A
Pillar
Authenticity & Joy
Meaning
Hospitality, human diversity, communities, and real experiences.
The proof of concept behind Travel DNA Series
Brasil DNA: building recognition, relationships, and opportunity over time.
A distinctive story for Brazil, connected to the professionals who influence and sell travel in the United States and Canada.
The identity
Four memorable pillars organize Brazil’s tourism identity:
G
Pillar
Gastronomy
Meaning
Culinary richness, regional identity, ingredients, traditions, and creativity.
C
Pillar
Culture
Meaning
Tangible and intangible heritage, art, creative economy, music, and lifestyle.
T
Pillar
Natural Treasures
Meaning
Biodiversity, landscapes, nature, conservation, and sustainability.
The model in action
Digital storytelling, trade education, PR, roadshows, matchmaking, and follow-up keep Brazil and its partners present before, during, and after events.
2025: proof of engagement
2025
1.8 millionInternational media views
2025
1,691International media placements
2025
29,000+Organic interactions
2025
88,000 opens and 8,297 clicksNewsletter performance
2025
15 events; 264 participantsDigital events
2025
90+ meetings in Washington, DC and New York CityIn-person roadshow
2025
1,030 registrations; 231 meeting requestsVirtual roadshow
Source: Brasil DNA 2025 program report, as reproduced in the Brasil DNA 2026 presentation.
Brasil DNA 2025 program report, as reproduced in the Brasil DNA 2026 presentation.
January–June 2026: the platform expands
January–June 2026
826,652Verified travel-advisor views
January–June 2026
479,042Unique verified views
January–June 2026
Approximately 95,000 sends across reported channelsNewsletter activity
January–June 2026
43,000Content interactions
January–June 2026
61.8 millionPotential media reach
January–June 2026
579 expressions of interest; 278 confirmations; 177 participantsIn-person event funnel
January–June 2026
Los Angeles, Chicago, and TorontoCities
January–June 2026
37 social posts plus 81 stories reportedContent production
Source: Brasil DNA 2026 Midterm Report — Embratur, January–June 2026.
Potential reach is not the same as verified views. Expressions of interest, confirmations, and attendance are separate stages of the event funnel.
Who engaged in 2026
The first-half interest database included advisors, operators, MICE, media, creators, and other tourism professionals. Leading interests included luxury, culture, adventure and nature, beach, and romance.
What the case demonstrates
- A distinctive identity can organize diverse partners without reducing their individuality.
- Digital, PR, education, and events perform more powerfully when connected by one narrative and calendar.
- A program can serve institutional positioning and commercial partner objectives at the same time.
- In-person momentum can be extended through virtual access, content, and follow-up.
- Each edition creates data, relationships, assets, and learning that strengthen the next.