Visit Brasil has launched a global Carnival campaign, 'The Heartbeat of Brazil', at World Travel Market (WTM) London 2026. In partnership with Beautiful Destinations, the campaign showcases Carnival celebrations in Rio de Janeiro, Salvador, Recife and Olinda. It aims to attract international visitors to Brazil for the 2027 festivities.
The campaign highlights the traditions and community efforts behind Carnival. Its content includes a main film and a series of videos capturing different aspects of the celebrations, from samba school parades to street parties. Visit Brasil and Beautiful Destinations will distribute the content across social media platforms to reach international audiences.
Bruno Reis, President of Visit Brasil, said the campaign aims to inspire travel by showcasing the country's cultural diversity. "Our partnership with Beautiful Destinations brings this diversity to a wider international audience and connects people with the communities who make the celebrations happen," he said.
Nick Evans, Co-Founder of Beautiful Destinations, said the campaign uses cinematic storytelling and first-person perspectives to present Carnival from a fresh angle. "Our goal is to inspire our global community to experience Carnival 2027 in person," he said.
The campaign also encourages visitors to explore Brazil beyond Carnival by highlighting local attractions and cultural experiences. It forms part of Plano Brasis, the International Tourism Marketing Plan 2025–2027, which promotes Brazilian culture as a key reason to visit the country.
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