From London, Brazil is reinventing the way it tells its story to the world. With the international campaign “Brazil. It’s a vibe. Come experience it”, launched at WTM 2025, the country relies on emotion and the power of its soft power to attract travelers, investors, and creatives. An invitation to feel Brazil even before visiting.
Brazil, an experience before an image
Drinking a still-warm coffee in a Bahian kitchen. Feeling the warm sand of Copacabana. Listening to a samba roda spontaneously appear on a street corner. Visit Brasil’s (Embratur) new campaign builds on these simple moments to convey what Brazilians call “o jeito de ser”: a way of being in the world that is joyful, collective, and deeply human.
Rather than piling up postcard clichés, “It’s a vibe” seeks to show a country to be felt: a place where people live together, where culture and nature coexist, and where emotion itself is a form of welcome.
“Brazil has this rare gift of moving people. What we offer goes beyond what can be seen. We want the world to feel our way of being,” summarizes Marcelo Freixo, president of Embratur.
Soft power as a driver of recognition
Behind this sensitive approach lies a deliberate strategy: soft power. By transforming its hospitality, creativity, and diversity into a universal language, Brazil aims to strengthen its image as an inspiring nation.
The campaign is accompanied by a series of five video capsules dedicated to gastronomy, culture, nature, sports, and lifestyle. Together, they paint a multifaceted portrait: that of a country that welcomes, shares, and invents.
Beyond communication, the message reflects an economic reality. In 2025, Brazil is experiencing a 45% increase in international arrivals, a strengthened air network, and growing interest in experiential tourism. The country positions itself as one of the laboratories of emotional tourism, where culture and sustainability become inseparable.
You may also like: Feel Brasil: 101 experiences for authentic and sustainable tourism
Tourism as a mirror of society
The campaign is part of the 2025-2027 International Tourism Marketing Plan, developed by Embratur in collaboration with Sebrae and the Getúlio Vargas Foundation.
Its three pillars—innovation, diversity, sustainability—reflect a desire to make tourism both a tool for social cohesion and an economic lever.
By telling Brazil through feelings, the campaign does not aim to seduce, but to reconnect. For while the country has always fascinated, today it seeks to be understood: not just for its beaches or rhythms, but for the way it transforms emotions into lasting bonds with the world.
Photos: Embratur | Visit Brasil
