Embratur joins Brazil DNA 2026 to promote Brazil as a destination in North America

Conceived by Gisele Abrahao, CEO of GVA – Global Vision Access, the project consolidates an international positioning strategy that connects promotion, training, and business generation throughout a continuous journey.

Unlike a one-off event, Brazil DNA, now in its second edition, is an eight-month initiative running from April to November, bringing together activities such as training sessions, webinars, virtual roadshows, B2B meetings, and in-person activations.

“More than communicating Brazil, the goal has always been to create a business ecosystem,” says the executive.

The proposal combines branding, market intelligence, and opportunity generation, expanding the country’s reach in priority markets.

Four pillars structuring Brazil’s narrative

The foundation of Brazil DNA is built on four dimensions — Authenticity, Natural Treasures, Culture, and Gastronomy — which shape how the country is presented to the international market.

The concept is inspired by DNA, the structure that carries the genetic information of living beings. It is composed of four bases identified by the letters A, T, C, and G (adenine, thymine, cytosine, and guanine), which, when combined, define the essence of each organism.

Based on this logic, the project translates these “bases” into tourism, creating pillars that represent the essence of Brazil and allow its diversity to be organized strategically.

“These elements allow Brazil to move away from a generic narrative and adopt a clearer positioning,” explains Abrahao.

This framework makes it possible to present the country as a multifaceted destination, integrating different experiences and partners into a cohesive proposition.

Partnerships and institutional alignment

Brazil DNA 2026 is carried out in partnership with Bureau Mundo and has institutional support and sponsorship from Embratur, aligned with the Plano Brasis (Brasis Plan) and the National Strategy for International Promotion.

The initiative strengthens the integration between public and private efforts, structuring Brazil’s diversity into a more competitive narrative abroad.

From training to business generation

The program begins with educating the international market through training sessions, webinars, and content production.

This is followed by relationship-building actions, such as B2B meetings, virtual roadshows, and in-person activations.

“This sequence is essential to improve lead quality and increase the potential for conversion into concrete business,” says Abrahao.

The continuous model strengthens the journey from inspiration and knowledge to opportunity generation.

The challenge of translating Brazil’s diversity

Representing the complexity of Brazil within a single strategy remains one of the project’s main challenges.

According to the executive, progress lies in building a more collaborative culture within the sector. “For a strategy like Brazil DNA to truly work, it is essential to reverse this logic,” she notes.

The growing engagement of partners indicates a shift in mindset, considered essential to consolidating the country’s international presence.

Brazil DNA from Embratur’s perspective

For Embratur, Brazil DNA is establishing itself as a strategic platform to bring the country closer to priority markets, especially North America. According to Bruno Reis, Director of Marketing, Business, and Sustainability at the institution, the initiative goes beyond traditional promotion by directly connecting Brazil to the international travel trade. “Brazil DNA is a business platform to connect Brazil directly to the North American trade, a priority and high-value market in Embratur’s strategy,” he says. According to him, the project also helps transform assets such as nature, culture, and gastronomy into products better aligned with international demand, increasing the country’s competitiveness in segments such as luxury, nature, and authentic experiences.

Focus on results and business generation

Embratur’s expectations for Brazil DNA 2026 are centered on three main fronts: “The program focuses on three outcomes: expanding the partner base, qualifying the trade to increase the flow of international tourists, and generating direct business through actions aimed at tourism professionals,” highlights Reis. The strategy is also connected to the Brazil Specialist Rewards campaign, aimed at training and recognizing travel agents. The goal is to attract a more qualified tourist profile, interested in staying longer in the country and consuming diverse experiences, strengthening the entire tourism chain with a focus on sustainability, innovation, and diversity.

Report by: Mary de Aquino.

Photos Courtesy of: Fundtur-MS (Mato Grosso do Sul Tourism Foundation).