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British tourists boost Brazil’s visitor numbers in 2025
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. ```
British tourists boost Brazil’s visitor numbers by 22%
São Paulo is the Brazilian state that welcomed most international tourists in 2025, with almost 2.5 million (2,494,632) arrivals British tourist arrivals in Brazil surged by 22.02% in 2025, with 169,319 UK travellers visiting the country between January and November. This increase contributed to a record-breaking year for Brazilian tourism, which saw a 40.6% rise in international arrivals, totalling 8,390,708 foreign visitors. The Brazilian Tourist Board (Embratur) attributes this growth to the country's diverse attractions. According to their data, 42% of British tourists are drawn to Brazil for its culture, 38% for its warm and sunny climate, 31% for its beaches, and 22% for its gastronomy. Marcelo Freixo, Embratur's president, stated, "This is an exceptional year for tourism in our country, and we will surpass 9 million international visitors." Direct flights from London to São Paulo and Rio de Janeiro have facilitated this influx, with 1,135 flights planned for 2025, offering 374,551 seats. São Paulo remains the top destination, welcoming nearly 2.5 million international tourists, followed by Rio de Janeiro with 1,972,928 visitors. Argentina continues to be the largest source of tourists to Brazil, with 3.1 million arrivals, an 82.1% increase from 2024. Chile and the United States follow, with 721,497 and 677,888 arrivals, respectively. As Brazil continues to enhance its tourism offerings, the positive impact is felt nationwide, creating jobs and opportunities for thousands of families. Embratur's efforts to expand air travel and diversify destinations are placing Brazil on a new level in the global tourism landscape. ```
Pure Amazon, an A&K Sanctuary, sets sail into Peru’s Amazonian wilderness
Pure Amazon, An A&K Sanctuary, has commenced sailing through Peru's vast Pacaya-Samiria National Reserve. The new 22-passenger riverboat has set sail for intimate wildlife encounters across 21,000 square kilometres of protected Amazonian wilderness. Pure Amazon offers three-, four-, and seven-night itineraries revealing different facets of the reserve's 21,000 square kilometres. Days begin with early morning excursions through quiet waterways, while activities include fishing for piranha, forest walks, and kayaking narrow tributaries. Afternoons invite relaxation in the spa treatment room or top deck's jacuzzi, whilst the lounge becomes a natural history salon; and evenings transform the dining room into celebrations of Amazonian cuisine. As darkness falls, the vessel becomes what Granato intended: a mysterious presence, its façade softly lit with spots that mimic firelight, minimising disruption to the nocturnal world. Elegance sets sail Milan-based architect Adriana Granato, artistic director of A&K Travel Group and director of Studio Ibsen, has transformed Pure Amazon's accommodations and public spaces through collaborations with celebrated Peruvian artists. Site-specific commissioned pieces dialogue with floor-to-ceiling views of the river and rainforest. The dining room's centrepiece, Manto de Escamas de Paiche by Venice Biennale artist Silvana Pestana, features hand-crafted bronze and clay elements cascading in triangular formations that echo the Amazon's giant fish scales. Pestana's works throughout the vessel explore environmental themes, particularly illegal gold mining's impact, using materials including gold leaf and traditional textiles. Her pieces reside in permanent collections from São Paulo's Pinacoteca to Kentucky's 21C Museum. In every suite, authentic kené textiles by master artist Deysi Ramírez showcase the sacred geometry of the Shipibo-Konibo people: intricate patterns painted with natural dyes representing cosmological maps. The BENEAI Collective created exclusive hand-embroidered cushions featuring 20 unique compositions, ensuring this ancestral art form thrives whilst supporting indigenous women artists. It should also be noted that the vessel's ordered nature design creates minimal environmental impact through low-level lighting protecting nocturnal fauna, heat pump technology, and automated lighting controls. With its one-to-one staff-to-guest ratio, the experience remains intimate whilst ensuring highest standards. The elegance doesn’t stop at the design but extends into the exceptional cuisine served on board. Pure Amazon's culinary team, proudly from