Visit Brasil has announced a global campaign to promote Brazilian Carnival in partnership with travel media platform Beautiful Destinations, aiming to showcase the scale and cultural depth of the country’s most internationally recognised celebration. The initiative will feature real-time coverage from Rio de Janeiro, Salvador, Recife and Olinda, reaching more than 25 million followers across social media.
Under the slogan “The heartbeat of Brazil,” the campaign positions Carnival as more than a spectacle, focusing on lived experiences, community traditions and the social and economic contribution of tourism. Through immersive audiovisual storytelling, international audiences will be invited to see both the public celebrations and the behind-the-scenes work that underpins them.
Between 9 and 16 February, international content creators will be embedded in festivities across the four cities. Their experiences will be shared live on Beautiful Destinations’ channels, with more than 30 original pieces scheduled for release during the week. These will include first-person videos, exclusive backstage access, interviews with local figures and original soundtracks.
“Talking about Carnival is talking about a Brazil that truly resonates—one that turns culture into belonging, creativity into collective strength, and joy into an expression of identity. This campaign with Beautiful Destinations will reveal exactly what lies behind the sparkle of the costumes: the hands that build it, the stories that move us, and tourism as a force that drives economies, creates jobs and income, and values those who make Brazil what it is. It’s an invitation to experience our culture with depth, affection, time, and purpose”, says Marcelo Freixo, President of Visit Brasil/Embratur.
Nick Evans, Co-founder of Beautiful Destinations, added: “Carnaval is often seen as a spectacle, but in reality it’s one of the most powerful cultural expressions in the world. Our partnership between Beautiful Destinations & Embratur over the past year has been about reimagining how Brazil is experienced globally — moving beyond stereotypes and into stories of identity, rhythm, and human connection. By capturing Carnaval across Rio, Salvador, and Recife, we’re excited to show the world not one celebration, but many — each deeply rooted in culture, community, and place”.
The campaign launches amid rising international interest in Brazilian Carnival. According to Embratur data, airline ticket issuances to Brazil for the 2026 Carnival period increased by 21% compared to the previous year. Pernambuco, home to Recife and Olinda, recorded a 49% increase, followed by Bahia at 43% and Rio de Janeiro at 9%.
In Rio de Janeiro, coverage will include the samba school parades at the Marquês de Sapucaí and the city’s extensive programme of street blocos. Recognised by Guinness World Records as the largest open-air show in the world, Rio’s Carnival combines large-scale performances with neighbourhood-led celebrations. Content creators will also document preparations in the days leading up to the parades, including backstage moments within samba schools, as well as events such as the Copa Ball at the Copacabana Palace.
In Salvador, the focus will be on the electric trios along the Barra–Ondina circuit and the city’s large-scale street celebrations. Also recognised by Guinness World Records as the largest street Carnival in the world, Salvador’s festivities are closely linked to Afro-Brazilian cultural traditions. Coverage will feature music icons and highlight Carnival’s role in expressions of identity and ancestry within the African diaspora in the Americas.
Recife and Olinda will present another dimension of the festival, rooted in frevo and maracatu traditions. Frevo is recognised by UNESCO as Intangible Cultural Heritage of Humanity. Content creators will attend processions, rehearsals and workshops, visit studios producing Olinda’s giant puppets and document celebrations across the cities’ historic centres.
Beyond Carnival, the campaign will include cultural and tourism content designed to extend visitor engagement. In Recife, this includes Boa Viagem Beach and Rua do Bom Jesus, named the third most beautiful street in the world by Architectural Digest. In Salvador, coverage will feature the Lacerda Elevator, the Basilica of Senhor do Bonfim and traditional acarajé prepared by baianas. In Rio, filming will include Christ the Redeemer and Confeitaria Colombo, alongside aerial views of the city’s coastline and mountains.
The initiative marks the start of a six-month programme of content across Beautiful Destinations and Visit Brasil platforms, spanning festivals, gastronomy and curated itineraries. The stated objective is to increase the length of stay of international visitors and strengthen cultural engagement.
The campaign aligns with Plano Brasis – International Tourism Marketing Plan 2025–2027, developed by Visit Brasil/Embratur in partnership with Sebrae Nacional and Fundação Getúlio Vargas. The plan sets out Brazil’s international tourism promotion strategy, with a focus on innovation, diversity and environmental responsibility.
Beautiful Destinations operates across Instagram, Facebook, TikTok and YouTube in more than 100 countries. EMBRATUR, the Brazilian Agency for International Tourism Promotion, is responsible for delivering Brazil’s National Tourism Policy in international markets, promoting destinations, services and products to support social and economic development.
