Saturday, June 28, 2025
In a significant step towards enhancing bilateral tourism, Brazil and Cuba have embarked on a renewed partnership to increase visitor exchanges between the two nations. The discussion, which took place on Thursday, June 26, 2025, in Rio de Janeiro, focused on expanding air connectivity and streamlining travel between the countries. The tourism ministers of Brazil and Cuba convened at the Museum of Tomorrow, a landmark venue embodying the forward-thinking approach to their collaborative tourism efforts.
The meeting explored a number of key initiatives aimed at boosting tourism flows, with air connectivity emerging as a central topic of discussion. A major highlight of the meeting was the announcement of a new direct flight between São Paulo and Havana, Cuba’s capital. This new route, which will operate on a weekly basis, represents a significant shift in the way travelers between the two countries will be able to access these destinations. Until now, flights between Brazil and Cuba involved stopovers in third countries such as Colombia, Mexico, Panama, and Peru. The introduction of this direct flight service will drastically reduce travel time and make it easier for tourists from both nations to explore each other’s cultural and natural offerings.
In addition to the flight discussions, the meeting also focused on the possibility of reopening an office for the Cuban state travel agency, Havanatur, in Brazil. This move is expected to be a game-changer for tourism collaboration, as the presence of a dedicated Cuban tourism office in Brazil would facilitate the promotion and sale of tourist packages between the two nations. The initiative is designed to provide a direct conduit for travelers to access both countries’ vibrant tourism offerings, while also enabling the Cuban tourism sector to better cater to Brazilian travelers. The office would also play a crucial role in managing commercial issues, thereby supporting the procurement of essential products and services for Cuba’s tourism infrastructure.
This cooperation is particularly timely, as Brazil seeks to strengthen its position as a top global tourism destination. With Brazil’s active engagement in international tourism promotion through entities like Embratur (the Brazilian Agency for International Tourism Promotion), the meeting’s discussions are expected to significantly enhance Brazil’s tourism visibility on the global stage. Marcelo Freixo, president of Embratur, participated in the talks, reinforcing Brazil’s commitment to international tourism relations and fostering deeper connections with Cuba.
The broader context of the meeting highlights Brazil’s strategic positioning in global tourism. Brazil is set to take on a leadership role within the United Nations Tourism Office for the Americas and the Caribbean, with Minister Celso Sabino chairing the entity’s Executive Board throughout the year. This involvement strengthens Brazil’s diplomatic and tourism efforts in Latin America and the Caribbean, positioning the country as a key player in the region’s tourism development.
In Rio de Janeiro, where the UN Tourism office for the Americas and the Caribbean is headquartered, the impact of these discussions will resonate on multiple levels. The office’s work involves a wide range of activities, including promoting tourism attractions abroad, attracting international investment, conducting research, and organizing events. Through these initiatives, Brazil aims to improve professional qualifications within the tourism sector and further establish itself as a hub for tourism in the Americas.
The bilateral collaboration between Brazil and Cuba also arrives at a pivotal moment for the Cuban tourism industry. As Cuba continues to recover and modernize its tourism infrastructure, Brazil’s support and engagement could provide a much-needed boost, facilitating the exchange of knowledge, expertise, and resources. This strengthened relationship is expected to yield significant benefits for both countries, as they work together to create new opportunities for their respective tourism sectors.
In conclusion, the meeting in Rio de Janeiro marks the beginning of a promising new chapter in Brazil and Cuba’s tourism partnership. With direct flights, the potential reopening of a Cuban tourism office, and an overall strategic focus on international tourism development, both nations are poised to reap the rewards of increased collaboration and enhanced visibility on the global tourism stage. Through these efforts, Brazil and Cuba will not only strengthen their tourism sectors but also contribute to broader regional and global tourism trends, shaping the future of travel between the two nations and beyond.
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