Brazil’s tourism board has rolled out an ambitious incentive scheme designed to recognise and reward international travel agents who excel at selling Brazilian destinations, marking a strategic push to strengthen the country’s position in the competitive global tourism marketplace.
Visit Brasil announced the Brasil Specialist Rewards initiative on Wednesday 21st at Fitur, the major tourism trade fair in Madrid. The programme represents an evolution of the country’s existing training platform, which has already certified more than 1,000 tourism professionals across the globe as Brazil specialists.
The year-long campaign, running throughout 2026, offers certified agents multiple opportunities to win prizes through monthly and quarterly draws featuring cash awards. But the ultimate prize awaits those who demonstrate exceptional sales performance: an invitation to the Famtour Top Sellers, an exclusive week-long journey through Brazil scheduled from 25th September to 2nd October.
Marcelo Freixo, president of Visit Brasil, emphasised the strategic importance of engaging directly with the travel trade. “With Brasil Specialist Rewards, Embratur takes the relationship with the global trade one step further. We are talking about an unprecedented campaign that values those who truly make a big difference in choosing Brazil as a destination: travel agents. They are the ones who inspire dreams and turn desire into boarding. Recognising this role is strategic to keep our country competitive, desirable and, above all, present in showcases around the world. This is an initiative with soul, purpose and real impact,” he said.
The programme operates under the concept “Live what you sell. Feel Brazil”, encouraging agents to forge deeper connections with the destinations they promote to clients.
Eligibility for the scheme is straightforward. Travel professionals must first obtain certification through the Brasil Travel Specialist platform, then register their qualified bookings via the official website. Qualifying sales include flight bookings, accommodation reservations of at least three nights, or Feel Brasil experiences. Each registered sale generates additional entries into the prize draws, increasing an agent’s chances of winning. Registration opened at the Madrid launch and will continue through 20th July 2026.
The initiative targets professionals across 14 key source markets for Brazilian tourism: Argentina, Chile, Colombia, Peru, Paraguay, Uruguay, Germany, the United Kingdom, France, Italy, Spain, the United States, Canada and Mexico. Agents can obtain their certification at https://www.brasiltravelspecialist.com/.
The grand prize famtrip offers two distinct itineraries showcasing different facets of Brazil’s diverse tourism offerings. One route explores the Northeast region, where participants will experience warm-water beaches, immersive gastronomy, vibrant local culture and encounters with communities that define the area’s welcoming character. The alternative itinerary focuses on the North, particularly the Amazon, emphasising authentic connections with nature through trails, rivers and biodiversity whilst engaging with ancestral knowledge and traditions.
Both journeys will be led by specialist guides and culminate on 30th September with an awards ceremony at ABAV Expo in São Paulo, one of Brazil’s largest tourism industry events. The occasion will celebrate the achievements of agents who have successfully championed Brazilian destinations in their home markets.
The experiences that agents will encounter during the famtrip and those they sell to clients—form part of the Feel Brasil platform, developed by Visit Brasil in partnership with Sebrae, the Brazilian Micro and Small Business Support Service. This curated collection features more than 100 authentic and sustainable experiences spanning all regions of the country, from sunrise viewings at Copacabana Beach to rituals with Indigenous communities in Bahia, and from Amazon rainforest trails to the distinctive comfort cuisine of Brazil’s northeastern sertão.
Feel Brasil has garnered international recognition, earning finalist positions for the Skift IDEA Awards and the City Nation Place Awards. The platform operates in six languages and prioritises small-scale tourism operators, with approximately 70 per cent of activities run by micro and small businesses. More than half of these enterprises are led by women, and over 80 per cent generate direct social impact in their communities.
The Brasil Travel Specialist platform itself has evolved into Visit Brasil’s primary tool for training and relationship-building with the international travel trade. Designed to strengthen connections and generate business opportunities, it offers strategic content and customised learning paths that deepen understanding of Brazil’s key tourism segments.
Current figures show more than 3,000 enrolled professionals worldwide, with 1,143 having achieved certification as Brazil specialists. The platform provides six training modules covering topics including Ecotourism and Adventure, MICE (meetings, incentives, conferences and exhibitions), and Culture and Afro-Tourism. Content is tailored to the specific interests of different source markets and delivered in four languages: Spanish, English, French and Mandarin, ensuring broad global accessibility.
Beyond its certification function, Brasil Travel Specialist has developed into a growing international community where professionals share knowledge, build trust and collectively enhance Brazil’s profile as a diverse, sustainable and competitive destination.
The Brasil Specialist Rewards programme aligns directly with Brazil’s International Tourism Marketing Plan, known as Plano Brasis, which came into force last year. This strategic document was developed collaboratively by Visit Brasil, Sebrae and Fundação Getúlio Vargas, a prominent Brazilian educational institution. The plan positions Brazil as a destination offering authentic and meaningful experiences connected to the identity, culture and lifestyle of its people.
Grounded in principles of innovation, diversity and sustainability, Plano Brasis provides strategic direction for international promotional efforts. The rewards programme fits within this framework by recognising that travel agents serve as essential gatekeepers, opening Brazil’s doors to international visitors one booking at a time.
The Brazilian Tourist Board, known as Embratur, holds responsibility for implementing the National Tourism Policy with a focus on promotion, marketing and services within international markets. The organisation’s mandate centres on fostering social and economic development by attracting international visitors to Brazil’s diverse destinations.
