The face of travel is changing, and more and more, travelers are looking for destinations that help them to reconnect with nature deeper, go off-the beaten, dive deeper into culture and also experience rejuvenative wellness. For decades, Brazil has occupied a permanent place on travelers' bucket lists, but there are still so many destinations within this country that are yet to be explored by travelers.

Today's travelers are increasingly making decisions based on purpose rather than popularity. They want destinations that connect them to local communities, protect natural landscapes, offer transformative experiences, and leave them with more than photos: stories that they can tell over and over again and that would make them remember that the trip was worth their while. Travel pillars such as adventure, wellness, culinary tourism, sustainability, and meaningful cultural immersion have become some of the strongest travel trends shaping bookings around the world.

This shift presents an opportunity for USA and Canada travel advisors to showcase the other side of Brazil that most north american travelers don't deeply know yet.

Rather than selling Brazil as a single destination centered around Rio de Janeiro and beach vacations, advisors can now curate journeys that reflect the passion, interests and deep desires of each type of traveler: from families to GenZs, from millennials to boomers, from couples to nomadic travelers. During the summer Brasil DNA Toronto Road Show, destinations such as Matto Grosso do Sul, Iguassu Falls, Sao Paulo and NEX showcased exactly why Brazil deserves to be seen through a much wider lens.

From the world's largest tropical wetlands to one of Latin America's greatest culinary capitals, these destinations demonstrate that Brazil isn't simply a destination, it is many destinations in one.

The Pivotal Shift that every Travel Advisor Should Make

So, instead of asking clients, “Do you want to visit Brazil?” perhaps the better question is: What kind of traveler are you?

Because the answer will define the itinerary.

For the Food Lover and Urban Explorer: Visit São Paulo

If Rio is Brazil's postcard, São Paulo is its heartbeat. Often overlooked by leisure travelers, South America's largest city has quietly become one of the world's most exciting culinary destinations. Home to one of the largest Japanese communities outside Japan, alongside Italian, Lebanese, African, Portuguese and Indigenous influences, São Paulo tells the story of Brazil through culture and food. This is the flavor of Brazil for culinary travelers, culture enthusiasts, solo travelers, or luxury travelers.

Best time to visit: March to May and September to November, when temperatures are pleasant and ideal for exploring the city on foot.

For Wildlife Lovers and Sustainable Travelers: Mato Grosso do Sul

Travelers who love national park hikes and close-up encounters with wildlife would definitely relish at the sights of Mato Grosso do Sul.

This Brazilian province offers some of the richest wildlife experiences on Earth. Home to the Pantanal, the world's largest tropical wetland, Mato Grosso do Sul is also one of the best places to observe wildlife in its natural habitat: jaguars, giant anteaters, capybaras, caimans, giant otters, macaws, toucans, and hundreds of bird species are at the rendez-vous and are more likely to be spotted there as the Pantanal's open landscapes create extraordinary viewing opportunities. Moreover, Mato Grosso do Sul has a growing commitment to conservation and regenerative tourism. Many lodges actively support wildlife protection while creating economic opportunities for local communities.

For Culture Seekers: Experience Salvador de Bahia

Anyone who truly wants to understand the soul of Brazil should begin by exploring Salvador de Bahia. This was Brazil's first capital, and the home of Afro-Brazilian culture. Its colourful colonial architecture, UNESCO-listed historic centre, music, dance, cuisine and religious traditions reveal centuries of African influence that continue to shape modern Brazilian identity.

Here, you don't just learn about Brazilian culture: you experience it in real time. Whether it is by watching a capoeira performance, learning to cook Bahian cuisine, listening to percussion groups rehearsing for Carnival, taking a Samba class or eating with locals, Salvador is where travelers can truly engage in living traditions.

For advisors looking to build more culturally immersive itineraries, for history enthusiasts, food lovers, black and heritage travelers and group travelers, then Salvador deserves to be a cornerstone.

Best time to visit: September through March offers warm weather and numerous festivals, while February hosts one of the world's largest Carnival celebrations.

For Wellness, Beaches and Slow Travel: Northeast Brazil

For travelers seeking sunshine without sacrificing authenticity, Brazil's Northeast offers an entirely different pace. Stretching across thousands of kilometres of coastline, the region is home to charming fishing villages, dramatic sand dunes, warm Atlantic waters, wellness retreats and protected natural landscapes.

Rather than rushing from one attraction to another, the Northeast region of Brazil is by design, a place to slow down. Morning walks on nearly empty beaches, fresh seafood prepared by local chefs, kitesurfing, yoga retreats, cultural festivals and community-based tourism all contribute to experiences that prioritize wellbeing over busy itineraries.