Brazil & Rock in Rio: Perfect match

Last Updated on 19/06/2026 by Marlene Marques

It had been a few years since I last set foot at Rock in Rio Lisboa, especially after the festival moved to Parque Tejo. But when I received an invitation from Embratur, the Brazilian Agency for International Tourism Promotion, to attend their event on the eve of this music festival, my answer was immediate: I’m in.

Two days before the festival kicked off, Embratur hosted Brasil Sounds to celebrate Brazilian cultural diversity and preview the programming the agency would bring to Rock in Rio.

“The partnership with Rock in Rio Lisboa brings an unprecedented format for promoting Brazil. For the first time, we are occupying the festival with a curatorial strategy that guarantees prominence and ‘more stage’ for our Brazilian artists at a globally scaled event. It is an initiative designed so that international audiences can literally hear Brazil and travel through music, turning the stage into a showcase of our contemporary identity and all the diversity that tourists will find when they visit us,” said Roberto Gevaerd, Embratur’s Director of Management and Innovation.

For Roberta Medina, Executive Vice President of Rock in Rio, “with participants from 125 countries, this edition represents a unique opportunity to strengthen the dialogue between Brazil, Portugal, and Europe, showing how music can inspire new travels, create genuine connections, and awaken the discovery of different destinations, cultures, and experiences.”

From Pernambuco to Rock in Rio

Brasil Sounds was a genuine celebration of Brazilian culture. Beyond the traditional flavors of Brazilian cuisine — served with smiles and warmth — the gathering, held at the Palco Mundo backstage, also featured a pocket show by Brazilian singer Joyce Alane from Pernambuco.

A Latin GRAMMY nominee, the artist (visiting Lisbon for the first time) delivered an intimate performance accompanied only by a guitar, a sneak peek at what she would bring to the Rock in Rio stage over the following days.

Brazil and Portugal: growing closer

The numbers rarely lie, and these speak for themselves: between January and April 2026, more than 135,000 Portuguese visited Brazil, making it the best start to a year ever recorded between the two countries. That’s a growth of nearly 31% compared to the same period last year.

Much of this is down to Embratur’s clear commitment to the Portuguese market. And it doesn’t stop there. The expectation is that by the end of 2026, around 300,000 Portuguese will have crossed the Atlantic toward Brazil, a number that says a lot about how this destination has gone from a dream tucked away in a drawer to a very real choice.

What about you? Have you ever been to Brazil?

Photos (except cover): ©Embratur/HugoMoreira