Being named "Partner Country" at FITUR provides the selected country with a strategic international platform, offering enhanced visibility and prominence throughout the fair. This designation represents a unique opportunity for Brazil, not only to showcase its tourist destinations but also to strengthen its relations with other international markets and attract investments in its tourism sector.

Brazil, known for its vast natural and cultural wealth, will use this occasion to highlight its top attractions, including the Amazon rainforest, the Pantanal wetlands, its stunning beaches, and its cultural heritage, such as Carnival and its rich artistic and culinary traditions. Additionally, this role will allow Brazil to promote its sustainable tourism strategy, a key focus of the Brazilian government for the coming years.

On the other hand, this decision underscores the complexity of current relations between Mexico and Spain. Although Mexico had initially been set to be the "Partner Country" for FITUR 2025, recent diplomatic tensions have led to the cancellation of its participation in this role. Despite this, both countries will still participate in the event, though under different circumstances.

FITUR 2025 is shaping up to be a key edition for the recovery of international tourism, which has seen significant growth following the effects of the pandemic. With Brazil stepping in as the "Partner Country," this fair is expected to be a major platform for promoting tourism in Latin America and strengthening ties between the region and Europe.