It´s a matter of image: Brazil launches a global campaign and bets on soft power to inspire the world

With the slogan “Brazil. It’s a vibe. Come experience it,” the country launched an international campaign developed by VISIT BRASIL (Embratur) that celebrates its cultural and human essence through a sensory and emotional narrative. Premiered at the World Travel Market (WTM) in London, the campaign aims to showcase Brazil as a destination experienced with the heart, inspiring the world through its soft power: the creativity, warmth, and authenticity of its people.

The launch marks the start of a global campaign running from November 4 to December 4 in the UK, Canada, France, the Netherlands, and the US. The campaign includes a one-minute main video and five 20-second themed videos focusing on food, nature, culture, lifestyle, and sports.

Marcelo Freixo, president of Embratur, highlighted the message driving this new phase: “Brazil has the special gift of moving people. What we offer the world goes far beyond what meets the eye. This campaign expresses our way of being: welcoming, joyful, and transformative. We want the world not only to see Brazil, but to feel it, because once you feel it, you never forget it.”
The campaign seeks to evoke genuine emotions and position the country as a destination where the senses awaken: sounds are infectious, colors captivate, flavors surprise, and hospitality transforms every encounter into a memorable experience. More than just a tourism promotion, it is a manifestation of Brazilian soft power, understood as a cultural force capable of connecting, inspiring, and generating value.

An Essence That Transcends Borders
: The narrative revolves around the concept of “Essence of Brazil,” an identity that combines cultural expressions, spirituality, nature, joy, and human warmth. This vision redefines the country as a brand with soul, a creative and symbolically powerful territory that projects its authenticity to the world.

The approach also strengthens sectors linked to that identity, such as açaí, coffee, cocoa, cachaça, designer fashion and national cinema, integrating tourism and creative economy under the same positioning strategy.

Tourism, culture, and business go hand in hand.
In 2025, Brazil achieved its best historical performance in inbound tourism, with a 45% increase in international arrivals, greater air connectivity, and record revenues in the sector. These results stem from a policy that transforms emotions into economic value and culture into a global asset. The campaign reinforces this vision by presenting Brazil as a destination for transformative experiences and a reliable cultural and commercial partner.

A strategy that guides the future.
The initiative is part of the Brasis 2025–2027 Plan, the new international tourism marketing plan developed by Embratur, Sebrae, and the Getúlio Vargas Foundation (FGV). This plan defines three strategic pillars—innovation, diversity, and sustainability—to position Brazil as an authentic, inclusive, and emotionally inspiring destination.

More than promoting landscapes, the strategy seeks to showcase a country that inspires and connects, reaffirming tourism as a tool for development, cultural expression, and national pride.

Partnership with Netflix
As part of this global movement, Netflix and Embratur announced a partnership to launch a virtual travel guide that invites users to discover Brazil through the real locations of its audiovisual productions.

The first installment is dedicated to the Amazon region, the setting for films such as Rivers of Faith, Invisible City 2, Rich in Love 2, Love Is Blind: Brazil, and the special Whindersson Nunes: It's Me. This offering allows viewers to explore the landscapes, urban life, gastronomy, and local culture of the Amazon, integrating tourism and entertainment into an immersive experience that expands Brazil's presence in the global imagination.