{"id":245655,"date":"2026-06-16T17:27:40","date_gmt":"2026-06-16T15:27:40","guid":{"rendered":"https:\/\/visit-latin-america.com\/?p=245655"},"modified":"2026-06-16T17:27:41","modified_gmt":"2026-06-16T15:27:41","slug":"brazil-turns-to-football-to-attract-travelers-ahead-of-the-2027-womens-world-cup","status":"publish","type":"post","link":"https:\/\/visit-latin-america.com\/en\/brazil-turns-to-football-to-attract-travelers-ahead-of-the-2027-womens-world-cup\/","title":{"rendered":"Brazil turns to football to attract travelers ahead of the 2027 Women\u2019s World Cup"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">A football match is not limited to kick-off. Around the stadium, there is the anticipation, the colors, the bars filled before the game, the conversations that continue after the final whistle. It is this football culture, as urban as it is sporting, that Visit Brasil is highlighting with its international campaign \u201c<strong>Come join this feeling<\/strong>\u201d, launched in the context of the 2026 World Cup.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The initiative is already looking ahead to 2027. From June 24 to July 25, <strong><a href=\"https:\/\/visit-latin-america.com\/en\/p\/brazil\/\" target=\"_blank\" rel=\"noreferrer noopener\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Brazil <\/mark><\/a><\/strong><strong>will host the FIFA Women\u2019s World Cup<\/strong> in eight cities: Belo Horizonte, Bras\u00edlia, Fortaleza, Porto Alegre, Recife, Rio de Janeiro, Salvador and S\u00e3o Paulo.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A sporting event, a tourism lever<\/strong><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/visit-latin-america.com\/wp-content\/uploads\/2026\/06\/EMBRATUR_KV_Ingle\u0302s4-1-red.jpg\" alt=\"\" class=\"wp-image-245648\" style=\"width:322px;height:auto\" srcset=\"https:\/\/visit-latin-america.com\/wp-content\/uploads\/2026\/06\/EMBRATUR_KV_Ingle\u0302s4-1-red.jpg 800w, https:\/\/visit-latin-america.com\/wp-content\/uploads\/2026\/06\/EMBRATUR_KV_Ingle\u0302s4-1-red-300x169.jpg 300w, https:\/\/visit-latin-america.com\/wp-content\/uploads\/2026\/06\/EMBRATUR_KV_Ingle\u0302s4-1-red-768x432.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\"><a href=\"https:\/\/visitbrasil.com\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\">Visit Brasil<\/a><\/mark> is not only presenting the country as a land of football. The campaign, available in French, English, Spanish and Portuguese, seeks to connect the sporting event with a broader travel experience: discovering a city on match days, understanding the role of clubs in local culture, and extending a stay beyond the competition calendar. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This approach is part of <strong>Plan Brasis<\/strong>, <strong>Embratur<\/strong>\u2019s 2025-2027 international tourism marketing plan, built around innovation, diversity and sustainability. Football has an obvious place in it, but it is not treated as a simple promotional backdrop. It becomes an entry point into destinations, their neighborhoods, their habits and their places of memory.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The 2027 calendar also offers a rare opportunity to present several facets of the country. <strong>Rio de Janeiro<\/strong>, <strong><a href=\"https:\/\/visit-latin-america.com\/en\/sao-paulo-metropolis-of-contrasts-and-cultural-capital-of-brazil\/\" target=\"_blank\" rel=\"noreferrer noopener\">S\u00e3o Paulo<\/a><\/strong>, <strong><a href=\"https:\/\/visit-latin-america.com\/en\/salvador-de-bahia-brazils-vibrant-mosaic\/\" target=\"_blank\" rel=\"noreferrer noopener\">Salvador da Bahia<\/a><\/strong>, <strong>Recife <\/strong>and <strong><a href=\"https:\/\/visit-latin-america.com\/en\/porto-alegre-a-hidden-treasure-in-southern-brazil\/\" target=\"_blank\" rel=\"noreferrer noopener\">Porto Alegre<\/a><\/strong> do not share the same football history, nor the same way of welcoming supporters. For tourism, this diversity makes it possible to build stays that are not based solely on matches, but on the personality of each host city. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Brasil. Come join the joy of the game!\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/u4IaJC1ndCQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Football Route gives shape to the journey<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Alongside the campaign, <a href=\"https:\/\/visitbrasil.com\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Embratur<\/mark><\/a>-Visit Brasil has launched<strong><a href=\"https:\/\/www.rotadofutebol.com.br\/es\" target=\"_blank\" rel=\"noreferrer noopener\"> the Football Route<\/a><\/strong>, a digital platform dedicated to experiences linked to the country\u2019s most popular sport. The site offers <strong>four itineraries around Rio de Janeiro and S\u00e3o Paulo<\/strong>, organized around match day, club history, major stadiums and local classics.