The President and CEO of the Brazilian Tourism Board (Embratur), Marcelo Freixo, has acknowledged the deep historical and cultural bonds that link Brazil with Yorubaland in Nigeria. During a high-level meeting with the Executive Secretary and CEO of Nigeria’s National Institute for Cultural Orientation (NICO), Otunba Biodun Ajiboye, Freixo emphasized that “the history of Brazil cannot be complete without mentioning Yorubaland.”
The meeting, held in Brazil, marks a pivotal moment in ongoing efforts to institutionalize cultural exchanges between Africa’s largest economy and South America’s most culturally diverse nation. Freixo affirmed Brazil’s commitment to forming a special committee to identify major Brazilian festivals and carnivals that can be adapted for Nigerian audiences, reinforcing the countries’ shared Afro-heritage.
The development was announced in a statement issued on Saturday by Caleb Nor, the Media Assistant to NICO’s Executive Secretary. The move is expected to not only boost tourism and bilateral relations but also deepen the recognition and celebration of the Yoruba spiritual and cultural influence across the Atlantic.
With Yoruba descendants and Orisha devotees accounting for an estimated 58 percent of Brazil’s population, Freixo underscored the enduring impact of African heritage on Brazilian society. These communities hold significant political, social, and religious influence in Brazil, especially in regions like Bahia, where African-rooted traditions such as Candomblé, samba, and capoeira are prominently celebrated.
“Anyone talking about Brazil must also talk about Africa, and more specifically, Yorubaland,” Freixo noted, adding that the cultural connections transcend mere historical acknowledgment and are integral to Brazil’s national identity.
João Jorge Rodrigues, President of Brazil’s Palmares Cultural Foundation, echoed these sentiments during the meeting, recommending the Bahia carnival as a pilot cultural export to Nigeria. He proposed that a trial run of the festival be held in December 2026, signaling the beginning of a new era in Afro-Brazilian cultural diplomacy.
Rodrigues tasked NICO with initiating discussions with the Nigerian Federal Government or a willing state government that would host the Brazilian-style carnival. Upon conclusion of preliminary talks, NICO would then provide feedback to Brazilian authorities for comprehensive planning and logistics.
According to the statement, “With the current efforts by NICO under the leadership of Ajiboye, Nigeria is already gaining cultural ground by virtue of association and affiliation with Brazil’s cultural sector, which accounts for a substantial part of the country’s revenue.”
The cultural alliance is expected to open new pathways for tourism development between the two countries. Brazil’s vibrant cultural tourism sector, which contributes billions to its GDP annually, serves as a model that Nigeria can emulate through strategic collaborations and festival diplomacy.
Freixo commended Nigerian President Bola Ahmed Tinubu for promoting cultural outreach and bilateral cooperation through agencies like NICO. He praised the Nigerian government’s proactive steps in extending a hand of fellowship toward deeper cultural understanding and mutual benefit.
Otunba Ajiboye, on his part, reiterated NICO’s readiness to bridge Nigeria’s rich cultural offerings with Brazil’s globally recognized heritage platforms. He affirmed that initiatives like the proposed carnival replication will not only foster cultural pride but also stimulate local economies and enhance Nigeria’s cultural diplomacy on the global stage.
The Brazil–Nigeria cultural engagement is being hailed as a timely initiative, especially as nations explore soft-power approaches to global influence. Analysts believe this partnership could inspire further South-South cooperation, particularly in sectors like creative arts, heritage preservation, tourism, and diaspora relations.
As preparations begin for the 2026 cultural showcase, stakeholders from both countries are optimistic that the initiative will serve as a catalyst for broader engagement across multiple sectors—uniting two nations with a shared past and a common cultural destiny.