Brazil showcases its Soft Power at WTM London, the world´s leading tourism fair

There are aspects of Brazil that words simply can’t capture. It’s the rhythm of samba that stirs the soul, the taste of açaí that awakens the senses, the swing that turns simplicity into art, the embrace that welcomes without asking for anything in return. This is the living energy, made of affection, creativity and diversity, that Brazil brings to the World Travel Market London 2025 (WTM), from 4 to 6 November.

With the world’s eyes turned to its culture and hospitality, the country presents to the global market a new campaign celebrating Brazilian soft power. A force that transcends tourism and invites audiences to experience an authentic, vibrant and profoundly human destination, where every encounter goes beyond sight and becomes emotion.

With the slogan “Brazil. We can’t explain it. It’s an enchantment. It’s a vibe.”, the campaign presents a country beyond beaches, samba and football. It’s a call to feel Brazilianess in its purest essence, to be immersed in sounds, flavours, colours and gestures that awaken all the senses. A land where improvisation becomes art, affection becomes strength, and culture becomes a living expression, revealing a creative, plural and genuinely welcoming nation. A Brazil that can’t be explained: only felt.

“Soft power is our most genuine asset. It lives in our music, dance, gastronomy, creativity and, above all, in our people. We are living a historic moment, with international tourism breaking records and transforming realities. Every visitor becomes an ambassador of this energy, one that inspires, creates opportunities and strengthens communities. More than showing Brazil, we want the world to feel everything we can’t put into words about our country”, highlights Marcelo Freixo, President of Embratur.

Brazil’s participation comes at a historic time. The country is experiencing the best phase in its international tourism history, celebrating a 45% increase in foreign arrivals in 2025, and achieving record results in revenue and air connectivity.

Brazil Pavilion: the country at its most vibrant

At WTM London, Brazil unveils a completely redesigned pavilion, a space that expresses the essence of Brazilian identity through design, experience and hospitality. More than stunning landscapes, the pavilion invites visitors to discover the authentic, warm and lively spirit of being Brazilian. Brazil, it’s a vibe!

Organised by Embratur in partnership with Sebrae Nacional, the space brings together 54 co-exhibitors and destinations that reflect the country’s diversity, including Amazonas, Bahia, Bonito, Ceará, Curitiba, Foz do Iguaçu, Mato Grosso, Niterói, Rio de Janeiro, the Pantanal, Salvador, São Paulo, São Sebastião, Rio Grande do Norte and Rota das Emoções. Each destination tells a unique story, yet they all share the same vibrant energy. From the deep green of the Amazon to the golden beaches of the Northeast, from São Paulo’s cosmopolitan rhythm to Rio de Janeiro’s joyful pulse.

More than a showcase, the pavilion positions Brazil as an exceptional host, ready to welcome travellers from around the world with creativity, diversity and cultural richness. Visitors are invited to experience the Brazilian soul through interactive activities, tastings of traditional dishes and caipirinhas, and performances that position the country on the global tourism business stage with distinction.

“Brazil is unique. Only Brazil has six biomes. And every place you visit is surprising. I have no doubt that the Brazilian people are among the most creative in the world. I have travelled across the country and witnessed the immense human richness that is expressed through our culture and art. Small businesses understand this, and cultural aspects and our way of being have become one of the strategic elements of small enterprises, which represent more than 95% of the tourism sector”, says Sebrae's President Décio Lima.

Feel Brasil Nature: Pantanal & the Brazilian Amazon

At WTM London 2025, visitors will be transported to the heart of the country through the Feel Brasil Nature activation, a tribute to the grandeur of two biomes recognised by UNESCO as World Natural Heritage Sites.

In the Pantanal, the planet’s largest wildlife sanctuary, travellers are invited to immerse themselves in a spectacle of biodiversity: to witness the majesty of the jaguar, ride through flooded plains, and admire sunsets reflected upon the waters. In the Amazon, the experience is deep and transformative, navigating rivers that mirror the sky, meeting riverside and Indigenous communities, and feeling the ancestral energy that beats through every corner of the forest.

