Embratur, in partnership with Sebrae, has launched a new advertising campaign aimed at the European market under the slogan “For renewal, there’s no place like Brazil.” The initiative positions Brazil as a destination for reconnection and well-being, aligning with current trends in international tourism that emphasise balance, purpose and meaningful travel experiences.
The campaign was officially unveiled on 26 February during BTL 2026, Portugal’s leading tourism fair and one of Europe’s most prominent industry events. As the guest country at this year’s edition, Brazil used the platform to present its destinations as spaces for self-discovery, cultural immersion and contact with nature.
Framed around the idea that travel can be a journey of self-knowledge, the campaign showcases Brazilian destinations as places where visitors can restore physical and mental balance. The initiative seeks to attract European travellers interested in experiences that connect personal well-being with environmental awareness, reinforcing the message that visiting Brazil can also mean caring for oneself and the planet.
Marcelo Freixo, president of Embratur/Visit Brasil, said the campaign reflects a strategy launched in 2023 to present a more nuanced image of the country internationally. “Brazil is not an obvious country. It is a complex, intriguing country that blends gastronomy, nature, culture, and the smiles of our people. Telling the world that there is a place where tourists can get to know themselves is perhaps the great novelty of the 21st century. Tourism is not just about visiting a place, it’s about getting to know oneself somewhere. Brazil allows this through its culture. We are not creating tourism just for foreigners to find good; Brazil has to be good for those who visit and for those who live there. We want tourism to strengthen democracy, inclusion, and respect.”
Freixo also pointed to the sector’s recent performance as evidence of the country’s international appeal. “In 2025, we broke all records. We had an optimistic goal of reaching 8 million tourists only in 2028, but we have already surpassed 9 million in 2025. We grew 37%, almost double the growth of the second fastest-growing country in the world. This shows that Brazil is not only experiencing a good moment, but has consolidated a growth trend built on dialogue and partnerships”, he concluded.
According to Sebrae, small businesses continue to play a central role in Brazil’s tourism economy. Décio Lima, president of Sebrae, said the sector is largely composed of micro and small enterprises and has been a strong contributor to employment. “The Brazilian tourism sector, which consists of more than 90% small businesses, was one of the highlights of the economy and job creation in 2025. The segment closed last year with more than 1.9 million formal employment contracts. We are a giant country, of men and women who wake up in the morning and never give up. Micro and small businesses represent 97% of tourism in Brazil. Therefore, Sebrae is part of this agenda, which already demonstrates extraordinary potential for generating employment and income. Brazil is the only country in the world with six biomes, and we have plurality as a competitive advantage”, he said.
The campaign will run from 26 February to 26 March 2026 and is focused on delivering measurable results. It targets European markets with strong air connectivity to Brazil and audiences with significant travel decision-making influence. Activity will take place in Portugal, France, Spain, the United Kingdom, Germany, Italy, the Netherlands, Switzerland, Belgium and Sweden, with messaging adapted to local languages and consumer profiles.
To illustrate the country’s environmental and cultural diversity, five destinations have been selected to represent the concept of renewal. Jalapão, in the state of Tocantins, is presented through its preserved Cerrado landscapes, dunes and hot springs. Cambará do Sul, in Rio Grande do Sul, is known for its canyons and high-altitude scenery.
Arraial do Cabo, in Rio de Janeiro, features crystal-clear waters and marine biodiversity, while Chapada Diamantina, in Bahia, is associated with waterfalls, valleys and outdoor activities that combine adventure with contemplation. Praia do Patacho, in Alagoas, represents a quieter coastal experience along a preserved shoreline.
Together, the destinations aim to convey a plural and diverse image of Brazil, reinforcing the idea that each region offers distinct experiences centred on reconnection with nature and culture.
Marina Marinho, president of the National Forum of State Secretaries and Directors of Tourism (Fornatur), described the campaign as a broader statement about national identity. “Seeing Brazil speaking loudly to the world is an immense joy. I am happy to see that Brazil has ceased to be a supporting player and has become a protagonist. This is the country we want to present, a Brazil that respects its origins and its history, with the responsibility of not regressing on the rights it has won. When we talk about tourism, we talk about jobs and income, but above all, we talk about the transformation of territories that reclaim identity and value…”
Embratur, the Brazilian Agency for International Tourism Promotion, is responsible for executing Brazil’s National Tourism Policy in the international market. Its remit includes promotion, marketing and the development of services and products aimed at attracting international visitors, with the stated objective of contributing to social and economic development through tourism.