Iquitos, brings deep knowledge of the Amazon's extraordinary pantry. The changing five-course tasting menu presented nightly pairs with carefully selected Latin American wines showcasing lesser-known makers and varietals. The bar programme celebrates Peru's heritage with pisco cocktails incorporating coca leaf and dragon's blood resin. Evening menus tell stories of river and forest: caramelised plantain with river prawns, hearts of palm with passion fruit, and Peruvian chocolate meeting exotic fruits in compositions mirroring the forest's layered canopy. One with the wildlife, one with the community As Pure Amazon glides through the Pacaya-Samiria National Reserve, pink river dolphins surface alongside the vessel, their rose-hued forms cutting through morning mist. Meanwhile, black caimans emerge during nocturnal excursions, eyes glowing in torchlight. Expert naturalist guides lead expeditions where three-toed sloths move through the canopy and the prehistoric hoatzin perches along waterways, and guests may occasionally spot giant river otters hunting in family groups. They may also kayak though tributaries where piranha lurk beneath lily pads whilst scarlet macaws paint the sky above. The arapaima, inspiration for the dining room's artistic centrepiece, occasionally surfaces; these three-metre giants appearing just long enough to breathe before disappearing into the depths. Through A&K Philanthropy, Pure Amazon also establishes meaningful partnerships transforming tourism into positive change. A&K is raising the bar for community engagement with a formal agreement and investment plan with the Nueva Arica community. Through an alliance with Amanatari, A&K supports sustainable bio-business initiatives: aguaje fibre, punga fibre, and honey production. Amanatari introduces eco-friendly harvesting techniques like portable canopy climbers, preserving forest whilst creating fair income for families. Guests on Pure Amazon's three-night itinerary enjoy exclusive access to the Nueva Arica project—an authentic experience no other operator offers. Additionally, all Pure Amazon guests get to visit The Bilingual Teacher Training Program for the Peruvian Amazon (FORMABIAP) which strengthens Indigenous Amazonian communities through cultural and language preservation. This innovative programme trains 212 young people from Kukama Kukamiria, Shawi, Kichwa and Achuar communities to become intercultural bilingual teachers. Guests experience traditional bombo baile performances, witness medicinal plant cleansing rituals, and support students who are preserving ancestral knowledge for future generations. The programme notably empowers young indigenous women, offering them the opportunity to continue their education whilst accompanied by their children and caregivers.
Delta and LATAM celebrate three years of partnership
Three years into their Joint Venture, Delta Air Lines and LATAM Airlines Group evaluate their progress and report that since 2022, the agreement has allowed them to increase their combined capacity by 88% (measured in ASKs). This has resulted in nine new routes, more than 62,000 flights operated, and 14.5 million passengers transported between the United States and Canada (North America) and South America (Argentina, Brazil, Chile, Colombia, Ecuador, Paraguay, Peru and Uruguay). Some of the most important milestones during the third year of the agreement include the addition of Argentina to the Joint Venture's South American coverage for travel across the Americas, and the announcement of new routes such as Lima-Orlando, Buenos Aires-Miami, Guayaquil-New York and Lima-Salt Lake City. "Our agreement with LATAM is more than just connectivity: it's about creating a travel experience customers love, with more destinations, more benefits and more reasons to choose Delta and LATAM. Through this Joint Venture, we’re not only bringing regions closer together but also delivering innovative services and enhanced travel options that set a new standard for our customers," says Alex Antilla, VP for Latin America and the Caribbean at Delta Air Lines. With Atlanta (ATL), Boston (BOS), Los Angeles (LAX), Miami (MIA), New York (JFK), Orlando (MCO) and Salt Lake City (SLC) as gateways in North America, and Bogotá (BOG), Cartagena (CTG), Fortaleza (FOR), Lima (LIM), Quito (UIO), Rio de Janeiro (GIG), Santiago (SCL), São Paulo (GRU) and Buenos Aires (EZE) as gateways in South America, the Delta-LATAM Joint Venture operates 30 direct routes, connecting key cities on both continents. "The capacity growth, combined with