Brazil launches new platform featuring 101 authentic experiences

Imagine having a ready-made list of 101 of Brazil’s most sought-after attractions, ranging from the country's most beautiful beaches to a safari in the Pantanal. The Brazilian Tourist Board, in partnership with Sebrae Nacional, launched the Feel Brasil project this week featuring strategic and iconic destinations across the country. The experiences were unveiled during a press conference at WTM Latin America 2025, in São Paulo (SP).

Feel Brasil presents a curated selection of 101 experiences across 61 municipalities in all 27 Brazilian states. Of these, 59% are led by women, and over 80% involve inclusive teams and a commitment to social and environmental sustainability. The experiences reflect Brazil’s authenticity, diversity, and hospitality.

According to Embratur’s president, Marcelo Freixo, the program aims to increase average tourist spending and diversify tourism destinations. “With the success of Feel Brasil, which includes destinations from all 27 states, the country gains more international competitiveness by attracting tourists looking for unique and sustainable experiences - what we call experience-based tourism, which is a global trend. At the same time, we’re promoting development and encouraging job and income generation for local communities", he stated.

Representing 90% of Brazil’s tourism businesses, micro and small enterprises (MSEs) are a key part of Feel Brasil, with over 70% of the featured experiences offered by these entrepreneurs.

Bruno Reis, Director of International Marketing, Business and Sustainability at Embratur, explained that Feel Brasil goes beyond simply mapping experiences - it strategically positions these destinations in international markets. “We don’t just want to map them - we want to nurture these experiences, understanding which markets they’re best suited for, through commercial intelligence”, he said.

In addition to Bruno Reis, the press conference featured Ana Clévia Guerreiro, Sebrae’s Coordinator for Commerce, Services, and Future Economies. Two entrepreneurs whose experiences are included in the Feel Brasil portfolio also took part in the launch.

From Bahia, the “Caminho dos Orixás” (Path of the Orixás) experience was presented by entrepreneur Nilzete dos Santos, who highlighted the empowerment the Feel Brasil initiative will bring to her business. “I feel very empowered right now. It was a big dream to see Embratur promoting and Sebrae dedicating itself to showing how much we, small entrepreneurs, are part of the tourism chain. It’s spectacular—so valuable”, she said.

Rachel Zanchet, the entrepreneur behind “Jardim da Amazônia Lodge”, which offers birdwatching experiences in the Amazon rainforest, emphasised the importance of the project as a tool for international promotion, making information about the selected destinations more accessible. “The voice you are giving us, the visibility, the more planned and organised access - this is definitely a key moment for us”, she said.

For Sebrae Nacional’s president, Décio Lima, the project is a showcase of Brazil’s best for the world. “We want to showcase tourism experiences from across the country. With this, we’re positioning Brazil as a diverse destination - whether it's nature tourism, Afro-tourism, wellness, Indigenous community experiences, or sun and beach tourism. The vast majority of these experiences are created by small businesses. It’s an innovative initiative for Brazil and the world. We’re also opening new markets for these small enterprises through business generation, which means more opportunities, inclusion, income, and jobs”, he said.

Feel Brasil
Through Feel Brasil, a qualified international audience will gain access to these experiences, expanding visibility in global markets and strengthening the sale of these products to international tourists. To support this, Embratur is providing several tools for the commercialisation and promotion of these experiences, including the creation of digital content, webinars and business meetings, famtours, press trips, participation in international trade fairs, digital marketing actions, and advertising campaigns. These actions will roll out in various stages until the end of 2025.

WTM Latin America
WTM Latin America took place from April 14 to 16 in São Paulo (SP). The event is aimed at professionals from travel agencies, tour operators, accommodations, airlines, cruises, luxury products, technology, and more.

Source: Embratur.