Embratur has launched a new international campaign aimed at Latin American travelers. Presented in Buenos Aires during FIT América Latina, “Brasil. El país que te completa” will run in Spanish until 28 October in Argentina, Chile, Colombia, Paraguay, Mexico, Uruguay, Peru and Bolivia.
The stated objective is clear: to increase sales of trips to Brazilian destinations by 64% in these markets. The campaign comes at a favorable time for the country, which welcomed 6.45 million international tourists between January and August 2026. Latin America plays a central role in this growth: over the first eight months of the year, it accounted for more than half of Brazil’s international arrivals by air.
Videos showing a more tangible side of Brazil
The campaign is built around seven Latin American content creators, who together have nearly seven million followers. Their role is not simply to showcase familiar landscapes, but to immerse audiences in experiences: stays by the water, gastronomy, nature, adventure, wellness, culture and entertainment.
The content is organized around five itineraries. They include Foz do Iguaçu, in Paraná; Florianópolis and Penha, in Santa Catarina; Rota das Falésias, in Ceará; São Miguel dos Milagres, in Alagoas; and Porto Seguro and Trancoso, in the state of Bahia.
This selection avoids presenting Brazil through only a few familiar images. The campaign showcases very different destinations, from the coastline of the Northeast to Iguaçu Falls, from nature to amusement parks, and from beaches to historic centers. For Latin American markets, this diversity is important: it provides several ways into the country depending on budget, length of stay, air connections and traveler profile.
Our article: Alagoas, another perspective on Brazil’s Northeast
A campaign designed to drive bookings
The initiative is not limited to social media. The content will be distributed across digital platforms, streaming services and online media. A new episode will be released each day to keep the campaign visible for several weeks.
Embratur is also planning commercial support with airlines, online travel agencies, traditional agencies, tour operators and the Visit Brasil Committees present in the eight target countries. This is an important point: the campaign aims to connect inspiration with booking by bringing the content closer to the sales channels.
The videos are available through a dedicated Visit Brasil page, which brings together the itineraries, creator profiles, practical information and a questionnaire designed to guide travelers toward the experiences that best match their interests.
Latin America, a natural but strategic market
Geographic proximity partly explains the choice of markets, but it is not the only factor. Argentina, Chile, Uruguay, Paraguay, Colombia, Peru, Bolivia and Mexico already have strong tourism links with Brazil. The 2026 figures confirm the importance of the region: between January and August, Latin American countries generated 2.46 million international arrivals by air, up 9.53% compared with the same period in 2025.
The strength of the Latin American market does not diminish the work being done in more distant markets. The United States remains one of the leading source markets, with more than 514,000 visitors between January and August 2026. In Europe, Portugal and France are also among the important air markets, with nearly 200,000 and 163,000 arrivals respectively over the same period. The current campaign, however, follows a different logic: speaking to nearby travelers who are already numerous and can more readily be converted into actual stays.
A Brazil told through experiences
“Brasil. El país que te completa” is also part of a broader strategy by Embratur. The campaign directs users to Feel Brasil, a platform developed with Sebrae that brings together 101 experiences across the country, focused on nature, culture, heritage and local communities.
For Brazil, the objective is therefore not only to increase visitor numbers. It is also about distributing attention more widely across different destinations and different ways of traveling.
By targeting Latin America, Embratur is addressing markets that are nearby, responsive and already important for Brazilian tourism. The campaign comes at a favorable moment: international arrivals are growing, regional connectivity is supporting demand and video content offers a direct way to turn curiosity about Brazil into a travel plan.
Photos: Embratur/Visit Brasil
