At FIT, Embratur and Sebrae launch a campaign for Latin America with Brazilians as protagonists

Embratur, in collaboration with Sebrae, launched the new advertising campaign "Brazil is a unique place" this Saturday (27). Designed to bring the country even closer to the Latin American public, the campaign features destinations such as paradisiacal beaches, lush forests, culture, and cuisine that reflect the soul of a welcoming people. And, for the first time, those inviting guests to live these experiences are the very people who make the country an unforgettable place: its hosts.

The launch took place at Brazil's booth during FIT Latin America 2025 in Buenos Aires, Argentina, which runs from this Saturday to Tuesday the 30th. Brazil's participation in the fair will be highlighted, with activations that will allow participants to experience the essence of the advertising campaign firsthand and some of the promoted experiences.

With a comprehensive and integrated communication strategy that connects emotionally with the Latin American public, the campaign will run from September 27 to November 27 in countries such as Argentina, Colombia, Uruguay, Chile, Peru, Paraguay, Mexico, the United States, Bolivia, and Costa Rica. The goal is to transform desire into action, encouraging more and more tourists to experience Brazil in a profound, emotional, and unforgettable way.

More than simply showcasing landscapes, the campaign draws on the power of stories from those who experience tourism daily. Guides, concierges, and hospitality and reception professionals, with attentive gazes, welcoming smiles, and a passion for what they do, invite travelers to experience Brazil in its most authentic form. The human and sensitive approach places Brazilians at the center of the narrative, with their voices, accents, gestures, and experiences, guiding visitors through a diverse, generous, and exciting Brazil.

The initiative highlights transformative experiences in destinations such as Chapada dos Veadeiros (GO), with the Kalunga community and the iconic Santa Bárbara Waterfall; Minas Gerais, with its gastronomy and the Inhotim Institute, the largest open-air museum in Latin America; Tijuca National Park in Rio de Janeiro (RJ), a sanctuary of the Atlantic Forest in the heart of the metropolis; and a luxury beachfront resort in the Northeast, symbolizing the region's hospitality and comfort.

"We are experiencing the best moment in the history of international tourism, the result of a country increasingly prepared to welcome the world with modern infrastructure, unparalleled hospitality, and unique experiences. This campaign is not just a promotional activity, but part of a broader project to sustainably position Brazil abroad. By highlighting our local protagonists, we strengthen not only the country's image, but also that of the communities that make tourism a driver of employment and income. Every Latin American traveler who comes to Brazil will be welcomed and will leave transformed by the experiences that only our country can offer," emphasizes Marcelo Freixo, president of Embratur.

For Décio Lima, president of Sebrae, increasing the visibility of tourism in Brazil also means increasing the visibility of micro and small businesses. "Micro and small businesses represent 97% of the tourism sector in Brazil. Therefore, Sebrae is part of this agenda, which is already proving revolutionary due to its potential to generate employment and income in the country, the only one in the world with six biomes. Tourism in Brazil needs ever-increasing visibility, and that is precisely the purpose of this campaign," says Décio Lima.

The Brazilian ambassador to Argentina, Julio Glinternick Bitelli, praised the initiative: "I'm very proud to see Brazil so well represented here. This campaign, the result of excellent planning, is also cleverly designed to leverage everything Brazil has to offer, precisely to transform its full potential into something concrete and translate its assessments into effective actions. This is what Embratur is doing, and it's fantastic."

"I'm pleased to know that the Brazilian Northeast will play a prominent role in this campaign, especially because we know the region is not limited to natural beauty, but also boasts other productive chains and great potential, such as the gastronomy and hospitality of our people. This campaign seeks to showcase the diversity, colors, flavors, and power of the Brazilian people," said Marina Marinho, president of Fornatur.

Multichannel and regional

To reach the Latin American public, the campaign is based on a multi-channel strategy that combines the impact of traditional media with the intelligence of digital platforms. In Buenos Aires airports, streets, and shopping centers, illuminated panels welcome travelers with images that evoke excitement and a desire to discover. Online, careful segmentation connects with different tourist profiles, considering interests such as nature, culture, gastronomy, sun, and beach, transforming these similarities into personalized invitations.

