GOL and Embratur Partner to Attract More Foreign Tourists to Brazil
Brazil's tourism agency and GOL airlines seal a pact to expand routes, integrate marketing, and boost the arrival of foreign visitors to the country.
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The Brazilian International Tourism Promotion Agency (Embratur) and GOL Linhas Aéreas signed a Technical Cooperation Agreement (TCA) aimed at expanding flight offerings and attracting more international tourists to Brazil. The agreement was signed on Tuesday, August 19, as reported by our partner media outlet, Aeroin.
This initiative is part of the government agency's strategy to establish partnerships that will expand the air network (the web of air routes) to Brazil. The collaboration will consolidate the implementation of integrated marketing strategies, joint activations at international trade fairs, and the execution of workshops and advertising campaigns.
Furthermore, the agreement includes the sharing of data and market studies to identify new opportunities and enhance the experience of foreign tourists at Brazilian airports. Initiatives focused on sustainability, diversity, and inclusion within the tourism sector are also included.
The president of Embratur, Marcelo Freixo, highlighted that the TCA marks the beginning of a long-term strategic alliance. Freixo emphasized that "expanding Brazil's international connectivity is a priority for Embratur in this administration, and airlines are fundamental partners in this endeavor." He stated that it is impossible to increase the arrival of foreigners without being connected to their places of origin and that "signing this partnership with GOL is another step forward, and we will work together to continue breaking records."
Frequently Asked Questions
What is the main goal of the agreement between Embratur and GOL? The objective is to increase Brazil's international air connectivity to attract a larger number of foreign tourists through joint marketing and promotional actions.
What specific actions does the alliance include? It includes advertising campaigns, participation in international fairs, workshops, data sharing, and cooperation on programs like the Airpass and loyalty programs.
What are GOL's international expansion plans? GOL projects that by 2029, 25% of its flight network will be international. The company has already announced a 50% increase in its international seat offering starting in July 2025.
For his part, Danillo Barbizan, Sales Director at GOL, explained that the company's internationalization process is driving a change in mindset. He mentioned that the focus is not only on promoting travel for Brazilians abroad "but also on points of sale and ticket issuance outside of Brazil, more broadly, assertively, and strategically targeting foreigners who seek to discover our attractions."
The agreement also outlines cooperation on initiatives such as the Airpass, an air ticket designed to facilitate internal mobility for foreign tourists within Brazil, as well as on loyalty programs and the airline's presence at international events organized by Embratur.
GOL Linhas Aéreas currently connects Brazil to 18 international destinations in 13 countries across the Americas. The company operates around 600 daily flights to approximately 60 domestic destinations, with strategic hubs in São Paulo, Rio de Janeiro, and Brasília.
In 2024, the airline achieved a 30.1% share of the Brazilian domestic market. In line with its expansion strategy, GOL announced a 50% increase in its international seat offering starting from July 2025, reinforcing its role in strengthening Brazil's presence in strategic markets.
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