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Accelerated Growth In The Post-Pandemic Places The Country At The Center Of Global Routes, Boosts The Economy, Increases The Arrival Of Foreigners And Consolidates Tourism As A Strategic Vector For Income Generation, Jobs And International Projection.
Brazil ended 2025 with a historic record of 9,287,196 international tourist arrivals, a 37% increase compared to 2024, according to data released by the federal government.
During the same period, the tourism sector also reached an unprecedented level of revenue, with R$ 185.2 billion accumulated from January to October, based on information from IBGE and compiled by FecomercioSP.
In addition to the volume of visitors, the country recorded the highest value of revenues from international tourism ever observed in the historical series.
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Expenditure by foreigners totaled around US$ 7.9 billion in 2025, equivalent to approximately R$ 41.5 billion, according to conversions presented in official statements.
The performance placed Brazil as the destination with the highest relative growth in international tourism in 2025, ahead of traditionally consolidated countries in this market.
Growth Above The International Average
The level of 9.3 million arrivals in 2025 consolidated a turnaround in the recent series.
In 2024, the country ended the year with 6.77 million international visitors, a number that at the time was treated as an annual record.
With the new result, Brazil surpassed its own historical maximum and maintained a strong pace until December.
The last month of the year recorded a growth of 11% compared to December of the previous year.
In an interview that served as a basis for the original text, the president of Embratur, Marcelo Freixo, attributed the leap to a combination of structural and strategic factors.
“Our growth was 37%,” he stated, comparing the data from 2025 with that of 2024.
He further added: “it was the country that grew the most in terms of international tourism in the world.”
Surveys cited by the government, based on information from UN Tourism, indicate that Brazil’s performance surpassed that of destinations like Egypt, with a growth of 20%, and Morocco, with 14%.
Tourism Moves Almost R$ 200 Billion
The expansion of visitor flow occurred alongside the advancement of domestic tourism and the chain of services related to travel.
A survey by FecomercioSP, based on data from IBGE, pointed to revenue of R$ 185.2 billion between January and October 2025, the highest value since the beginning of the series in 2011.
It is in this context that the reference to “almost R$ 200 billion” mentioned in the original text is placed.
The value accumulated in the first ten months of the year is already close to this level and has been treated by official statements as a new record for the sector.
When the focus is only on international tourism, the main metric used is the revenue generated by foreign visitor spending.
In 2025, this indicator reached US$ 7.9 billion, also a historic maximum according to official disclosures.
Embratur Strategy And Use Of Data Intelligence
In the interview, Marcelo Freixo highlighted the bet on data intelligence as one of the pillars of the strategy adopted by Embratur.
According to him, the creation of an intelligence center allowed the identification of search, consumption, and behavior patterns by nationality.
The objective is to direct promotional campaigns and actions according to the specific interests of each emitting market.
The segmentation involves everything from the choice of promoted destinations to the time of year when the promotion takes place.
Freixo also linked the growth to the increase in the supply of international flights, seen as crucial to expanding the number of arrivals.
The official stated that Brazil’s international air network grew 16%, while the global average remained around 7%.
Main Emitting Countries And Entry Points
By countries, Argentina emerges as the main emitter of tourists to Brazil.
Subsequently, Chile and the United States are identified as relevant markets in the composition of international flow.
Freixo mentioned that specific campaigns and negotiations with airlines helped to increase Chilean participation, based on data indicating strong demand potential.
Regarding entry points, states with large airports and busy borders concentrate the majority of arrivals.
Among them are Sao Paulo, Rio de Janeiro, Rio Grande do Sul, and Foz do Iguaçu.
When discussing regional distribution, the president of Embratur stated that growth spread across the national territory.
As an example, he cited a more intense increase in the Northeast, which registered growth above the national average.
Economic Impact And Job Creation
In the speech presented in the interview, the growth of tourism is directly associated with job and income generation.
The activity stimulates accommodation, food, transport, travel agencies, commerce, and various services.
This effect aligns with the revenue behavior of the sector measured by business entities, which have been marking successive records.
The influx of foreign resources also enhances the economic impact by strengthening consumption and tax collection.
In the 2025 balance, the government highlighted the record revenue from international tourism as a direct reflection of the increase in visitors throughout the year.
With record arrivals, growth exceeding that observed in other destinations, and new revenue highs, the challenge now involves sustaining the supply of flights, increasing the length of tourist stays, and better distributing these gains throughout Brazilian territory.
Will Brazil be able to maintain this growth pace and transform the record volume of visitors into more balanced development among regions and cities outside the traditional circuit?
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