Cultural policy to drive sustainable tourism
Brazil has enshrined two new cultural milestones into law, recognising the Rio de Janeiro Carnival as a Manifestation of National Culture and establishing National Axé Music Day on February 17th. The government move underscores the growing role of cultural heritage in sustainable tourism and creative economy strategies.
The measures were signed by President Luiz Inácio Lula da Silva through Bill 1730/2024, now Law 15.188, and Bill 4187/2024, now Law 15.189. Together, they reflect an effort to value traditions that generate significant social, cultural, and economic returns.
A strategy for tourism and development
Embratur’s President Marcelo Freixo praised the legislation as a reinforcement of Brazil’s global cultural presence. “With these sanctions, President Lula reinforces the appreciation of these important national heritages: Carnival and Axé Music. Last year, Brazil had the largest Carnival in history, with the participation of nearly 300,000 international tourists. We are surpassing all industry benchmarks in foreign tourist arrivals and, as a result, promoting the generation of ever more jobs and income through this activity. This is a movement that benefits the entire country”, he celebrated.
Tourism is one of Brazil’s fastest-growing economic drivers. In 2023, the sector contributed over 8% of the country’s GDP, according to the World Travel & Tourism Council. By linking Carnival and Axé music to official cultural policy, the government positions these events not only as entertainment but as strategic tools for long-term sustainable development.
Government backing for cultural assets
Tourism Minister Celso Sabino framed the laws as part of a wider transformation in Brazil’s economic planning. “President Lula instructed us in tourism, Marcelo Freixo and myself, to transform tourism in Brazil so that it could also be a major driver of economic development. And so it has been. Never before has so much been invested in cultural, artistic, and music events throughout the country, as we are now doing from north to south”, he said.
Culture Minister Margareth Menezes added that the recognition of Carnival strengthens Brazil’s international image. “It’s a manifestation of the Brazilian people. Every Brazilian city has this celebration. Brazil is one of the countries recognised as having the most influential cultures in the world. During Carnival, the number of tourists to Brazil increases even more. We’re talking about a success story. Brazilian Carnival is an example of success both domestically and internationally, and most importantly it’s a time when thousands and thousands of people have the opportunity to improve their living conditions”, she commented.
Protecting heritage through law
Law 15.188 was authored by Federal MP Laura Carneiro (PSD-RJ), who argued for recognising the wider impact of Rio Carnival. “I wanted to say that Carnival isn’t just that wonderful spectacle. Carnival is a cycle of the creative economy that runs year-round. And that’s the importance of this bill”, she explained.
Rio Carnival is already recognised by UNESCO as Intangible Cultural Heritage of Humanity. Enshrining it into national law strengthens Brazil’s ability to protect, promote, and monetise this cultural asset.
National recognition for Axé
The second law, Law 15.189, establishes National Axé Music Day, an initiative by Federal MP Lídice da Mata (PSB-BA). Axé emerged in Bahia during the 1980s, blending Afro-Brazilian rhythms with pop influences, and has become a symbol of Brazilian identity.
“Doing this alongside Carnival in Rio de Janeiro is an honour for us. Having people out on the streets listening to all kinds of music is, above all, a moment when the city becomes part of an infinite production chain. It’s a creative economy in its veins,” explained Lídice da Mata.
Linking culture, economy, and sustainability
The move ties into wider sustainability debates within tourism. By formalising events such as Carnival and Axé into policy frameworks, Brazil is aligning cultural preservation with economic opportunity. The creative economy not only generates revenue but also sustains livelihoods for artisans, musicians, designers, and service providers across the country.
Globally, cultural tourism represents nearly 40% of all tourism activity, according to UNESCO. For Brazil, embedding cultural events in law ensures these celebrations continue to thrive as pillars of economic resilience while maintaining their social and historical integrity.
The recognition of Carnival and Axé as national heritage signals Brazil’s ambition to integrate culture into its sustainability agenda. It is a reminder that safeguarding traditions can go hand in hand with creating inclusive, future-facing economic growth.