Among the highlights of the activation are two immersive experiences from Mato Grosso state. The first is a journey through an ecological sanctuary where the Cerrado biome meets the Amazon rainforest, an invitation to explore trails among ancient trees and crystalline waters while observing birds and mammals of the region’s rich biodiversity. For lovers of the magnificent jaguar, a river safari combines adventure, wildlife observation and a close connection with nature in the world’s best location to see these big cats in their natural habitat.

The programme also features a Pantanal gastronomy cooking show led by Chef Paulo Machado, who will present traditional and sustainable recipes inspired by the region’s culture and ingredients.

The public will also discover the strength of the Feel Brasil project, a platform that transforms everything that makes the country unique into meaningful experiences. Developed by Embratur in partnership with Sebrae, the project is available in six languages and was created to meet the new desires of global travellers: sustainability, diversity and human connection. It features 101 authentic experiences across Brazil’s 27 states, led by locals who live and preserve each territory.

Around 70% of these experiences are offered by micro and small entrepreneurs, 59% led by women, and over 80% focused on social inclusion and environmental responsibility. A finalist for the Skift IDEA Awards 2025 – People & Community and City Nation Place Awards 2025, Feel Brasil reaffirms the country as a vibrant and transformative destination, where every journey is a genuine encounter with the Brazilian soul.

Amazônia Brand: the symbol of transformative tourism

The Brazil pavilion will also host the launch of the Amazônia Brand, an initiative that repositions the biome as a destination of transformation. A place where every visitor is touched by the power of the forest and leaves changed.

Created by FutureBrand in partnership with Rotas Amazônicas Integradas (RAI), the brand introduces a new concept: transformational tourism, inviting travellers to live experiences of connection, learning and purpose. With the slogan “You change. The Amazon changes you.”, the initiative captures the strength of this unique territory, where nature, culture and spirituality intertwine in harmony.

Brazil and Netflix inspire the world

Another highlight of Brazil’s participation in WTM London 2025 is the launch of the interactive guide Discover Brazil with Netflix & Embratur’s Exclusive Virtual Travel Guide. Born from a ground-breaking partnership between Embratur and Netflix, the project transforms the power of audiovisual storytelling into a bridge between imagination and reality, connecting global audiences to Brazilian destinations featured in Netflix films and series.

More than a travel guide, it’s an innovative way to showcase the country through emotion, via its stories, landscapes and characters. The initiative reinforces the influence of Brazilian culture and creativity as forces that inspire and move the world.

Brazil at the heart of global tourism

The success of Brazilian tourism is the result of a solid strategy combining international promotion, expanded air connectivity and the strengthening of the Brazil Brand. In the first nine months of 2025, the country achieved a historic milestone with over 7 million international visitors, surpassing the annual target set in the National Tourism Plan 2024-2027 (6.9 million tourists). This performance reflects a destination that is prepared, accessible and desirable, and now firmly among the leaders of global tourism.

Europe plays a central role in this growth, remaining Brazil’s second-largest source market, with a 20% increase in arrivals from January to September. Among these markets, the United Kingdom holds a strategic position: 68% of Britons express interest in visiting Brazil, attracted by its vibrant culture, tropical climate and diverse cuisine.

Currently, two direct routes connect London to São Paulo (Guarulhos) and Rio de Janeiro, with 1,135 flights scheduled for 2025, offering a total of 374,000 seats, opening new paths to discovery.

Plano Brasis: the strategy guiding the future

All these achievements are anchored in Plano Brasis – Brazil’s International Tourism Marketing Plan 2025-2027, developed by Embratur in partnership with Sebrae and the Getulio Vargas Foundation (FGV). The document guides the country’s global promotion through three pillars: innovation, diversity and sustainability, reaffirming Brazil’s commitment to consolidating itself as a destination of authentic, inclusive and transformative experiences.

More than promoting landscapes, the plan celebrates a Brazil that inspires, connects and moves people, turning tourism into a driver of development, identity and national pride.

Source: Embratur.