to continue and expand similar initiatives in the coming years.