New campaign turns passion for football into an invitation to experience Brazil | News
As the world turns its attention once again to football, Visit Brasil invites travelers to experience Brazilian culture, hospitality and energy, ahead of the 2027 FIFA Women’s World Cup
Listen to match commentary on the radio before kick-off. Setting up a goal with flip-flops on the street. See how the beach turns into a grandstand, how a bar becomes a party and how a victory welcomes newcomers. In Brazil, supporting a team is a collective experience that begins long before the whistle blows and fills the streets of the country. This is the energy behind Visit Brasil’s new advertising campaign launched in the United States.
Under the slogan ‘Come Join This Feeling’, the initiative positions Brazil as a destination where sport, culture and hospitality come together. The campaign also looks ahead to 2027, when Brazil will host the FIFA Women’s World Cup.
“Football is a powerful tool for international promotion and business generation in tourism, and no country has more tradition and history in the sport than Brazil. By connecting Brazil with millions of people around the world, we strengthen our brand, increase interest in Brazilian destinations and create opportunities throughout the tourism value chain. Our aim is to increase the visibility generated by this year’s event and by the first ever FIFA Women’s World Cup to be held in Latin America, which will take place in Brazil in 2027 into more visitors, greater connectivity and more development for the country,” said Bruno Reis, President of Embratur/Visit Brasil.
The campaign presents football as a living expression of Brazilian identity. In the film, fans are not only found in the stadiums: they emerge from a radio broadcast, an improvised street match, the rhythm of a samba drumline, the sand of the beach and the celebrations that fill bars, houses and cities. In one scene, a foreign visitor is drawn into the center of the festivities, capturing one of the campaign’s key messages: in Brazil, everyone is invited to belong.
The strategy targets travelers interested in sports, adventure, nature, culture, tropical destinations, active lifestyles and authentic experiences and will include content tailored to the language and audience of each digital platform. Distribution will also expand through partnerships with airlines, tour operators, travel agencies and booking platforms, strengthening the link between inspiration, travel planning and travel decisions.
BRAZIL IS THE NEXT DESTINATION ON THIS TRIP
By linking the 2026 World Cup with the 2027 FIFA Women’s World Cup, Visit Brasil presents the country as the next destination for fans and travelers looking to turn their passion for football into a journey. The campaign reinforces Brazil’s image as a sensory and collective destination, where visitors don’t just observe landscapes, but become part of a culture built around connection and shared experiences.
In 2027, the host cities of Belo Horizonte, Brasília, Fortaleza, Porto Alegre, Recife, Rio de Janeiro, Salvador and São Paulo will welcome matches of the tournament. Together, these cities offer world-class stadiums, cultural diversity, gastronomy, natural attractions, vibrant city life and renowned hospitality, inviting international visitors to discover a country that goes far beyond the game itself.
In this context, ‘Come Join This Feeling’ summarizes the message of the campaign: instead of following football from afar, the international audience is invited to experience first-hand the energy of Brazil’s streets, the richness of its culture and the country’s unique ability to transform major sporting events into unforgettable moments.
TOURISM, CULTURE AND BUSINESS WORK TOGETHER
Brazil is experiencing a period of strong international visibility. In 2025, the country achieved its best ever tourism performance, with a 37.1% increase in international arrivals, expanded air connections and record tourism revenues. This achievement reflects a strategy that transforms culture into a global asset and strengthens tourism as an engine of economic development.
As part of this movement, the new campaign uses emotion as the common thread in its efforts to promote tourism. By presenting football as an expression of Brazilian identity, Visit Brasil strengthens the connection between tourism, culture, the creative economy and major international events.
A STRATEGY THAT SHAPES THE FUTURE
This work is guided by the Plano Brasis – International Tourism Marketing Plan 2025–2027, developed by Embratur in collaboration with Sebrae and Fundação Getulio Vargas (FGV). The plan guides Brazil’s international promotion strategy through three key pillars: innovation, diversity and sustainability. Plano Brasis not only presents landscapes, but also presents a country that inspires, connects and moves people, reaffirming tourism as a tool for development, cultural expression and national pride.
ABOUT EMBRATUR
The Brazilian Tourist Board (EMBRATUR) is in charge of implementing the National Tourism Policy, focusing on promotion, marketing, services and products within the international market. EMBRATUR aims to promote social and economic development by attracting international tourists to Brazil’s exciting destinations. For more information, please visit www.visitbrasil.com.
