Brazil is turning up the volume on experiences that matter. With the launch of the Feel Brasil project, the country is inviting the world to look beyond postcards and popular tourist routes—and to dive into immersive, meaningful journeys that connect people, cultures, and nature across all 27 Brazilian states.
Spearheaded by Embratur – the Brazilian Tourist Board and Sebrae Nacional, Feel Brasil is a celebration of 101 carefully curated experiences in 61 cities, designed to highlight a more inclusive, innovative, and sustainable side of the country. And the numbers speak volumes: 59% of these experiences are led by women, and more than 80% are powered by inclusive teams committed to social and environmental responsibility.
A new narrative for Brazil’s global image
Since the beginning of its new leadership in 2023, Embratur has been working to redefine Brazil’s international image. The goal? To position the country as a diverse, inclusive, vibrant, and peaceful destination, deeply committed to its people and the planet.
Alongside its internal sustainability goals, which include a dedicated team working on ESG strategies and advancing innovation and sustainability across Brazilian destinations, Embratur is also shining a spotlight on Afrotourism, Indigenous tourism, community-based travel, and purpose-driven nature adventures. These aren’t afterthoughts—they’re at the heart of a new narrative for Brazil.
Hidden gems with real impact
Feel Brasil offers travelers a unique opportunity to explore lesser-known, yet profoundly authentic experiences—those that go beyond sightseeing to actively protect the environment and uplift local communities. One powerful example is the Indigenous experience in the Porto do Boi Pataxó Reserve, in Caraíva, Bahia, where visitors are invited into the heart of the Pataxó community for an enriching cultural exchange and deep immersion in ancestral traditions.
In Bonito, Mato Grosso do Sul, the adventure continues with snorkelling at Recanto Ecológico Rio da Prata, a breathtaking journey through crystal-clear waters recognized as Climate Positive by the Green Initiative. It’s a rare combination of beauty, adventure, and environmental responsibility. Meanwhile, in Porto de Galinhas, Pernambuco, travellers can take part in coral restoration at the Biofábrica de Corais, where they learn about marine conservation while planting their own corals during an engaging and educational dive.
These aren’t just tourism experiences—they’re meaningful encounters that invite visitors to become active participants in building a better, more responsible way to travel.
Building a more equitable tourism economy for Brazil
According to Embratur’s president, Marcelo Freixo, the Feel Brasil initiative is designed to both increase tourism revenue and diversify Brazil’s destination offerings by attracting international travellers interested in experiential and sustainable tourism. “With the success of Feel Brasil, which features destinations in all 27 states of the Federation, Brazil is becoming increasingly competitive on the global stage, drawing tourists in search of unique and responsible experiences. At the same time, we are driving development and supporting job and income generation for local communities,” he said.
The project places a strong emphasis on supporting micro and small enterprises (MSEs), which represent 90% of Brazil’s tourism sector. More than 70% of the selected experiences are operated by these local entrepreneurs, ensuring that tourism’s economic benefits reach those who need them most.
Bruno Reis, Embratur’s Director of International Marketing, Business and Sustainability, explains that Embratur is not only amplifying authentic Brazilian travel experiences but also equipping them with the visibility and strategic support needed to thrive in international markets. “Our goal isn’t just to identify experiences, but to nurture them. We want to understand the right markets for each experience and support their promotion through targeted commercial intelligence,” he noted.
Feel Brasil experiences are available in English, Portuguese, Spanish, French, German, and Italian through the official platform.
