Embratur’s Vision for Audiovisual Tourism: A Glimpse into Brazil’s Creative Economy

Brazil’s tourism board, Embratur, has been working on an ambitious eight-pronged strategy to attract visitors through audiovisual storytelling. The initiative responds to the growing trend of travelers choosing destinations based on what they’ve seen on screen. Cities like Dubrovnik, Croatia, have been flooded with tourists eager to walk in the footsteps of Game of Thrones’ Cersei Lannister.

Embratur’s strategy is built around the concept that when cinema showcases Brazil’s landscapes, stories, and culture, it also inspires travel. This idea is not new; Rio de Janeiro’s carnival, immortalized in Black Orpheus (1959), has been a staple of global pop culture for decades. However, Embratur wants to promote lesser-known destinations beyond the beaches of Rio.

The Screen Brasil program selects three projects and their respective sales agents each year, providing $15,000 towards distribution, promotional, and marketing efforts tied to their films. This initiative supports Brazilian cinema while fortifying Embratur’s presence in the global arena. The partnership with the Hubert Bals Fund (HBF) through the HBF+Brazil alliance also provides crucial support for emerging talent. Launched last year, this initiative offers grants worth $11,600 to early development projects by Brazilian filmmakers working on their second or third feature film.

Embratur’s commitment to promoting national and international film festivals is also noteworthy. Through strategic sponsorships, the board funds and activates film festivals in Brazil and abroad, using cinema as a bridge between audiovisual storytelling and tourism. In the past three years alone, Embratur has backed major festival events, including the São Paulo International Film Festival and the Brazilian Film Festival of Paris.

The partnership with Netflix is perhaps one of the most innovative aspects of Embratur’s strategy. Inspired by successful campaigns in France and Spain, this virtual travel guide features itineraries and experiences tied to popular Netflix titles that highlight the destinations and culture Embratur wants to promote. Eight guides are set to launch by December, with editions focused on the Amazon region and Brazil’s beaches already live.

This initiative highlights the potential of audiovisual storytelling as a tool for economic development. By showcasing the country’s rich cultural heritage and breathtaking landscapes, Embratur hopes to attract visitors who will not only contribute to the local economy but also leave with a deeper appreciation for Brazilian culture.

However, this strategy raises questions about the impact on existing tourism infrastructure. With an increasing focus on audiovisual-inspired tourism, will traditional destinations like Rio’s beaches lose out? Or will Embratur’s efforts create new opportunities for growth and diversification?

As the global tourism landscape continues to evolve, it’s clear that Embratur is thinking ahead. By investing in audiovisual storytelling, the board is not only promoting Brazil as a destination but also supporting the creative economy. With its eight-pronged strategy, Embratur is poised to take the next step in this journey, one that will undoubtedly have far-reaching implications for the country’s tourism industry and beyond.

Brazil’s creative economy is on the cusp of significant change, driven by Embratur’s innovative approach to audiovisual storytelling. As the board continues to build momentum, it will be fascinating to see how its strategy unfolds in the coming months and years.