Brazil calls on independent creators to promote its tourist attractions globally

Brazil's International Tourism Promotion Agency (Embratur) announced a strategic agreement with YouTube to foster the creation of digital content about Brazil's tourist destinations and experiences. The initiative, called "Crea Brasil" (Create Brazil), will be officially launched on December 5th during CCXP (Comic Con Experience) in São Paulo, and will invite independent creators to develop audiovisual pieces showcasing the country's cultural, natural, and gastronomic diversity.
The program is part of Embratur's strategy to expand its presence in the international market through digital content, in a year in which Brazil expects to reach a record nine million international tourists.

Alliance with YouTube: Creativity and Global Reach.
The agreement with YouTube aims to strengthen the creator economy and boost tourism content production from an authentic and decentralized perspective.
According to a Pixability report cited by Embratur, the travel category on YouTube grew by 64% in the second quarter of 2025, four times its typical seasonal growth of 15%. The study also highlights that 95% of the 4,000 most influential travel channels belong to independent creators, reinforcing the potential of this type of content to connect with audiences.

“Tourism today is a social and digital experience. Travelers are inspired by what they see and what others share on platforms like YouTube,” said Marcelo Freixo, president of Embratur, during the signing ceremony. “Online video is now a showcase that directly influences tourists’ decisions and how they discover destinations.”

For her part, Erika Alvarez, YouTube's Public Policy Manager, stated:

“This partnership with Embratur recognizes the strength of our creative economy, whose members are true cultural ambassadors. With them, we ensure that Brazil’s diversity, gastronomy, and natural beauty reach the world in an authentic and appealing way.”

Collaboration with Netflix: Tourism and Audiovisual Media as Allies
. Last week, Embratur presented a virtual tourist guide created in collaboration with Netflix during the World Travel Market (WTM) in London. This guide allows travelers to explore Brazilian locations featured in the platform's programming.
With a special focus on Amazonian landscapes, the guide invites the public to experience firsthand the settings that appear in series and films shot in Brazil, encompassing its biodiversity, festivals, gastronomy, and urban life.

“Besides being a strategic market for Netflix, Brazil is a country rich in culture and landscapes. With this guide, we want viewers to feel invited to experience firsthand the stories they've come to know through our productions,” said Sergio Vinay, Director of Strategic Government Partnerships at Netflix.

“Netflix is ​​a great international showcase, and this collaboration reinforces the potential of Brazilian audiovisual content to inspire people to discover our country, our culture, and our people,” added Marcelo Freixo.

A year of historic growth for Brazilian tourism.
From January to October 2025, Brazil received 7.6 million international tourists, a 42.2% increase compared to the same period in 2024. With this trend, the country expects to close the year with a record nine million foreign visitors, solidifying its position as one of the most attractive and dynamic destinations in Latin America.
Embratur's initiatives, in partnership with YouTube and Netflix, reinforce the role of audiovisual media as a strategic tool for tourism promotion, strengthening the link between creativity, cultural identity, and sustainable development.