Published on
November 12, 2025
The US, UK, Canada, France, and the Netherlands are embracing Brazil’s forward-thinking tourism movement that blends culture, sustainability, and creativity into a new global travel vision. This growing international interest reflects Brazil’s rising influence as a destination where emotion, authenticity, and environmental responsibility come together to shape modern tourism. Through immersive storytelling, dynamic promotion, and sustainable initiatives, Brazil inspires travelers from these nations to connect deeply with its rhythm, diversity, and natural beauty. By fusing creativity with conscience, the campaign strengthens Brazil’s position as a cultural leader while redefining global travel as a meaningful, emotional, and transformative experience.
Sipping iced tea with lemon on Copacabana Beach, inhaling the aroma of freshly brewed coffee with warm cheese bread, diving into waterfalls that revive the soul, dancing under the stars at local celebrations, and tasting smooth açaí in the heart of the Amazon — these are not just moments but feelings that define Brazil. The country cannot be described; it must be experienced. This spirit of life, warmth, and creativity powers Visit Brasil’s global campaign, inviting the world to feel the pulse of a nation that lives through rhythm, emotion, and endless energy.
With the slogan “Brasil. It’s a vibe. Come experience it.” the campaign celebrates Brazil’s soft power and its natural ability to connect through warmth, rhythm, and diversity. It invites international travelers to discover a nation defined by its creativity and emotional depth — a place where every gesture conveys affection, every rhythm tells a story, and every flavor awakens the senses. Officially launched during the WTM London event, the campaign highlights Brazil’s essence as an experience that transcends borders.
Running across the United Kingdom, Canada, France, the Netherlands, and the United States, from November 4 to December 4, the campaign features a one-minute film alongside five short themed videos dedicated to gastronomy, nature, culture, lifestyle, and sports. Each piece is crafted to evoke authentic emotion rather than simply showcase destinations. Through sound, color, and movement, Brazil emerges as a country where the senses come alive — where samba rhythms invite you to dance, culinary delights surprise the palate, and hospitality transforms every encounter into an unforgettable memory.
Essence Beyond Borders
At the heart of the campaign lies the concept of “Brazil Core,” representing the nation’s soul — a fusion of culture, spirituality, joy, and humanity. This narrative positions Brazil not only as a leading travel destination but also as a global brand with identity, creativity, and emotional richness. It captures the rhythm of its people, the beauty of its landscapes, and the authenticity of its traditions, portraying Brazil as a living expression of diversity and passion.
This message also strengthens the presence of Brazilian products that reflect the nation’s character — açaí, coffee, cocoa, cachaça, film, fashion, and other creative exports that carry the essence of Brazil worldwide. The campaign connects tourism with culture and the creative economy, presenting the country as a source of innovation, art, and inspiration.
Tourism, Culture, and Opportunity
Brazil is entering a new phase of global recognition. In 2025, the nation achieves record growth in international arrivals, increased air connectivity, and unprecedented tourism revenue. This surge is not merely statistical; it represents a transformation where sensations are converted into value, and culture becomes a global asset. The campaign is part of this broader movement — using emotion as a strategy to position Brazil as both a destination for transformative travel and a dynamic cultural and business partner. Tourism now serves as a bridge that connects nations, powered by Brazil’s soft influence and creative force.
A Vision for the Future
The transformation of Brazil’s global image is guided by the Plano Brasis — the International Tourism Marketing Plan 2025–2027, developed in partnership with key national organizations. The plan focuses on three pillars: innovation, diversity, and sustainability. It aims to present Brazil not just as a land of natural beauty but as a nation that inspires connection, inclusion, and emotion. The initiative redefines tourism as an instrument for sustainable development, cultural pride, and international cooperation.
A New Partnership with Netflix
To further strengthen its visibility, Visit Brasil has joined hands with Netflix to launch a virtual travel guide inspired by real filming locations from Brazilian productions. The first focus is the Amazon region, spotlighting settings from popular series and films that reveal the diversity of the rainforest — from its lush nature and cultural festivities to its urban life and cuisine. Through this collaboration, global audiences can discover Brazil not only on screen but also as a living, breathing experience that bridges storytelling with real-world exploration.
From the pulse of samba to the serenity of the Amazon, Brazil presents itself as a nation that cannot be fully explained — only felt. The campaign reminds the world that in Brazil, every moment carries rhythm, every flavor has warmth, and every encounter leaves a mark that lasts forever.