<br> <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The value of this platform lies in its ability to connect places that are often approached separately: stadiums, museums, club headquarters, supporters\u2019 bars and neighborhoods shaped by sporting rivalries. Football thus becomes a thread for the visit, capable of giving meaning to a day, an urban route or a stop within a longer stay. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This logic also echoes <strong>the Mercosur Football Stadium Route<\/strong>, developed under the Visit South America brand. The project brings together several South American countries around stadiums, museums and emblematic places, with the aim of making football a regional travel theme, beyond the simple visit to sports venues. <\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Our article: <a href=\"https:\/\/visit-latin-america.com\/en\/the-mercosur-stadium-route-when-football-becomes-a-journey\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Mercosur Stadium Route: when football becomes a journey<\/a><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A favorable tourism dynamic<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The launch comes in a favorable context. After <strong>a record year in 2025<\/strong> (+37.1% international visitors), the country welcomed 3.74 million travelers in the first quarter of 2026. International tourism revenue reached $3.2 billion (+11.8%) over the same period, while the month of March surpassed one million arrivals.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These results give weight to Visit Brasil\u2019s strategy. The campaign is not based on a simple promise: it builds on demand that is already rising and on two years in which football will occupy a central place on the international agenda. <\/p>\n\n\n\n<div style=\"height:79px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">One year before the first Women\u2019s World Cup organized in Latin America, Brazil is already positioning football as an invitation to travel. The campaign, <strong>the Football Route<\/strong> and the 2027 calendar point in the same direction: to make this World Cup a major sporting, cultural and tourism celebration, reflecting a country where football is lived as much in cities as in stadiums.  <\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\"><em>Photos: <a href=\"https:\/\/visit-latin-america.com\/en\/members\/embratur\/\" target=\"_blank\" rel=\"noreferrer noopener\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Embratur<\/mark><\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brazil turns to football to attract travelers ahead of the 2027 Women\u2019s World Cup, through the Visit Brasil campaign and the Football Route.<\/p>\n","protected":false},"author":1,"featured_media":245645,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16783],"tags":[38686,41642,19387,14327,7547,41647,41648,8134,15542,28293,41636,41644,41639,41638,7941,41640,41643,28294,41645,14645,19386,7948,41646,41641,20789,9329,28482,28301,41637],"class_list":["post-245655","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-2026-world-cup","tag-2027-womens-world-cup","tag-belo-horizonte-2","tag-brasilia-2","tag-brazil","tag-brazil-host-cities","tag-brazil-stadiums","tag-brazil-tourism","tag-embratur-2","tag-fifa-womens-world-cup-2027","tag-football-brazil","tag-football-culture","tag-football-route","tag-football-tourism","tag-fortaleza-2","tag-french-womens-team","tag-les-bleues-football","tag-maracana-2","tag-mercosur","tag-porto-alegre-2","tag-recife-2","tag-rio-de-janeiro-2","tag-salvador-3","tag-sao-paulo-4","tag-sports-tourism-en","tag-tourism-in-south-america","tag-visit-brasil-2","tag-visit-south-america-2","tag-womens-football-3"],"_links":{"self":[{"href":"https:\/\/visit-latin-america.com\/en\/wp-json\/wp\/v2\/posts\/245655","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visit-latin-america.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visit-latin-america.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visit-latin-america.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/visit-latin-america.com\/en\/wp-json\/wp\/v2\/comments?post=245655"}],"version-history":[{"count":4,"href":"https:\/\/visit-latin-america.com\/en\/wp-json\/wp\/v2\/posts\/245655\/revisions"}],"predecessor-version":[{"id":245662,"href":"https:\/\/visit-latin-america.com\/en\/wp-json\/wp\/v2\/posts\/245655\/revisions\/245662"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visit-latin-america.com\/en\/wp-json\/wp\/v2\/media\/245645"}],"wp:attachment":[{"href":"https:\/\/visit-latin-america.com\/en\/wp-json\/wp\/v2\/media?parent=245655"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visit-latin-america.com\/en\/wp-json\/wp\/v2\/categories?post=245655"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visit-latin-america.com\/en\/wp-json\/wp\/v2\/tags?post=245655"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}