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 these figures lies an organized effort from 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 traveler 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 comes from a structured and collective effort. The certification is based on 38 technical criteria that assess water quality, environmental management, infrastructure, safety, and environmental education. Many of these criteria fall under public responsibility, prompting municipalities to adopt more integrated and efficient management practices.

Aside from infrastructure, a vital factor has been consistent investment in environmental education. The program actively engages local communities in protecting and sustainably utilizing natural resources, fostering a shared sense of ownership. This collaboration among public authorities, civil society, and the private sector has been crucial in establishing Brazil as a reference for sustainable tourism in South America. Moving forward, the challenge is to maintain and expand these achievements over time, ensuring Brazil continues to enhance its role as a global model for responsible destination management.

With global travel shifting toward sustainability, what trends are you observing among international travelers?

Today’s international travelers are increasingly conscious of sustainability and are actively seeking destinations that provide authentic and responsible experiences. Interest in ecotourism and adventure tourism that emphasizes nature, biodiversity conservation, and respect for local communities is on the rise.

Beyond traditional sun-and-beach tourism, there is also notable growth in nautical tourism and other nature-based activities. These allow visitors to connect deeply with their surroundings while adhering to high environmental standards.

An important trend is the emergence of slow travel, where travelers are inclined to spend more time in destinations, immerse themselves in local culture, gastronomy, and daily life, seeking more meaningful experiences. This transition supports longer stays and higher average spending, while also enhancing Brazil’s soft power internationally. The expansion of Blue Flag-certified beaches and marinas reinforces Brazil’s image as a destination that guarantees quality, safety, and sustainability—factors increasingly influential in travelers’ destination choices.

How is Brazil ensuring that sustainability also delivers long-term benefits for local communities?

Brazil has been actively working to better integrate public policy, local communities, and the tourism sector to ensure sustainability leads to concrete social and economic impacts. A significant step in this direction is the launch of the Plano Brasis – International Tourism Marketing Plan 2025–2027, providing strategic guidelines to strengthen Brazil’s global market presence. This plan aids state and municipal governments in aligning local actions with national priorities, optimizing resources, and expanding opportunities for tourism-related businesses. Such coordination enables destinations to develop while upholding environmental responsibility.

The broader goal is to construct a tourism model that generates lasting value for both people and nature. Sustainable tourism must balance visitor growth with the respect for ecosystems, cultural heritage, and local livelihoods. Through this approach, Brazil aims to establish itself not only as a beautiful destination but as a global benchmark for responsible and regenerative tourism.