Brazil is experiencing a growth in Chinese tourists visiting the country, with officials at the ITB China trade fair in Shanghai saying they expect a doubling of numbers within two years.
Chinese visitor arrivals to Brazil surged by 34.8 percent last year, reaching a historic milestone of about 105,000 travelers, and confirming the country's growing appeal among Chinese tourists, according to Bruno Reis, president of Brazil's national tourism agency Embratur.
"Last year, we received this record with Chinese travelers in Brazil," Reis said.
"Our main goal here is to improve air connectivity. We truly believe that from a long-term perspective, we can double this number in two years."
Embratur officially unveiled its tourism campaign targeting the Chinese market at ITB China, which concluded on Thursday. The fair sought to convert growing Chinese interest in Brazilian destinations into concrete travel bookings.
"We don't only focus on retired people in China, but also people who are looking for luxury experiences in Brazil, and Gen Z travelers as well, to showcase Brazil and our lifestyle to them," Reis said.
The tourism initiative benefits from increasingly favorable conditions, including recent visa exemption policies for Chinese citizens and strengthening bilateral relations between the two nations, according to Reis.
Brazil is conducting training workshops with hotels nationwide to enhance service standards for Chinese visitors while promoting destinations beyond well-established tourist circuits, particularly in the country's northeast and northern regions.
"I think it's our people that make up our unique characteristic," Reis said.
"People are really curious about our lifestyle, our Brazilian culture, music and food."
The campaign marks Brazil's formal entry into China's digital ecosystem through the launch of a dedicated Chinese website and official accounts across major social media platforms, including WeChat, Douyin, rednote and Weibo.
Featured destinations include Rio de Janeiro's vibrant urban culture, the natural grandeur of Iguazu Falls, the lagoon-filled landscape of Len?óis Maranhenses, and the Pantanal wetlands, recognized as the world's largest tropical wetland area.
