Brazil Boosts Global Tourism as Mato Grosso do Sul Targets UK and Mexico Travel Markets

Brazil is strengthening its international tourism promotion through two major travel trade exhibitions in November 2026, with Mato Grosso do Sul showcasing its nature-based attractions, sustainable tourism initiatives and destination experiences in London, United Kingdom, and Guadalajara, Mexico. The Mato Grosso do Sul Tourism Foundation (Fundtur-MS) confirmed the initiative on 3 November 2026, outlining its participation in World Travel Market (WTM) London from 3–5 November and ITB Americas from 10–12 November. Working alongside Brazil’s national tourism promotion agency, Embratur, the state aims to strengthen international partnerships, promote destinations including Bonito and expand its visibility among travel buyers and tourism businesses. Together, the exhibitions provide six days of international trade engagement across two countries.

Brazil Strengthens Its International Tourism Presence Through Two Major Travel Exhibitions

Mato Grosso do Sul is using November 2026 to strengthen its position in international tourism markets through participation in two established and emerging travel industry platforms. The first is World Travel Market London, an international exhibition bringing together tourism destinations, travel buyers, airlines, hotels and tour operators. The second is ITB Americas, which will hold its inaugural edition in Guadalajara, Mexico. Fundtur-MS is participating alongside Embratur, allowing the state to present its tourism experiences within Brazil’s broader international destination promotion efforts. The initiative focuses on strengthening commercial relationships, introducing tourism products to international buyers and promoting responsible tourism. The two exhibitions also provide access to different geographical markets, connecting Brazil with global travel businesses in London and the wider Americas in Guadalajara.

WTM London 2026 Offers Brazil Access to International Tourism Markets

World Travel Market London takes place from 3 to 5 November 2026 at ExCeL London, providing Mato Grosso do Sul with an opportunity to engage with international tourism professionals. According to the event organiser’s published information, WTM London advertises representation from more than 180 countries, alongside over 4,000 exhibitors and more than 5,500 international buyers. The exhibition’s scale makes it an important platform for destinations seeking international partnerships and stronger market recognition. Fundtur-MS intends to use the event to present Mato Grosso do Sul’s tourism experiences and hold meetings with international tour operators. These activities are designed to support destination promotion and future business relationships. However, the final number of countries represented at the 2026 edition has not yet been established through the available official information.

ITB Americas 2026 Creates New Opportunities for Brazil’s Regional Tourism Promotion

Following WTM London, Mato Grosso do Sul will participate in the inaugural ITB Americas exhibition at Expo Guadalajara from 10 to 12 November 2026. The event is designed to connect tourism businesses across North America, Central America, South America and the Caribbean. Its geographical focus covers the 35 independent countries of the Americas, although this does not mean that every country has confirmed participation. The organisers have outlined a hosted buyer programme intended to facilitate commercial meetings between tourism suppliers and buyers. For Brazil, the event provides an opportunity to strengthen regional tourism relationships while introducing Mato Grosso do Sul’s nature-based experiences to travel businesses operating across the Americas. The state’s participation will also highlight responsible tourism practices and sustainability initiatives.

Official Comparison of WTM London and ITB Americas 2026

The two exhibitions serve different international markets. WTM London provides access to a broad global tourism audience, while ITB Americas concentrates on regional connections across the Western Hemisphere. Their published geographical coverage figures should not be interpreted as confirmed final attendance.

Mato Grosso do Sul Highlights Bonito and Its Nature Tourism Experiences

Bonito is among the destinations being promoted through Mato Grosso do Sul’s international tourism activities. Known for its clear-water rivers, natural landscapes and outdoor experiences, Bonito represents an important part of the state’s nature-based tourism offering. Fundtur-MS is using the exhibitions to highlight the destination’s tourism management practices and sustainability initiatives. The promotion also includes other attractions across Mato Grosso do Sul, presenting the state as a destination for travellers interested in nature, responsible tourism and outdoor activities. This approach supports Brazil’s efforts to showcase tourism experiences beyond its most internationally recognised urban and coastal destinations. By presenting its environmental assets and destination management practices, Mato Grosso do Sul aims to strengthen recognition among international travel professionals.

