LONDON — Brazil is pitching the 2027 Women’s World Cup as more than a sporting showcase, calling on international football fans to transform match trips into extended cultural journeys across South America’s largest nation.
Visit Brasil (Embratur) launched its global marketing campaign, “Brazil Beyond the Game,” on 4 November at the World Travel Market (WTM) in London. The initiative aims to leverage the first Women’s World Cup hosted in South America to highlight regional biodiversity, culinary heritage, and local lifestyles across eight host cities: Belo Horizonte, Brasília, Fortaleza, Porto Alegre, Recife, Rio de Janeiro, Salvador, and São Paulo.
The tournament will run from 24 June to 25 July 2027.
R$ 8.8 Billion Economic Impact
The promotional strategy targets a significant surge in tourism revenue. According to a study commissioned by Visit Brasil from FGV Projetos, the tournament is projected to generate R$ 8.8 billion (€1.4 billion) in overall economic activity across Brazil and support roughly 73,700 jobs.
Direct expenditure from traveling supporters forms the core of this economic forecast.
“We expect around two million people, including international and domestic visitors, to travel across the eight host cities. This audience could inject R$ 4.7 billion directly into local retail, accommodation, and dining,” said Bruno Reis, President of Visit Brasil (Embratur).
Reis noted that unveiling the strategy at WTM London was deliberate, targeting global travel operators to build multi-region itineraries ahead of ticket sales.
Running through 4 December, the campaign spans digital advertising, social media, connected TV, and targeted promotions across 12 primary markets: Argentina, Australia, Canada, Colombia, France, Germany, Mexico, the Netherlands, Portugal, Spain, the United Kingdom, and the United States.
Storytelling Through a Female Lens
Central to the marketing drive is an eight-part documentary web series. Each episode centers on a host city, featuring unscripted encounters between an expatriate woman living in Brazil and a local Brazilian woman connected to sports culture.
The format uses unhurried, observational storytelling to present authentic perspectives on local life, shifting focus from typical stadium imagery to neighborhood life, regional rhythms, and personal heritage.
Eight Host Cities, Distinct Identities
The campaign emphasizes distinct regional experiences available between match fixtures:
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The Northeast: Fortaleza offers coastal street markets and beachside dining; Recife pairs its historic urban canals with nearby Olinda’s UNESCO-recognized frevo dance culture; and Salvador highlights its Afro-Brazilian roots, capoeira circles, and street gastronomy in the historic Pelourinho district.
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The Southeast: Rio de Janeiro highlights its coastal altinha games and neighborhood samba spots; São Paulo presents its global dining scene and contemporary art spaces; while Belo Horizonte highlights Central Market food culture alongside Oscar Niemeyer’s modernist architectural complex at Pampulha Lagoon.
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The Central-West & South: Brasília showcases iconic modernist landmarks beneath the Central Plateau’s open skies, while Porto Alegre focuses on sunset gatherings along the revitalized Guaíba waterfront and evening culture in the 4th District.
The effort falls under Plano Brasis – International Tourism Marketing Plan 2025–2027, developed by Embratur alongside Sebrae to strengthen Brazil’s global destination footprint through 2027.