Delta's more than 200 destinations in the United States and Canada and LATAM's more than 130 destinations in South America, means the Joint Venture plays a fundamental role in connecting the region, offering the largest and most diverse network in terms of destinations and travel options," says Soledad Berrios, Director of Strategic Alliances at the LATAM group. Additionally, passengers can access greater benefits such as joint accumulation of miles or points in frequent flyer programs or access to more than 53 Delta Sky Clubs lounges in the United States and six LATAM lounges mainly in South America (Santiago, Buenos Aires, São Paulo, Bogotá, Lima and Miami). There are also a series of reciprocal benefits for elite customers of the Delta SkyMiles and LATAM Pass loyalty programs, such as priority check-in, boarding and baggage handling, among other advantages. The Joint Venture has also strengthened cargo operations. Since its inception, the combined tonnage transported with Delta has increased by 356%, reaching a total of 2,093 tons so far in 2025. Other advances include the integration of digital tracking systems (e-tracking), as well as the standardization of the main products of both companies. These milestones make it possible to offer a more reliable and consistent service throughout our JV network. Looking ahead, LATAM and Delta remain committed to expanding their network within the geography of the joint venture, offering innovative experiences to customers, and generating new opportunities for their passengers and communities
Avianca Expands Business Class Américas to More Than 80 Destinations
Avianca announced that its new Business Class Américas is now available on more than 80 international routes operated with Airbus A320 aircraft. The experience combines comfort, priority service, and an enhanced offering for flights across the Americas. "We have expanded this service to more routes, driven by the great reception from over 298,000 passengers who have flown in our Business Class Américas —one of the options we offer so everyone can choose how they prefer to travel— with the assurance of a safe, on-time service and luggage delivered to its destination, along with all the benefits this onboard experience provides. Today, more than 80 routes connect from Bogotá, Medellín, and San Salvador, and soon additional routes from Quito and Guayaquil will be added to elevate the way people fly across the Americas," said Frederico Pedreira, CEO of Avianca. Routes with Business Class: From Bogotá to the following destinations: Montreal, Toronto, Boston, Chicago, New York, Washington, Dallas/Fort Worth, Orlando, Tampa, Fort Lauderdale, Miami, Cancún, Mexico City, Punta Cana, Santo Domingo, San Juan (Puerto Rico), Guatemala City, Aruba, Curaçao, Caracas, San José (Costa Rica), Panama City, Georgetown, Quito, Guayaquil, Manaus, Lima, Cusco, La Paz, Santa Cruz de la Sierra, Rio de Janeiro, São Paulo, Asunción, Córdoba, Santiago, Buenos Aires (Ezeiza), Buenos Aires (Aeroparque), Montevideo. From Medellín to the following destinations: New York, Fort Lauderdale, Miami, Cancún, Mexico City, Punta Cana, San Juan (Puerto Rico), San José (Costa Rica), Quito, Guayaquil, Lima, São Paulo, Santiago, Buenos Aires (Ezeiza). From San Salvador to the following destinations: Toronto, Boston, New York, Washington, San Francisco, Ontario (California), Los Angeles, Dallas/Fort Worth, Houston, Miami, Cancún, Mexico City, San Pedro Sula, Guatemala City, Tegucigalpa, Managua, San José (Costa Rica), Panama City, Medellín, Bogotá, Quito, Guayaquil, and Lima. Starting October 26: From Bogotá to Monterrey. Starting November 1: From Quito to Buenos Aires (Ezeiza), San José, and New York. From Guayaquil to Buenos Aires (Ezeiza), Miami, and New York. Starting in December (routes active for the year-end season): San Salvador–Orlando: starting December 1 San Salvador–Montreal: starting December 2 San Salvador–Chicago: starting December 2 San Salvador–Las Vegas: starting December 4 Medellín–Orlando: starting December 3 Avianca’s Business Class Américas experience includes access to premium seats with extra legroom and recline in the first three rows of the aircraft, power outlets, meals and beverages, and Avianca On Air entertainment streaming to mobile devices. Fares include one personal item, one carry-on of up to 10 kg, and two checked bags of up to 32 kg each. Exclusive benefits also include priority services (check-in, baggage handling, and boarding), access to Avianca Lounges, and earning 10 LifeMiles per dollar spent.
