Brazil’s international tourism promotion agency, Embratur (and its commercial brand “Visit Brasil”), on Wednesday, January 21, unveiled its new global incentive program, “Brasil Specialist Rewards,” at FITUR travel trade fair in Madrid. Designed to recognize and motivate travel professionals, the initiative is built around the slogan “Live what you sell. Feel Brazil,” underscoring its goal of strengthening the connection between the destination and travel agents.
Throughout 2026, professionals certified as “Brasil Travel Specialists” will be eligible to take part in monthly and quarterly prize draws offering cash rewards and gift cards. At the end of the campaign, the highest-performing agents will be invited to join the Top Sellers Famtour.
According to Marcelo Freixo, president of Visit Brasil (Embratur), the program acknowledges the strategic role travel agents play in inspiring travelers and converting interest into bookings, helping ensure Brazil remains competitive, desirable and highly visible on the global travel stage.
Participation is open to certified professionals who register qualifying bookings—such as airline tickets, accommodation stays of at least three nights, or curated experiences featured on the “Feel Brasil” platform—via the official program portal. Each registered sale increases the chances of winning prizes. Registrations are open until July 20, 2026, and the program targets travel professionals in France and 13 other strategic markets across the Americas and Europe, including the United States, Canada, the United Kingdom, France, Germany, Spain, Italy, Argentina, Colombia or Mexico.
From incentives to immersive experiences
The highlight of the program will be the “Brasil Travel Specialist Top Sellers” Famtour, scheduled to take place between September 25 and October 2. Winners will be invited to discover Brazil through two immersive itineraries designed to showcase the country’s diversity. One route focuses on the Northeast, offering warm-water beaches, rich gastronomy and encounters with vibrant local communities. The other explores the North, providing an authentic connection with nature and Brazil’s roots through trails, rivers, biodiversity and ancestral knowledge in the heart of the Amazon rainforest.
The groups will be accompanied by specialist guides, with the journey culminating in an awards ceremony on September 30 during ABAV Expo in São Paulo, one of Brazil’s largest tourism trade fairs. Many of the featured activities are drawn from Feel Brasil, a Visit Brasil initiative developed with Sebrae that curates more than 100 authentic and sustainable experiences across the country. Available in six languages, the platform highlights micro and small businesses—many led by women—and projects with strong social impact, reinforcing Brazil’s positioning as a destination defined by authenticity, innovation and sustainability.
