The government of Bahia announced on 24 November that Governor Jerônimo Rodrigues and Embratur president Marcelo Freixo will present the ‘Plano Brasis 2025-2027’ on 26 November in Salvador. The strategy lays out branding, air-connectivity and product-development actions designed to raise Bahia’s share of Brazil’s international arrivals from 11 % to 15 % within two years.
Key pillars include incentives for new medium-haul flights from North America and Europe to Salvador and Porto Seguro, a digital campaign promoting Afro-Brazilian cultural routes, and grants for tourism SMEs to adopt ESG standards demanded by corporate buyers. The plan also envisages joint bidding with private operators for cruise-terminal upgrades in Ilhéus.
![Bahia and Embratur to unveil 2025-27 international marketing plan aimed at boosting inbound tourism]()
For global-mobility programmes the initiative could broaden housing and schooling choices for expatriates assigned to Bahia’s growing renewable-energy and petrochemical clusters. Embratur’s preliminary negotiations with TAP Air Portugal and JetBlue point to nonstop capacity gains as early as the 2026 northern-summer season, easing current reliance on São Paulo and Rio hubs.
The blueprint aligns with Brazil’s National Tourism Plan, which targets US $ 12 billion in foreign-visitor spend by 2027. Companies in relocation services should track forthcoming tax incentives for hotel refurbishments and anticipate higher demand for intercultural-training providers as Bahia diversifies its visitor base.
Press accreditation for Wednesday’s launch event at Casa das Histórias de Salvador closes at noon on 25 November. Mobility professionals may attend to network with state officials and airlines about corporate-travel requirements.
Key pillars include incentives for new medium-haul flights from North America and Europe to Salvador and Porto Seguro, a digital campaign promoting Afro-Brazilian cultural routes, and grants for tourism SMEs to adopt ESG standards demanded by corporate buyers. The plan also envisages joint bidding with private operators for cruise-terminal upgrades in Ilhéus.
For global-mobility programmes the initiative could broaden housing and schooling choices for expatriates assigned to Bahia’s growing renewable-energy and petrochemical clusters. Embratur’s preliminary negotiations with TAP Air Portugal and JetBlue point to nonstop capacity gains as early as the 2026 northern-summer season, easing current reliance on São Paulo and Rio hubs.
The blueprint aligns with Brazil’s National Tourism Plan, which targets US $ 12 billion in foreign-visitor spend by 2027. Companies in relocation services should track forthcoming tax incentives for hotel refurbishments and anticipate higher demand for intercultural-training providers as Bahia diversifies its visitor base.
Press accreditation for Wednesday’s launch event at Casa das Histórias de Salvador closes at noon on 25 November. Mobility professionals may attend to network with state officials and airlines about corporate-travel requirements.
