Netflix and Visit Brasil Join Forces to Promote Brazil as a Global Travel Destination Through Storytelling
Netflix and Visit Brasil (the Brazilian Tourist Board/Embratur) announced on Friday a groundbreaking partnership during Rio2C, Latin America’s leading creativity and innovation event. The cooperation agreement aims to leverage the global appeal of Brazilian audiovisual productions to boost international tourism and enhance Brazil’s cultural footprint worldwide.
The announcement was made during the panel “Netflix and Embratur present a new season — it’s time to live your own story,” featuring Marcelo Freixo, President of Embratur; Mariana Polidorio, Director of Public Policy at Netflix Brazil; and actress Fernanda Souza, host of the hit Netflix reality series Stranded With My Mother-In-Law, filmed on the scenic beaches of São Paulo and Alagoas.
Building on successful Netflix-led initiatives in countries like France and Spain, the collaboration recognises audiovisual storytelling as a strategic driver for tourism, economic growth, and cultural diplomacy. The partnership includes the launch of a promotional campaign linking Brazil’s breathtaking destinations to Netflix shows that have captured audiences around the world — such as:
– Invisible City, set in the Amazon rainforest, blending folklore with environmental themes;
– Love Is Blind Brazil, with episodes filmed in destinations like Amparo (São Paulo) and Bom Jardim da Serra (Santa Catarina);
– Sintonia, which portrays the dynamic urban culture of São Paulo’s outskirts
“Audiovisual content is one of the most powerful tools we have to promote tourism. People often decide where to travel based on what they see on screen”, said Marcelo Freixo, President of Embratur. “This partnership allows us to transform the emotional connection created by Brazilian stories into real-world tourism experiences. It’s a way to bring international visitors closer to our people, landscapes, and identity.”
The initiative also includes the upcoming release of a curated travel guide inspired by fan-favourite Netflix titles. The guide will feature travel itineraries and experiences aligned with Embratur’s tourism pillars — from natural beauty and biodiversity to vibrant culture and heritage — offering audiences a way to explore Brazil beyond the screen.
“We are committed to telling authentic stories that reflect Brazil’s diversity, creativity, and potential”, said Mariana Polidorio, Director of Public Policy at Netflix Brazil. “These stories not only entertain but also put Brazil on the global map, attracting audiences and visitors alike.”
By uniting culture and tourism, the collaboration between Netflix and Embratur sets a new benchmark for destination marketing, positioning Brazil as both a leading creative hub and an irresistible travel destination.