Representatives from the public and private sectors of Brazil and China met in São Paulo a few days ago to discuss the expansion of tourism and new cooperation opportunities. The Tourism Sector Dialogue formed part of the China–Brazil Cultural Year 2026.

The Chinese Ambassador to Brazil, Zhu Qingqiao, sent a video message in which he highlighted the importance of the event in promoting dialogue and broadening cooperation.

During the event, Chinese representatives presented destinations and tourism products from their country, while Brazilian companies and organisations promoted options for Chinese visitors. Alisson Andrade, Head of International Markets at the Brazilian International Tourism Promotion Agency (Embratur), stressed the importance of bringing together Chinese travel agencies, tour operators and Brazilian hotels.

According to Embratur data presented at the event, Brazil received more than 100,000 Chinese visitors between January and August 2026. These tourists tend to stay longer in the country and have an average spend above that of other groups.

In the area of payments, UnionPay Brazil presented a solution that integrates Pix technology in order to facilitate payments by Chinese visitors. The company reported that the pilot project commenced in August and remained at the testing stage. Fábio Mader, Chief Executive Officer of CVC, also argued for closer partnerships between Brazilian and Chinese companies to convert this market's potential into business.

(Source: O Capixaba, 3 October)