Rio de Janeiro highlights its tourism potential in Rome and strengthens its international promotion strategy in the Italian market.
The Government of the State of Rio de Janeiro, through Setur-RJ and TurisRio, held a strategic presentation in Rome for travel agents, tour operators, airlines and representatives of the Italian tourism trade. The initiative is part of the state’s international promotion policy targeting high-growth source markets.
Air connectivity drives tourism growth
Advances in air connectivity between Brazil and Italy were highlighted, including seven weekly direct flights on the Rome–Rio route operated by ITA Airways. This strengthens tourist flow and improves access to the state’s 12 tourism regions.
The initiative reinforces the strategic role of Galeão International Airport as one of Brazil’s main gateways and increases Rio’s competitiveness in the European market.
International expansion strategy
“Italy has a historic connection with Rio and represents a market with enormous growth potential. This presentation in Rome showcases our diversity and the strength of tourism in our state, encouraging more Italians to explore not only the capital but also the unique experiences of our interior,” said Gustavo Tutuca.
The event highlighted the wide range of experiences offered, from the capital’s main icons to cultural, historical, gastronomic and natural attractions, supporting the tourism decentralization strategy.
Growth of the Italian market
The number of Italian visitors continues to rise steadily. In just ten months of 2025, the market has already surpassed the total recorded throughout the previous year, confirming growing interest in the destination.
“Rio de Janeiro is experiencing its best tourism moment in over 30 years. We are investing in security, infrastructure and promotion to show the world that the state is ready to welcome even more visitors,” stated Nicola Miccione.
Global agenda and tourism goals
The Rome mission is part of a broader international agenda that includes actions in more than 20 cities worldwide, covering countries such as Canada, the United States, China and the United Arab Emirates, aiming to position Rio as Latin America’s leading destination.
