July 23, 2025 – Grounded in Authenticity, Gastronomy, Culture, and Natural Treasures, this strategic initiative goes fully digital with constant activity from August to October, complemented by a few in-person gatherings on the U.S. East Coast and a virtual roadshow.

Brasil DNA is officially launched — a forward-looking initiative from Brazil's tourism sector designed to engage the North American travel trade with the true spirit of Brazil. In partnership with Embratur (Visit Brasil) and leading destinations and travel partners, this campaign invites travel professionals to go beyond brochures and immerse themselves in what truly defines this extraordinary country.

A New Way to Discover Brazil

Inspired by the structure of DNA, the Brasil DNA initiative is built around four pillars that represent the living essence of Brazil:

· Authenticity: Showcasing the warm, welcoming energy of Brazilians and the emotional connection they bring to every visitor experience.

· Gastronomy: Celebrating traditional dishes like feijoada, brigadeiros, açaí, and more—reflecting Brazil's cultural fusion.

· Culture: From samba rhythms to regional arts, literature, and contemporary expressions, Brazil's culture is a vibrant mosaic.

· Natural Treasures: Highlighting destinations like the Amazon rainforest, Iguaçu Falls, and Pantanal, reinforcing Brazil's leadership in sustainable and biodiversity-rich tourism.

“Brasil DNA is more than a campaign. It's a movement to bring Brazil's most powerful stories and experiences to the forefront in a format that's inclusive, sustainable, and truly representative of our country's diversity,” says Gisele Abrahao, CEO of Global Vision Access. This campaign blends digital and face-to-face experiences to reach all segments of the North American travel trade.

Inclusive, Dynamic, and Sustainable

Rather than conventional trade missions focused on a handful of cities, Brasil DNA was built for the digital era — combining high-reach online engagement with targeted in-person events. The goal: to connect OTAs, tour operators, and independent agents—no matter where they are located—through inclusive, accessible, and low-emission formats.

“In 2024 and early 2025, Brazil set new tourism records thanks to our sustainable strategies and global connections,” notes Marcelo Freixo, President of Embratur. “With Brasil DNA, we are strategically amplifying access to our essence—authenticity, culture and nature—to our most important partners in North America,” reinforcing the campaign's innovative and inclusive approach.

Program Format Overview

· Digital Hub (August–October 2025) An interactive Brasil DNA Hub (powered by Bureau Mundo) offering on-demand sales tools, destination courses, and webinar series.

· Weekly Webinars Live sessions every Tuesday–Thursday at 12 PM EST, featuring Brazilian destinations (e.g. Mato Grosso do Sul, Iguaçu, sustainable tourism), with live Q&A and downloadable resources.

· Virtual Roadshow (Late October 2025) Connects Brazilian suppliers with trade professionals across the U.S. and Canada via virtual market appointments and product showcases.

· In-Person Gatherings on the U.S. East Coast Targeted events in Washington, D.C., New York, last week of October, featuring cultural presentations and interactive workshops to engage decision-makers and opinion-leaders.

This hybrid approach ensures constant digital presence, punctuated by human connection, interactivity, and cultural immersion.

Why It Matters

· Inclusivity: Enables participation from independent professionals in remote locations, expanding trade reach.

· Dynamic Format: A mix of webinars, virtual roadshows, and in-person activations ensures engagement across modalities.

· Sustainability: Minimizes travel footprint while maximizing impact—including low-emission virtual formats.

Premier Partners Supporting Brasil DNA

· Mato Grosso do Sul – Showcasing Pantanal and Bonito as cornerstones of Brazil's eco-tourism identity.

· Visit Iguassu – Gateway to Iguaçu Falls, an emblematic treasure.

· Blumar – Leading luxury DMC offering deep-insight customized itineraries.

· Visit Brasil (Embratur) – Driving Brazil's global tourism strategy with authenticity, inclusion, and sustainability.

Brasil DNA is a movement connecting North American professionals with the authenticity, culture, and natural beauty that make Brazil unforgettable.

Learn more and register at: https://bureaumundo.com/brasil-dna/

For media, partnerships, or group sales inquiries, contact:

Gisele Abrahao – gisele@globalvisionaccess.com

Anna Cecilia Santos – anna.cecilia@globalvisionaccess.com

#BrasilDNA | Discover the code. Sell the Real Brasil!