Daniela Maia: "Rio’s Carnival is a unique experience and only those who experience it know"

Carnival in Rio is a must-have experience on everyone’s bucket list, and who better than the city’s Tourism Secretary to convince you? With Carnival just around the corner, Rio de Janeiro is top of mind. Globally, the city is undoubtedly the heart and soul of this massive celebration, and, as always, it's ready to welcome you with open arms. If you’re still thinking about booking that last-minute flight to dive into the madness, we chatted with Daniela Maia, Rio’s Tourism Secretary and a die-hard fan of the Cidade Maravilhosa. "Here, you’ll find a mix of natural beauty, culture, history, charm, joy, freedom, and fun. Our vibe sets us apart from anywhere else – even within Brazil. Everyone wants to embrace the Carioca style: the rhythm, the way we dress, flip-flops, strolling in bikinis or shorts straight from the beach, and enjoying a cold beer. It’s about being among people, no matter their name or background," says Daniela. Let loose and book your flight now – you won’t regret it. 

To what extent is experiencing Rio de Janeiro’s Carnival a "must-have" on anyone’s life journey?  Rio’s Carnival is a unique experience and only those who experience it know the power of joy and energy of such a spectacle! It should be experienced at least once in a lifetime! 

What are the most compelling reasons to convince a foreign visitor – or even a Brazilian from another state – to experience Carnival in Rio? The joy, the rhythm, the freedom are experiences that transform people who experience Carnival. Rio is also a city that overflows with happiness, welcomes tourists very well and everyone wants to come back. In addition, we have fantastic tourist attractions, unparalleled natural and historical beauty and unique cuisine.

From a visitor's perspective, how do the street Carnival (blocos) and the samba school parades at the Sambadrome differ in terms of experience? The Sapucaí’s Carnival is a true open-air opera that tells stories from here and all around the world through samba! A true work of art constructed and presented through costumes, allegories, lots of rhythm, art, scenography and samba dancing! The Carnival blocks take place on the streets as a true path of joy, irreverence, an act of freedom and maximum expression through dance and smiles!

Did Rio’s Carnival shape the identity of the carioca, or was it the carioca who invented their own Carnival? Rio's Carnival, as it is known all over the world, was born here and is intertwined with the history of our city. I would say that we were born together!

Can we say that Carnival is the ultimate expression of the joy and creativity of the carioca? And what are the essential "commandments" to enjoy the festivities properly? Yes, Carnival is, perhaps, the greatest expression of joy for the people of Rio. To enjoy Carnival, you must first of all get rid of prejudices, enjoy smiling, dancing and prepare yourself for the best experience of all: be happy!

In terms of logistics and resources, what are the biggest challenges in organizing an event as massive as Rio’s Carnival? The Rio City Hall has a company – Riotur – that has been organizing these events for many years and has a lot of experience. In fact, the city has a lot of experience in large events and each year with more technology, innovation, integration and learning. We are improving.

Time Out, present in several cities worldwide, recently arrived in Rio de Janeiro and launched a special print edition entirely dedicated to the city’s Carnival. How late are we to this party (haha)? It was a joy for the city of Rio to welcome Time Out and having it present at Carnival this year only fills us with pride! Time Out is never late, it arrived at the right time and you will have a lot of fun with Carnival stories!