Chef Janaína Torres named godmother of the Celebrity Xcel
Celebrity Cruises has named the best female chef in the world Janaína Torres as godmother of Celebrity Xcel, the first Brazilian chef to be appointed as such for a major cruise line. Given the title by World's 50 Best last year, Torres is widely recognised for her innovative and no-waste approach to cooking that blends heritage with purpose. The ship’s godmother is a symbolic and guiding force who inspires, safeguards, and uplifts all who sail aboard. Torres will christen Celebrity Xcel during the official naming ceremony on 16th November, ushering in good fortune and protection for the crew and every guest on board. Sharing high standards The chef and Celebrity share a passion for celebrating culture through elevated culinary experiences while upholding values of delivering authentic recipes, sourcing local and sustainable produce, and high standards of service and hospitality. Together, they stand to craft a partnership that celebrates travelers' journeys through vibrant flavors whilst transforming every dining experience into a memorable occasion. Celebrity Cruises president Laura Hodges Bethge enthused: "Janaína shares our commitment to celebrating and sharing global culture through elevated culinary experiences, connecting diners with culture through unique food experiences." Torres herself said of the distinction: "I've always believed that fine dining should be accessible, not intimidating. Food brings us together, connecting us through new flavors, traditions, and shared memories. I'm proud to partner with Celebrity Cruises to showcase our culture and cuisine on a global stage." Who is Janaína Torres? Co-owner of the award-winning restaurant A Casa do Porco in São Paulo, Torres is not only a leading figure in Brazil's culinary scene, her influence also extends far beyond the country's borders to the global culinary stage as a champion of Latin American culture and cuisine. She oversees a range of hospitality venues and recently launched À Brasileira, a broad gastronomic-cultural project for researching, valuing, and promoting Brazilian culture through food. Redefining Brazilian cuisine and championing nutrition access for millions, Torres embodies the global perspective and human connection that will shape the future of travel with Celebrity. Celebrity and Torres will celebrate their shared culinary cultural commitment through her participation in a cherished maritime tradition.
International Tourism in Brazil grows 47.5%, attracting nearly 6 million foreigners in seven months
Sao Paulo Skyline - Brazil International tourism in Brazil continues to grow strongly. Between January and July 2025, the country welcomed 5,952,254 foreign tourists, a historic record that represents a 47.5% increase compared to the same period last year. This impressive number is equivalent to twice the entire population of the Federal District, currently estimated at 2,982,818 inhabitants. In July alone, Brazil recorded 620,143 international arrivals, an increase of 41.9%, or 183,000 more tourists, compared to July 2024. This increase reflects the strengthening of the country's image as a tourist destination and the joint efforts to promote Brazil abroad. According to Embratur's president Marcelo Freixo, these figures are the result of Embratur's work, carried out "with strategy, integrity, and passion". "Brazil today enchants the world, and this is not only good news for tourism; it is a victory for our people. Reaching nearly 6 million international tourists in just seven months is a direct result of the work we have done at Embratur to promote our destinations with strategy, integrity, and passion. Every tourist who chooses Brazil boosts the economy, generates jobs, stimulates local commerce, strengthens culture, and creates new business opportunities across the country. This growth is not by chance: it is the result of a public policy that understands tourism as a driver of development, inclusion, and appreciation of our diversity", he celebrated. For Tourism Minister Celso Sabino, the figures reflect a shift in the sector's status. "Welcoming nearly 6 million foreign tourists in seven months is a historic achievement that shows that Brazil has returned to prominence on the international stage. This means more jobs, more income, and more opportunities for our people. The world is rediscovering Brazil, and we are prepared to welcome even more visitors", Sabino stated. South America continues to lead the ranking for the main tourist sending countries to Brazil, with 3.7 million visitors, especially from Argentina, Chile, Uruguay, and Paraguay. The United States also stands out, with 465,192 American tourists visiting the country until July. From the European continent, 532,242 travellers have arrived in Brazil, with emphasis on France, Portugal, Germany, and the United Kingdom. In total, 109,299 British tourists have visited Brazil in the first seven months of 2025, in comparison to 90,976 tourists from the UK for the same period in 2024, an increase of 20.13%. These data reinforce the potential of tourism as a driver of economic development, job creation, and the appreciation of Brazilian diversity. This positive performance is a result of the promotional strategies adopted by the federal government, with actions aimed at expanding air connectivity, strengthening Brazil's image abroad, and investing in tourism infrastructure. Gateways São Paulo leads the way in receiving foreign tourists in 2025. The state welcomed 1,582,286 foreign visitors between January and July, solidifying its position as the main gateway for international tourism in Brazil. Rio de Janeiro is closely behind, with 1,324,515 arrivals, followed closely by Rio Grande do Sul, which secured third place with 1,256,132 tourists from abroad.
