Embratur, the official Brazilian tourist agency is focusing on the gay market on the eve of the Gay Pride parade in Sao Paulo which takes place on May 25th. The official site for the event, The Love Land highlights both the event and the city alongside broader information about the gay market and destinations across Brazil in an attempt to promote Brazil as a gay destination. The website will be promoted directly to the GLBT market via an email campaign within Brazil and abroad. Research elsewhere shows just how welcome the gay dollar is in Brazil, representing on average a spend of US$200 per day in comparison to US$74 for other tourists. Amongst the most popular destinations are Rio de Janeiro, São Paulo, Salvador and Florianópolis.