Embratur, Brazil’s Brazilian Agency for International Tourism Promotion, has launched the Football Route, a multilingual digital platform offering curated itineraries for international visitors based around the country’s football culture, as the country prepares to host the FIFA Women’s World Cup in 2027.
The platform brings together suggested tours and activities allowing visitors to discover Brazil through its football culture, including historic stadiums, museums, club headquarters, traditional bars frequented by fans, and other spaces linked to the memory and experience of football. The content is available on an official website and across the agency’s social media channels.
The project begins in Rio de Janeiro, with the platform available in Portuguese, English and Spanish. Users can choose from four immersive experiences and access a comprehensive football calendar covering the Campeonato Carioca, Brasileirão, Copa do Brasil and Copa Libertadores, allowing travellers to check upcoming matches and plan their visit.
The platform was developed through EmbraturLAB, the agency’s innovation laboratory. Embratur plans to expand the concept to other cities if the initial Rio de Janeiro phase proves successful.
“Football in Brazil is much more than a sport, it is an expression of our culture, our Brazilianness, our unique way of being, and that has everything to do with tourism. This year alone, Brazilian cities that are part of the route received more than 3 million tourists from Argentina, Paraguay, Uruguay, Chile, and Bolivia,” said Marcelo Freixo, President of Embratur.
Four of the Brazilian stadiums included in the route will host matches for the 2027 FIFA Women’s World Cup: Arena BRB Mané Garrincha in Brasília, Beira-Rio in Rio Grande do Sul, Maracanã in Rio de Janeiro, and Neo Química Arena in São Paulo. The tournament will take place for the first time in Latin America, with matches in eight Brazilian capitals.
The initiative also marks Embratur’s 60th anniversary and forms part of the agency’s Innovation Month. Brazil recorded a record 9.2 million foreign tourist arrivals in 2025, a 37.1% increase on 2024, the previous record year with approximately 6.7 million international visitors.