Brazil welcomed 9,287,196 international visitors in 2025, marking a 37.11% increase on the previous year and setting a new national record. The figure surpasses the 6,773,619 arrivals recorded in 2024, positioning 2025 as the strongest year for inbound tourism in the country’s history.
The United Kingdom was among the key source markets contributing to this growth. A total of 187,396 British travellers visited Brazil in 2025, representing a 21.88% rise compared to 153,754 arrivals from the UK in 2024.
São Paulo, Rio de Janeiro, Paraná, Bahia and Ceará were the most visited states by British tourists. These destinations combine major urban centres, coastal attractions and nature-based tourism, forming a central part of Brazil’s international offering.
Europe Records Strongest Decade of Travel to Brazil
Across the continent, Europe achieved its best performance in ten years for outbound travel to Brazil. European arrivals increased by 19.57% in 2025 compared to the previous year. The most visited destinations among European travellers mirrored those popular with UK visitors, including São Paulo and Rio de Janeiro.
“We exceeded all expectations and made 2025 the biggest year in the history of international tourism in Brazil. We showcased our authenticity, our diversity, and the Brazilian soft power that has so captivated the world. This result also reflects an innovative strategy that worked very well to expand our connectivity. It was a record-breaking year, which translated into new opportunities for the people, developing entrepreneurs, and generating jobs and income in our country from this economic engine that is tourism”, highlights Marcelo Freixo, president of Embratur/Visit Brasil.
Experience-Led Tourism Strategy
The increase in international arrivals aligns with a broader shift in travel preferences toward experience-based tourism. Embratur, in partnership with Sebrae Nacional, developed the Feel Brasil initiative to present curated experiences across the country.
The platform features 101 immersive tourism offerings distributed across all regions of Brazil. Experiences range from sunrise visits in Copacabana and wildlife safaris in the Pantanal to gastronomy-focused activities in São Paulo and cultural encounters in Bahia.
Feel Brasil is available in six languages and connects international visitors with locally delivered tourism products. Around 70% of the experiences are provided by micro and small businesses, 59% are led by women, and more than 80% are centred on social inclusion, diversity and sustainability.
The project was named a finalist at the Skift IDEA Awards 2025 and the City Nation Place Awards, contributing to international visibility for Brazilian tourism initiatives.
National Targets Surpassed
Brazil’s 2025 results also exceeded the goals set out in the National Tourism Plan (PNT) 2024–2027. The original target for 2025 was 6.9 million international arrivals. The final figure surpassed that projection by 34.6%.
Embratur attributes the performance to coordinated international promotion and the Brasis Plan – International Tourism Marketing Plan 2025–2027. Developed in partnership with Sebrae and the Getulio Vargas Foundation (FGV), the plan guides Brazil’s promotional activities abroad, with a focus on diversity, cultural identity and market positioning.
The strategy places tourism within a broader economic context, supporting regional development and job creation. The record number of visitors in 2025 reflects renewed international demand and expanded connectivity between Brazil and key source markets such as the United Kingdom.
About Embratur
The Brazilian Tourist Board (Embratur) is responsible for executing the National Tourism Policy in international markets. Its work focuses on the promotion and marketing of Brazilian destinations, tourism services and products abroad.
Embratur aims to contribute to social and economic development by attracting international visitors and strengthening Brazil’s presence in global tourism. Further information is available at www.visitbrasil.com.
