Netflix and Embratur have joined forces to redefine destination marketing by seamlessly integrating Brazil’s rich and vibrant culture with the global appeal of audiovisual storytelling. This partnership leverages the worldwide popularity of Brazilian Netflix productions to showcase the country’s diverse landscapes, traditions, and heritage, creating a powerful platform that captivates audiences and inspires travel. By connecting compelling narratives with real-world destinations, the collaboration sets a new standard for how tourism campaigns can engage international audiences, boost economic growth, and elevate Brazil’s cultural presence on the world stage.

Netflix and Visit Brasil, the official Brazilian Tourist Board (Embratur), have unveiled an innovative partnership at Rio2C, Latin America’s premier event for creativity and innovation. This strategic collaboration seeks to harness the worldwide popularity of Brazilian film and television content to drive international tourism growth and elevate Brazil’s cultural influence on the global stage.

The announcement was made during the panel “Netflix and Embratur present a new season — it’s time to live your own story,” featuring Marcelo Freixo, President of Embratur; Mariana Polidorio, Director of Public Policy at Netflix Brazil; and actress Fernanda Souza, host of the hit Netflix reality series Stranded With My Mother-In-Law, filmed on the scenic beaches of São Paulo and Alagoas.

Following the success of Netflix-led collaborations in countries like France and Spain, this new partnership highlights the power of audiovisual storytelling as a key catalyst for tourism, economic development, and cultural diplomacy. Central to the initiative is a dynamic promotional campaign that connects Brazil’s stunning landscapes and vibrant cities with popular Netflix productions that have resonated globally. Featured shows include:

• Invisible City, set against the lush backdrop of the Amazon rainforest, weaving local folklore with pressing environmental themes;
• Love Is Blind Brazil, showcasing picturesque locations such as Amparo in São Paulo and Bom Jardim da Serra in Santa Catarina;
• Sintonia, which captures the energetic urban vibe of São Paulo’s outskirts, offering a raw glimpse into its dynamic culture.

This creative campaign aims to inspire viewers worldwide to explore the real-life settings that bring these stories to life.

“Audiovisual content is one of the most powerful tools we have to promote tourism. People often decide where to travel based on what they see on screen,” said Marcelo Freixo, President of Embratur. “This partnership allows us to transform the emotional connection created by Brazilian stories into real-world tourism experiences. It’s a way to bring international visitors closer to our people, landscapes, and identity.”

As part of the initiative, a specially curated travel guide inspired by beloved Netflix series will soon be unveiled. This guide will highlight carefully designed travel routes and authentic experiences that reflect Embratur’s key tourism pillars — showcasing Brazil’s breathtaking natural scenery, extraordinary biodiversity, vibrant cultural expressions, and rich historical heritage. By connecting fans with these real-world destinations, the guide offers an immersive opportunity to explore and experience Brazil far beyond the screen.

“We are committed to telling authentic stories that reflect Brazil’s diversity, creativity, and potential,” said Mariana Polidorio, Director of Public Policy at Netflix Brazil. “These stories not only entertain but also put Brazil on the global map, attracting audiences and visitors alike.”

The collaboration between Netflix and Embratur introduces a fresh and innovative strategy for destination marketing by artfully combining culture and tourism. Utilizing the widespread appeal of Brazilian audiovisual content, this partnership elevates Brazil as both a dynamic creative center and an enticing travel destination filled with genuine and unforgettable experiences.

Netflix and Embratur are revolutionizing destination marketing by blending Brazil’s vibrant culture with globally popular Netflix content, creating an inspiring platform that connects and captivates audiences worldwide. This innovative partnership sets a new standard for promoting tourism through powerful storytelling.

This forward-thinking alliance aims to captivate a broader global audience, encouraging travelers to discover Brazil’s rich cultural heritage and stunning natural beauty through the lens of popular Netflix series. By merging compelling storytelling with strategic travel promotion, the partnership sets a new benchmark for how nations can effectively highlight their distinctive character on the international stage.

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