Brazil has broken all records with its highest visitor numbers ever, leaping from 6.5 million in 2024 to a projected nine million in 2025.
During the first nine months of the year, the country recorded seven million arrivals, a figure which has never been achieved in a single year before. Expenditure by tourists has also grown by 12% in the same period.
All but one of Brazil’s top 10 markets have seen double-digit growth, with its top market, Argentina, almost doubling to 2.8 million visitors.
The UK contributed with 133,328 British tourists visiting Brazil from January to September, a growth of 20% in comparison to 111,144 British nationals for the same period in 2024.
Speaking to TTG at WTM London, Embratur president Marcelo Freixo said the tourist board was very happy with these results, which were driven in part by a 16% year-on-year increase in airlift, and also the use of data intelligence, helping Embratur to better understand its key markets. “These are historic highs and we’re very happy with these numbers,” said Freixo.
“In 2026, we will continue to expand and improve connectivity, both internationally and within Brazil, and we will carry on promoting the diversity of Brazil.
“We are not just sun and beaches – we are nature, gastronomy, culture, but whoever comes, it is important that they are a responsible tourist. That’s why Brazilian culture and people are at the forefront of our campaigns, to attract a more conscious type of traveller.”
Upcoming events in Brazil include COP30, the 30th United Nations Climate Change Conference, which will be hosted in Belem over 10-21 November and the Fifa Women’s World Cup in 2027.
Meanwhile, Embratur’s travelling art project, the Visit Brasil Gallery, continues to present Brazil to the world in a sensory way. A recent edition in New York spotlighted the Pantanal region of Brazil, the world’s largest floodplain, by offering an immersive sensory experience through art, fashion, gastronomy and sustainability.
Freixo said the travelling gallery was an important showcase of the work that tourism could play in conservation, with examples such as Brazilian not-for-profit Oncafari, which has helped protect jaguars, by acclimatising them to safari vehicles without altering their behaviour.
He added: “The Pantanal is a portrait of the soul of Brazil. Diverse, welcoming, and with a very important message of nature preservation.
"In the year that we are at the centre of this debate, hosting COP 30, taking this experience to New York is to show the world that Brazilian tourism is, above all, an act of preservation and connection between people and cultures.”
Embratur also announced a new partnership with Netflix at WTM London, working together to launch an audiovisual tourism guide designed to help travellers discover Brazil, through the real-life locations featured in Brazilian Netflix film, series and reality shows. This follows similar projects Netflix has launched with South Korea, Thailand, Spain and France.
Brazil's audiovisual travel guide is now available at cometobrasilwithnetflix.com.br
