Every year, Brazil transforms itself into the stage for one of the most intense and exhilarating cultural expressions on the planet. It’s Carnival.
To the rhythm of samba, frevo, axé, maracatu, and countless other sounds that take over the streets, crowds move together, driven by contagious joy. In 2026, this experience will be shared with the world through a new lens—more sensitive, profound, and human: Visit Brasil and the global travel platform Beautiful Destinations join forces in an unprecedented campaign deeply connected to the country’s cultural roots.
With the slogan “The heartbeat of Brazil,” the initiative presents Carnival as a showcase of real experiences: the celebrations, the behind-the-scenes moments few get to see, the stories that move people, and the cultural, social, and economic impact generated by this collective celebration. Through immersive audiovisual storytelling, the campaign invites global audiences to experience Brazil beyond the traditional narrative.
Between February 9 and 16, international content creators will be immersed in the festivities of four of the country’s most iconic cities: Rio de Janeiro, Salvador, Recife, and Olinda. Their experiences will be shared in real time on Beautiful Destinations’ profiles, which reach more than 25 million followers worldwide. Throughout the week, more than 30 original productions will be released, including first-person videos, exclusive behind-the-scenes content, interviews with local figures, and original soundtracks.
“Talking about Carnival is talking about a Brazil that truly resonates—one that turns culture into belonging, creativity into collective strength, and joy into an expression of identity. This campaign with Beautiful Destinations will reveal exactly what lies behind the sparkle of the costumes: the hands that build it, the stories that move us, and tourism as a force that drives economies, creates jobs and income, and values those who make Brazil what it is. It’s an invitation to experience our culture with depth, affection, time, and purpose”, says Marcelo Freixo, President of Visit Brasil/Embratur.
“Carnaval is often seen as a spectacle, but in reality it’s one of the most powerful cultural expressions in the world. Our partnership between Beautiful Destinations & Embratur over the past year has been about reimagining how Brazil is experienced globally — moving beyond stereotypes and into stories of identity, rhythm, and human connection. By capturing Carnaval across Rio, Salvador, and Recife, we’re excited to show the world not one celebration, but many — each deeply rooted in culture, community, and place”, says Nick Evans, Co-founder of Beautiful Destinations.
Aligned with Brazil’s global tourism promotion strategies, the campaign arrives at a moment of growing international interest in Brazilian Carnival. According to Embratur data, airline ticket issuances to the country during the 2026 Carnival period increased by 21% compared to the previous year. Pernambuco, with the festivities of Recife and Olinda, leads this growth with a 49% surge, followed by Bahia with a 43% increase, and Rio de Janeiro with 9% more tickets issued. These figures confirm the global appeal of the celebration and reinforce the campaign’s relevance as a strategic tool for positioning Brazil on the international stage.
The content captured during the Carnival festivities will be transformed into audiovisual pieces and distributed continuously across Beautiful Destinations and Visit Brasil channels, including reels, stories, collaborations, and cross-posts.
THE SOUL OF CARNIVAL
In every corner of Brazil, Carnival pulses with its own soul—and nowhere does this energy manifest in the same way. In Rio de Janeiro, the celebration reveals itself in its grandest form, combining the iconic samba school parades at the Marquês de Sapucaí with hundreds of street blocos that take over the streets of the Marvellous City—a celebration recognised by Guinness World Records as the largest open-air show in the world.
Content creators will have the opportunity to experience the days leading up to the parades, capturing emotional moments behind the scenes of the samba schools and closely following the results coming to life on the parade, in their fullest expression of popular art, collective work, and social impact. The experience also includes the legendary Copa Ball at the Copacabana Palace and the contagious energy of blocos that fill the beachfront, Aterro do Flamengo, and neighbourhoods such as Santa Teresa and Gamboa.
In Salvador, the immersion unfolds to the sound of electric trios along the Barra–Ondina circuit and the vibration of blocos that pull massive crowds through the city streets. It is the largest street Carnival on the planet—also recognised by Guinness World Records—and one of the most powerful expressions of identity and ancestry of the African diaspora in the Americas. Creators connect with the celebration alongside icons of local music, revealing Carnival as a space of resistance, spirituality, and collective pride.
Meanwhile, in Recife and Olinda, creators dive into the deepest roots of Brazilian revelry. Frevo—recognised as Intangible Cultural Heritage of Humanity by UNESCO—and maracatu take over the streets in processions, rehearsals, and celebrations that enchant with their beauty and authenticity. Amid colourful hills, centuries-old bridges, and colonial facades, they follow traditional blocos, visit the studios of the famous giant puppets, take part in frevo workshops, and explore cultural spaces that keep alive the traditions of a people who celebrate their identity with body, voice, and heart.
BEYOND THE CELEBRATION
The Beautiful Destinations journey also opens space for discoveries beyond Carnival, revealing other layers of Brazil—breathtaking landscapes, flavours, and ways of life. In Recife, the contrast between the deep blue of Boa Viagem Beach and the historic colours of Rua do Bom Jesus—named the third most beautiful street in the world by Architectural Digest—creates the backdrop of a city where art, memory, and daily life walk hand in hand. In Olinda, the itinerary includes encounters with local artists and visits to studios that translate the region’s creativity into colour and form.
Salvador delivers flavours, faith, and horizon. From the top of the Lacerda Elevator, the view of All Saints Bay reveals the city’s historical dimension. By the sea, the ritual of acarajé prepared by baianas is living heritage. The route also includes the Basilica of Senhor do Bonfim, one of the country’s greatest symbols of devotion and syncretism.
In Rio de Janeiro, the Marvellous City presents itself from multiple angles: from a helicopter flight revealing sea, mountains, and forest in a single frame, to a visit to Christ the Redeemer—one of the world’s most famous monuments and elected one of the New Seven Wonders of the Modern World. The experience is completed with a stop at the traditional Confeitaria Colombo, where history and flavour help tell another chapter of Carioca culture.
A STRATEGY THAT CONNECTS, CONQUERS, AND MAKES YOU STAY
More than presenting Carnival as a gateway to Brazil, “The heartbeat of Brazil” is born as a lasting invitation: stay longer, live more, feel more. The campaign marks the beginning of a six-month strategic journey, unfolding into new content, cultural festivals, gastronomic experiences, and personalised itineraries. The goal is to increase the length of stay of international visitors, strengthen authentic connections with Brazilian culture, and position the country as a destination of continuous discovery.
With a special focus on Gen Z and Millennial travellers—who seek experiences with purpose, affection, and identity—the campaign aims to reach more than 25 million people during Carnival alone, sparking new routes of desire for Brazil.
But its impact goes beyond numbers. By valuing local creative and entrepreneurial chains, tourism becomes a concrete tool for social and cultural development. It strengthens communities, expands opportunities, and recognises those who make Brazilian culture a living force. An initiative that unites beauty, truth, and intelligence—placing Brazil, with its art, soul, and affection, at the centre of global emotions.