Embratur Launches Brasil It’s A Vibe Campaign, Leveraging Transformative Travel, Guided By Plano Brasis Strategy And Netflix Partnership

Published on November 12, 2025

The new international advertising campaign, titled Brasil. It’s a vibe. Come experience it., was formally introduced to the global travel industry, marking a significant effort in promoting the nation as a premier destination. This initiative was strategically developed by VISIT BRASIL, EMBRATUR the Brazilian Agency for International Tourism Promotion, with the central objective of showcasing the country not merely as a collection of landscapes but as a profoundly sensory, emotional, and plural destination. The profound impact of culture and unparalleled hospitality is being highlighted, ensuring that visitors are not just observers but active participants in the unique rhythm of the nation.

The Unveiling of a Sensory Destination

The official commencement of the campaign was realized during the influential WTM London event, serving as the primary international platform for its launch. The initiative is deliberately centered on celebrating the intrinsic Brazilian soft power, which is defined by its ability to charm, inspire, and influence through cultural means. Through this lens, international audiences are being cordially invited to explore a vast country that is fundamentally propelled by creativity, inherent diversity, and a pervasive warmth. A narrative is being established wherein every gesture of kindness conveys affection, every local rhythm proves infectious and contagious, and every authentic flavor is designed to linger pleasantly in the memory long after the visit has concluded.

Harnessing Brazilian Soft Power

The conceptual foundation of the entire campaign narrative revolves around the notion of the Brazil Core—the nation’s intrinsic soul. This core is understood to be a singular, distinctive fusion of cultural expressions, a deep-seated spirituality, the magnificence of exuberant nature, an overwhelming vibrant joy, and an unmistakable human warmth. When this profound identity is systematically integrated into the marketing strategy, Brazil is presented not only as a typical tourist destination but as a national brand possessing soul, powerful originality, and considerable symbolic value on the global stage.

The goal is consciously positioned as something beyond the mere exhibition of popular attractions; rather, it is the deliberate evocation of genuine emotional responses that is prioritized. Each component of the campaign is being crafted to portray the nation as a unique place where the senses are powerfully awakened: the distinct sound of samba is utilized to move the listener, the unexpected complexity of flavors is presented to surprise the palate, the dazzling spectrum of colors is used to enchant the eye, and the characteristic hospitality of the people is being shown to transform routine encounters into lasting, emotional memories. The national soft power thus emerges as a universal language capable of effortlessly transcending geographical borders and establishing a profound connection with the wider world.

Strategic Reach and Targeted Markets

The campaign’s execution period was established to run from November 4th to December 4th, with significant attention being directed toward several major international markets. The promotional efforts are being concentrated across the UK, Canada, France, the Netherlands, and the USA. This focused strategy is designed to maximize outreach in key areas known for high potential in outbound tourism.

The communication materials are meticulously designed for maximum impact, comprising a primary one-minute main film that encapsulates the overarching emotional message, alongside five shorter, targeted 20-second themed videos. These thematic segments are specialized to highlight different, vital aspects of the Brazilian offering, specifically showcasing gastronomy, the abundant nature, the richness of culture, the characteristic local lifestyle, and the vibrancy of sports. This diversified approach ensures that various traveler interests are addressed and catered to.

A New Chapter in International Presence

The nation is currently experiencing a historically favorable period regarding its inbound tourism figures. In 2025, a peak moment was reached in international presence, which has been quantified by a notable 45% increase in international arrivals. Correspondingly, growth in available air routes and record-breaking revenue within the tourism sector have been simultaneously recorded. This commendable performance is recognized as the direct result of a carefully executed strategy that successfully transforms the country’s inherent sensations into economic value and elevates its cultural output into a globally valued asset.

The new promotional initiative is being seamlessly integrated within this powerful movement. By adopting genuine human emotion as the central guiding thread, the campaign is serving to consolidate Brazil’s position as both a premier destination for transformative, life-changing experiences and a valuable creative, cultural, and commercial international partner. The tourism industry is thus effectively utilized as a comprehensive bridge, with the nation’s soft power acting as the crucial driving force that actively strengthens and maintains lasting ties with the global community.

The Foundational Strategy: Plano Brasis

This ongoing transformation is underpinned by the comprehensive Plano Brasis – International Tourism Marketing Plan 2025–2027. This detailed, long-range plan was meticulously developed by Embratur in a collaborative effort involving Sebrae (the Brazilian Service for Support to Micro and Small Businesses) and the Getúlio Vargas Foundation (FGV). The plan is structured to meticulously guide the country’s international promotion through the active implementation of three core pillars: innovation, diversity, and sustainability. Through this strategic framework, Brazil is being firmly reaffirmed as a destination that consistently offers experiences that are authentic, inclusive, and deeply moving. More than simply promoting known geographical landmarks, the Plano Brasis presents a nation that actively inspires, connects, and emotionally moves its visitors, thereby positioning the tourism sector as an essential tool for continued national development, cultural expression, and the reinforcement of national pride.

Global Partnership and Digital Exploration

To further bolster the promotion of Brazilian tourism on a global scale, a strategic partnership was recently forged between the streaming giant Netflix and Embratur. This collaboration culminated in the announcement regarding the imminent launch of an innovative virtual travel guide. This guide is specifically designed to assist travelers from across the world in discovering Brazil by referencing the exact, real-life filming locations that have been featured in popular Brazilian series, films, and reality shows available on the Netflix platform.