INNOVATION
Embratur is experiencing a new phase: the era of innovation. At the Agency, innovation has become a strategic priority. New projects are modernizing tourism, increasing the country’s competitiveness on the global stage, and improving the experience of international visitors.
In recent years, a robust ecosystem of projects, partnerships, and technological tools has been structured to drive a more competitive, sustainable, diverse tourism sector focused on providing authentic visitor experiences.
This is how Brazil strengthens itself as an international tourism destination and prepares for the future.
Transforming Tomorrow
In 2026, as Embratur celebrates its 60th anniversary, we reaffirm innovation as a key tool to achieve — among other goals — greater air connectivity; more personalized tourism experiences; strengthening of the creative economy; appreciation of Brazilian culture; sustainability in tourism activities; and enhanced competitiveness for Brazil in the global market.
EmbraturLAB — Brazil’s First Innovation Lab for Tourism
Created in 2023, EmbraturLAB is the Agency’s innovation hub — a space for experimentation, development, and testing of solutions that connect tourism, technology, the creative economy, branding, sustainability, and data.
Projects
Interactive Digital Guides:
Chatbots recommending tours, lodging, restaurants, and official destination information; special glasses for virtual destination guidance; and of course, AI-driven solutions that personalize every travel journey. We spare no effort in technological initiatives designed to connect international visitors to the experience of a diverse Brazil.
Destino Futuro Program:
Created to boost tourism through innovative solutions, the initiative connects startups and micro and small businesses in the sector to develop and test new technologies. Selected projects were developed with tourism enterprises in Bahia, Pernambuco, and Rio Grande do Norte.
Conecta IGU
Foz do Iguaçu (PR):
In partnership with the Itaipu Technology Park, startups are creating solutions to streamline visa processing and enhance tourist flow management in Brazil.
Welcome Challenge
Brazil – Airports:
A national competition to address challenges faced by tourists in Brazilian airports, carried out in partnership with Acate, the Ministry of Tourism, and the Ministry of Ports and Airports, funded by FNAC.
Digitalization and Competitiveness – Partnership with Google:
Workshops and training sessions to equip tourism trade professionals with best practices in digital presence, marketing, and commercialization, essential to increase online competitiveness.
Airbnb Cultural Routes
– Afrotourism:
A partnership that highlights Afro-Brazilian culture through dedicated itineraries available on the global platform.
Projects
Interactive Digital Guides:
Chatbots recommending tours, lodging, restaurants, and official destination information; special glasses for virtual destination guidance; and of course, AI-driven solutions that personalize every travel journey. We spare no effort in technological initiatives designed to connect international visitors to the experience of a diverse Brazil.
Destino Futuro Program:
Created to boost tourism through innovative solutions, the initiative connects startups and micro and small businesses in the sector to develop and test new technologies. Selected projects were developed with tourism enterprises in Bahia, Pernambuco, and Rio Grande do Norte.
Conecta IGU
Foz do Iguaçu (PR):
In partnership with the Itaipu Technology Park, startups are creating solutions to streamline visa processing and enhance tourist flow management in Brazil.
Welcome Challenge
Brasil – Airports:
A national competition to address challenges faced by tourists in Brazilian airports, carried out in partnership with Acate, the Ministry of Tourism, and the Ministry of Ports and Airports, funded by FNAC.
Digitalization and Competitiveness – Partnership with Google:
Workshops and training sessions to equip tourism trade professionals with best practices in digital presence, marketing, and commercialization, essential to increase online competitiveness.
Airbnb Cultural Routes
– Afrotourism:
A partnership that highlights Afro-Brazilian culture through dedicated itineraries available on the global platform.
Culture, Audiovisual, and Gaming
Through EmbraturLAB, the Agency showcases Brazil to the world through digital content and experiences that move and inspire people. Initiatives include:
Partnerships with Netflix, YouTube, and TikTok:
Content productions for streaming platforms and social networks that present Brazil’s cultural diversity and spark international interest by bringing together culture, the creative economy, and tourism promotion.
Brazil With an S – Short Film Call:
Audiovisual storytelling as a powerful ally. This call supports short films that reveal Brazilian destinations, experiences, and characters.
Brasil Tá Pra Game:
Through initiatives with the gaming sector, we seek partnerships with the global games industry to strengthen Brazilian narratives, destinations, and characters within the gaming universe — today, one of the most influential cultural and entertainment sectors worldwide.
Literary Routes:
App-guided itineraries that take visitors along paths inspired by Machado de Assis, Clarice Lispector, Drummond, Tom Jobim, Lima Barreto, and Vinicius de Moraes, initially launched in Rio de Janeiro.
Samba Route:
An immersive itinerary in Oswaldo Cruz, Rio de Janeiro, connecting ten historic samba landmarks and strengthening the cultural identity and economic potential of Afrotourism.
Culture, Audiovisual, and Gaming
Through EmbraturLAB, the Agency showcases Brazil to the world through digital content and experiences that move and inspire people. Initiatives include:
Partnerships with Netflix, YouTube, and TikTok:
Content productions for streaming platforms and social networks that present Brazil’s cultural diversity and spark international interest by bringing together culture, the creative economy, and tourism promotion.
Brazil With an S – Short Film Call:
Audiovisual storytelling as a powerful ally. This call supports short films that reveal Brazilian destinations, experiences, and characters.
Brasil Tá Pra Game:
Through initiatives with the gaming sector, we seek partnerships with the global games industry to strengthen Brazilian narratives, destinations, and characters within the gaming universe — today, one of the most influential cultural and entertainment sectors worldwide.
Literary Routes:
App-guided itineraries that take visitors along paths inspired by Machado de Assis, Clarice Lispector, Drummond, Tom Jobim, Lima Barreto, and Vinicius de Moraes, initially launched in Rio de Janeiro.
Samba Route:
An immersive itinerary in Oswaldo Cruz, Rio de Janeiro, connecting ten historic samba landmarks and strengthening the cultural identity and economic potential of Afrotourism.
Discover EmbraturLAB and follow our initiatives
Embratur operates under an evidence-based strategy. The current administration has developed one of the most advanced tourism data platforms in Latin America.
Embratur Data Dashboard
The tool consolidates exclusive statistics on tourist behavior, source markets, trends, air connectivity, and results from promotion initiatives. As recognition, the platform has positioned Embratur as a member and reference with global entities such as UN Tourism and the World Travel & Tourism Council (WTTC).
Dadosfera
Dadosfera is a quarterly bulletin designed for tourism trade and Brazilian destinations. It provides key information on new international air routes, ticket reservation forecasts, changes in major markets, newly released studies and reports, international news related to tourism intelligence, and sector trends.
With specialized language and strategic insights, Dadosfera supports decision-making for professionals and organizations working with — or interested in — international tourism in Brazil.
Discover EmbraturLAB and follow our initiatives
Access updates, open innovation programs, partnerships, public calls, and projects currently underway.
Visit EmbraturLAB.
