South Africa and Brazil signed an agreement to create collaborative tourism initiatives during the World Travel Market London earlier this month.

The agreement, signed by South African Tourism Minister Patricia de Lille and Brazilian Tourism Minister Celso Sabino, proposes that the countries share tourism-related information and identify the challenges the sectors face in each country.

De Lille says there are many similarities between the cultures of both countries, thus driving the investment in joint promotion.

The talks about the trade marketing agreement started in 2014, and it was approved during a BRICS Tourism Ministers meeting in Cape Town three weeks ago.

The Action Plan entails a joint marketing and collaboration effort to grow tourism between South Africa and Brazil.

The agreement coincides with the relaunch of SAA’s direct flights from Cape Town and Johannesburg to São Paulo on October 31 and November 6, respectively.

“What’s included in the marketing action plan does not just cover tourism. We’re working together to get more trade between our two countries and boost both economies,” said De Lille.

“One area we will be looking at together is what aspects of Brazil’s tourism offer we can market to our travellers other than Carnival. And similarly, other than safaris and wildlife, what can we show to Brazilians to persuade them to visit South Africa.”

De Lille suggested that culinary tourism, city breaks and sports would appeal to both countries.