Netflix and Embratur announce a cooperation agreement to boost audiovisual tourism in Brazil

Netflix and Embratur (Brazilian International Tourism Promotion Agency) announced today, during Rio2C, a cooperation agreement to boost tourism through Brazilian audiovisual productions. The initiative recognizes the strategic role of audiovisual productions as a vehicle for economic development, international outreach, and the valorization of national culture.

The announcement was made during the panel "Netflix and Embratur present a new season: it's time to live your own story," featuring Marcelo Freixo, president of Embratur; Mariana Polidorio, director of Public Policy at Netflix; and actress Fernanda Souza, host of the Netflix reality show Ilhados com a Sogra, which had its two seasons filmed on beaches in the states of São Paulo and Alagoas.

Inspired by Netflix's successful international experiences in countries like France and Spain, the initiative includes a promotional video that links Brazil's tourism potential to productions that have already won over global audiences, such as Invisible City, filmed in the Amazon; Blind Date Brazil, with seasons filmed in destinations like Trancoso (BA) and Bom Jardim da Serra (SC); and Sintonia, which highlights the urban landscapes of the outskirts of São Paulo.

Audiovisual media is a powerful tool, also essential for tourism promotion. Many people choose their travel destinations based on a movie or TV series they've seen. Brazilian audiovisual content and talent are recognized for their quality, convey our cultural identity, and are increasingly gaining traction globally. This partnership is a way to transform the power of Brazilian stories into real connections, says Marcelo Freixo, president of Embratur.

The collaboration also includes the launch of a travel guide that will bring together itineraries and tourist experiences based on renowned Netflix titles that have been highly successful locally and internationally, and that reflect the key cultural values ​​Embratur seeks to promote. The material will be launched later this year and will reflect the cultural and natural values ​​Embratur promotes.

“We have a long-term commitment to Brazil. We know that the stories we tell help project the country to the world and have a direct impact on the local economy, Brazilian culture, and tourism here in Brazil, for both domestic and international audiences,” says Mariana Polidorio, Director of Public Policy at Netflix.

The partnership strengthens the potential of audiovisual media as an ally in promoting Brazil as a tourist destination and setting for stories, and also marks an important step in the integration of culture, tourism, and economic development.

Source: Embratur.