DIVERSITY
DIVERSITY AT EMBRATUR
Diversity is one of our competitive advantages! It makes tourism stronger, more attractive, and more sustainable for everyone.
Brazil is plural and made up of many identities. In this sense, Embratur’s work is to honor cultural roots, strengthen communities, and promote inclusion.
Diversity Governance
With a focus on structural policies and affirmative actions, Embratur created CADI — the Coordination for Afrotourism, Diversity, and Indigenous Peoples. This unit develops initiatives and expands the visibility of diverse territories, proposing promotional strategies and experiences aligned with those who live these realities. Listening to those who understand ensures representation and real impact.
Internal Diversity Committee
AFROTOURISM
Afrotourism at the center of Embratur’s strategy
Afrotourism aligns with what the 21st century demands: being anti-racist, valuing and respecting Black culture. It is historical recovery, culture, and also a major industry that generates jobs, income, and empowers Black entrepreneurs.
Marcelo Freixo, President of Embratur
Honoring African heritage, Brazil embraces a new chapter in presenting its cultural plurality to the world. Embratur promotes experiences that connect quilombos, Afro blocs, samba schools, festivals, gastronomy, art, and ancestral traditions. The goal is to increasingly strengthen the creative economy and Afro identity.
Afrotourism is a path to reducing inequalities. It also boosts the economy of Black communities and restores prominence to the stories that shaped the country.
Marking the beginning of the celebrations
In 2026, when Embratur turns 60, Afrotourism will be at the center of the celebrations. This decision reinforces the institutional commitment to valuing Afro-Brazilian culture, recognizing its contributions to Brazil’s identity, and strengthening the segment as a strategic pillar for Brazil’s international promotion.
Marking the beginning of the celebrations
In 2026, when Embratur turns 60, Afrotourism will be at the center of the celebrations. This decision reinforces the institutional commitment to valuing Afro-Brazilian culture, recognizing its contributions to Brazil’s identity, and strengthening the segment as a strategic pillar for Brazil’s international promotion.
Afrotourism Initiatives
Black Routes – Itineraries that connect Afro-Brazilian heritage and history, generating social impact, income, and cultural appreciation.
Black Identities – Projects such as Viva Pequena África in Rio and Salvador Capital Afro in Bahia promote the preservation of Afro-Brazilian memory through gastronomy, spirituality, music, and cultural expressions.
Partnership with TripAdvisor – A groundbreaking international campaign promoting Brazilian Afrotourism worldwide.
Partnership with CAF (Development Bank of Latin America and the Caribbean) – Includes research on national and international best practices, the Brazil Afrotourism Map, workshops, and an educational report for global dissemination.
Air Connectivity with Africa – Expanded direct flights via TAAG (Angola), Ethiopian Airlines (Ethiopia), and the return of routes operated by Latam and South African Airways.
A strategic, loyal, and high-potential audience
LGBTQ+ tourism is growing globally and represents a segment with an average spending three times higher than other profiles. Safety, welcoming environments, and representation are essential — and Brazil is advancing in policies, rights, and inclusive practices.
A strategic, loyal, and high-potential audience
LGBTQ+ tourism is growing globally and represents a segment with an average spending three times higher than other profiles. Safety, welcoming environments, and representation are essential — and Brazil is advancing in policies, rights, and inclusive practices.
Embratur’s Actions for LGBTQIA+ Inclusion
Presence at global events, including:
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- LGBTQIA+ Pavilion at ITB Berlin
- International Diversity Conference (8th edition)
- IGLTA Global Convention (Puerto Rico and Osaka)
- LGBTQIA+ Turismo Expo (largest B2B fair in Latin America)
- Support for Uruguay LGBT+ Summit Pride Connection
Embratur’s Actions for LGBTQIA+ Inclusion
Dedicated Coordination – CADI directly supports the strengthening of LGBTQ+ tourism by assisting destinations committed to respect and combating LGBTphobia.
Representation in Media – An episode of Embratur’s audiovisual series Turismo Transforma celebrated the São Paulo Pride Parade (the largest in the world) and reinforced LGBTQ+ presence in Embratur’s campaigns and tools.
Partnership with IGLTA – The renewed partnership with the International LGBTQIA+ Travel Association ensures Brazil’s presence in global promotion and business networks.
Cooperation Agreement with Brazil’s LGBTQ+ Chamber of Commerce and Tourism – Joint actions include increasing Queer visibility in campaigns and creating an inclusive image bank.
Content & Media – Production of YouTube series, podcasts (“Que Viagem”, “FalaTUR”), and inclusive destination image assets.
Plano Brasis – The international LGBTQIA+ community is one of the priority audiences of the new international marketing plan.
Presence at global events, including:
- LGBTQIA+ Pavilion at ITB Berlin
- International Diversity Conference (8th edition)
- IGLTA Global Convention (Puerto Rico and Osaka)
- LGBTQIA+ Turismo Expo (largest B2B fair in Latin America)
- Support for Uruguay LGBT+ Summit Pride Connection
- LGBTQIA+ Pavilion at ITB Berlin
INDIGENOUS PEOPLES
Indigenous tourism — identity and preservation
By supporting Indigenous tourism, Embratur strengthens community leadership, promotes sustainable development, and creates opportunities aligned with Indigenous identities and territories.
Indigenous peoples are guardians of history, biodiversity, and ancestral knowledge that make Brazil unique.
The Agency defends that any initiative in this area must be developed with the direct participation of community leaders, ensuring cultural autonomy, territorial security, and shared benefits. For this reason, Embratur promotes initiatives that respect traditions, strengthen local economies, and value ancestral ways of life.
Embratur’s Actions for the Segment
Support for Indigenous community-based tourism – Embratur encourages experiences created by the communities themselves, offering direct contact with traditional knowledge, trails, crafts, rituals, and gastronomy. The focus is on strengthening economic autonomy and ensuring real, long-term benefits for territories.
Promotion of Indigenous destinations and narratives abroad – The Agency highlights Indigenous initiatives in international campaigns and audiovisual materials, reinforcing Brazil as a diverse nation. Community leaders and artisans participate in global fairs and events, increasing the visibility of their cultures and products.
Institutional partnerships for protection and development – Embratur collaborates with public agencies and organizations dedicated to Indigenous peoples to develop joint strategies for sustainable tourism, environmental conservation, and cultural appreciation.
Support for the Indigenous creative economy – The Agency promotes traditional arts, crafts, and cultural expressions, recognizing the Indigenous creative economy as essential for generating income, preserving identity, and strengthening tourism rooted in ancestral knowledge.
