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With 60 beaches and marinas now holding Blue Flag certification for the 2025–2026 season, Brazil has cemented its position as South America’s leading destination for sustainable coastal tourism. Behind the numbers lies a coordinated effort involving public authorities, local communities and tourism stakeholders, all working to turn environmental responsibility into a long-term competitive advantage.
In this interview, Bruno Reis, Director of Marketing, Business and Sustainability at Embratur explains what has driven Brazil’s rise in the global Blue Flag rankings, how traveller expectations are evolving, and how the country is using sustainability as a foundation for long-term tourism development. Excerpts:
Brazil now leads South America in Blue Flag certifications. What has made this possible?
Brazil’s leadership in the Blue Flag Programme is the result of a structured and collective effort. The certification is based on 38 technical criteria that evaluate water quality, environmental management, infrastructure, safety and environmental education. Many of these areas fall under public responsibility, which has encouraged municipalities to adopt more integrated and efficient management practices.
Beyond infrastructure, one of the most important factors has been continuous investment in environmental education. The programme actively engages local communities in the protection and sustainable use of natural resources, creating a shared sense of ownership. This collaboration between public authorities, civil society and the private sector has been essential in positioning Brazil as a reference for sustainable tourism in South America. The challenge now is to maintain and expand these achievements over time, ensuring that Brazil continues to strengthen its role as a global model for responsible destination management.
With global travel shifting toward sustainability, what trends are you seeing among international travellers?
International travellers today are much more attentive to sustainability and are actively seeking destinations that offer authentic and responsible experiences. There is growing interest in ecotourism and adventure tourism that combine nature, biodiversity conservation and respect for local communities.
Beyond traditional sun-and-beach tourism, we are also seeing strong growth in nautical tourism and other nature-based segments. These experiences allow visitors to connect more deeply with their surroundings while enjoying high environmental standards.
Another important trend is slow travel. Travellers want to spend more time in destinations, immerse themselves in local culture, gastronomy and everyday life, and have more meaningful experiences. This shift supports longer stays and higher average spending, while also strengthening Brazil’s soft power internationally. The expansion of Blue Flag-certified beaches and marinas helps reinforce Brazil’s image as a destination that delivers quality, safety and sustainability, which is increasingly decisive for travellers when choosing where to go.
How is Brazil ensuring that sustainability also delivers long-term benefits for local communities?
Brazil has been working to better integrate public policy, local communities and the tourism sector so that sustainability translates into real social and economic impact. One important step in this direction is the launch of the Plano Brasis – International Tourism Marketing Plan 2025–2027, which provides strategic guidelines to strengthen Brazil’s presence in global markets. The plan supports state and municipal governments by aligning local actions with national priorities, helping optimise resources and expand opportunities for tourism-related businesses. This coordination allows destinations to grow while maintaining environmental responsibility.
More broadly, the goal is to build a tourism model that generates long-term value for both people and nature. Sustainable tourism must balance visitor growth with respect for ecosystems, cultural heritage and local livelihoods. By doing so, Brazil aims to position itself not only as a beautiful destination, but as a global benchmark for responsible and regenerative tourism.
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Source: traveldailymedia