Bruno Reis has been appointed President of Embratursucceeding Marcelo Freixo. With Brazil reaching record international arrivals, the new leadership aims to sustain growth, strengthen global positioning, and continue strategic tourism development initiatives.
Brasília, Brazil — Embratur has officially named Bruno Reis as its new President, marking a significant leadership transition at a time of record-breaking growth for Brazil’s international tourism sector.
The appointment, confirmed by decree in Brazil’s Official Gazette (Diário Oficial da União) on April 17, positions Reis as the successor to Marcelo Freixo, whose term concluded on March 31. In a parallel move, Bruno Villa—formerly Freixo’s Chief of Staff—has been appointed Director of International Marketing, Business Development, and Sustainability.
Continuity and Growth at the Forefront
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Reis described his new role as an opportunity to “consistently continue a shared effort,” while acknowledging the scale of responsibility in maintaining Brazil’s elevated standing in global tourism.
Brazil recorded a historic milestone in the past year, welcoming 9.3 million international visitors and generating approximately USD 7.9 billion in tourism revenue.
“As a tourism professional, I am fully aware of the importance of this mission and the responsibility it entails,” said Reis. “I intend to lead through listening, dialogue, and close collaboration with all stakeholders, ensuring that Brazil’s international positioning continues to advance in a professional and strategic manner.”
He emphasizes that Embratur represents a collective national effort: “All of Brazil stands behind Embratur so we can work together towards this goal.”
From Intern to President
Reis also reflected on his personal journey within the organization, having joined Embratur in 2005 as an intern.
“It is deeply fulfilling to believe in a reality and a goal that can transform lives. I have always believed in the power of tourism,” he said. “I hope my story inspires interns across the country to pursue leadership roles.”
With over 20 years of experience in tourism development, Reis has held multiple roles within Embratur, including Assistant, Analyst, Market Coordinator, and Head of International Markets and Events. He later served as Director of International Marketing, Business Development, and Sustainability.
His career also includes positions at Brazil’s Ministry of Tourism, Rio Galeão Airport, and as President of Emprotur, the tourism promotion agency of Rio Grande do Norte. Reis has been recognized multiple times among the 100 most influential figures in tourism and won Brazil’s National Tourism Award in Marketing in 2018.
Tribute to Outgoing Leadership
In his farewell remarks, Marcelo Freixo expressed gratitude to Embratur’s staff and partners for their collaboration over three years and three months of leadership.
“The work accomplished—repositioning Brazil in the global tourism market and achieving historic records—must continue,” Freixo said. “It fills me with pride to see someone who started as an intern now assume the presidency.”
He praised Reis’s reputation within the sector, highlighting his “strong capacity for dialogue and deep understanding of collaborative development.”
Strategic Continuity Under Bruno Villa
Newly appointed director Bruno Villa underscored the importance of continuity in Embratur’s strategy.
“Our work will focus on maintaining consistency, as successful teams are not simply replaced,” Villa stated. “Our international strategy has delivered exceptional results—creating jobs, increasing income, and opening new opportunities for the Brazilian population.”
Villa credited the broader economic framework under President Luiz Inácio Lula da Silva for enabling tourism to emerge as a key growth engine, with positive ripple effects across regional development.
Looking ahead, he confirmed that Embratur will continue to rely on market intelligence, ongoing dialogue with domestic and international tourism stakeholders, and close coordination with government bodies at all levels.
Experienced Leadership for a Competitive Future
Villa, a journalist and graduate of the Federal University of Bahia, brings extensive experience in institutional communication and public administration. Prior to his leadership roles at Embratur, he served in Brazil’s Chamber of Deputies and the Legislative Assembly of Rio de Janeiro.
With a leadership team rooted in experience and continuity, Embratur is poised to build on its recent successes and further strengthen Brazil’s position as a leading global tourism destination.