Responsible Tourism and Sustainability Become Central to Brazil’s International Promotion

Sustainability is an important component of Mato Grosso do Sul’s participation in both exhibitions. Fundtur-MS has identified responsible tourism, Bonito’s certification experience and tourism decarbonisation policies among the subjects it intends to promote. These themes reflect the state’s interest in presenting tourism development alongside environmental management and long-term destination planning. At ITB Americas, the discussions will place particular emphasis on responsible tourism practices and opportunities for industry cooperation. Such initiatives may be relevant to international tour operators seeking destinations with established environmental management approaches. However, the official announcement does not provide quantified emissions reductions, new certification results or measurable environmental outcomes directly associated with the exhibitions. The confirmed development concerns the promotion of these initiatives rather than the completion of new sustainability targets.

Official WTM London Tourism Industry Participation and Business Data

The figures demonstrate WTM London’s international scale and commercial importance. However, the confirmed 2025 results must remain separate from the advertised 2026 participation indicators. The £2.2 billion in business deals relates to the previous exhibition and is not a forecast of business generated by Brazil’s participation in November 2026.

ITB Americas Introduces a Structured International Buyer Programme

The inaugural ITB Americas exhibition will introduce a buyer programme designed to encourage meetings between destinations, tourism suppliers and international travel businesses. According to the organisers’ published framework, 80% of hosted buyers are intended to come from the Americas, while the remaining 20% are expected from outside the region. Fully hosted buyers are required to complete at least 27 meetings, partially hosted buyers at least 15, and trade buyers at least six. This structure provides opportunities for tourism organisations such as Fundtur-MS to engage with potential commercial partners. Nevertheless, these figures represent programme requirements and intended participation proportions rather than confirmed attendance results or guaranteed meetings for individual exhibitors.

ITB Americas 2026 Official Buyer Programme Data

Brazil Seeks Stronger Tourism Partnerships Through International Trade Engagement

Fundtur-MS intends to use the two exhibitions to strengthen relationships with tour operators, destination representatives and international tourism businesses. At WTM London, the emphasis is on presenting Mato Grosso do Sul’s tourism experiences and meeting international operators. At ITB Americas, business networking will be combined with discussions about responsible tourism and sustainability. The participation creates opportunities for future partnerships, destination promotion and commercial cooperation. However, the tourism authority has not disclosed a confirmed number of scheduled meetings, signed agreements or expected financial returns. It would therefore be premature to report specific increases in international arrivals, hotel bookings or tourism revenue resulting from the initiative. The immediate development is the state’s confirmed international promotional presence and its planned engagement with travel trade partners.

Mato Grosso do Sul Positions Nature Tourism Within Brazil’s Wider International Strategy

The participation of Mato Grosso do Sul alongside Embratur connects regional destination promotion with Brazil’s wider international tourism marketing activities. The two exhibitions allow the state to introduce its attractions to audiences with different commercial interests and geographical reach. London’s established international exhibition provides exposure to global tourism markets, while Guadalajara’s new event offers a platform focused on the Americas. Together, these activities support efforts to diversify destination visibility and promote tourism experiences associated with nature and sustainability. The state’s focus on Bonito and responsible tourism also provides a distinct identity within Brazil’s broader destination offering. Future results will depend on commercial follow-up, travel demand and the development of partnerships after the exhibitions.

Brazil’s November Tourism Campaign Opens a New Chapter in International Destination Promotion

Mato Grosso do Sul’s participation in WTM London and ITB Americas represents a coordinated effort to strengthen Brazil’s international nature tourism presence during November 2026. The initiative covers two exhibitions, two host countries, two cities and six exhibition days, with Fundtur-MS and Embratur promoting responsible tourism and destination experiences. WTM London’s advertised international reach and ITB Americas’ regional buyer programme provide different opportunities for industry engagement. Although final country attendance, business agreements and tourism revenue outcomes remain unconfirmed, the official announcements establish a clear promotional strategy. For Brazil’s tourism industry, the exhibitions offer opportunities to build international relationships, increase awareness of Mato Grosso do Sul and strengthen the visibility of destinations such as Bonito in competitive travel markets.