The European Travel Commission (ETC) has announced the appointment of Caroline Putnoki and Miguel Nieto-Sandoval as the new Chair and Vice-Chair, respectively, of its Brazil Chapter. Caroline Putnoki serves as the Director for Brazil-South America at Atout France, while Miguel Nieto-Sandoval is the Director of Tourspain in Brazil.
Caroline Putnoki brings a wealth of experience in destination marketing to her new role. Since 2017, she has been the Director of Atout France for South America, becoming the first woman to hold this position. During her tenure, she has spearheaded innovative projects such as the influencer marketing program “França on the Road” and the luxury-focused event concept “France Excellence.” Before her current role in São Paulo, Caroline led Atout France’s operations in Canada and held various executive positions in marketing and communication in Brazil, including roles in Amazon river cruise tourism. She succeeds Petr Lutter, Director of Latin America at CzechTourism, who led the ETC’s Brazil operations for the past four years.
Miguel Nieto-Sandoval, who has been leading Tourspain in São Paulo since September 2023, is tasked with attracting both new and repeat visitors from Brazil to Spain. His previous experience includes management roles at Tourspain offices in Abu Dhabi, Mumbai, Mexico City, Singapore, and the Madrid headquarters.
Together, Caroline and Miguel will oversee ETC’s efforts in Brazil, which focus on promoting European destinations through cooperative marketing, market intelligence, and the exchange of best practices. Their work will also strengthen ties between the Brazilian and European travel industries. Key initiatives include travel trade seminars, consumer campaigns, and the annual Communication Award, which will mark its 35th edition in 2025.
New Leadership’s Vision
Caroline Putnoki expressed her enthusiasm for the new role, stating, “I am delighted to be appointed as Chair of the European Travel Commission and excited to lead the launch of ETC’s new communication campaign, ‘Unlock an Unexpected Upgrade,’ in Brazil. This campaign promotes responsible travel behaviors. It is an honor to collaborate with the ETC Brussels team and member countries to inspire Brazilian travelers to explore Europe.”
Miguel Nieto-Sandoval added, “The European Travel Commission was established to help outbound operators and travelers better understand Europe as a tourist destination. I am thrilled to contribute to this mission and ensure that Brazil receives the excellence it deserves.”
Brazil’s Growing Role in European Tourism
Brazil is a key market for European tourism, ranking sixth among all non-European outbound travel markets. In 2023, over 3.8 million Brazilian travelers visited Europe, accounting for 39.7% of Brazil’s total outbound travel. With increased air connectivity and strong historical and cultural ties, tourist arrivals from Brazil to Europe are projected to grow by an average of 8.7% annually through 2028.
The new leadership team is poised to build on this momentum, further strengthening the relationship between Brazil and Europe in the travel and tourism sector.
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