Brazil returned to the Global BirdFair in Rutland, United Kingdom (10–12 July) for its second consecutive year, positioning itself as a leading destination for wildlife tourism, ecotourism, and birdwatching. The event, organized by Visit Brasil, featured a delegation of 12 co-exhibitors from key regions including Bahia, Mato Grosso do Sul, and Ilhabela, offering experiences such as birdwatching, jaguar sightings, and marine life exploration.
UK Market Growth and Traveler Demand
Brazil's push into the UK market comes amid a notable uptick in arrivals: between January and May 2026, the country recorded an 11.23% increase in UK visitors compared to the same period in 2025. According to Visit Brasil data, 24% of UK travelers to Brazil cite nature and ecotourism as their primary motivation, reflecting a broader shift toward authentic, less crowded destinations. This aligns with global trends where high-value segments—such as birdwatching and wildlife photography—are driving premium travel bookings.
Bruno Reis, President of Visit Brasil, emphasized the strategic importance of wildlife tourism. “Promoting wildlife tourism is gaining momentum because it connects the country with travellers seeking meaningful nature experiences,” he said. The initiative is part of Brazil’s International Tourism Marketing Plan 2025–2027, which prioritizes sustainable tourism and niche markets.
Natural Parks Platform and Industry Partnerships
A key announcement at the fair was the launch of the Natural Parks platform, a digital tool offering curated itineraries across Brazil’s protected areas. The platform aims to streamline trip planning for tour operators and travel agents, while promoting conservation-focused travel. It includes detailed information on national parks, wildlife hotspots, and eco-lodges, with direct booking links for select properties.
The Brazilian delegation also hosted thematic talks covering jaguar tracking in the Pantanal, marine biodiversity in Fernando de Noronha, and birdwatching in the Atlantic Forest. These sessions were designed to equip UK travel professionals with actionable knowledge for selling Brazil as a wildlife destination. The event underscores a broader industry push to diversify Brazil’s tourism offering beyond its iconic beaches and Carnival.
For travel professionals, Brazil’s focus on wildlife tourism presents opportunities for specialized itineraries. The country’s vast ecosystems—from the Amazon rainforest to the Pantanal wetlands—offer year-round appeal for birders and nature enthusiasts. The UK is a key source market for long-haul ecotourism, and Brazil’s targeted marketing at Global BirdFair aims to capture a larger share of that spend.
This development follows other notable trends in the travel industry, such as how British Airways and Norwegian turned a World Cup bet into a global travel marketing win, demonstrating the power of destination branding. Additionally, the WTTC’s campaign to identify seven contemporary wonders of travel highlights the growing importance of unique, nature-based experiences in global tourism.
Brazil’s participation at Global BirdFair also aligns with the hospitality trends mapped by Accor’s Global Leadership Council, which emphasize sustainability and authentic local experiences as key drivers for 2026. As hotel groups and tour operators adapt to these shifts, Brazil’s Natural Parks platform could serve as a model for integrating conservation with commercial travel.
The event concluded with commitments from several UK-based tour operators to include Brazil’s wildlife itineraries in their 2027 catalogs, signaling sustained interest in the country’s ecotourism potential.
