Plan Brasis is launched to boost international tourism in Pará
The proposal is to transform the Amazonian plurality of Pará into a global competitive advantage, articulating marketing actions abroad
Pará is the 10th State to receive the launch of the Plan Brasis, which discusses the future of international tourism, this Monday (22), at an event at the Museum of Sacred Art, in the historic center of Belém. The launch of the plan is a partnership with the Government of Pará, through the State Secretariat of Tourism (Setur), and coordination by Embratur (Brazilian Agency for International Promotion of Tourism), the Ministry of Tourism, and Sebrae (Brazilian Service of Support for Micro and Small Enterprises). The initiative includes guidelines to diversify and strengthen the tourism promotion of Pará's destinations and attractions abroad.
The goal is to reposition the image of Pará in the global market as a hub for authentic and transformative tourism experiences, such as the unique biodiversity of the Amazon Rainforest, cultural richness, sustainability, and community-based tourism experiences.
The event brought together members from various segments of the tourism trade in the State and authorities, such as the president of Embratur, Marcelo Freixo; the Minister of Tourism, Celso Sabino; the Secretary of Tourism of Pará, Eduardo Costa; and the Executive Director of Sebrae in Pará, Rubens Magno.
Competitiveness - Secretary Eduardo Costa emphasized that the Plan Brasis is strategic for the tourism sector in Pará. "Setur's mission is to work on tourism sustainably and integratively, making the Destination Pará more competitive abroad. Today, the guidelines presented are directly linked to what we already do in the State with cooperation, ethics, and innovation, as well as professional appreciation and sustainability. We are committed to fulfilling the Plan, which will further highlight the State and outline the best strategies for international promotion," he stressed.
“The Plan Brasis will be the beacon to guide us in the future of tourism in Brazil. The State is prepared to welcome the world, and thanks to the promotion abroad, we will have the opportunity to improve above all the income of our people, bringing better days for all of us,” emphasized Eduardo Costa.
Investments - The State Secretary of Culture, Ursula Vidal, addressed the event about the intersection between tourism and culture, and the experience that tourists seek when visiting a destination. “The creative industry and the culture economy are directly connected to the strategy of strengthening our tourism. Tourists seek experiences that touch their subjectivity and carry sensitive memories of the places they visit. By investing in gastronomy, handicrafts, bio-jewelry, community-based tourism, and cultural events, we are valuing traditional and urban knowledge of the Amazon. In 2022, the Government of Pará invested R$ 182 million in the creative industry, generating an impact of R$ 1.2 billion on the economy. This shows how culture and tourism walk together to generate development, identity, and opportunities,” said the head of Secult.
For Rubens Magno, the Plan arrives at a good time for the State. “Today, 97% of businesses linked to tourism are small. Therefore, it is essential that Sebrae is fully present in a project like Plan Brasis. We are already working on almost 200 tourist routes across the country, precisely to integrate and strengthen national tourism with a focus on the international market. In Pará, we created five strategic routes that highlight the various experiences our State offers: from the Chocolate Route, through island tourism with the Combu Route, to the routes of Japanese Immigration, Blue Amazon, and Time of Waters, in Alter do Chão,” said the Executive Director of Sebrae in Pará.
Economic model - In Marcelo Freixo's assessment, international tourism is growing, attracting more and more tourists to Brazil. “We are breaking all records. In 2024, Brazil reached 6.77 million international tourists, the highest number in history. This generated a revenue of 7.3 billion dollars, with a lot of job creation and being a sustainable activity. When we look at the 21st century, we are certain that tourism represents a real solution for a new economic and development model. It is necessary to take tourism out of the drawer where it has always been placed,” highlighted the president of Embratur.
“The Plan updates Brazil, modernizes our communication with the world, creates a national promotion standard, and at the same time specifies what should be done in each region, such as which market is coming to Belém; which market is coming to Pará; is it worth promoting the destination at a fair where tourists from that country are not interested in coming here? What is the best time and how to promote? All of this is done with data intelligence. The Plan Brasis is an action tool that Embratur delivers to each State, to improve the quality of international promotion and attract more resources,” explained Marcelo Freixo.
The Minister Celso Sabino also highlighted the significant numbers of tourists, which reached the mark of 7 million international tourists in Brazil. “Thanks to this important partnership with the Government of Pará, with all the actors in the trade that make tourism in the State, we have achieved great marks and results, still with three months left in the year. Our perspective is to end the year reaching the mark of 10 million international tourists visiting our country this year. In the State of Pará, which grew 50% in international tourism last year, our perspective this year is to grow 100% compared to last year, which was already a record year. Many infrastructure works have been carried out through this partnership between the Government of Pará and the federal government. Never before has there been such a desire to travel to Pará as there is now. And today, with the launch of Plan Brasis, we will have another strategic tool adapted to the reality of Pará, highlighting its differentials and potential in the international market,” emphasized Celso Sabino.
Strategic paths - Plan Brasis is an international marketing plan, succeeding the Aquarela Plan, defining the guidelines for the international promotion of Brazil until 2027, and will be launched in all Federative Units. The document is aligned with the National Tourism Plan 2024–2027, and was built with broad participation from states, municipalities, tourism sector entities, the private sector, and civil society.
Aiming to position Brazil as an internationally recognized destination for its diversity and authentic and sustainable tourism experiences, Plan Brasis presents a marketing strategy structured around five objectives, which unfold into strategic paths, tactical directions, and a set of actions, programs, and projects to be implemented by 2027.
Protagonism - The presentation of the exclusive action plan for Pará highlighted the proposal to transform the existing Amazonian plurality in the State into a global competitive advantage, articulating international marketing actions, strengthening connectivity, and digital promotion in strategic markets. In addition, the document provides guidelines for the international promotion of tourism in the Pará territory. The goal is to position Pará as a protagonist in attracting foreign tourists, integrating national tourism marketing planning and adapting global guidelines to local attractions, valuing the cultural diversity, nature, and gastronomy of Pará.
In the presentation of the Plan, the president of Embratur highlighted actions to increase the flow of foreign tourists, which totaled 33.2 thousand entries in 2024, mainly from Suriname, France, the United States, Portugal, and Germany.
Connectivity was one of the highlights, with new routes already announced, in addition to the reinforcement of the cruise season that attracts visitors from North America and Europe. In 2024, Pará registered 779 international flights, including direct routes from the United States, Portugal, Suriname, and French Guiana.
Based on Embratur's data strategy, the defined priority markets include the United States, France, Portugal, the United Kingdom, and Germany, as well as the Netherlands, Italy, Colombia, and Canada.
Regarding the motivations of tourists who choose Pará, leisure stands out, representing 56% of arrivals, driven by attractions such as Belém's gastronomy, already recognized by UNESCO (United Nations Educational, Scientific and Cultural Organization), and destinations like Santarém/Alter do Chão, Marajó Island, Ajuruteua Environmental Protection Area (in the municipality of Bragança, northeastern State), and Mangal das Garças Zoobotanical Park, in Belém.
