Embratur Unveils 8-Pronged Film Tourism Strategy
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- Embratur unveiled an eight-pronged strategy to convert audiovisual viewers into tourists, citing research that 90 million people worldwide pick destinations based on films, TV and games
- The Screen Brasil program will announce its second-edition winners May 18 at the Cannes Marché du Film, awarding $15,000 each to three projects and their respective sales agents
- HBF+Brazil, an alliance between Rotterdam's Hubert Bals Fund and Brazilian partners, will grant $11,600 (€10,000) to fiction features in development, with Embratur funding two of this year's 11 projects
- Embratur's Netflix partnership produced a virtual travel guide tied to streaming hits, with eight editions planned by December and Amazon-region and beach guides already live
- The "Brasil Tá Pra Game" Award, now in its third edition, will showcase all winning titles at a dedicated Gamescom Cologne 2026 booth to reach younger audiences
- Embratur sits on a technical workgroup drafting a Federal Film Commission bill now with the Ministry of Culture, involving six ministries and 30 local film commissions
- Kleber Mendonça's "The Secret Agent" — four Oscar nominations, four Cannes wins and an April Premios Platino sweep — has spotlighted Recife, illustrating the strategy's underlying premise
Why it matters: Brazil is institutionalizing the set-jetting economy, citing 90 million potential travelers as the addressable market and funding the full pipeline from new production (Screen Brasil, HBF+Brazil) to international distribution (Cannes, Gamescom) to converting viewership into bookings (Netflix guides, federal incentives). If the Ministry of Culture advances the Federal Film Commission bill, Brazil gains a coordinated national lever to attract shoots it currently loses to Mexico, Colombia and the UK.
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