Netflix and Embratur Launch Virtual Travel Guide Showcasing Brazil’s Real-Life Filming Locations
Image credit: Netflix/Still Moving
Netflix and Embratur, the Brazilian Tourist Board, launched their new virtual free travel guide at the World Travel Market (WTM) in London. The online guide, titled “Come to Brazil with Netflix”, which is now live, is available in Portuguese as well as English to help travelers and fans of Netflix’s Brazilian TV series to get to know the real-life locations that are featured in Netflix’s Brazilian series. The first part of the guide which is now live, allows fans and travelers to explore the different aspects of the vast Amazon region, from its nature and festivities to its urban life, cuisine, and local culture.
Netflix and Brazilian Tourist Board Launch at WTM
The launch of the guide at WTM featured Marcelo Freixo, President of Embratur; Antonio Patriota, the Ambassador of Brazil to the United Kingdom; and Sergio Vinay, Netflix’s Director of Strategic Policy Partnerships, and is part of the streaming platform’s ongoing commitment to the country. This collaboration was first announced at Rio2C, Latin America’s largest creativity event, in May 2025 by Embratur President Marcelo Freixo and Netflix Director of Public Policy for Brazil, Mariana Polidorio.
Sergio Vinay from Netflix, on the launch of the new guide and collaboration at WTM, said, “Brazil is not only very important for Netflix but also a country incredibly rich in culture and landscapes. With this guide, we want viewers to feel invited to experience the country up close, living out the stories they’ve come to love on screen.”
“Netflix is a powerful international showcase, and this partnership reinforces the potential of Brazilian audiovisual production to inspire people to discover our country, our culture, and our people. It’s an example of how audiovisual storytelling and tourism can be strong allies in generating opportunities and development,” added Marcelo Freixo, President of Embratur.
Come to Brazil with Netflix Guide
In the Amazon section, the guide looks at locations featured in Invisible City, the fantasy drama that features elements of Brazilian folklore; the miniseries Rivers of Faith, a gritty crime drama; the film Rich in Love 2, a romantic comedy (the original film was one of the most-watched productions on Netflix in its debut on the platform in 2020); and the second season of the reality show Love Is Blind: Brazil, where single men and women look for love and get engaged, all before meeting in person. The comedy special Whindersson Nunes: É de Mim Mesmo was also filmed there. When visitors log on to the site, they are greeted with a hero shot of the Amazon and the quote, “Our forest is absolute cinema by nature,” which captures the region’s appeal for both filming and screen tourism, as well as its draw as a travel destination. The Amazon guide includes short clips from Netflix series along with options to learn more about the featured locations. The design is clean and scroll-friendly, using warm, sunlit tones and a contemporary layout with nods to Brazil’s design aesthetic and subtle retro touches.
Other sections of the guide to be released in the future will look at the Pantanal, the world’s largest tropical wetland mainly in the state of Mato Grosso do Sul, as well as a look at Beaches, Gastronomy, and other sections yet to be announced. When completed, this guide promises to give a broad and rich overview of the diversity of Brazil as a destination and, of course, link back to the series that use these locations
The first part of the guide to be available on the site looks at the vast Amazon region of Brazil, broken down into five mini-themed sections that are all showcased in their own way in the Netflix series:
- Nature, of which the region has plenty to offer in the world’s largest tropical rainforest through its waterfalls, lagoons, caves, hikes, and more.
- Celebrations and sounds, with a look at the cultural diversity of this vast area, including the Paratins Folklore Festival, the music, dance, and rhythm of Carimbó, recognised as national cultural heritage, and the soundscapes of the Rivers of Fate series, which is based on the rhythms often heard on the streets of the city of Belém.
- Luxurious locations that were featured in the series are shown and profiled, with Uiara Resort, a floating hotel, and Mirante do Gavião Lodge, which overlooks the second-largest fluvial archipelago that sits in the midst of a river.
- Urban life, looking at cities in this area, with castle ruins and the old town of Belém, along with the unique Amazon Theatre, built in 1884 during the rubber boom.
- Gastronomy, looking at the influences of the forest and the rivers found in this region, including the Açaí Market and Combu Island APA, which features a gastronomic hub and a chance to discover the chocolate route along the Caminho das Ilhas.
- Netflix’s commitment to invest in Brazil began in 2016 with the release of the dystopian series 3%, marking it as the streamer’s first-ever production filmed entirely in the country. As reported by Variety, Netflix has since launched an average of two shows a month, and in 2023 and 2024 invested 1 billion reais (about US$165 million at the time). Earlier this year, Netflix confirmed that 2025 was going to be a busy year, planning 10 original productions in Brazil, including series, films, reality shows, and documentaries.
Netflix Decade Long Investment in Brazilian Productions
After the success of 3%, the next big series that put its Brazilian output on the world stage was Invisible City, which, when it first premiered in February 2021, was featured in at least 40 countries at the time of its release in its top-10 watched content. The success of the first series saw it followed up with the release of Season 2 in March 2023 (Invisible City 2). At the end of 2024, it was reported that Netflix invested more than US$170 million in the miniseries Senna, which follows the career of Ayrton Senna leading up to his fateful crash at the 1994 San Marino Grand Prix. Netflix also this year integrated with Kantar IBOPE Media to offer advertisers enhanced insights into individual reach and cross-media effectiveness with their audiences.
Netflix’s Other Travel Related Initiatives
The Brazil initiative is part of a wider strategic direction into the world of screen tourism, as part of Netflix’s global creative platforms around audiovisual tourism, with similar projects in South Korea, France, Spain, and Thailand.
- Netflix joined forces with the Korea Tourism Organization (KTO) and the Ministry of Culture, Sports and Tourism for a large-scale campaign to promote travel to Korea, beginning with a special Squid Game-themed global commercial released in July. As part of the campaign, a large-scale immersive live event was held in October at Seoul’s Gwanghwamun Square, where 82 participants from 33 countries played real-life versions of the show’s games to promote Korea as a global travel destination. The latest season of Squid Game broke records, becoming the first show to reach the top spot in all 93 countries where Netflix maintains Top 10 lists during its debut week, with over 60 million views in its first three days.
- In 2023, Netflix partnered with the Tourism Authority of Thailand (TAT), the Department of National Parks, Wildlife and Plant Conservation (DNP), and the Creative Economy Agency (CEA) to create a first-of-its-kind travel guide for Thailand, called “Uncover Thailand: A Creative Travel Guide”. In an impact report released in August 2025, six years after its first Thai production, Netflix’s Impact Report for Thailand highlighted a US$200 million investment in local production.
- Netflix launched in 2022 “Spain Travel Guide’ with Turespaña to promote Spain internationally, with a guide using a map format to discover traditions, craftwork, music, gastronomy, and lifestyle.
- Atout France, the French Tourism Development Agency, collaborated with Netflix to create a dedicated “Netflix in France” travel map and promotional campaign highlighting French filming locations featured in Netflix productions such as Lupin, Emily in Paris, and Murder Mystery 2.
To see the Brazilian guide, visit www.cometobrasilwithnetflix.com.br
