Brazil’s Cultural Renaissance Drives Monumental Growth In Tourism, Drawing The World To Experience The Thriving, Unstoppable Pulse Of Afro-Brazilian Legacy

Published on May 3, 2025

Brazil’s tourism industry is soaring with record-breaking growth, fueled by the vibrant Afro-Brazilian heritage, music, dance, and cultural experiences captivating global visitors.

Brazil’s tourism industry is witnessing an extraordinary increase in visitor numbers, largely fueled by a growing emphasis on the nation’s rich African heritage. With a rich history intertwined with Afro-Brazilian culture, the South American nation is attracting an increasing number of international travelers who are eager to explore its diverse cultural offerings.

In 2024, Brazil achieved a remarkable milestone, recording its highest-ever number of international arrivals—6,657,377 foreign visitors. According to Embratur, Brazil’s tourism promotion agency, this represents a notable 12.6 percent rise compared to the previous year. The country’s tourism momentum continued into 2025, with the first quarter alone witnessing 3.7 million arrivals, a staggering 50 percent increase year-over-year.

This growth comes on the back of government-led efforts to showcase Brazil’s African heritage and culture, which can be experienced through music, cuisine, art, and a host of cultural activities across regions like Rio de Janeiro and Salvador da Bahia. In 2023, Embratur launched the “It’s spectacular. It’s for you” campaign, which highlights Brazil’s commitment to diversity, sustainability, and Afro-tourism. The campaign’s video, distributed widely on digital platforms, takes viewers through iconic destinations, including the vibrant cities of Rio de Janeiro and Salvador da Bahia, where Afro-Brazilian culture is at the heart of the experience.

Celebrating African Heritage

Brazil’s embrace of its African heritage is not only a celebration but also an acknowledgment of a painful past. The country became the largest importer of enslaved Africans during the trans-Atlantic slave trade. From 1540 to the 1860s, around 5.5 million enslaved Africans were brought to Brazil, with Rio de Janeiro being the primary port of entry. The Valongo Wharf in Rio, now a UNESCO World Heritage site, serves as a poignant symbol of this dark chapter in history.

Built in 1811, the Valongo Wharf was the principal landing site for enslaved Africans entering Brazil, marking the beginning of their forced journey into the country. It is estimated that between 500,000 and one million enslaved individuals passed through this pier. The site, which was later converted into a commercial pier, remained buried under layers of urban development until it was uncovered in 2016. Today, the Valongo Wharf houses an outdoor art installation showcasing historical documents, images, and period artwork that chronicles the painful legacy of slavery in Brazil.

Adjacent to Valongo Wharf lies “Pequena África” (Little Africa), a district that became a sanctuary for the descendants of enslaved Africans. It was here that Afro-Brazilian culture began to flourish, giving birth to samba music and shaping the traditions of the famous Carnival celebrations. The neighborhood is a cultural hub, with colonial-era residential buildings, vibrant street murals, and numerous bars and restaurants. The area’s artistic expressions pay tribute to Brazil’s African roots, with murals depicting dance, music, and influential figures like writer Conceição Evaristo and ballet dancer Mercedes Baptista.

In 1948, Mercedes Baptista made history as the first Black woman to join the ballet company of Theatro Municipal do Rio de Janeiro. A statue in Pequena África commemorates her pioneering efforts in Afro-Brazilian ballet, a dance style that incorporated elements of Candomblé, the Afro-Brazilian religious tradition practiced by many residents of Salvador da Bahia. Baptista’s legacy continues to inspire new generations of Black dancers and choreographers.

Salvador da Bahia: A Cultural Epicenter

The city of Salvador, the capital of the Brazilian state of Bahia, is another critical center of Afro-Brazilian culture. Salvador was Brazil’s capital from 1549 to 1763 and played a significant role in the transatlantic slave trade. Today, it is home to the largest population of African descendants in Brazil.

Salvador’s cultural identity is deeply rooted in African traditions, which are reflected in its food, music, dance, and religious practices. The city is perhaps best known for its Carnival, one of the largest street parties in the world, which takes place each year in February. During this event, the “Axé” rhythms, a fusion of Afro-Caribbean beats, reggae, and Brazilian music, fill the streets. Salvador’s Carnival is a multi-day celebration of African heritage, with hundreds of thousands of revelers participating in parades and festivities.

In addition to Carnival, Salvador is home to numerous Candomblé ceremonies, which take place in temples across the city, where followers honor African deities. The city’s vibrant arts scene also includes performances, exhibitions, and culinary experiences that showcase the contributions of Afro-Brazilian culture.

Rio de Janeiro: A Global Carnival Hub

Of course, no discussion of Afro-Brazilian culture would be complete without mentioning Rio de Janeiro and its world-famous Carnival. This year, Rio welcomed over 310,000 international travelers during the Carnival season, with 40 percent of them attending the festivities in the city. The Carnival parades at the Sapucai Sambadrome are renowned for their extravagant costumes, stunning floats, and the incredible samba performances that bring the spirit of Afro-Brazilian culture to life.

In 2025, Rio’s samba schools made a concerted effort to honor the Afro-Brazilian roots of the event, with several floats dedicated to celebrating the traditions of African heritage. Beija-Flor, one of the most prominent samba schools in Rio, took home the top prize in the competition, with its parade exploring Afro-Brazilian cultural pride.

Afro-Brazilian Culture as a Catalyst for Growth

Brazil’s focus on its African heritage has proven to be a key driver of growth in the tourism sector. As more international visitors seek authentic experiences that connect them to Brazil’s rich cultural history, Afro-tourism is rapidly becoming an important part of the country’s tourism narrative.

The government’s initiatives, combined with the country’s vibrant cultural scene, continue to propel Brazil to new heights as a global tourism destination. Whether through the soulful music of Salvador’s Carnival or the historical significance of Rio’s Valongo Wharf, Brazil offers travelers an unparalleled opportunity to connect with its African roots while celebrating its dynamic and diverse cultural heritage.

As Brazil’s tourism sector thrives, the legacy of Afro-Brazilian culture serves as both a reflection of its history and a dynamic symbol of the nation’s enduring strength, resilience, and creativity shaping its future.