Sign in Subscribe
Tourism

Paraiba Advances as Brazil's Promising Tourist Destination with Strategic Marketing Action

Strategic Insights

— 1 min read

Paraiba, a Brazilian state located in the Northeast region, is strengthening its position as one of Brazil's most promising tourist destinations. Through its Tourism Company (PBTur) and State Secretariat of Tourism and Economic Development (Setde), the state government is launching a targeted marketing action in São Paulo, aimed at over 200 retailers, executives, and travel agents of the CVC operator. The goal is to increase Paraiba's visibility among the country's main tourism distribution channels and strengthen its presence in travel agency shelves and promotional campaigns. This initiative is part of a broader strategy to promote and position the state nationally, leveraging the state's growing tourism industry.

Key Takeaways:

  • Paraiba recorded a 64% increase in package sales to the state in the first quarter of 2025, compared to the same period in 2024, according to CVC data.
  • The state government is investing in training for travel agents and retailers to provide a more qualified approach to end customers, focusing on tourist routes, integrated itineraries, service infrastructure, and attractions.
  • The initiative aims to have a direct impact on sales in the coming months, generating direct returns for the local economy and boosting the tourism production chain.
  • The state's tourism development policy involves strategic collaboration with key market players, such as CVC, to maximize medium- and long-term results.
  • Paraiba's PBTur President, Ferdinando Lucena, emphasizes the importance of coordinated promotional initiatives and collaboration with the national trade to achieve strong tourism growth.
  • State Secretary of Tourism and Economic Development, Rosalia Lucas, highlights the role of investing in training as a key factor in boosting the entire tourism production chain.

Statistics:

  • 64% increase in package sales to Paraiba in the first quarter of 2025 compared to the same period in 2024, according to CVC data.
  • Over 200 retailers, executives, and travel agents of the CVC operator are participating in the marketing action in São Paulo.

Sources:

  • Paraiba Tourism Company (PBTur)
  • State Secretariat of Tourism and Economic Development (Setde)
  • CVC data (no specific source mentioned in the original text)

Read more