Brazil is making a calculated play to turn streaming hits into tourism magnets. In a new agreement announced at Rio2C, Netflix and the Brazilian Tourism Board (Embratur) are teaming up to promote the country using the global reach of Brazilian-made content.
This strategy has already proven effective. Netflix originals like Emily in Paris and Money Heist boosted tourism in France and Spain by showcasing iconic locations. Brazil aims for the same outcome by leveraging local hits such as Stranded With My Mother-In-Law, Invisible City, Love Is Blind Brazil, and Sintonia. These shows act as virtual tours of São Paulo, the Amazon, Bahia, and other regions
The partnership will produce a Netflix-branded travel guide that features real-life itineraries inspired by Netflix content. Set to launch later this year, the guide is intended to convert viewer interest into actual bookings and drive growth across Brazil’s tourism economy.
Audiovisual content is a powerful tool and a key asset for tourism promotion, according to Embratur president Marcelo Freixo. This partnership is a way to turn the strength of Brazilian stories into real-life connections.
Mariana Polidorio, Netflix’s director of public policy for Brazil, highlighted the company’s long-term commitment. The stories we tell help project the country to the world and have a direct impact on the local economy, Brazilian culture, and tourism
This collaboration is a clear example of how storytelling can double as strategy. For Brazil, the bet is simple. If people binge it, they might book a flight, too.
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