An Event That Marks a New Chapter for Brazilian Tourism in Italy
On April 3rd, we at Travelgateway had the pleasure of attending the “Visit Nordeste 2025” roadshow in Milan, organized by VBRATA (Visit Brazil Travel Association) in partnership with Embratur and the Consórcio Nordeste. More than a promotional event, it was a true journey told through stories, images, and the testimonies of those who know and live the Northeast of Brazil.
The atmosphere in the room, packed with Italian travel professionals, was charged with energy and anticipation. The Brazilian Northeast, with its extraordinary diversity of landscapes and cultures, presented itself as a destination capable of offering authentic and transformative travel experiences—far from mass tourism and aligned with today’s conscious and sustainable travel trends.
This vibrant and diverse region of Brazil arrived in Italy with a clear vision: to strengthen its international presence through an integrated, compelling, emotional, and well-connected tourism offer. And connection—in every sense of the word—is at the heart of this strategy.
Connections That Bring Worlds Closer: TAP Air Portugal’s Pivotal Role
At the event, TAP Air Portugal demonstrated how collaboration can be a strategic lever for tourism growth. The airline presented its new fleet of Airbus A330-900neo aircraft—symbols of modernity, sustainability, and passenger comfort—which connect Europe directly to the main hubs of Northeast Brazil: Salvador, Recife, Fortaleza, Maceió, and Natal. This growing air connectivity is one of the key drivers allowing Brazilian tourism to reach European markets with renewed confidence.
TAP enthusiastically shared how the increased frequency of flights is further enhancing these connections, creating a dense network that allows European travelers to reach even the most remote destinations in the Northeast with ease. Connections via TAP’s Lisbon hub now offer shorter flight times and optimized connections for travelers heading to Brazil.
A Journey Through Nine States: The Richness of Northeast Brazil
Each state had the opportunity to share its identity during the event, and we at Travelgateway were deeply inspired by the region’s cultural and natural richness.
Maranhão: White Dunes and Colonial Heritage
Maranhão enchanted us with its surreal landscapes: the Lençóis Maranhenses National Park, a desert of white dunes dotted with crystal-clear lagoons, looks like something out of a dream. The images shown during the presentation captured the essence of this unique place, where the alternation between dry and rainy seasons creates a constantly changing natural spectacle.
São Luís, the capital, with its colonial historic center decorated with azulejos, is a treasure recognized by UNESCO. The city, founded by the French and developed by the Portuguese, preserves one of the best-preserved collections of colonial architecture in Brazil. The cobbled streets, wrought-iron balconies, and azulejo-covered façades tell stories of a rich and complex past. During the event, the importance of restoration and conservation projects was highlighted, as they are restoring many historic buildings to their former glory, creating new opportunities for high-quality cultural tourism.
Piauí: Rock Art and Coastal Paradise
Piauí took us even further back in time, to the Serra da Capivara National Park, home to some of the oldest rock art on the continent. State representatives passionately illustrated how this world-renowned archaeological site is revolutionizing our understanding of human presence in the Americas, with cave paintings dating back over 25,000 years. This heritage deserves to be known and represents a must-see for discerning cultural travelers.
But Piauí also captivated us with its tranquil coastlines, like Barra Grande, a kitesurfing paradise thanks to its steady winds and warm waters year-round, and the magical Parnaíba Delta, one of the largest in the Americas, with its maze of islands, mangroves, and dunes offering an ideal habitat for stunning wildlife.
Ceará: Dunes, Sea, and Urban Culture
Ceará transported us to the sand dunes and turquoise waters of Jericoacoara, one of the most sought-after destinations in Brazil. Once a small fishing village, today “Jeri” symbolizes how sustainable tourism can develop while preserving the authenticity and natural beauty of a place. During the presentation, it was emphasized that the absence of paved roads and public lighting is a conscious choice to maintain the area’s magic.
Lively Fortaleza, with its Praia do Futuro and Beach Park, showed us a more dynamic and family-friendly side of Ceará. The state capital was presented as the perfect starting point for exploring the coast, with its bustling urban beaches and vibrant nightlife, but also as a leading cultural center, home to the José de Alencar Theater, a jewel of art nouveau architecture.
Rio Grande do Norte: Wild Nature and Colonial Charm
In Rio Grande do Norte, emotions multiplied among the dunes of Genipabu, the red cliffs of Praia da Pipa, and the colonial charm of Natal, with its Forte dos Reis Magos. The state’s representatives highlighted the extraordinary variety of experiences this region offers: from water sports like surfing and kitesurfing to buggy excursions over the dunes and diving in the protected marine reefs of Maracajaú, known as the “parrachos”.
Particularly interesting was the presentation of the “Rota do Sol” (Sun Route) project, a coastal itinerary linking Natal to the region’s main attractions, facilitating more conscious and widespread tourism throughout the territory.
Paraíba: Music, Nature, and Hospitality
Paraíba welcomed us with the sweetness of sunsets on Praia do Jacaré, as the notes of Ravel’s Bolero blended with the breeze. This daily tradition, in which a saxophonist performs the famous piece aboard a raft at sunset, has become one of the most iconic and poetic moments in northeastern tourism.
