{"id":238559,"date":"2025-11-12T15:40:44","date_gmt":"2025-11-12T13:40:44","guid":{"rendered":"https:\/\/visit-latin-america.com\/?p=238559"},"modified":"2025-11-12T15:40:46","modified_gmt":"2025-11-12T13:40:46","slug":"its-a-vibe-brazil-lets-its-soul-speak-through-tourism","status":"publish","type":"post","link":"https:\/\/visit-latin-america.com\/en\/its-a-vibe-brazil-lets-its-soul-speak-through-tourism\/","title":{"rendered":"\u201cIt\u2019s a vibe\u201d: Brazil lets its soul speak through tourism"},"content":{"rendered":"\n

From London, Brazil<\/mark><\/a><\/strong> is reinventing the way it tells its story to the world. With the international campaign \u201cBrazil. It\u2019s a vibe. Come experience it\u201d<\/strong>, launched at WTM 2025<\/strong>, the country relies on emotion and the power of its soft power<\/strong> to attract travelers, investors, and creatives. An invitation to feel Brazil even before visiting.<\/p>\n\n\n\n

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Brazil, an experience before an image<\/strong><\/h2>\n\n\n
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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\u2019s<\/strong> (Embratur<\/a><\/strong>)<\/strong> new campaign builds on these simple moments to convey what Brazilians call \u201co jeito de ser<\/em>\u201d: a way of being in the world that is joyful, collective, and deeply human. <\/p>\n\n\n\n

Rather than piling up postcard clich\u00e9s, \u201cIt\u2019s a vibe<\/em>\u201d seeks to show a country to be felt<\/strong>: a place where people live together, where culture and nature coexist, and where emotion itself is a form of welcome.<\/p>\n\n\n\n

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“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,”<\/em> summarizes Marcelo Freixo<\/strong>, president of Embratur.<\/strong><\/p>\n<\/blockquote>\n\n\n\n

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Soft power as a driver of recognition<\/strong><\/h2>\n\n\n\n

Behind this sensitive approach lies a deliberate strategy: soft power<\/strong>. By transforming its hospitality, creativity, and diversity into a universal language, Brazil aims to strengthen its image as an inspiring nation. <\/p>\n\n\n

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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. <\/p>\n\n\n\n

Beyond communication, the message reflects an economic reality. In 2025, Brazil is experiencing a 45% increase in international arrivals<\/strong>, <\/a>a strengthened air network, and growing interest in experiential tourism. The country positions itself as one of the laboratories of emotional tourism<\/strong>, where culture and sustainability become inseparable.<\/p>\n\n\n\n

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You may also like: <\/em><\/strong>Feel Brasil: 101 experiences for authentic and sustainable tourism<\/a><\/em><\/strong>
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Tourism as a mirror of society<\/strong><\/h2>\n\n\n\n

The campaign is part of the 2025-2027 International Tourism Marketing Plan<\/strong>, developed by Embratur <\/em>in collaboration with Sebrae <\/em>and the Get\u00falio Vargas Foundation<\/em>.<\/p>\n\n\n\n

Its three pillars\u2014innovation, diversity, sustainability\u2014reflect a desire to make tourism both a tool for social cohesion and an economic lever.<\/p>\n\n\n\n

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By telling Brazil through feelings, the campaign does not aim to seduce, but to reconnect<\/strong>. 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. <\/p>\n\n\n\n

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