Tourism in Brazil: Setting Sights on Latin American Leadership

Brazil is part of an elite group of around twenty countries that collectively account for over three-quarters of global tourism. Each of these nations has its own unique draw and varying levels of success over recent years, but most share a common thread: high ambitions for the rest of the decade. So, how do the results from last year look, and what lies ahead for these “flagship destinations”?

Today, we look at Brazil—a country on the rise with clear intentions of dominating the South American market.

One of the World’s Fastest-Growing Destinations

Did you know which country saw the strongest tourism growth in the world in 2025? The answer is Brazil. With a 37% surge in international arrivals, the country welcomed 9.3 million visitors—inching closer to the symbolic 10-million mark, a milestone it hopes to surpass this year.

While Brazil has always held a certain allure—boasting “bucket list” staples like Rio de Janeiro, Salvador de Bahia, the Iguazu Falls, and the Amazon rainforest—this recent boom is particularly impressive. Although the country currently sits just outside the world’s Top 30 most-visited nations, there is a palpable drive to turn Brazil into a global tourism powerhouse, or at the very least, the undisputed leader of the continent.

Ambitions to be South America’s Number One

Brazil isn’t just looking to compete with Colombia, Argentina, or Peru; it wants to lead them. To achieve this, the government is investing heavily. The “National Tourism Plan 2024–2027” involves billions in funding and is expected to create hundreds of thousands of jobs. This strategy is already bearing fruit, with Brazil recently being named “Destination of the Year 2026” by international media outlets.

As is often the case with such rapid expansion, the focus is on “premiumisation” and diversifying what’s on offer. This includes upgrading the hotel stock and improving infrastructure—notably the return of the “Air Pass,” which allows for more affordable domestic travel, and a projected high-speed rail link.

Furthermore, there is a push to open up regions that were previously the domain of seasoned adventurers. The Amazon, for instance, is set to become more accessible to the general public with improved facilities, while sustainable and rural tourism are being positioned as key selling points.

Finally, Brazil is looking to tap into new markets, specifically China. The goal is to move beyond its traditional reliance on five neighbouring or historical partners that currently account for nearly two-thirds of arrivals: Argentina (leading with 2 million visitors), the USA, Chile, Paraguay, and Uruguay. Interestingly, France remains the top European market for visitors, consistently outpacing even Portugal.