Elegant Way Brazil Promotes Soccer Tourism Ahead of FIFA Women's World Cup 2027

The Brazilian Tourism Board (Embratur) launched Football Route, a digital platform featuring four tourist routes, inspired by the history, spaces, and experiences of the most popular sport in Samba Land. 

This content is available on the official website and across various social media platforms.

The launch of Football Route aims to transform the global passion for football into a structured Tourism experience. 

This digital guide offers Travel routes and activities allowing visitors to explore Brazil through its football culture. 

Visiting historic stadiums, museums, club headquarters, traditional fan bars, and various places linked to memories and lived experiences.

The project started in Rio de Janeiro, home to some of the country's most iconic stadiums and clubs, with deep-rooted football traditions. 

Embratur sees this initiative as a pilot project, with potential for expansion to other destinations across Brazil.

Digital platform

The platform centralizes content about stadiums, clubs, museums, bars, and other football-related experiences. 

It was compiled through specific research and includes filters based on interests, important dates, locations, and booking links. 

Its goal is to show how football is ingrained in the daily life of Brazilian cities.

Developed by Embratur through EmbraturLAB, the Football Route platform is multilingual and responsive, serving as a curated showcase of Rio's football ecosystem. 

The platform brings together all essential information in one place to guide international tourists interested in the football theme.

The official website is available in Portuguese, English, and Spanish, allowing users to choose four immersive experiences to enjoy football as it should be. 

The platform also features a complete Rio de Janeiro football calendar, including Campeonato Carioca, Brasileirão, Copa do Brasil, and Copa Libertadores.

The aim is for tourists to check the Match Schedule and plan their visit.

This route also serves as a preview for the FIFA Women's World Cup 2027 in Brazil from June 24 - July 25, 2027. Brazil is the first South American country to host the tournament. 

The FIFA Women's World Cup 2027 in Brazil will be the 10th edition of the competition with 32 national teams competing for the title.

Four experiences

Route 1 - Match Day: The full supporter experience

Match Day is a cultural and gastronomic route, taking visitors through the complete experience of being a football supporter in Rio, from iconic bars and restaurants around the stadium to the match atmosphere itself.

There are Rio's four biggest clubs: Botafogo, Flamengo, Fluminense, and Vasco da Gama, which can be destinations.

Each route highlights traditional gathering spots where club passion blends with authentic cuisine and Rio's bohemian culture.

Route 2 - History and Glory: Club headquarters that tell football history

This route explores the origins and cultural significance of the historic headquarters of Rio's major clubs, showing these places are more than just stadiums.

Fluminense's headquarters in Laranjeiras is considered the "sacred ground" of Brazilian Football, hosting the national team's first match and being the country's first concrete stadium. 

São Januário, Vasco's headquarters, is a symbol of resistance and inclusion, built by supporters in response to segregation in the sport. 

Gávea, Flamengo's headquarters, houses the club museum and the history of legendary players.

Route 3 - Concrete Giants: Rio's major football stadiums

This route highlights two main stadiums, Nilton Santos Stadium and Maracanã Stadium.

Nilton Santos, Botafogo's home, is known for its modern infrastructure meeting international standards. 

Maracanã is a temple of World Football, witnessing legendary moments, from the 1950 World Cup final to Pelé's 1,000th goal and various other major finals.

Route 4 - Rio Classics: Rivalry narratives

Every derby in Rio has its own story, rivalries, epic moments, and unique statistics. Six major clashes shape the city's football identity, including Fla-Flu, Clássico dos Milhões, and Clássico Vovô.

Promotion strategy

Football Route is part of Embratur's strategy to strengthen Brazil's position as a Tourism Destination for Sports and culture in the international market. 

The guide will be promoted through global campaigns and collaborations with the tourism sector, media, and travel and sports content creators.

This initiative is also part of Embratur's 60th anniversary celebrations and is included in Innovation Month. 

By turning the football experience into a tourism product, this program offers a new way for international tourists to get to know Brazil through history, territory, and cultural expressions rooted in the love for football.