Angeles Yugdar is Virtuoso’s new general manager for Latin America and the Caribbean
Global luxury and experiential travel network Virtuoso announced the appointment of Angeles Yugdar as its new general manager in Latin America and the Caribbean. A seasoned industry leader with more than 25 years of experience in the global luxury travel space, Yugdar steps into the role following Bea Sajon’s transition to general manager for Continental Europe. Yugdar will lead the business strategy across the region, including member and partner growth and engagement. She will be based in Buenos Aires, Argentina and officially joins Virtuoso on Wednesday, 6th August. Virtuoso senior vice-president for global operations Michael Londregan said of this newest appointment: “Latin America was Virtuoso’s first international market and continues to be a strategic priority for our global network. Angeles brings a wealth of experience to a region that is as diverse as it is dynamic. We look forward to supporting her leadership as she builds on the strength of our exceptional team in-market and joins our roster of nine general managers around the globe.” Yugdar’s appointment reinforces Virtuoso’s presence of over two decades in Latin America, where the network includes more than 105 member agency locations across 16 countries. She will leverage her extensive experience in the region to manage teams in São Paulo, Buenos Aires and Mexico City. Meet Angeles Yugdar Yugdar’s career highlights include executive leadership at HRG Latin America, where she led marketing, branding and business development strategies, as well as serving as senior vice president of international markets at Travel Leaders Group. Most recently, she oversaw global expansion at Spotnana, a next-generation travel platform offering air, hotel, rail and auto content. Her deep knowledge of the Latin American market, coupled with her ability to navigate the complexities of a multi-country region, positions her well for success. Indeed, she brings a unique dual perspective to the position, having held senior roles on both the supplier and agency sides of the business.
