Embratur, in collaboration with Sebrae, has unveiled a new marketing campaign targeting the European market, promoting Brazil as a destination for renewal and well-being. Launched at the Lisbon Travel Market (BTL 2026), the campaign aims to attract European tourists by showcasing Brazil's diverse destinations as places for self-discovery and healing.
The campaign, running from 26 February to 26 March 2026, focuses on strategic European markets with strong air connectivity to Brazil, including Portugal, France, Spain, the UK, Germany, Italy, the Netherlands, Switzerland, Belgium, and Sweden. The initiative highlights five iconic Brazilian destinations: the Cerrado of Jalapão, Cambará do Sul, Arraial do Cabo, Chapada Diamantina, and Praia do Patacho, each offering unique experiences of nature and culture.
Marcelo Freixo, president of Embratur, emphasised the campaign's goal to present Brazil as a complex and intriguing country. "Brazil is not an obvious country. It is a complex, intriguing country that blends gastronomy, nature, culture, and the smiles of our people," he stated. The campaign also celebrates Brazil's tourism sector's growth, which saw a 37% increase in 2025, surpassing 9 million tourists.
Décio Lima, president of Sebrae, highlighted the role of small businesses in the tourism sector, noting that they represent 97% of the industry. He stated, "Brazil is the only country in the world with six biomes, and we have plurality as a competitive advantage."
The campaign aims to reinforce Brazil's national identity and promote tourism as a means of fostering democracy, inclusion, and respect
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