Netflix and Embratur Announce Cooperation Agreement to Boost Audiovisual Tourism in Brazil

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Netflix and the Brazilian Tourism Board Announce Cooperation Agreement to Boost Audiovisual Tourism in Brazil

From left to right: Marcelo Freixo, president of the Brazilian Tourism Board, Mariana Polidorio, Director of Public Policies at Netflix Brazil and Fernanda Souza, host of Stranded With My Mother-In-Law. (Photo: Marcos Serra Lima/Netflix)

Social Impact

30 May 2025

GlobalBrazil

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The partnership bets on the power of Brazilian stories to attract tourists from around the world

Rio de Janeiro, May 30, 2025 - Netflix and the Brazilian Tourism Board announced today during Rio2C a cooperation agreement aimed at boosting tourism through Brazilian audiovisual productions. The initiative recognizes the strategic role of audiovisual content as a driver of economic development, international visibility, and the promotion of national culture.

The announcement took place during the panel Netflix and the Brazilian Tourism Board present a new season - it's time to live your own story, featuring the President of the Brazilian Tourism Board, Marcelo Freixo; Netflix Director of Public Policy for Brazil, Mariana Polidorio; and actress Fernanda Souza, host of the Netflix reality show Stranded With My Mother-In-Law, which filmed its two seasons on beaches in the states of S o Paulo and Alagoas.

Inspired by successful international experiences led by Netflix in countries like France and Spain, the initiative includes a promotional video connecting Brazil's tourism potential to productions that have already captivated global audiences - such as Invisible City, filmed in the Amazon rainforest; Love Is Blind Brazil, with seasons shot in destinations like Amparo (SP) and Bom Jardim da Serra (Santa Catarina); and Sintonia, which highlights the urban landscapes of S o Paulo's outskirts.

Audiovisual content is a powerful tool and a key asset for tourism promotion. Many people choose their travel destinations based on a movie or series they've watched. Brazilian content and talent are globally recognized for their quality, they carry our cultural identity, and they continue to win hearts all over the world. This partnership is a way to turn the strength of Brazilian stories into real-life connections, says Marcelo Freixo, President of the Brazilian Tourism Board.

The partnership also includes the launch of a travel guide featuring itineraries and tourist experiences inspired by top-performing Netflix titles with strong local and global engagement - titles that reflect the main cultural assets the Brazilian Tourism Board aims to promote. The material will be released later this year and will highlight the natural and cultural resources promoted by the Brazilian Tourism Board.

We are committed to Brazil in the long term. We know that the stories we tell help project the country to the world and have a direct impact on the local economy, Brazilian culture, and tourism - both for domestic and international audiences, says Mariana Polidorio, Director of Public Policy for Brazil at Netflix.

This partnership reinforces the potential of audiovisual storytelling as an ally in promoting Brazil as a tourist destination and a backdrop for powerful narratives, marking an important step in the integration of culture, tourism, and economic development.

LINK:	https://about.netflix.com/en/news/netflix-and-embratur-announce-cooper...
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