Brazilian Tourist Board and Dragon Trail Sign MOU

With record-breaking Chinese visitor numbers in 2024, the Brazilian Tourist Board has signed a Memorandum of Understanding (MOU) for cooperation with Dragon Trail to further develop Brazil’s market outreach in China. The MOU was signed by the Brazilian Tourist Board’s Alisson Andrade and Dragon Trail’s CEO and Co-founder George Cao at ITB China in Shanghai on 29 May, 2025.

Shanghai, China, 29 May 2025 – The Brazilian Tourist Board (Embratur) and Dragon Trail International today signed a Memorandum of Understanding (MOU) agreeing that Dragon Trail will cooperate with the Brazilian Tourist Board in mainland China, with the objective to work together to develop, coordinate, and implement activities aimed at increasing the number of Chinese tourists visiting Brazil for MICE, tourism, and leisure purposes. The MOU was signed at Brazil’s pavilion at ITB China, Shanghai’s leading B2B international travel trade fair.

76,524 Chinese visited Brazil in 2024, making it Latin America’s leading destination for Chinese tourists. This number of Chinese arrivals to Brazil represents an 80% increase from the year before, as well as a historic high – at 11.6% ahead of pre-pandemic levels in 2019. With its rich natural and cultural resources, vibrant cities and stunning landscapes, Brazil has much to offer Chinese visitors in search of unique travel experiences. Top destinations and attractions in Brazil for Chinese travelers include Iguazu Falls, the Amazon Rainforest, Rio de Janeiro, and São Paulo. Lençóis Maranhenses National Park, with its iconic desert lagoons, is also a viral destination on leading Chinese social media platform Xiaohongshu (RedNote).

“Dragon Trail has pioneered the promotion of Chinese tourism to South America for many years, and we are honored and excited to now work together with the Brazilian Tourist Board on market outreach. There are significant opportunities to enhance Brazil’s cooperation with the Chinese travel trade and other industry stakeholders, and further develop the Chinese tourism market to Brazil. My team and I are committed to helping  make Brazil a very popular destination in China, and we hope that enhancing the tourism exchange will further strengthen the traditional friendships between the two people,” said George Cao, CEO and Co-founder of Dragon Trail International.

“The signing of this memorandum with Dragon Trail represents a strategic and symbolic step in strengthening the relationship between Brazil and China, with a focus on tourism promotion. We believe that tourism is a powerful bridge for cultural exchange, mutual understanding, and the creation of economic opportunities. This partnership will allow us to expand Brazil’s visibility among Chinese and Asian travelers, connecting our natural beauty, cultural diversity, and warm hospitality with an audience increasingly seeking authentic and transformative experiences. We want more tourists from China and across Asia to discover the wonders of the Amazon, the Pantanal, Rio de Janeiro, the beaches of the Northeast, and the historical heritage of our cities. Our collaboration with Dragon Trail, a leader in digital marketing for the Asian travel market, reinforces our commitment to positioning Brazil as a competitive, sustainable, and welcoming destination in this priority market,” said the Brazilian Tourist Board’s president, Marcelo Freixo.

The Brazilian Tourist Board’s Alisson Andrade and Dragon Trail’s George Cao celebrated with a traditional Brazilian caipirinha after the signing ceremony in Shanghai

Dragon Trail International is a marketing solutions company with roots in China and extensive experience in the global travel and MICE industries. Dragon Trail’s full suite of marketing services includes B2C and B2B digital marketing and content creation; offline, virtual, and hybrid events; research and strategy consulting; and market representation in China. Founded in 2009, the company has offices in Beijing, Shanghai, Xi’an, London, and Singapore. Dragon Trail is proud to work with major international brands around the world, including destination tourism boards, airlines, hotels, attractions, cruise lines, and retailers.

The Brazilian Tourist Board (Embratur) is an autonomous social service whose objective is to plan, formulate and implement actions to promote Brazilian products, services and tourist destinations abroad, in cooperation with the federal government and in partnership with governments, city governments and the private sector. The agency works to attract international tourists and strengthen the country’s economy in partnership with destinations and businesses in the service chain that make the experience of these tourists unforgettable.