Embratur, the Brazilian Tourism Institute, is innovating to promote Brazil’s cultural and natural riches on the international stage. In 2024, the Casa Brasil initiative will be at the heart of this strategy during the Paris Olympic Games, showcasing the city of Rio de Janeiro as well as other regions that represent the country’s natural and cultural diversity.
Casa Brasil: A Brazilian showcase in Paris
Casa Brasil, an initiative supported by the Brazilian Olympic Committee, Embratur and Sebrae, will be held in Paris in the Parc La Villete. This 5,000 square metre space (comprising 4 cubes) will be the meeting point for fans, athletes, international authorities and tourists from all over the world throughout the competition. Open every day of the Games, from 1pm to 10pm, Casa Brasil will offer an immersion in Brazilian culture and lifestyle through a variety of sporting, gastronomic and cultural activities.
Among the various themed areas, visitors will be able to find the Rio de Janeiro cube, created in partnership with the Rio Municipal Tourist Office. Decorated with emblematic images such as the Ipanema Promenade, Sugarloaf and Christ the Redeemer, this cube will offer a complete view of the city’s natural and historical beauty.
Sebrae Embratur Arena
Another cube, the ‘Sebrae Embratur Arena’, will host daily competitions in popular Brazilian sports and group dance classes. Visitors will be able to take part in typical sporting activities such as street football (golzinho), beach volleyball, frescobol and capoeira. Dance competitions, including axé and samba, will also be organised, immersing guests in the festive atmosphere of Brazil.
A commitment to sustainability
Casa Brasil is focusing on accessibility and sustainability. The structure will comply with strict standards to reduce CO2 emissions, while guaranteeing access for all visitors.
Impact of Casa Brasil
Marina Arruda, Embratur’s Special Projects Manager, points out that each cube will have its own regionalised narrative, highlighting the specific cultural and tourist characteristics of Brazil’s different states. Marcelo Freixo, President of Embratur, adds that the aim is to create immersive experiences to attract visitors to Brazilian destinations, particularly Rio de Janeiro, which is already the main destination for French tourists in Brazil.
Casa Brasil, with its daily events, cultural shows and Olympic medal celebrations, will be a formidable promotional platform for Brazil. By bringing together visual, gustatory and interactive elements, Embratur hopes to strengthen the links between Brazil and visitors from all over the world, while highlighting the diversity and richness of its culture.
New campaign to promote Brazil
Alongside Casa Brasil, Embratur is launching a new promotional campaign entitled ‘Visit Brazil, you have everything to gain’ to showcase the beauty and spirit of Brazil. The campaign is aimed primarily at the European market, with the aim of attracting more tourists by highlighting the breathtaking landscapes and unforgettable experiences offered by the sports available in different parts of the country. Through captivating audiovisual media and authentic stories, the campaign will show the many facets of Brazil, from its paradisiacal beaches and lush jungles to its dynamic cities and traditions.
Casa Brasil 2024 promises to be a highlight of the Paris Olympic Games. By offering a complete immersion in Brazilian lifestyle and culture, Embratur aims to attract new visitors and strengthen Brazil’s image on the international stage. This space, combining sports, music, dance, gastronomy and history, will enable visitors to discover an authentic and welcoming Brazil.
Casa Brasil 2024 official website (in Portuguese)
Illustrations: Casa Brasil 2024
