Brazil through its hosts: a campaign starring those who make each destination unforgettable

Radiant sunshine, beaches for all tastes, lush jungles, vibrant culture, and a cuisine that reflects the history of its people—this is the Brazil that's coming to Buenos Aires through its new advertising campaign, "There's No Place Like Brazil." The initiative by Embratur, in partnership with Sebrae, aims to bring the country even closer to Latin American audiences, showcasing aspects that go far beyond traditional postcards.

For the first time, more than promoting landscapes, the outreach highlights the power of the stories of those who make tourism possible every day. Guides, receptionists, waitresses, and waiters; those who, with their attentive gaze, kindness, and passion for their work, invite travelers to experience Brazil in its most authentic form. This humane and sensitive approach places Brazilians at the center of the narrative; they are the essence of the country, whose voices, accents, gestures, and journeys guide visitors through a diverse, generous, and exciting Brazil. A destination that invites you to feel, experience, and cherish forever in your memory.

The campaign highlights transformative experiences in some of the country's most iconic destinations: Chapada dos Veadeiros (Goiás), 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 (Rio de Janeiro), an Atlantic Forest sanctuary 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 effort, but part of a larger project to sustainably position Brazil abroad. By highlighting our local protagonists, we strengthen not only the country's image, but also 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 experiences that only our country can offer,” emphasizes Marcelo Freixo, president of Embratur.

“Micro and small businesses represent 97% of the tourism sector in Brazil. Therefore, Sebrae is part of this agenda, which already demonstrates revolutionary potential for generating employment and income in the country, the only one in the world with six biomes. Tourism in Brazil increasingly needs visibility, and that is precisely the purpose of this campaign,” says Sebrae president Décio Lima.

With a broad, integrated, and emotionally connected communication strategy for Latin American audiences, the campaign will run from September 27 to November 27 in countries such as Argentina, Colombia, Uruguay, Chile, Peru, Paraguay, and Mexico. The objective is clear: to transform desire into action, leading more tourists to experience Brazil in a profound, emotional, and unforgettable way.

Multi-channel campaign and regional strategy

To precisely reach the Latin American audience, the campaign employs 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 signs greet travelers with images that spark excitement and a desire for discovery. In the digital environment, careful segmentation connects with different tourist profiles, considering interests such as nature, culture, gastronomy, sun, and sand, transforming affinities into personalized invitations to experience Brazil.

This direct dialogue extends to newsletters and personalized content, bringing the campaign into the everyday lives of potential visitors. Each channel was designed to generate interest, increase visibility, and drive conversions, solidifying Brazil as the season's must-see destination.

At the same time, the initiative brings the Latin American tourism trade closer to its Brazilian partners. Combined with strategic alliances with airlines—Gol, Latam, JetSMART, and Avianca—and industry players—MEGA Travel, All Seasons, 5M Travel Group, Ola, Rome2Rio, Skyscanner, Turismo City, Despegar, and Almundo—the goal is to generate cooperation, diversify the product offering, and position the country as a priority in the portfolios of the region's leading operators.

This strategy will be further enhanced during FIT Latin America 2025, from September 27 to 30, in Buenos Aires. Brazilian participation will be highlighted, with activations that will allow visitors to experience the essence of the campaign firsthand and experience the experiences promoted.

Brazilian prominence and inspiring destinations

The new campaign focuses on Brazilians who, with dedication and knowledge, transform each trip into a memorable experience. They cease to be supporting actors and take on the leading role 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 leads visitors along trails that preserve ancestral memories and take them to the dazzling Santa Bárbara Waterfall, an oasis of crystal-clear waters in the middle of the Cerrado biome. The journey goes far beyond nature: it is an immersion in Kalunga culture, with typical flavors, songs, and stories that generate a deep connection with the land.

On the Northeast coast, Mariana Sobreira welcomes guests. Originally from Paraná, she is now the manager of a luxury beachfront resort, where the Northeastern charm combines with excellent service to create a welcoming 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 coast 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 gentle 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 of nature.

And in Minas Gerais, art and culture enthusiast Bruna Campos opens the doors of the Inhotim Institute, the largest open-air contemporary art museum in Latin America. With a keen and passionate eye, she presents a space where nature and art intertwine in lush paths, striking galleries, and moving gardens. A visit becomes a journey of sensations that will forever mark those who pass through.

That's the heart of the campaign: showing that Brazil is made up of real people, living stories, and landscapes that speak to 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 offer.

Feel Brazil

Three of the experiences presented—Chapada dos Veadeiros, Inhotim, and Tijuca National Park—are part of Feel Brasil, an innovative project by Embratur in partnership with Sebrae Nacional. 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 nation'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 to the world a Brazil that offers transformative and memorable encounters.

In addition to promoting the destination, Feel Brasil is a tool for social and economic transformation. With the participation of 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 marketing, sales, 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 – International Tourism Marketing Plan 2025-2027, a new framework for promoting the country abroad. Developed by Embratur in partnership with Sebrae and the Ministry of Tourism, it 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 Brasis Plan structures its strategy around five major objectives that unfold through actions, programs, and projects to be implemented in the coming years.

Source: EMBRATUR.