Brazil Sets A New Standard For Global Tourism In 2025 By Welcoming Nine Million Visitors And Strengthening Its Position As A Leading Travel Destination

Published on December 25, 2025

Brazil has shattered its tourism records in 2025 by surpassing 9 million international visitors, a remarkable achievement that highlights the country’s growing appeal as a top travel destination. This surge in arrivals, far exceeding previous records and projections, underscores the success of strategic marketing efforts, improved infrastructure, and Brazil’s rich cultural and natural attractions. With a diverse range of visitors from neighboring countries and beyond, Brazil’s tourism sector continues to strengthen its position as a global leader, contributing to both economic growth and job creation across the nation.

Brazil has achieved an extraordinary milestone in its tourism industry, welcoming 9 million international visitors by the end of 2025. This achievement has shattered the previous record of 6.77 million set in 2024 and far surpassed the 6.9 million visitors projected in the 2024–2027 National Tourism Plan. The country’s tourism sector has experienced unprecedented growth, solidifying its position as a leading global destination.

The announcement was commemorated at Rio de Janeiro’s renowned Copacabana beach during the vibrant “Turistometer” celebration.The occasion was marked by vibrant samba performances that showcased the cultural richness of Brazil, which consistently attracts millions of visitors annually.
The festivities reflected the deep connection between Brazil’s tourism sector and its cultural heritage, something that makes the country such an appealing destination.

From January to November 2025, international visitors contributed $7.17 billion to Brazil’s economy, according to figures released by the Central Bank. This amount represents an 8.41% increase compared to the same period in 2024, and it is on track to reach nearly the full-year total of $7.3 billion, recorded in 2024. This influx of visitors has bolstered Brazil’s economy, demonstrating the positive impact of tourism on the national income.

The remarkable growth in international arrivals can be attributed to several strategic actions aimed at repositioning Brazil’s image abroad. By focusing on priority markets and creating targeted tourism campaigns, Brazil has successfully attracted more visitors than ever before. The increase in foreign arrivals not only benefits the economy but also generates jobs and stimulates development in various regions of the country. As a result, tourism has firmly established itself as a major driver of economic growth in Brazil.

Among the top sources of international visitors in 2025 were Argentina, the United States, Chile, Uruguay, and Paraguay. Argentina led the way, sending 3.1 million visitors to Brazil, which represented an impressive 82.1% increase from the previous year. This surge highlights the strong ties between the two countries and the growing interest in Brazil as a vacation destination for Argentine travelers. Chile followed with 721,497 visitors, a 24.4% increase from the previous year, reflecting the continued popularity of Brazil in the South American market.

Visitors from the United States also contributed significantly to Brazil’s tourism boom, with 677,888 arrivals, a 5.8% increase from 2024. This steady growth from the U.S. market indicates that Brazilian tourism continues to attract American travelers seeking diverse cultural and natural experiences. Uruguay and Paraguay rounded out the top source countries, with 487,514 and 454,327 visitors, respectively. Both countries saw significant growth, with Uruguay experiencing a 37.2% increase and Paraguay an increase of 14.4%.

São Paulo remained the primary entry point for international travelers, with nearly 2.5 million foreign visitors arriving between January and November 2025. The state’s diverse attractions, vibrant cultural scene, and excellent infrastructure have cemented its position as Brazil’s top tourist hub. Rio de Janeiro also continues to be a major draw, with 1.97 million visitors in the same period, followed by Rio Grande do Sul with 1.43 million. Paraná and Santa Catarina also saw strong tourism numbers, with 958,000 and 651,000 visitors, respectively.

Looking ahead, Brazil’s tourism industry is poised for continued growth. The summer of 2026 is expected to see an uptick in visitor numbers, driven by an increase in international air travel and expanding international flight routes at Galeão Airport in Rio de Janeiro. Additionally, increased ticket sales to the state capital are anticipated to boost tourism numbers in the coming year. These factors will play a crucial role in sustaining Brazil’s upward trajectory in the global tourism market.

Brazil’s tourism milestone coincides with the launch of the national campaign, “The record of foreign tourism is the pride of an entire country.” This campaign highlights real-life stories from people working in the tourism sector and demonstrates the tangible benefits of international tourism for Brazil. The goal of the campaign is to illustrate how tourism impacts social development and the livelihoods of families throughout Brazil. By showcasing these stories, the campaign underscores the importance of tourism as an essential part of the nation’s growth and prosperity.

Brazil has shattered its tourism records in 2025 by welcoming over 9 million international visitors, driven by effective marketing strategies and the country’s diverse cultural and natural attractions. This milestone highlights Brazil’s growing prominence as a global travel destination.

The success of Brazil’s tourism sector in 2025 serves as a testament to the country’s ability to adapt to global trends and attract visitors from around the world. By leveraging its cultural richness, natural beauty, and strategic marketing efforts, Brazil has become a top destination for travelers. As the country continues to position itself as a key player in the global tourism market, the future of Brazilian tourism looks bright, with new records and growth expected in the years to come.