Etihad Airways and Azul Brazilian Airlines Launch Loyalty Partnership
Etihad Airways, the national airline of the United Arab Emirates, and Azul Brazilian Airlines have launched a frequent flyer partnership agreement. The agreement enables members of both Etihad Guest and the Azul Fidelidade programme to earn and redeem their respective loyalty currency on either carrier. Etihad Guest members can redeem their miles on flights, worldwide hotel stays and holidays, or shop from a variety of products from the Etihad Guest Reward Shop. Azul Fidelidade member miles can be spent on hotel stays, car rentals, products and services at Azul Fidelidade Shopping. Mark Potter, Managing Director Etihad Guest, said: “Signing this frequent flyer agreement with Azul Brazilian Airlines is both exciting and significant for Etihad Guest. The partnership opens up Azul’s impressive network for our members to be rewarded for their travel adventures, offering more ways to earn and redeem their miles when exploring destinations across the Americas. We also look forward to welcoming Azul Fidelidade members onboard Etihad Airways, showcasing our signature Emirati hospitality and offering them the ability to earn or redeem their miles when they choose to travel across our rapidly expanding global network, also bringing more people to our home in Abu Dhabi.” The partnership transforms how members explore South America. Etihad Guest members can now use their miles to discover Brazil's cultural capitals – from the bustling streets of São Paulo to the colonial charm of Salvador and the beaches of Recife. The agreement also unlocks Azul's routes to popular destinations like Fort Lauderdale, Orlando and Curaçao, creating new possibilities for onwards travel throughout the Americas. For Azul Fidelidade members, the partnership opens doors to Etihad's rapidly expanding network. Members can earn miles exploring Asia's emerging destinations including Krabi's pristine beaches, Phnom Penh's vibrant night markets, or the bustling energy of Taipei. Cristina Yoshida, Director of Azul Fidelidade, Azul Brazilian Airlines, also commented, “We are very excited to open the door for our customers to explore the extraordinary destinations offered by Etihad Airways in the Middle East and Asia, while also welcoming new members eager to discover Brazil. This partnership reinforces Azul’s commitment to offering more global benefits in collaboration with companies recognized for excellence in service and customer experience.” The partnership launches as both airlines continue to grow their networks. Etihad recently announced 27 new destinations for 2025 expanding the network to more than 100 spectacular destinations around the world, while Azul maintains Brazil's largest domestic network with over 137 destinations.
In its Global Winter Schedule, Qatar Airways will increase Flights to Over 15 Destinations
Qatar Airways has introduced increased flights to over 15 global destinations for this year’s winter season. The airline is facilitating demand for its services for travellers from all around the globe and continues to offer greater choice and connectivity through its Doha hub, the award-winning Hamad International Airport. The World’s Best Airline, as voted by Skytrax in 2025 for a record ninth time, has also announced its landmark frequency to London. Qatar Airways marks up to 10 daily flights to London as its highest-ever frequency, which is complemented by British Airways’ double daily flights. Qatar Airways Chief Commercial Officer, Thierry Antinori, said: “Qatar Airways is consistently witnessing a steady rise in demand for our 5-star services to some of the most prominent destinations in the world, most notably for London, Dublin, Cape Town, and São Paulo. This winter, in partnership with Qatar Airways, Virgin Australia will launch flights from Melbourne to Doha, increasing capacity to three daily flights between the two cities. Qatar Airways will also restart services to Canberra, reinforcing its commitment to enhance connectivity between Australia and the world. “The latest increase in flight frequency is testament to our continual and unmatched enhancements of experiences for our passengers travelling through the Best Airport in the Middle East – our hub, Hamad International Airport.” Passengers have greater choice when travelling with Qatar Airways this winter: Abu Dhabi – increased from five daily flights to up to six Berlin – increased from 18 weekly flights to up to 21 Cape Town – increased from 10 weekly flights to up to 12 Casablanca – increased from four weekly flights to five Dublin – increased from 14 weekly flights to 17 Frankfurt – increased from 18 weekly flights to up to 21 Johannesburg – increased from 14 weekly flights to 18 London Heathrow – increased from eight daily flights to up to 10 Madrid – increased from 14 weekly flights to 17 Maldives – increased from three daily flights to up to four Manchester – increased from 21 weekly flights to up to 24 Phuket – increased from three daily flights to up to four São Paulo – increased from 14 weekly flights to 18 Sharjah – increased from three daily flights to up to seven Tokyo Narita – increased from 11 weekly flights to up to 14 Toronto – increased from five weekly flights to seven The airline’s global connectivity is supported by its diverse fleet of young aircraft that includes 54 Boeing 777s equipped with ultra-high-speed Starlink on-board Wi-Fi that is free for all passengers. Qatar Airways is first airline in the world to fully equip and operate over 50 widebody aircraft with Starlink, and the only carrier in the MENA region offering the service. Passengers in both Premium and Economy cabins enjoy free, gate-to-gate Wi-Fi speeds of up to 500 Mbps per aircraft. The airline is now equipping its Airbus A350 fleet, aiming to complete Starlink installation within the next year.
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