This initiative brings together tourist routes inspired by the history and culture of Brazilian football and will be promoted internationally as a new experience for foreign visitors
Football, one of the most recognised symbols of Brazilian culture worldwide, is now also part of a new strategy to promote tourism in the country. Embratur presents the Football Route, a digital platform that brings together itineraries inspired by the history, spaces, and experiences linked to Brazil’s most popular sport. The content is available on an official website and also on Embratur’s social media.
The Football Route was created to transform the global passion for football into a structured tourism experience. The digital guide brings together suggestions for routes and activities that allow visitors to get to know Brazil through the culture of the sport, passing through historical stadiums, museums, club headquarters, traditional bars visited by fans, and other spaces linked to the memory and experience of football.
The project begins in Rio de Janeiro (RJ), a city that houses some of the country’s best-known stadiums and clubs and has a strong tradition linked to football. Embratur’s proposal is that the initiative will function as a pilot project, with the possibility of expansion to other Brazilian destinations.
Digital Platform
The digital platform for the Football Route was developed by Embratur through EmbraturLAB, the Agency’s innovation laboratory. The guide will be multilingual and responsive, functioning as an organised showcase of the Rio de Janeiro football ecosystem, bringing together information in a single environment to help guide the journey of foreign tourists interested in the subject. The website will concentrate content on stadiums, clubs, museums, bars, and other experiences related to football, organised based on specialised research and structured by filters of interest, commemorative dates, places to visit, and links to sales channels. The idea is to show visitors that the sport is present in different aspects of daily life in Brazilian cities.
Embratur
The Football Route is part of Embratur’s strategy to expand the promotion of Brazil as a sports and cultural tourism destination in the international market. The digital guide will be disseminated in the Agency’s campaigns abroad and in actions aimed at the tourism trade, the press, and influencers specialising in travel and sports.
The initiative is also part of the celebrations for Embratur’s 60th anniversary and integrates the actions of the Agency’s so-called Innovation Month. By organising football-related experiences into a structured tourism product, the proposal is to present foreign visitors with a new way to get to know the country, exploring its history, its territories, and its cultural expressions through one of the passions most shared by Brazilians.
Access the Football Route website https://www.rotadofutebol.com.