Brazil takes over as Partner Country for FITUR 2025

30-11-24

As previously announced by the Tourism and Society Think Tank, the International Tourism Trade Fair (FITUR) has announced that Brazil will be the Partner Country at its 45th edition, scheduled for January 22-26, 2025 at IFEMA Madrid. This appointment was formalized at the Brazilian Embassy in Spain, where Ambassador Orlando Leite Ribeiro and IFEMA Madrid Executive Vice President Daniel Martínez signed the agreement. 

Initially, Mexico had been designated as Partner Country for this edition. However, due to diplomatic circumstances and the current situation of relations between the new Mexican government and Spain, the Mexican authorities decided to decline this role for 2025, although they confirmed their participation in the fair and expressed interest in assuming the position of Partner Country in 2026. 

Brazil's Minister of Tourism, Celso Sabino, said that being the country honored at FITUR represents an “extraordinary achievement”. He stressed that after a record year for Brazilian tourism, 2025 promises to exceed expectations in terms of results and global visibility. Sabino stressed that FITUR will be a showcase for Brazil's potential, especially in a year in which it will also host COP30 and BRICS. 

As a Partner Country, Brazil will have a prominent presence in the fair's visual communication and in advertising campaigns distributed throughout Madrid. Brazil's agenda at FITUR will focus on business generation and sustainability, reinforcing its promotional strategy in key markets such as Spain. 

Brazil's ambassador to Spain, Orlando Leite Ribeiro, highlighted the traditional and multifaceted cooperation between the two countries. In the tourism sector, he emphasized the importance of combining Brazilian potential with Spanish experience, considering Spain not only as an important emitter of tourists, but also as a strategic partner and a key source of investment for the national tourism sector. 

For his part, Daniel Martínez, executive vice president of IFEMA Madrid, said that this alliance strengthens the ties between Spain and Brazil, opening up new opportunities for collaboration to promote Brazil's tourism wealth through a fair like FITUR. 

The Brazilian International Tourism Promotion Agency, Embratur, will take advantage of FITUR to launch an advertising campaign aimed especially at the European market. Those attending the fair will be able to access a continuous training platform with information about Brazil. The Brazilian stand will offer immersive experiences, cultural presentations and meetings aimed at promoting investments and strategic partnerships with international organizations. 

Marcelo Freixo, president of Embratur, emphasized that, as a Partner Country, Brazil seeks to highlight its diversity and position itself as a leader in global tourism. He invited professionals to visit the Brazilian pavilion, designed to generate business, strengthen strategic alliances and showcase the unique strengths of the Brazilian market. 

Brazil's participation as a Partner Country at FITUR 2025 not only expands its presence as a global destination, but also reinforces the success of its promotional strategy in key markets. This special collaboration will strengthen Brazil's international projection as a preferred destination, encouraging the arrival of visitors to the country and consolidating its position as a world tourism power. 

FITUR 2025 expects to set a new record with the participation of more than 900 companies from 152 countries, 153,000 visitors, of which more than 50% are industry professionals, and more than 6,000 specialized media from around the world. 

Brazil's designation as a Partner Country at FITUR 2025 represents a significant opportunity to strengthen tourism and trade ties between Brazil and Spain, as well as to promote Brazil's diversity and cultural richness on the international stage.