With a focus on the authenticity, sustainability, and exuberance of Brazilian destinations, Embratur has launched a new campaign in the United States to show that there’s no place like Brazil in the world. The ads will take over social media and digital platforms across Uncle Sam’s land to reveal why Brazil has been achieving historic records in international tourism and has established itself as the most complete destination for those seeking genuine adventures, deep cultural experiences, and high-level sustainable tourism.
The initiative, featuring the slogan “There’s No Place Like Brazil,” promotes strategic segments and niches for Embratur, highlighting thrilling safaris in the Pantanal, the paradisiacal landscapes of the Lençóis Maranhenses, the vibrant culture of Rio de Janeiro, and the rich history of Paraty. These destinations, recognized as UNESCO World Heritage sites, uniquely combine authentic luxury with environmental commitment.
The campaign will run in Massachusetts, California, Colorado, New York, Illinois, Texas, Georgia, Florida, North Carolina, and the District of Columbia. The campaign rollout is in partnership with tourism operator associations in these markets, as well as airlines, online platforms that allow travelers to book flights, hotels, car rentals, and other travel services (OTAs), and tour operators that promote directly to target audiences in these markets.
“68% of North American travelers seek sustainable experiences, and this campaign arrives at the ideal moment for this audience. We’re showcasing a Brazil that leads in responsible tourism. From the Pantanal, where ecotourism protects jaguars, to the Lençóis Maranhenses, where local communities are protagonists, through Rio de Janeiro, which combines exuberant nature with urban culture, and Paraty, where history, biodiversity, and traditional knowledge coexist in harmony, we offer a unique combination of heritage, authenticity, and quality infrastructure. All of this with the warmth that only our people can provide. This is an invitation for US tourists to come experience Brazil in its purest essence, creating unforgettable memories while valuing people and nature,” states Embratur president Marcelo Freixo.
The communication strategy was carefully crafted to speak directly to the modern North American tourist. Research shows that 42% of the target audience chooses Brazil for its culture, 35% for its gastronomy, and 19% for its nature. That’s why the campaign includes a main 60-second video and three shorter 20-second pieces, all featuring real tourists experiencing immersive adventures. The content will be segmented for different profiles, from adventure seekers on safaris to families looking for paradisiacal beaches and solo travelers eager for culture.
The campaign is a partnership between Embratur and Sebrae Nacional and is part of the strategy to increase awareness of Brazil among tourism professionals and boost international business and sales. In addition to presence at major tourism trade shows worldwide, the plan is to bring Brazil sensorially and memorably close to the target audience through special actions like famtours for travel agents, press trips for journalists, and a Visit Brazil Gallery scheduled for September 2025.
“In Brazil, there are 1.78 million companies in the tourism sector. Of this total, 97.4% are small businesses. These enterprises are responsible for generating jobs and income across the country. By participating in this strategy with Embratur, Sebrae aims to foster tourism businesses. We are a country with great diversity, and we need to showcase all this potential to the world, thereby generating more opportunities for entrepreneurs,” states Sebrae president Décio Lima.
There’s No Place Like Brazil
Brazil reveals itself in this campaign as a complete universe of possibilities, where the planet’s greatest biodiversity harmonizes with a firm commitment to sustainability. UNESCO World Heritage sites stand out as jewels to be discovered: the Pantanal, the world’s largest flooded plain; the Lençóis Maranhenses, with their stunning landscapes; Rio de Janeiro, between mountains and sea; and Paraty, where history pulses in every cobblestone street.
In the Pantanal, tourists find a unique version of a safari, where contact with nature intertwines with regional gastronomy and the Pantanal way of life. From the contagious vibration of samba circles in Rio de Janeiro to the colonial charm of Paraty, passing through afrotourism experiences that celebrate the country’s African heritage, travelers encounter a pulsating culture that brings dance, music, and ancestry. And for those seeking unique landscapes in the world, the Lençóis Maranhenses, the highlight of the Rota das Emoções, offer an almost surreal mix of white dunes and crystal-clear lagoons.
International Tourism on the Rise
Brazil continues at a rapid pace in the recovery of international tourism. The first quarter of 2025 marked a significant 47.78% growth in foreign entries compared to the same period last year. Among the standout countries is the United States, which set a record. There were 260,935 North Americans visiting Brazil between January and March this year. The number represents a 27.79% increase compared to the same period in 2024, the best first quarter in the historical series.
The advance in international tourism aligns with the goals of the National Tourism Plan (PNT), which aims to position Brazil as the most visited destination in South America by 2027. The target is to reach 8.1 million foreign visitors per year. The PNT is integrated into the 2024-2027 Pluriannual Plan and includes 20 programs and sectoral plans, including the Climate Adaptation Plan for Tourism, reinforcing the commitment to the UN’s 2030 Agenda and the sustainable development of the sector.
Source: Embratur