At the Rio2C 2025 event, an unprecedented partnership was officially announced between Netflix and Embratur (the Brazilian Tourism Board). This alliance represents a growing convergence between the cultural and tourism sectors, aiming to turn audiovisual content into a driving force for tourism growth in Brazil.
A Partnership with Clear Ambitions
The core of the project rests on a simple idea: to transform the global reach of Brazilian-produced films and series into a tangible incentive for travel. With international hits like Invisible City, Sintonia, or Love Is Blind: Brazil, Embratur aims to capitalize on this visibility and inspire viewers to discover the country’s landscapes, culture, and diversity firsthand.
Marcelo Freixo, president of Embratur, explained the scope of the initiative:
“Audiovisual media is a powerful and essential tool for tourism promotion. Many people choose their travel destination after watching a movie or series. Brazilian content and talent are recognized for their quality, they carry our cultural identity and are winning over more hearts around the world. This partnership is a way to turn the power of Brazilian storytelling into real-world connections .”
A Travel Guide Inspired by Fiction
The first concrete initiative is the creation of an official travel guide inspired by Netflix’s local productions. This guide will highlight iconic filming locations featured in the platform’s content—from the beaches of Bahia to the streets of São Paulo and the Amazon rainforest—pairing them with authentic travel experiences. The goal is twofold: to promote lesser-known destinations and showcase Brazil’s cultural and natural heritage.
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A Win-Win Strategy
For Netflix, this partnership also represents an extension of its local development strategy. Brazil is one of the most dynamic markets for the platform in Latin America, both in terms of content production and audience consumption. The collaboration with Embratur helps solidify that presence by reinforcing the link between fiction and reality.
This approach follows in the footsteps of successful examples like La Casa de Papel in Spain or Emily in Paris in France, where the tourism impact was significant. In fact, a CNC (National Center for Cinema) study revealed that 38% of tourists who visited Paris in 2024 cited the series as one of their primary motivations. Brazil aims to follow that path—giving its creative output economic and territorial impact.
“ We have a long-term commitment to Brazil. We know the stories we tell help showcase the country worldwide and have a direct impact on the local economy, Brazilian culture, and tourism—both for national and international audiences, ” said Mariana Polidorio, Director of Public Policy at Netflix Brazil.
As Brazil is expected to welcome over 8 million international tourists in 2025, according to Embratur, this initiative reflects a broader vision of tourism: more experiential, more emotional, and deeply connected to popular culture. Audiovisual tourism is no longer just about spectacular film sets—it’s becoming a form of territorial storytelling, appealing to new generations of travelers.
One thing is clear: Brazil no longer simply charms—it tells a story, and it invites the world to live it.
Photos: Marcos Serra Lima / Netflix | From left to right: Marcelo Freixo, President of the Brazilian Tourism Board; Mariana Polidorio, Director of Public Policy at Netflix Brazil; and Fernanda Souza, host of Stranded With My Mother-In-Law.
