Foreign respondents worldwide view Brazil as a beautiful destination that is hampered by significant public insecurity, according to a new study [1].
This perception gap matters because it identifies a specific structural barrier that prevents the country from leveraging its natural assets to improve its global standing. While the nation's geography and culture attract interest, the perceived risk to personal safety limits the growth of its international reputation [1].
The research, known as Marca Brasil, was conducted by the consultancy OnStrategy [1]. The findings were disclosed by CNN Brasil on May 11, 2026 [1]. The study focused on how people outside the country perceive the nation's current state and its appeal as a destination.
According to the data, the contrast between Brazil's natural beauty and its safety record creates a contradictory image for foreign observers [1]. This duality suggests that while the country possesses strong "soft power" through its landscapes and culture, these advantages are offset by concerns regarding crime, and public order [1].
OnStrategy's research indicates that public insecurity is the main factor limiting the country's ability to enhance its image abroad [1]. The study suggests that the reputation of the country is not solely dependent on its attractions but is heavily weighed down by the perceived lack of security for visitors and residents [1].
Because the study relies on global respondents, it provides a snapshot of the external gaze—how the world sees Brazil rather than how Brazil sees itself [1]. The results highlight a persistent challenge for the government and tourism sectors in aligning the reality of the country's beauty with a safer environment for international engagement [1].
“Brazil is seen as beautiful but insecure”
The Marca Brasil study underscores a critical tension in national branding: the gap between aesthetic appeal and perceived safety. For Brazil, this means that investment in tourism marketing may have diminishing returns unless accompanied by tangible improvements in public security. The findings suggest that the international community views the country through a lens of risk that outweighs its natural and cultural advantages.
