At WTM London 2026, Visit Brasil unveiled its global Carnival campaign, 'The Heartbeat of Brazil', in partnership with content studio Beautiful Destinations. The initiative is designed to position Brazil's Carnival as a must-experience cultural event for international travellers, with a focus on the 2027 celebrations.
The campaign spotlights Carnival traditions across four key cities: Rio de Janeiro, Salvador, Recife, and Olinda. Through a main film and a series of short videos, it captures the energy of samba school parades, the spontaneity of street parties, and the community-driven spirit that defines the festival. Content will be distributed across social media platforms to reach global audiences, leveraging Beautiful Destinations' extensive network of travel content creators.
Strategic partnership for global reach
Bruno Reis, President of Visit Brasil, emphasised the campaign's role in showcasing the country's cultural diversity. "Our partnership with Beautiful Destinations brings this diversity to a wider international audience and connects people with the communities who make the celebrations happen," he said. The collaboration aims to inspire travel by presenting Carnival not just as a party, but as a deep cultural expression rooted in local traditions.
Nick Evans, Co-Founder of Beautiful Destinations, highlighted the creative approach: "Our goal is to inspire our global community to experience Carnival 2027 in person." The campaign uses cinematic storytelling and first-person perspectives to offer a fresh angle on the festival, moving beyond typical tourist imagery to capture authentic moments.
The campaign also encourages visitors to explore Brazil beyond Carnival, promoting local attractions and cultural experiences. This aligns with Plano Brasis, the International Tourism Marketing Plan 2025–2027, which positions Brazilian culture as a primary driver for tourism. By linking Carnival to broader travel opportunities, Visit Brasil aims to extend visitor stays and boost regional economies.
Brazil's tourism sector has been actively courting international markets, and this campaign is a key component of that strategy. The country is targeting growth from Europe, North America, and Asia, with Carnival serving as a flagship event. According to industry data, Carnival attracts hundreds of thousands of international visitors annually, and the campaign seeks to increase that number significantly.
For travel professionals, the campaign offers opportunities to package Carnival experiences with other Brazilian destinations. Tour operators and agents can leverage the campaign's content to build itineraries that include not only the main Carnival cities but also the Amazon, Pantanal, and coastal regions. The emphasis on community and cultural immersion aligns with broader trends in experience-led travel that were prominent at WTM London 2026.
Visit Brasil's partnership with Beautiful Destinations is part of a larger push to modernise the country's tourism marketing. By using high-quality video and social media, the campaign aims to cut through the noise of generic destination advertising. The focus on authentic storytelling is expected to resonate with younger travellers who prioritise meaningful experiences.
The campaign's launch at WTM London is strategic, given the event's role as a key gathering for global travel trade. Brazil's presence at the show underscores its commitment to the European market, which is a major source of long-haul visitors. The country has also been investing in air connectivity, with new routes from European carriers and expanded services by Brazilian airlines.
As the 2027 Carnival approaches, Visit Brasil will continue to roll out campaign content, including behind-the-scenes features and collaborations with influencers. The goal is to maintain momentum and keep Brazil top-of-mind for travel planners. For agents and operators, the campaign provides a ready-made hook to promote Brazil as a destination that offers both iconic celebrations and diverse natural and cultural attractions.
In a competitive global tourism landscape, Brazil's Carnival campaign stands out for its scale and creative ambition. By partnering with a leading content studio, Visit Brasil is betting on the power of visual storytelling to convert inspiration into bookings. The success of this campaign could serve as a model for other destinations looking to leverage cultural events for tourism growth.
