Brazil experienced a remarkable surge in international tourism in 2025, welcoming 9,287,196 foreign visitors, marking a 37.11% increase from the previous year. Among these, the United Kingdom played a significant role, with 187,396 British tourists visiting Brazil, a 21.88% rise compared to 2024. Popular destinations for British travellers included São Paulo, Rio de Janeiro, Paraná, Bahia, and Ceará.
This increase in British tourists is part of a broader trend, with Europe seeing its best performance in a decade, sending 19.57% more tourists to Brazil in 2025. Marcelo Freixo, president of Embratur/Visit Brasil, highlighted the success of Brazil's innovative tourism strategies, stating, "We exceeded all expectations and made 2025 the biggest year in the history of international tourism in Brazil."
The Feel Brasil project, developed by Embratur and Sebrae Nacional, has been pivotal in promoting Brazil's unique experiences. The initiative offers 101 immersive experiences across the country, from Copacabana sunrises to Pantanal safaris, aiming to attract contemporary travellers seeking meaningful experiences. Notably, 70% of these experiences are provided by micro and small businesses, with a focus on social inclusion and sustainability.
Brazil's success in surpassing its National Tourism Plan target by 34.6% underscores the effectiveness of its international promotion efforts. The Brasis Plan, a strategic marketing initiative, positions Brazil as a destination of authentic experiences, enhancing its global tourism profile. As Brazil continues to attract international visitors, it strengthens its position as a leading destination on the world stage.
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