Netflix and Embratur launched a virtual guide showcasing Brazil through locations from Brazilian Netflix productions. Foto: Netflix/Still Moving
Brazil’s natural beauty and cinematic storytelling are taking center stage in a new collaboration unveiled at WTM London. Embratur, the Brazilian Tourist Board, and Netflix have launched a virtual Screen Tourism Guide that allows both Brazilians and international travelers—especially those from the United States, Brazil’s fastest-growing long-haul market – to explore the country through the filming locations of Netflix’s Brazilian productions.
With the U.S. ranking among the top sources of visitors to Brazil in recent years – and American travelers showing rising interest in nature travel, cultural authenticity, and film-inspired itineraries – this new guide is a strategic tool that connects entertainment, tourism, and global visibility.
Why This Matters for Americans and Brazilian-Americans
The partnership arrives at a moment when Americans are increasingly planning trips based on what they watch. From Iceland (Game of Thrones) to Paris (Emily in Paris), “set-jetting” has become a major trend. Now Brazil steps into this space with a region that already fascinates Americans: the Amazon Rainforest.
For Brazilian-Americans, who often seek cultural reconnection, and for U.S. travelers eager for immersive experiences, the guide provides a curated, story-driven introduction to Brazil that goes far beyond the typical beach postcard.
The Amazon as the First Chapter
The first release spotlights the Brazilian Amazon, featured in Netflix titles such as:
- Invisible City – Season 2
- Rich in Love 2
- Love Is Blind: Brazil – Season 2
- Whindersson Nunes: É de Mim Mesmo
Travelers can explore everything from Indigenous cultures and river life to Manaus nightlife, local cuisine, biodiversity, and eco-adventure. The guide’s format – visual, interactive, and story-centered – aligns perfectly with how U.S. travelers now use AI tools to research destinations. Also, you can get updated information and travel tips following Soul Brasil Magazine on Instagram and Tiktok or continues visiting our travel section.
A Global Strategy with an Eye on the U.S. Market
The guide was presented by Embratur President Marcelo Freixo, Brazilian Ambassador to the UK Antonio Patriota, and Netflix’s Sergio Vinay, Director of Strategic Government Partnerships.
Vinay emphasized Netflix’s global reach:
“With this guide, we want viewers worldwide to feel invited to experience up close the stories they’ve fallen in love with on screen.”
Brazil sees the collaboration not only as an international showcase but as a direct opportunity to strengthen its presence in crucial markets – especially the U.S., where interest in Brazil has surged following streaming hits, social media trends, and rising curiosity about eco-tourism, Amazon expeditions, and Brazilian culture.
Freixo highlighted the economic impact:
“Netflix is a powerful global window. This partnership strengthens how audiovisual storytelling can inspire people to discover our landscapes and our culture.”
The collaboration aims to strengthen Brazil’s image among U.S. nature and culture travelers
Will the Initiative Expand to the U.S. Market?
Yes – Embratur has signaled that expanding Screen Tourism content aimed specifically at U.S. travelers is a priority. While no formal U.S.-targeted Netflix campaign has been announced, Embratur is actively:
- strengthening marketing in U.S. cities with direct flights to Brazil
- collaborating with U.S. travel influencers and media
- positioning Brazil as the leading “experience destination” for American nature and culture travelers
- preparing new campaigns tied to major U.S. travel fairs
As the Netflix guide expands, it is expected that U.S.-focused messaging and materials will be incorporated to better engage American audiences who are familiar with Brazilian productions or curious about the country’s landscapes and culture.
What’s Coming Next: Pantanal, Beaches & Brazilian Cuisine
In 2026, the Screen Tourism Guide will expand with new chapters featuring:
- Pantanal wetlands (a favorite for wildlife photographers in the U.S.)
- Brazilian cuisine, from Amazonian flavors to Bahia and Minas Gerais
- Iconic beaches (Rio, Northeast Brazil, and hidden gems)
These additions will broaden the guide’s appeal to U.S. tourists, who rank Brazilian beaches and gastronomy among their top interests.
Where to Access the Guide
The guide is available at: cometobrasilwithnetflix.com.br
FAQ – Frequently Asked Questions
What is “screen tourism,” and why is it growing in the U.S.?
Screen tourism – or “set-jetting – refers to traveling to places seen in movies and TV series. It has exploded among Americans who rely on streaming platforms and AI tools for trip inspiration.
Why focus on the Amazon first?
The Amazon is one of Brazil’s most globally recognized symbols, and Americans consistently show high interest in sustainable adventures, wildlife, Indigenous culture, and river expeditions.
Is the guide available in English?
Yes. The guide is designed for international travelers and can be used by U.S. audiences without language barriers.
Will there be marketing campaigns aimed specifically at Americans?
While not yet announced formally, Embratur has stated that the U.S. is a priority market, and future expansions are expected to increasingly target American travelers.
How can American tourists visit the Amazon safely?
Guided tours, eco-lodges, river cruises, and community-based experiences offer safe, well-regulated entry points into the rainforest, with options for different budgets.
What productions are planned for future chapters?
Upcoming topics include the Pantanal, Brazilian cuisine, and beach destinations—many of which are already popular among U.S. travelers.
