From Carnival to the World Cup: Brazil arrives in London for WTM LONDON 2026

Brazil arrives at WTM London 2026 to demonstrate that travelling through the country goes far beyond visiting destinations; it is about immersing oneself in stories, sharing in celebrations, and discovering a place where culture is lived out in every encounter. At a time of growing British interest in the country, Brazil is showcasing a distinctive approach to tourism – one that weaves together the energy of Carnival, a passion for football, and the authenticity of local experiences, inviting visitors to see Brazil through a fresh lens. From November 3rd to 5th 2026, two international campaigns will translate this “Brazilian spirit” into experiences and narratives designed to bring the British public closer to Brazil’s rich diversity.
From the stands of the Sambadrome to the city streets, the celebration takes on various rhythms in the Carnival campaign, developed in partnership with “Beautiful Destinations”. Under the theme “Come Live the Energy of the World’s Greatest Carnival”, Rio de Janeiro, Salvador, Recife, and Olinda will be showcased through the voices of the very communities that bring the festivities to life each year. Their stories, roots, and traditions reveal the many ways to experience this iconic expression of Brazil’s cultural diversity.
Meanwhile, the 2027 FIFA Women’s World Cup – hosted by Brazil for the first time – serves as a gateway to a journey that extends well beyond the stadiums. This initiative highlights the host cities – Belo Horizonte, Brasília, Fortaleza, Porto Alegre, Recife, Rio de Janeiro, Salvador, and São Paulo – through experiences that connect visitors directly with local life.
These campaigns arrive at a moment when Brazil is taking centre stage in the growth of international tourism. Brazil is the primary destination in South America for travellers from the United Kingdom. Between January and August 2026, the country recorded an 11.37% increase in arrivals of British tourists.
“The United Kingdom is among the world’s top five source markets for tourists and is strategic for Brazilian tourism. The interest British travellers have in culture, sun and beach, nature, and adventure finds authentic experiences in Brazil – enriched by contact with local communities. We will be at WTM to showcase the ‘Brazilian spirit’ that makes the country a unique destination, blending culture, diversity, creativity, and hospitality. This is one of Brazil’s greatest strengths in the international market”, says Bruno Reis, president of Embratur/Visit Brasil.
This diversity will also be on display at the Brazil stand, which will span 414 square metres and feature 56 co-exhibitors – including destinations such as the Amazon, Bahia, Bonito, Ceará, the Iguaçu Falls, Manaus, Mato Grosso, Rio de Janeiro, Mato Grosso do Sul, Salvador, São Paulo, and Rio Grande do Norte. Alongside them, inbound tour operators, accommodation providers, various organisations, and airlines will welcome industry professionals to present itineraries, exchange insights, and secure new business deals.
Embratur will also bring ecotourism, nature-based tourism, and Afro-tourism experiences to WTM through “Feel Brasil” – a platform that highlights activities connected to nature, culture, and local communities. The initiative showcases Brazilian destinations and experiences that align with the growing demand for responsible tourism and authentic encounters, perfectly matching the profile of the British traveller.
Gastronomy will also be featured at the Brazilian stand, with cooking demonstrations and caipirinha masterclasses designed to introduce industry professionals to the country’s flavours, ingredients, and traditions. More than just tastings, these experiences highlight gastronomy as an essential part of discovering a destination – offering a way to introduce the British public to the creativity, hospitality, and distinct Brazilian spirit that make Brazil a unique place to visit.
EVENT DETAILS
WTM London 2026
Date: November 3–5
Location: ExCeL London, 1 Western Gateway, Royal Victoria Dock, London Docklands, E16 1XL, United Kingdom