Brazil launches a global campaign and bets on soft power to inspire the world

At the World Travel Market (WTM) in London, Brazil unveiled its new global campaign, “Brazil. It’s a vibe. Come experience it.” The campaign celebrates Brazil’s soft power and its ability to inspire through authenticity, creativity, and cultural diversity. It will air in the United States, Europe, and China, aiming to strengthen the country’s image as a destination that engages all the senses.

The initiative showcases everyday scenes that capture the essence of Brazil: enjoying iced tea in Copacabana, smelling freshly brewed coffee, immersing oneself in a waterfall, dancing samba, or tasting açaí in the Amazon. More than a tourist invitation, the message seeks to convey a genuine emotion, reinforcing that “Brazil isn’t explained: it’s felt.”

“Brazil has the special gift of moving people. What we offer the world goes beyond the visible: our way of being unites, welcomes, and transforms. With this campaign, we want the world to feel what we are, because once you feel Brazil, you never forget it,” stated Marcelo Freixo, president of Embratur.

The campaign, running from November 4th to December 4th, includes a one-minute main video and five 20-second themed pieces focusing on gastronomy, nature, culture, lifestyle, and sports. In all of them, Brazil is portrayed as a country where the senses awaken and emotions connect with the visitor's deepest self.

An essence that transcends borders

The campaign's narrative is built around the concept of "Essence of Brazil," a unique combination of joy, spirituality, lush nature, cultural expressions, and human warmth. This identity not only reinforces Brazil's image as a tourist destination but also as a nation brand, carrying global symbolic value.

The strategy highlights iconic products that reflect Brazilian identity —açaí, coffee, cocoa, cachaça, designer fashion and national cinema— and integrates them into a vision that unites tourism, culture and the creative economy.

Tourism, culture and business hand in hand

Brazil is experiencing a historic moment in its international standing. In 2025, the country registered a 45% increase in international arrivals, the opening of new air routes, and record tourism revenue. This growth is based on a policy that transforms culture and experiences into a global asset of both emotional and economic value.

By placing emotion at the heart of its strategy, the campaign solidifies Brazil's position as a destination for transformative experiences and a creative and cultural partner on the international stage. Tourism is thus positioned as a bridge of connection, and soft power as the force that unites and inspires the world.

A strategy that guides the future

This transformation is based on the “Brasis Plan” (International Tourism Marketing Plan 2025-2027), developed by Embratur, Sebrae, and the Getúlio Vargas Foundation (FGV). Based on the pillars of innovation, diversity, and sustainability, the plan drives a new era for Brazilian tourism, positioning the country as a destination for authentic, inclusive, and moving experiences.

Beyond showcasing landscapes, Brazil presents itself as a nation that inspires, connects, and transforms, strengthening its international presence through the emotion, culture, and hospitality that distinguish it.