Published on
November 8, 2025
In a groundbreaking move to merge entertainment and tourism, South Korea, France, Spain, and Thailand have joined Netflix and Embratur, Brazil’s tourism board, in launching a virtual travel guide at the World Travel Market (WTM) London 2025. This collaboration aims to showcase Brazil’s vibrant culture, scenic landscapes, and iconic filming locations, starting with the Amazon region, through a cinematic lens. By leveraging Netflix’s global reach and storytelling power, the initiative hopes to inspire global audiences to explore Brazil beyond the screen. The guide serves as an innovative tool for promoting sustainable travel, creating immersive experiences that connect viewers to real-world destinations. The partnership underscores the growing importance of audiovisual tourism, encouraging travellers to discover the world through the stories they love, while boosting tourism and cultural exchange across the globe.
The initiative redefines how audiences connect with destinations. By blending digital storytelling with tourism, it encourages travellers to step beyond the screen and experience Brazil’s culture, nature, and creativity first-hand.
Amazon Region Takes Centre Stage
The first edition of the guide focuses on the Amazon — a region that symbolises both the soul and diversity of Brazil. This immersive platform highlights iconic sites featured in Netflix titles such as Rivers of Faith, Invisible City 2, Rich in Love 2, and Love Is Blind: Brazil (Season 2).
Through this virtual experience, users can navigate the Amazon’s ecological beauty, bustling cities, and unique traditions. From lush rainforest treks to lively markets and festivals, the guide paints a vivid picture of what the region offers. It also sheds light on Amazonian cuisine, folk art, and local festivities, all woven together by cinematic storytelling.
The initiative goes beyond visual appeal. It creates a bridge between entertainment and cultural awareness, allowing travellers to engage with Brazil’s natural and social heritage while supporting sustainable tourism.
The Rise of Audiovisual Tourism
This project places Brazil within a growing global movement known as “audiovisual tourism.” Around the world, travellers are increasingly choosing destinations featured in their favourite films and series. Countries like South Korea, Spain, France, and Thailand have already embraced this trend, using their creative industries to attract visitors.
With this launch, Brazil positions itself as a global leader in the intersection of culture, technology, and travel. The guide demonstrates how storytelling can influence tourism behaviour — turning cinematic emotion into real-world exploration. It also aligns with Embratur’s long-term strategy to promote Brazil’s image as a country of natural diversity and cultural depth.
WTM London: The Global Stage for Brazil’s Tourism Push
The unveiling of the guide at WTM London underscores Brazil’s ambition to combine innovation with sustainable tourism. As one of the world’s premier travel trade events, WTM provided the perfect platform to present this forward-thinking concept to international audiences and industry leaders.
The launch highlights Brazil’s efforts to attract new markets through technology and creative partnerships. The guide not only celebrates the country’s film culture but also acts as a powerful promotional tool for destinations that have often remained underexplored.
Expanding the Experience: Next Chapters Ahead
The Amazon is just the starting point. The virtual travel guide will continue to grow, unveiling new themes and destinations in future editions. By 2026, it will include immersive experiences focused on the Pantanal wetlands, Brazil’s coastline, and its famous culinary landscape.
Each upcoming section will combine behind-the-scenes insights with travel itineraries, helping visitors connect with both popular landmarks and lesser-known gems. This digital expansion reflects Brazil’s ongoing efforts to modernise its tourism strategy, using creativity as a core engine for growth.
Strengthening Brazil’s Tourism Identity
The partnership between Netflix and Embratur represents more than a marketing campaign; it reflects a new model of cultural diplomacy. By showcasing authentic Brazilian settings through entertainment, the project inspires curiosity and encourages deeper engagement with local traditions.
For travellers, the virtual guide offers a gateway to discover the real Brazil — not just as a destination, but as a living story. For the tourism sector, it promises economic benefits by extending visitor flows to regions beyond traditional hubs like Rio de Janeiro or São Paulo.
As the world embraces digital discovery, Brazil’s innovative approach is setting a new benchmark for global tourism marketing. The country’s cinematic landscapes, when paired with modern technology, create a narrative that invites travellers to live the story rather than simply watch it.
A New Way to Experience Brazil
The Netflix and Embratur collaboration is a bold step toward the future of travel. It transforms the way people plan journeys, replacing guidebooks with immersive storytelling. As global audiences seek meaningful experiences, Brazil’s cinematic approach positions the nation as both a screen legend and a travel dream.
From the depths of the Amazon to the rhythm of Brazil’s cities, this initiative celebrates the beauty of discovery — proving that sometimes, the journey begins on screen but ends in the heart of the traveller.
