The European Travel Commission (ETC) has announced the appointment of Caroline Putnoki, Director for Brazil-South America at Atout France, as the Chair of ETC’s Brazil Chapter. Joining her is Miguel Nieto-Sandoval, Director of Tourspain in Brazil, who will serve as Vice-Chair. Together, they aim to enhance Brazilian travel to Europe through strategic initiatives and collaborative efforts.
Caroline Putnoki: A Trailblazer in Destination Marketing
Caroline Putnoki brings extensive 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 the position. During her tenure, she has launched innovative projects such as the “França on the road” influence marketing program and the “France Excellence” event concept, which focuses on luxury “made in France.”
Prior to her current role, Putnoki served as the Director for Canada at Atout France and held various executive positions in marketing and communication in Brazil, including working on Amazon river cruises. She succeeds Petr Lutter, who coordinated ETC’s operations in the region for the past four years.
Miguel Nieto-Sandoval: Driving Visitor Growth to Spain
Miguel Nieto-Sandoval has been leading Tourspain in Sao Paulo since September 2023, focusing on attracting new and repeat visitors from Brazil to Spain. Previously, he held management positions in Tourspain’s offices in Abu Dhabi, Mumbai, Mexico City, and Singapore, as well as in Madrid.
Collaborative Efforts to Promote European Destinations
Together, Putnoki and Nieto-Sandoval will work to consolidate ETC’s activities in Brazil. Their goals include.
- Enhancing promotional activities for European destinations.
- Setting up effective platforms for cooperative marketing.
- Providing access to market intelligence and best practices.
Fostering relationships between the Brazilian and European travel and tourism industries.
ETC’s initiatives in Brazil include travel trade seminars, consumer promotional campaigns, and the annual Communication Award, which will celebrate its 35th edition in 2025.
New Communication Campaign: “Unlock an Unexpected Upgrade”
Putnoki expressed her excitement about launching ETC’s new communication campaign, “Unlock an Unexpected Upgrade,” which encourages responsible travel behaviors. She emphasized the importance of working with the ETC Brussels team and member countries to promote Europe’s offerings to Brazilian travelers.
Nieto-Sandoval added, “The European Travel Commission was created to help outbound operators and travelers gain a deeper understanding of Europe as a tourist destination. I am excited to fulfill this mission with the level of excellence that Brazil deserves.”
Brazil’s Growing Role in European Tourism
Brazil ranks sixth among all out-of-region outbound travel markets to European destinations. In 2023, over 3.8 million Brazilian travelers arrived in Europe, accounting for 39.7% of all Brazilian outbound travel. Tourist arrivals from Brazil to Europe are projected to grow by an average of 8.7% per year through 2028, driven by increased air connectivity and strong historical and cultural ties.
With Putnoki and Nieto-Sandoval at the helm, ETC aims to capitalize on this growth potential and further strengthen the bond between Brazilian and European tourism.
