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Brazil Ends 2025 With Record in International Tourism, Growth From China, and Strong Economic Impact on the Tourism Sector.
The tourism in Brazil reached a historic milestone in 2025, registering the arrival of over 9 million foreign tourists, according to official data released by the federal government.
The significant growth positioned Brazil as the country with the highest percentage expansion in international tourism in the world, surpassing both traditional and emerging destinations.
The result reflects a combination of external promotion policies, a resumption of air connectivity, and the country’s strategic repositioning in key markets, such as China.
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This performance took place throughout 2025, with visitors from various continents, boosting the economy, increasing job generation, and strengthening Brazil’s image as a competitive destination in the global landscape.
The advancement exceeded both the previous record from 2024 and the initial projections for the period, highlighting the strength of tourism in 2025.
Record Growth Consolidates Brazil Among the Leaders in International Tourism
Official numbers show that Brazil received 40% more international tourists compared to the previous year, jumping from 6.7 million in 2024 to over 9 million in 2025. This mark comfortably surpassed the official forecast of 6.9 million visitors.
As a result, the country took the global lead in percentage growth of international arrivals, ahead of destinations like Egypt, Japan, Vietnam, and Ethiopia.
The outcome occurs within a global context of recovery and reconfiguration of the sector, following years of instability in international tourism flows.
According to the World Tourism Barometer, prepared by the United Nations Tourism Organization, Brazil solidified its presence as a reference among major global destinations, reinforcing the attractiveness of tourism in Brazil for different traveler profiles.
Economic Impact of Tourism in 2025 Reaches Historic Levels
In addition to the increase in visitor numbers, the economic impact of international tourism also reached unprecedented levels.
Between January and November 2025, the sector generated US$ 7.17 billion in revenue, an increase of 8.41% compared to the same period in 2024.
This performance reinforces the role of tourism as one of the strategic vectors of Brazilian economic development, with direct effects on the service chain, hospitality, transportation, food, commerce, and the creative economy.
According to an assessment by Embratur, the results reflect a consistent strategy of international promotion, based on market intelligence, increased visibility of Brazil abroad, and strengthening the country’s image as a diverse, sustainable, and culturally rich destination.
Promotion Strategies Explain the Advancement of International Tourism
For Embratur’s president, Marcelo Freixo, the record performance confirms the effectiveness of the actions taken in recent years.
“Brazil’s energy captivated the world and demonstrated the success of our promotion strategies. We are the country with the largest growth in international tourism on the planet, reaching a new level of global competitiveness,” he stated.
Freixo also emphasized that the growth of tourism in Brazil is already translating into job creation, increased income, and strengthening local economies, especially in destinations outside the traditional axis.
Chinese Market Gains Prominence in Tourism in 2025
One of the highlights of tourism in 2025 was the significant increase in the flow of visitors from China, the world’s largest source market for tourists.
According to data from Embratur, the number of Chinese tourists visiting Brazil grew by 34% compared to the previous year.
Between January and November, there were 94,400 arrivals of Chinese tourists, a figure higher than both the same period in 2024 and the total accumulated for that entire year.
The result highlights the success of Brazil’s repositioning in the Asian market.
Strategic Actions Strengthen Brazil’s Presence in China
The growth of Chinese tourism is attributed to a set of structured initiatives. Among them are Brazil’s return to the ITB China fair with its own booth, the conduct of press trips with Chinese journalists to destinations like São Paulo, Rio de Janeiro, and Foz do Iguaçu, in addition to partnerships with specialized operators and media.
The strategy also included the launch of an official website in Mandarin, the activation of a public relations office in China, and the signing of memoranda of understanding with companies in the tourism sector.
“China is the largest source market for tourists in the world and has significant growth potential for Brazil,” emphasized Embratur, which classifies the Asian country as a priority market in the International Tourism Marketing Plan 2025-2027.
Argentina Leads Tourist Emissions to Brazil
Among the main source markets, Argentina maintained absolute leadership, with 3.1 million visitors from January to November 2025.
This volume represents a significant growth of 82.1% year-on-year.
Following were Chile, the United States, Uruguay, and Paraguay, reinforcing the importance of regional and short-distance tourism to the performance of Brazilian international tourism.
Domestic Tourism Supports the Sector’s Base in Brazil
Besides the growth of foreign tourism, domestic tourism also showed robust performance. Between January and October, 83.2 million passengers traveled on domestic flights, consolidating Brazil as the fourth largest domestic aviation market in the world.
The broad diversity of destinations, combined with the growth of the air network and pent-up demand, sustained the dynamism of the sector throughout 2025.
Positive Perspectives for Tourism at the Start of 2026
With the arrival of the high summer season, the airline sector has scheduled 150,000 flights and 20 million seats between December 2025 and February 2026.
This volume represents a 15% increase compared to the same period the previous year.
Moreover, expectations for 2026 include the celebration of the Brazil-China Culture Year, an initiative that should deepen cultural, economic, and tourism ties between the two countries, further increasing the flow of Chinese visitors.
Thus, the record performance of tourism in Brazil in 2025 not only consolidates the country on the global tourism map but also projects a positive and sustainable outlook for the coming years, with lasting impacts on the economy, employment, and Brazil’s international image.
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