Embratur has confirmed its sponsorship of the international buyers program, which, in this edition, will be called the WTM Latin America Hosted Buyers Program Powered by Embratur. I
In tourism, connections make all the difference. They are the starting point for turning trips into unforgettable experiences and meetings into real business opportunities. Since its first edition, WTM Latin America has established itself as a platform where networking and deal-making take center stage. It has become a showcase that projects Latin American tourism to all corners of the world—and brings the world closer to Latin America. This mission is gaining even more momentum this year thanks to a new and unprecedented alliance with Embratur.
A partner of the event since its launch in 2013, Embratur is now taking on a more prominent role in the Hosted Buyers Program, which, in 2025, will call WTM Latin America Hosted Buyers Program Powered by Embratur. In the upcoming edition, taking place from April 14 to 16, the Agency will collaborate closely with the WTM Latin America team to identify a portion of the buyers, ensuring that the selected participants are aligned with Brazil’s tourism expansion strategies.
“This partnership strengthens matchmaking by creating meaningful opportunities for Brazilian exhibitors to connect directly with qualified international buyers. More than just transactions, we aim to foster long-term relationships,” says Bianca Pizzolito, Event Leader of WTM Latin America.
Marcelo Freixo, President of Embratur, emphasizes that the Hosted Buyers Program is a key component of the strategy to generate new business opportunities and celebrates this alliance. “We are inviting the most strategic buyers from our priority markets to come to Brazil and experience our offerings firsthand, with the potential to close commercial agreements. This means more travel packages featuring Brazilian destinations on the shelves of agencies worldwide,” he highlights, noting that buyer selection will be guided by market data and intelligence. “We’ll be selecting buyers from high-growth potential markets, with a strong focus on diversifying tourism products, services, and destinations.”
Exclusive Business Roundtable
Beyond qualifying the participants, the initiative will also feature an exclusive business roundtable between both sides of the tourism chain, developed through a partnership with Sebrae. “The meeting between hosted buyers and Brazilian exhibitors will take place 30 minutes before the start of Speed Networking. The goal is not only to increase the volume of business generated but also to allow Brazilian destinations to be presented in a more in-depth and dedicated way,” adds Bianca.
For Freixo, WTM Latin America is the most impactful event in Brazil in terms of generating meaningful international business for the Brazilian tourism sector. “Investing in this potential is essential. We are bringing in international operators who will connect with the best Brazil has to offer—ready for global tourism. They will close valuable deals, see real results in their businesses, and plan to return in the coming years,” he notes, pointing to WTM Latin America’s vast promotional network within a global portfolio of events held in various parts of the world. “The consolidation of this event on the global tourism calendar is fundamental to our ambition of positioning Brazil as a top-tier competitor in the international tourism market,” he says.
By combining WTM Latin America’s expertise in buyer curation with Embratur’s strategic vision to elevate Brazilian tourism, the partnership represents more than numbers —it reflects a genuine effort to bring destinations and opportunities closer, to promote meaningful meetings, and to build a stronger, more connected tourism industry. “Our goal is for every participant to leave the event not only with new contacts and contracts, but also with fresh perspectives, renewed inspiration, and the clear sense that Brazilian tourism is ready to go even further,” concludes Bianca Pizzolito.