Tambaba, the naturist beach, and Cabo Branco, the easternmost point of the American continent, complete a tourism offering that combines nature and culture. The presentation also emphasized the importance of rural tourism in the Paraíba hinterland, where historic fazendas are being transformed into charming accommodation facilities, offering an immersion into Brazilian rural life.
Pernambuco: From Colonial Waters to the Atlantic Forest
Pernambuco seduced us with its duality: on one side, Porto de Galinhas with its clear waters and natural pools; on the other, Recife and Olinda, colonial cities where history, art, and Afro-Brazilian music intertwine in an irresistible rhythm. State representatives highlighted how Pernambuco represents a microcosm of Brazil, where completely different experiences can be lived within just a few dozen kilometers.
Especially captivating was the presentation of Fernando de Noronha, a volcanic archipelago and UNESCO World Heritage Site — a paradise for lovers of unspoiled nature and crystal-clear sea. Here, tourism is strictly controlled through daily visitor quotas, serving as a virtuous example of sustainable management of a fragile and precious ecosystem.
Alagoas: The Brazilian Caribbean
In the heart of Alagoas, we rediscovered the charm of the turquoise waters of Maragogi — dubbed the “Brazilian Caribbean” for the beauty of its clear seas and biodiverse reefs. The presentation illustrated coral reef conservation projects that actively involve tourists, turning the visit into an environmental awareness experience.
Maceió, the capital, was introduced with its vibrant character, colorful jangadas (typical local fishing boats), and sincere smiles. Particularly evocative was the description of Alagoan cuisine, with its seafood-based dishes, tapioca, and African influences — a key element of the tourism experience.
Sergipe: A Small State With Big Wonders
Even little Sergipe amazed us with its great treasures: the imposing Xingó Canyons, carved by the São Francisco River, left us speechless. These impressive rock formations, which can be explored by boat, are among the most spectacular and least-known landscapes in Brazil.
The elegant Aracaju waterfront conveyed a sense of genuine hospitality. The capital of Sergipe was presented as a human-scaled city, with well-maintained urban beaches and a strong focus on accessibility and sustainability, evidenced by the Blue Flag certification obtained by some of its beaches.
Bahia: The Soul of Brazil
Bahia embraced us in its cultural warmth. Salvador, with its Pelourinho district and the rhythms of candomblé, is a world apart — a place where African heritage lives on and is renewed every day. During the presentation, it was emphasized that Bahia is the cradle of Afro-Brazilian culture, with its religious traditions, music (such as samba de roda), capoeira, and a unique cuisine blending Portuguese, Indigenous, and African influences.
Then came Morro de São Paulo, Itacaré, and Chapada Diamantina, showing us another side of Bahia — one of adventure and pristine nature. The variety of landscapes is astonishing: from paradise beaches to mountains, waterfalls, underground rivers, and caves with millennia-old geological formations. A true paradise for trekking and ecotourism lovers.
Embratur’s Vision: A Unified Strategy for Quality Tourism
The core message shared by Embratur, the Brazilian Consulate in Milan, VBRATA, and the Association of Northeastern States was powerful and unified: Brazil is one of the world’s most fascinating and accessible destinations. A place where natural beauty meets cultural vibrancy, and travel becomes a deep, authentic experience.
Embratur presented its new international promotion strategy, focused on sustainability, authenticity, diversification, and synergy. Key initiatives included the campaign “Brazil, an Endless Experience,” highlighting the country’s ability to surprise and captivate every kind of traveler.
A New Chapter for Brazilian Tourism in Italy
The Northeast of Brazil is positioning itself as the symbol of this tourism renaissance—a mosaic of landscapes, traditions, and hospitality that perfectly embodies the welcoming spirit of Brazil.
The Milan event marked a significant step forward in tourism relations between Italy and Brazil, laying the foundation for a closer and more fruitful collaboration. Italian travel professionals in attendance expressed great interest in the new opportunities offered by the Brazilian market, particularly those combining beach, culture, and nature into a single, immersive travel experience.
Representatives of VBRATA emphasized the importance of properly training Italian tourism operators, equipping them with the tools and knowledge needed to present Brazil in a competent and passionate way. To this end, training webinars, fam trips, and dedicated informational materials were announced and will be made available in the coming months.
For its part, the Nordeste Consortium introduced an integrated digital platform that will allow operators to easily access up-to-date information, direct contact with local suppliers, and high-quality promotional materials. This initiative clearly demonstrates a commitment to building strong and lasting business relationships.
Brazil’s Northeast and Italy: A Bridge of Experiences Spanning Oceans and Centuries, Redrawing the Map of Tourism
As we left the event in Milan, we took with us not only valuable insights and useful contacts, but above all, emotions and impressions that stirred a desire to return to Brazil soon—to explore those regions of the Northeast we have yet to discover, and to rediscover the ones we already love.
It’s an invitation to let go, to explore, to live the journey with all the senses—in a country that is not merely visited, but deeply felt. A country that, as the Brazilian Minister of Tourism reminded us in a video message shown during the event, “welcomes with open arms those who seek to know it with respect and curiosity.”
The Brazilian Northeast awaits us, with its colors, flavors, music, and human warmth. A journey that begins in the imagination and continues in the heart—well beyond the end of the holiday.
