Brazil’s Tourism Board, Embratur, is spearheading an eight-pronged technique to spice up audiovisual-inspired tourism within the nation. In spite of everything, research reveal that some 90 million individuals worldwide select their vacation locations primarily based on what they’ve seen on movies, TV collection and digital video games.
Living proof: Dubrovnik, Croatia remains to be overwhelmed by vacationers eager to see the place Cersei Lannister’s stroll of disgrace passed off in “Game of Thrones.” Rio de Janeiro and its celebrated carnival most likely first caught the world’s consideration with the 1959 Oscar-winning basic, “Black Orpheus.” Extra modern gems resembling “City of God,” “Elite Squad” and “Four Days in September” showcased a grittier however nonetheless compelling metropolis. However Embratur can also be eager to lure individuals away from the well-trodden seashores of Rio de Janeiro.
Kleber Mendonça’s “The Secret Agent,” which obtained 4 Oscar nominations, gained 4 key awards in Cannes final 12 months and swept the Premios Platino in April, has shone a spotlight on the state capital of Recife, where it was shot.
Recife, Courtesy of Embratur
Round three years in the past, with the revival of insurance policies geared toward strengthening the audiovisual trade, Embratur started creating a portfolio of initiatives designed to attach with the audiovisual sector in partnership with the federal authorities, movie commissions, third-sector establishments, movie festivals, producers and gross sales brokers.
It was the primary time within the company’s 60-year historical past to work hand-in-hand with the audiovisual sector.
“For Embratur, strengthening this connection between culture, image and tourism is a powerful international promotion strategy, capable of turning curiosity and greater awareness of Brazil into real journeys. At the same time, it helps strengthen the creative economy, expand Brazil’s global visibility and support more sustainable development for both tourism and the audiovisual sector,” says Roberto Gevaerd, director of administration and innovation at Embratur.
“Increasing the international reach of Brazilian audiovisual productions is also a way of promoting Brazil to the world. Audiovisual storytelling has a unique power to spark curiosity and emotional connection — when cinema showcases Brazil’s landscapes, stories and culture, it also inspires travel and brings people closer,” he provides.
These eight initiatives now kind the core of Embratur’s nonetheless constructing audiovisual technique:
Launched final 12 months in partnership with Projeto Paradiso in a bid to fortify the presence of Brazilian cinema within the international enviornment, Display screen Brasil selects three initiatives and their respective gross sales brokers.
The winners of the second version are being introduced Could 18 at Cannes Marché du Movie the place they are going to be awarded $15,000 every in direction of the distribution, promotional and advertising efforts tied to their movies.
Display screen Brasil will introduce two utility rounds — one in late 2026 and one other in early 2027 — to raised align with year-round pageant and gross sales agent negotiations. The discharge window has additionally been prolonged from six to 12 months, giving distributors larger flexibility in scheduling releases.
HBF+Brazil
Launched last year, the alliance between the Rotterdam Movie Competition’s Hubert Bals Fund (HBF) with Brazil’s Projeto Paradiso, RioFilme, Spcine and Embratur, dubbed HBF+Brazil, backs the early growth of fiction pics by Brazilian filmmakers engaged on their second or third function movie. Grants value $11,600 (€10,000) are doled out to the chosen movies, primarily from São Paulo and Rio de Janeiro. Final 12 months noticed a complete of 10 options obtain grants. Embratur, for its half, will help two initiatives this 12 months, citing the whole to 11.
To mark the second version, the initiative’s companions will host a panel dialogue on the Marché du Movie in Cannes on Monday Could 18. It’ll function panelists Tamara Tatishvili, Head of the Hubert Bals Fund (Netherlands), Frank Hoeve, Baldr Movie (Netherlands), Ivan Melo, CUP Filmes (São Paulo) and Tatiana Leite, Bubbles Venture (Rio de Janeiro).
