Brazil’s Afrotourism Push Is Better Late Than Never
Government-led support of Black heritage travel is a first in the country’s history. It’s a potential turning point for a more inclusive—and lucrative—travel industry.
Brazilian drummers in colorful and historic Pelourinho, Salvador.
Photographer: Lazyllama/Alamy Stock Photo
Welcome to the Better Travel Bureau, where we dive into the business of making tourism more equitable, more inclusive and less harmful to the environment—who’s transforming the industry, what’s changing and is it actually possible?
Rhonda Holder’s first visit to Brazil came from a desire to see Rio de Janeiro’s world-famous Copacabana beach, Christ the Redeemer statue and colorful Selarón steps. The 67-year-old retired Air Force lieutenant colonel and nurse from Hampton, Virginia, had stumbled upon a Facebook ad from Travel Divas, a company offering luxury group tours for Black women. They seemed to be having a ball, she says, and she felt she could relate to them.