LATAM and Embratur Launch 'Turismo Transforma' Series Showcasing Brazilian Culture Onboard

Starting July 2, passengers flying with LATAM can immerse themselves in Brazilian culture through a new series of documentaries titled 'Turismo Transforma' available on LATAM Play. This initiative is a collaboration between LATAM Airlines and Embratur, Brazil's tourism agency, designed to promote the country’s diverse destinations via in-flight entertainment.

The series features 18 documentaries highlighting community-based tourism, cultural heritage, and sustainable development across multiple regions including Bahia, the Amazon, Fernando de Noronha, Minas Gerais, and Rio Grande do Sul. Notably, two documentaries about Bahia—'Afro: das Origens aos Destinos' and 'A Magia do Oceano'—showcase Afro-tourism and the deep connection between the ocean and local spirituality and economy.

Embratur President Bruno Reis emphasized that the series aims to spotlight the people of Brazil as the nation’s true tourism asset, encouraging travelers to explore less traditional routes. LATAM’s Chief Brand Officer Rodrigo Padilla highlighted that these documentaries enrich passengers' travel experiences while promoting Brazil’s rich culture and tourism diversity.

This multimedia approach supports cultural preservation and local development by illustrating how tourism can positively impact communities. Content is accessible in Portuguese, English, and Spanish, aiming to inspire a wider international audience to explore Brazil beyond typical tourist destinations.