The Brazilian state of Paraná is taking part in the ITB China fair in Shanghai from 26 to 28 May, with the aim of strengthening its tourism promotion in the Asian market. Its presence is being secured by the entity Viaje Paraná and marks the first structured action to promote the destination in the country.

The initiative comes amid growing interest from Chinese tourists in Brazil. According to data from the Brazilian International Tourism Promotion Agency (Embratur), in 2026, searches for travel to Brazil increased by approximately 130% among Chinese citizens, the highest growth among the international markets analysed. China remains one of the main sources of tourists globally, with around 150 million travellers per year.

At the fair, Paraná is presenting some of its main destinations, with emphasis on the Iguaçu Falls, the Foz do Iguaçu region and the Grande Reserva da Mata Atlântica (Great Atlantic Forest Reserve), reinforcing its commitment to nature tourism.

Participation in the event also includes contacts with travel agencies, tour operators and Asian airlines, with a view to increasing the international visibility of the destination and facilitating the arrival of foreign tourists to the state.

(Source: Government of the State of Paraná, on 21 May)