Public Name for Brief Movies – “Brasil com S”
For the third consecutive 12 months, Embratur has launched the general public name for brief movies “Brasil com S,” its first initiative among the many eight, the place it backs 5 quick movies a 12 months in a bid to find new expertise and drive up nationwide movie manufacturing.
Tasks span all genres, from fiction, animation to documentary and different non-serialized codecs. Chosen initiatives obtain mentorship in manufacturing, directing, and screenwriting via a partnership with Projeto Paradiso and Paradiso Multiplica. The finished movies premiere on the Tiradentes Movie Competition earlier than being showcased to gross sales brokers on the Clermont-Ferrand Worldwide Brief Movie Competition.
Thus far, this system has developed 9 award-winning quick movies, with 5 extra presently in mentorship.
Help for Nationwide and Worldwide Brazilian Movie Festivals
By means of strategic sponsorships, Embratur funds and prompts movie festivals in Brazil and overseas, utilizing cinema as a bridge between audiovisual storytelling and tourism.
Up to now three years alone, Embratur has backed main pageant occasions together with the São Paulo Worldwide Movie Competition, Gramado Movie Competition, Tiradentes Movie Competition, Rio2C, Rio Movie Competition, Brazilian Movie Competition of Paris, Brazilian Movie Competition of Toronto and the Cartagena Movie Competition, amongst others.
Partnership with Netflix
Impressed by profitable Netflix campaigns in France and Spain, the partnership launched a digital journey information that includes itineraries and experiences tied to standard Netflix titles that spotlight the locations and tradition Embratur needs to advertise.
Eight guides are set to launch by December, with editions centered on the Amazon area and Brazil’s seashores already dwell.
“We’ve continued creating these initiatives with Netflix, producing plenty of collection and, this June, launching a brand new mission centered on the cities internet hosting the Ladies’s World Cup. The thought is all the time the identical: to showcase Brazil in ways in which really feel natural fairly than apparent. Throughout each mission, our purpose is to place Brazil on display via genuine tales, locations, and experiences, says Christiano Braga, Embratur Audiovisual Coordinator.
Digital Video games
Now in its third version, the “Brasil Tá Pra Game” Award brings collectively Embratur, the Brazilian Recreation Builders Affiliation and Brazilian studios to advertise the nation via gaming, creativity and innovation.
Chosen video games should be unique, high-quality works that showcase Brazilian tradition via tales, characters, landscapes, music and modern cultural expression. In 2026, Embratur will current the profitable titles from all three editions at a devoted showcase sales space at Gamescom Cologne.
Says Marina Arruda, Embratur innovation supervisor: “Younger audiences spend hours immersed in games, so we saw an opportunity to showcase Brazil’s culture, food, music and celebrations in that space as well. We launched initiatives and open calls for game developers to bring more Brazilian stories into gaming.”
Cria Brasil Award – Partnership with YouTube
Geared toward reaching new and youthful audiences, this name for proposals will choose and fund as much as three unique short-form video initiatives by digital creators with lively YouTube channels, geared toward showcasing Brazil as a various, sustainable and progressive tourism vacation spot.
It requires initiatives which can be unique, extremely participating and designed for sturdy digital impression, increasing how Brazil is represented throughout on-line video platforms and strengthening its international presence. Chosen works can also be utilized by Embratur for institutional promotion and worldwide outreach. That is the initiative’s first version, centered on the audiovisual language of digital creators.
Creation of the Federal Movie Fee
Embratur kinds a part of the technical work group creating the Federal Movie Fee, alongside six ministries and Brazil’s community of 30 native movie commissions. The draft invoice has already been finalized and is now with the Ministry of Tradition, transferring the initiative towards implementation as a nationwide public coverage.
This may very well be the trickiest proposal given the relative slowness of governments typically.
“The idea behind the Federal Film Commission is to establish federal-level incentives that can attract international productions to Brazil more broadly, while also encouraging projects to circulate across the country and showcase its diverse regions,” says Braga.
