Mexico and Brazil signed the Specific Tourism Cooperation Program on Wednesday, Sept. 9, during the fourth UN World Sports Tourism Congress.
The agreement was signed by Mexican Tourism Secretary Josefina Rodríguez and Brazilian Deputy Tourism Minister Fernanda Câmara.
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According to data released by the Mexican secretariat, the initiative’s main lines of action include strengthening the tourism offer and products, promoting and positioning both destinations, and advancing training, investment and innovation. They also include the exchange of information, knowledge and good practices, as well as joint participation in fairs, congresses and specialized events.
The Action Plan will remain in force until Dec. 31, 2028, with the possibility of extension or modification by agreement between both parties.
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México fortalece la recuperación del mercado brasileño con el Programa Específico de Cooperación Turística.
La secretaria de Turismo, @josefinarodzam, destacó que el programa permitirá fortalecer la oferta turística, la promoción, la capacitación, la… pic.twitter.com/WGmIKgpM6S
— SECTUR México (@SECTUR_mx) September 9, 2026
Rodríguez said Brazil is a very important market for Mexico and recalled that the current administration has promoted actions to facilitate travel, such as the implementation of the electronic visa for Brazilian visitors. She called the signing of the Cooperation Program “one more step to continue working jointly.”
The secretary highlighted that during the first half of this year, 125,248 tourists residing in Brazil arrived in Mexico by air, an increase of 22.8 percent compared with the same period in 2025, when they totaled 101,966 visitors. She added that this growth allowed the South American nation to move from 11th to ninth place among the main countries sending travelers to Mexico, which in her view reflects the recovery of this strategic market for national tourism activity.
Rodríguez said the two countries share a great cultural richness, traditions, gastronomy and, above all, the pleasure of celebrating and sharing with the world the best of their peoples. She added that they want more Brazilians to discover Mexico and for the tourism relationship to continue growing.
Currently, an average of 17 weekly flights operate between the two nations, through the São Paulo-Mexico City and Brasilia-Cancún routes.
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