Brazil has stepped up its international tourism promotion with the presentation of its global Carnival 2027 campaign, “The Heartbeat of Brazil,” at World Travel Market (WTM) London 2026. Launched by Visit Brasil in partnership with global travel content platform Beautiful Destinations on November 3, the campaign highlights the country’s vibrant Carnival traditions and the cultural experiences that make each destination unique. It showcases four major destinations Rio de Janeiro, Salvador, Recife and Olinda through cinematic films, social media content and stories featuring the communities behind the celebrations.
The campaign aims to attract international visitors by presenting Carnival as more than a series of colourful parades and street parties. It highlights the traditions, creativity, music and local communities that shape the celebrations while encouraging travellers to explore Brazil beyond its familiar tourist attractions. The November launch also gives international visitors time to plan their trips for Carnival 2027 and allows travel agencies and tour operators to develop and promote travel packages.
Four Destinations Showcase Brazil’s Diverse Carnival Traditions
The campaign brings together four destinations, each offering a distinctive Carnival experience. In Recife, large street celebrations such as Galo da Madrugada take place alongside cultural traditions, including the Night of the Silent Drums, which pays tribute to ancestors. In Olinda, colourful street parades, giant puppets and frevo dancing bring the historic city to life, with frevo recognised by UNESCO as an Intangible Cultural Heritage of Humanity.
Salvador highlights the influence of Afro Brazilian culture through its music, percussion groups and traditional celebrations. Performances by groups such as Olodum and Ilê Aiyê reflect the city’s cultural identity and heritage. Meanwhile, Rio de Janeiro offers a mix of street parties, grand balls and spectacular samba school parades along Marquês de Sapucaí, showcasing the scale and creativity of one of the world’s most recognized Carnival celebrations.
Global Campaign Features Films and Digital Tourism Content
The main campaign film premiered on the big screen at Brazil’s exhibition stand during WTM London 2026. Filmed during the 2026 Carnival celebrations, the campaign’s visual material brings together the four destinations through cinematic storytelling and first-person travel perspectives. The content also includes three destination-focused videos, six short social media videos and a dedicated photography library, providing a range of promotional material for international audiences.
Visit Brasil and Beautiful Destinations will distribute the campaign through their respective digital platforms, using reels, stories, collaborative posts and cross-posting to reach travellers worldwide. The partnership brings together Visit Brasil’s international tourism promotion efforts and Beautiful Destinations’ global audience of more than 30 million followers. By combining visual storytelling with authentic local experiences, the campaign seeks to inspire travellers to experience Brazil’s Carnival celebrations firsthand.
Campaign Highlights Cultural Experiences Beyond Carnival
Alongside the festivities, the campaign encourages visitors to explore Brazil’s wider tourism attractions, including historic neighbourhoods, local cuisine, religious landmarks and natural landscapes. In Recife, the featured experiences include the blue waters of Boa Viagem and the colourful streets of Rua do Bom Jesus. In Olinda, visitors are introduced to local artists and their studios, offering a closer look at the creativity and traditions that shape the city’s cultural identity.
The campaign also highlights Salvador’s historic sites, traditional food and coastal scenery, including views of All Saints’ Bay from the Lacerda Elevator and the city’s well-known acarajé prepared by traditional vendors. In Rio de Janeiro, experiences range from visiting Christ the Redeemer and exploring the city’s dramatic landscapes to enjoying the historic Confeitaria Colombo. These attractions are presented as reasons for travellers to extend their stays and discover more of Brazil beyond the Carnival celebrations.
Previous Carnival Campaign Reaches Millions of International Viewers
The latest campaign builds on the international response to Beautiful Destinations’ coverage of Carnival 2026. During the previous celebrations, content creators shared travel diaries, live scenes and first person videos from Brazil, generating more than five million views and interactions. More than 90 per cent of the audience reached through the content was located outside Brazil, demonstrating the campaign’s ability to attract international attention.
The initiative also supports the objectives of Plano Brasis, Brazil’s International Tourism Marketing Plan for 2025-2027, which identifies culture as an important reason for international travel. Through its partnership with Beautiful Destinations, Visit Brasil aims to connect global audiences with the country’s cultural diversity while encouraging longer stays and wider destination exploration. By presenting Carnival alongside local traditions, cuisine, heritage and landscapes, Brazil is positioning the 2027 celebrations as an opportunity to experience the country beyond its famous parades.