This direct dialogue extends to newsletters and personalized content, bringing the campaign closer to the daily lives of potential visitors. Each channel was designed to engage, increase visibility, and encourage conversion, cementing Brazil as a must-see destination for the season.

At the same time, the initiative brings the Latin American tourism sector closer to its Brazilian partners. Combined with strategic alliances with airlines such as Gol, Latam, JetSMART, and Avianca, as well as various market players, the goal is to foster cooperation, diversify the product offering, and position the country as a priority in the portfolios of the region's leading operators.

From supporting actors to protagonists

The new campaign focuses on the role of Brazilians who, with dedication and knowledge, transform each trip into a memorable experience. They go from being supporting characters to protagonists in the mission to showcase a surprising country. This is the case of Daniel Pereira Maia, a guide from the Kalunga community, heir to a history of resistance and Afro-Brazilian pride.

Born and raised in the heart of Chapada dos Veadeiros, he guides visitors along trails that treasure ancestral memories and leads them to the impressive Santa Bárbara Waterfall, an oasis of crystal-clear waters in the middle of the Cerrado biome. The journey goes far beyond nature: it's an immersion in Kalunga culture, with traditional flavors, songs, and stories that create a deep connection with the land.

On the northeast coast, Mariana Sobreira welcomes you. Originally from Paraná, she now manages an all-inclusive beachfront resort, where northeastern friendliness combines with excellent service to create a cozy and sophisticated atmosphere. There, the warm sea, golden dunes, and constant wind combine with hospitality to demonstrate why Brazil is a benchmark for sun and beach experiences.

From the sea to the mountains, the excitement continues in Tijuca National Park, where Jessie Simões, a tour guide passionate about ecotourism, leads visitors on a circuit of easy trails that lead to secret waterfalls in the middle of the world's largest urban forest. Each step is an invitation to silence, the fresh waters, and an encounter with the purest essence of nature.

And in Minas Gerais, Bruna Campos, passionate about art and culture, opens the doors of the Inhotim Institute, the largest open-air contemporary art museum in Latin America. With a perceptive and passionate approach, she presents a space where nature and art intertwine through lush trails, striking galleries, and mobile gardens. The visit becomes a journey of sensations that leaves an indelible mark on those who visit.

This is the heart of the campaign: showing that Brazil is made up of real people, vivid stories, and landscapes that touch the soul. Each destination is more than just a place. It's a complete sensory experience, with sounds, flavors, colors, and emotions that only Brazil can provide.

Feel Brasil and Plano Brasils

Three of the experiences presented—Chapada dos Veadeiros, Inhotim, and Tijuca National Park—are part of Feel Brasil, an innovative project by Embratur in collaboration with Sebrae. The initiative brings together 101 transformative tourism experiences on a digital platform, available in six languages, that reveal the essence of the country and inspire travelers from around the world.

More than a guide, Feel Brasil is an invitation to immerse yourself in the essence of the country and experience its authenticity. From north to south, the portfolio reveals the country's diversity in all its richness, bringing together experiences ranging from gastronomy to Afrotourism, from ecotourism to cultural heritage, from adventure to contact with traditional communities. Together, these experiences form a mosaic that presents the world with a Brazil that offers transformative and memorable encounters.

In addition to promoting the destination, Feel Brasil is a tool for social and economic transformation. Led by micro and small businesses—responsible for 70% of the experiences, 59% of which are led by women—the project strengthens communities, promotes inclusion, and consolidates sustainable practices. Embratur also supports sales, marketing, and presence at international fairs, positioning the country as a benchmark for genuine, diverse, and responsible experiences.

The initiative is part of the Brasis Plan, the 2025-2027 International Tourism Marketing Plan, developed by Embratur in collaboration with Sebrae and the Ministry of Tourism. The project succeeds the Aquarela Plan and establishes guidelines for international promotion through 2027.

Aligned with the National Tourism Plan 2024-2027 and developed in a participatory manner, with contributions from states, municipalities, sector entities, the private sector, and civil society, the Brazil Plan structures its strategy around five major objectives broken down into actions, programs, and projects to be implemented in the coming years.

Source: Embratur.