The Brazilian Tourism Board has announced the launch of the 1st Embratur Lab in Rio de Janeiro, an innovation development center for tourism. In partnership with Turistech Hub Brasil, the lab aims to promote the competitiveness and environmental sustainability of tourism services. The lab will use technology to improve the experience of international tourists in Brazil and invite and support start-ups to experiment with new solutions and technologies. The lab will organize Big Data to identify trends and consumer behavior to personalize offers according to public demand. The lab will prioritize the development of green technology solutions to reduce the carbon footprint of tourism. The Embratur Lab is the first major laboratory to test innovations in tourist destinations throughout Brazil.