Wrocław was one of the cities showcased during a trade mission to Brazil, which included participation in the ExpoCatólica trade fair and a series of workshops for representatives of the local tourism industry. The Wrocław Tourism Organisation supported activities promoting the city as an attractive destination for travel around Poland and Central Europe.
The first part of the mission was the four-day ExpoCatólica trade fair, where Poland was presented as a destination for pilgrimage and leisure tourism. Visitors received approximately 370 pilgrimage catalogues and 195 maps of Poland featuring Wrocław and Lower Silesia. Catalogues dedicated to Polish gastronomy and additional promotional materials were also distributed.
As part of the Arena Destino programme, a 25-minute presentation entitled “Poland – a Religious Tourism Destination” was delivered to Brazilian pilgrimage organisers, parish representatives and travel agencies. Wrocław was presented as one of the destinations worth including in itineraries around Poland.
The next stage of the mission consisted of three workshops held in São Paulo, Rio de Janeiro and Curitiba. Approximately 120 representatives of tour operators and travel agencies accepted the invitation, with around 90 people attending the meetings. Each workshop included a presentation about Poland, individual exhibitors’ offers and a one-hour networking session dedicated to direct business discussions.
Wrocław was featured in the parts of the presentation dedicated to Poland’s main cities and UNESCO World Heritage sites. Images of the city were also used in invitations sent to Brazilian travel agencies for workshops held under the honorary patronage of the Consul of the Republic of Poland in Curitiba.
Attendance at the meetings and discussions with representatives of the Brazilian tourism industry confirmed their interest in Poland as a travel destination. At the same time, they showed that awareness of individual Polish cities remains limited. Presenting Wrocław’s offer directly to tour operators and travel agents can help encourage them to include the city in new travel programmes.
Wrocław can serve as a natural extension of popular Central European itineraries, particularly those covering the Czech Republic and Germany. Its location makes it easy to include the city in multi-destination trips, while its diverse cultural, culinary and tourism offer meets the expectations of visitors seeking new European destinations.
Wrocław’s key strengths on the Brazilian market include authentic experiences, high-quality services, regional cuisine, shopping opportunities and excellent value for money. Brazilian tourists often choose four- and five-star hotels and look for comprehensive itineraries, comfort and high-quality tourism products.
The promotional activities will continue with a study trip for selected representatives of Brazilian travel agencies, planned for mid-October 2026. It will provide another opportunity to present Wrocław to professionals responsible for creating and selling tourism programmes on the Brazilian market.