ROTEIROS DE CHARME | 9 THE REAL BRAZIL It’s been a while since Embratur stopped selling just scenery. Among the many attractions our country o ers, there is something that goes beyond landscapes and warm hospitality: the unique experience of staying in places that authentically and excellently express the very essence of Brazil. The hotels and inns of the Roteiros de Charme Association are a living example of this. Each property is more than just a place to stay — it is a faithful reflection of the culture, gastronomy, architecture, and environmental care of its surroundings. It is in this meeting between refined comfort and local identity that international visitors discover a genuine Brazil — one that delights and lingers in their memories. We are talking about establishments that respect the environment, value local communities, and o er personalized services capable of turning a trip into an unforgettable story. These are places where guests are greeted by name, where breakfast features traditional recipes and fresh local ingredients, and where windows open onto nature and the region’s culture. That is why, for Embratur, the partnership with the Roteiros de Charme Association is so strategic. Together, we promote abroad an image of Brazil that combines sophistication and sustainability, tradition and innovation. We show the world that our tourism can o er a high-standard experience without losing its Brazilian soul. When a traveler chooses one of these hotels, they take with them much more than beautiful photos — they take with them the flavors, sounds, scents, and stories that exist only here. We are working together, using data intelligence and audience micro-segmentation in each strategic market, to o er the perfect experiences for every di erent profile of international traveler. I am certain that, together, we will continue building a tourism industry in Brazil that is increasingly stronger and more relevant to our economy, creating opportunities in all regions of the country — with sustainability at its core. President of Embratur Marcelo Freixo |ARTICLE
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