Brazil is banking on its status as a global soccer powerhouse to drive international tourism, launching a new digital platform designed to bridge the gap between sports fandom and travel planning. The initiative, dubbed the "Soccer Route," aims to turn the country’s deep-rooted passion for the sport into structured, accessible tourism experiences.
Developed by EmbraturLAB, the innovation arm of Brazil’s national tourism agency, the platform catalogs historic stadiums, legendary club headquarters, and the local bars that define the nation’s fan culture. By providing curated itineraries, the agency intends to make it easier for foreign visitors to navigate the complex, often localized landscape of Brazilian soccer.
A strategy for the 2027 World Cup
Rio de Janeiro serves as the starting point for the project, featuring the legendary Maracanã stadium as its primary anchor. Officials plan to use this model as a blueprint to expand the program across other regions of the country. This effort aligns with Brazil’s broader preparations for hosting the 2027 FIFA Women’s World Cup.
Sports tourism has evolved from a niche activity into a primary driver of local economies. Beyond the matches themselves, the trend now includes travelers seeking to immerse themselves in the history and social fabric of their favorite sports. Embratur views this as a vital tool to diversify Brazil’s image beyond traditional landscapes and beaches.
The push for sports-centric travel arrives during a period of significant growth for the Brazilian tourism sector. In 2025, the country reported a record 9.2 million foreign visitors, a 37.1% increase over the previous year. Officials believe that by integrating soccer into the travel experience, they can better connect international tourists with authentic local identities.
By organizing experiences based on specific interests, dates, and locations, the new platform aims to simplify the logistical hurdles that often discourage fans from traveling to major sporting destinations. The initiative treats soccer not just as a game, but as a gateway to understanding the broader cultural and social life of Brazil.
