How Brazil Reached Nine Million Visitors in 2025: A Tourism Success Story, All You Need To Know

Published on December 24, 2025

Brazil has set a new record for international arrivals, surpassing nine million visitors in 2025, a significant leap from its previous record of 6.77 million in 2024. This milestone showcases a robust rebound for the country’s tourism sector, significantly outpacing expectations. With a total contribution of USD 7.17 billion to Brazil’s economy, tourism is proving to be a major driver for economic growth in the region.

Key source markets such as Argentina, Chile, and the United States have played a crucial role in this surge. These markets saw strong growth rates in terms of visitor numbers, with Argentina leading as the top source of visitors, followed by Chile and the United States. This achievement is a direct result of strategic marketing and a positive shift in Brazil’s tourism image internationally.

Record Growth Driven by Strategic Focus on Target Markets

Brazil’s remarkable growth in tourism is largely attributed to Embratur, the country’s tourism agency, which has focused on repositioning Brazil globally. Embratur’s efforts to enhance Brazil’s image abroad, combined with targeted campaigns aimed at priority markets, have proven successful. Marcelo Freixo, president of Embratur, has stated that this record-breaking achievement is not only significant for tourism but also contributes to the broader economic development of the nation by creating jobs and boosting regional economies.

The 2024-2027 National Tourism Plan, which set a goal of attracting 6.9 million international visitors, has been exceeded by this year’s impressive performance. The figure of nine million visitors solidifies the country’s position as a rising powerhouse in global tourism.

Source Markets and Regional Contributions to Tourism Growth

Brazil’s international tourism growth is most apparent in its top source markets, with Argentina firmly in the lead. The country saw a remarkable 82.1 percent increase in visitors from Argentina, with 3.1 million Argentinians visiting Brazil in 2025. Similarly, Chile registered a 24.4 percent increase, while the United States experienced a modest yet notable 5.8 percent growth. These numbers reflect a steady increase in both leisure and business travel, with visitors from neighbouring countries and further abroad choosing Brazil as their destination of choice.

In terms of regional performance, São Paulo and Rio de Janeiro continue to be the key tourist gateways into Brazil. São Paulo alone received nearly 2.5 million international visitors between January and November of 2025, while Rio de Janeiro welcomed almost 2 million visitors during the same period. Other regions like Rio Grande do Sul, Paraná, and Santa Catarina also saw strong international arrivals, underscoring Brazil’s diversified tourism appeal.

Tourism Trends and Continued Growth for Brazil in 2026

As the summer of 2026 approaches, Embratur forecasts continued growth in international arrivals. An increase in international flights, particularly to Rio de Janeiro and São Paulo, and the expansion of routes through Galeão International Airport will further fuel the country’s tourism momentum. The increased accessibility, combined with ongoing marketing efforts, is expected to support Brazil’s growth as a leading tourism destination for global travellers.

Moreover, Brazil’s investment in infrastructure, including airports and accommodation services, positions the country as an attractive option for both leisure and business tourists. The increased availability of direct international flights to Brazil has made the country more accessible to visitors from all over the world, while expansions in hotel and tourism services cater to the growing demand.

A Bright Future for Brazilian Tourism in 2025 and Beyond

Brazil’s achievement of nine million international visitors in 2025 is a historic milestone that highlights the resilience and potential of its tourism sector. The strategic initiatives by Embratur, the growth in international flights, and Brazil’s strong presence in key international markets have all contributed to this record-breaking performance. With continued growth projected for 2026, Brazil is poised to maintain its momentum as a top global destination, attracting visitors from every corner of the world.

For travellers, Brazil offers a diverse range of experiences, from the cultural vibrancy of Rio de Janeiro to the bustling business hub of São Paulo, the eco-tourism hotspots of Amazônia, and the vibrant cities in the South. With such growth in international tourism, Brazil continues to solidify its reputation as a must-visit destination in Latin America.