As the world once again turns its attention to football, Visit Brasil invites travellers to experience Brazil’s culture, hospitality, and energy, with an eye on the FIFA Women’s World Cup 2027
Listening to match commentary on the radio before kickoff. Setting up a goal with flip-flops on the street. Watching the beach turn into a grandstand, a bar become a celebration, and a victory embrace welcome newcomers. In Brazil, supporting a team is a collective experience that begins long before the whistle blows and fills the country’s streets. 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 across the entire tourism value chain. Our goal is to turn the visibility generated by this year’s event and by the first FIFA Women’s World Cup ever 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, a makeshift street match, the rhythm of a samba drumline, the sand of the beach, and the celebrations that fill bars, homes, and cities. In one scene, a foreign visitor is drawn into the centre of the festivities, capturing one of the campaign’s core messages: in Brazil, everyone is invited to belong.
Targeting travellers interested in sports, adventure, nature, culture, tropical destinations, active lifestyles, and authentic experiences, the strategy will feature content tailored to each digital platform’s language and audience. Distribution will also expand through partnerships with airlines, tour operators, travel agencies, and booking platforms, strengthening the link between inspiration, trip planning, and travel decisions.
BRAZIL IS THE NEXT DESTINATION ON THIS JOURNEY
By linking the 2026 World Cup with the FIFA Women’s World Cup 2027, Visit Brasil presents the country as the next destination for fans and travellers eager to turn their passion for football into a journey. The campaign reinforces Brazil’s image as a sensory and collective destination, where visitors do not simply observe landscapes—they 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 from the tournament. Together, these cities offer world-class stadiums, cultural diversity, gastronomy, natural attractions, vibrant urban 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” encapsulates the campaign’s message: rather than following football from afar, international audiences are invited to experience firsthand 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 WORKING TOGETHER
Brazil is experiencing a period of strong international visibility. In 2025, the country achieved its best tourism performance on record, with a 37.1% increase in international arrivals, expanded air connectivity, and record tourism revenues. This performance reflects a strategy that transforms culture into a global asset and strengthens tourism as a driver of economic development.
As part of this movement, the new campaign uses emotion as the central thread of its tourism promotion efforts. 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 SHAPING THE FUTURE
This work is guided by the Plano Brasis – International Tourism Marketing Plan 2025–2027, developed by Embratur in partnership with Sebrae and Fundação Getulio Vargas (FGV). The plan directs Brazil’s international promotion strategy through three key pillars: innovation, diversity, and sustainability. More than showcasing landscapes, Plano Brasis 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 tasked with implementing the National Tourism Policy, focusing on promotion, marketing, services, and products within the international market. EMBRATUR aims to foster social and economic development by attracting international tourists to Brazil’s captivating destinations. For more information, please visit www.visitbrasil.com.
