Brazil is the country with the fastest growth in international tourism in the world, says UN Tourism

The world is rediscovering Brazil.

The latest edition of the UN Tourism World Tourism Barometer reveals that the country now leads global growth in international tourism. The report, released in November, highlights Brazil as the destination that advanced the most in its number of foreign visitors in 2025, reflecting a new phase of international visibility fueled by the diversity of its territories, its rich culture, and the unique hospitality of its people. 

Between January and September of this year, the country recorded a 45% increase in international arrivals compared to the same period in 2024. The performance surpassed emerging destinations such as Vietnam and Egypt (both with 21% growth), as well as Ethiopia and Japan (18%). The data reinforces the positive impact of promotional strategies led by Embratur (Brazilian Agency for International Tourism Promotion), which reposition Brazil as a synonym for transformative experiences and genuine connections.

This movement is reflected in concrete results. In less than 11 months, the country
exceeded 8 million foreign tourists, with projections indicating more than 9 million visitors by the end of 2025. For Embratur’s president, Marcelo Freixo, the UN Tourism recognition
consolidates a new moment for Brazil on the global stage.

“The report is further proof that we are living the best phase in the history of international
tourism in Brazil. Foreign travelers are turning their eyes to Brazil and now see the
authenticity, the experiences, and the sensations that only our country and our people can
offer. That is why we have the highest growth in the world in international tourism and,
thanks to this, we are also seeing tourism become an economic driver that generates jobs,
income, and revenue for the entire country,” Freixo highlights.

EXPERIENCES ONLY BRAZIL CAN OFFER

The growing interest in Brazil reflects a global trend toward destinations that offer more than beautiful landscapes. The contemporary traveler seeks meaningful experiences, and few places in the world offer such an intense and diverse immersion as Brazil.

It’s savoring the bold flavors of an acarajé in Salvador, with the rhythms of Afro-Brazilian
culture pulsing through the slopes of Pelourinho. It’s watching the sunset over the dunes of Jericoacoara, accompanied by spontaneous applause from visitors from every continent. It’s learning to samba in Rio de Janeiro, participating in Indigenous rituals in the Amazon, or feeling moved before the monumental waters of Iguaçu Falls.

To present this sensory and multifaceted country to the world, Embratur and Sebrae
Nacional created the Feel Brasil project, a platform that gathers 101 immersive experiences
across all regions of the country. From sunrise in Copacabana to safaris in the Pantanal,
from gastronomic immersions in São Paulo to encounters with Indigenous peoples in Bahia, each experience reveals a deep, welcoming, and unforgettable Brazil.

With content in six languages, Feel Brasil connects international travelers to carefully
curated experiences aligned with the values of contemporary tourism. About 70% of the
experiences are offered by micro and small businesses, 59% are led by women, and over
80% focus on social inclusion, diversity, and sustainability.

A finalist for international awards such as the Skift IDEA Awards 2025 and the City Nation
Place Awards, the project strengthens the country’s image as an innovative, authentic
destination ready to welcome visitors with excellence.

RECORD ECONOMIC IMPACT DRIVES TOURISM

Brazil’s strong tourism performance goes beyond visitor numbers. UN Tourism data shows
that the country has also reached a new level in revenue generation. In the first nine months
of 2025, revenue from international visitors grew 12% compared to the same period the
previous year.

Travelers from other countries injected USD 6.617 billion into Brazilian destinations from
January to October 2025. This amount represents a 10.19% increase compared to the same
period in 2024 (when the value reached USD 6.005 billion), setting a record for the period
since the beginning of the historical series in 1995 and surpassing BRL 35 billion in spending by October.

This progress confirms tourism as a strategic force for Brazil’s sustainable development. Far beyond attracting visitors, the country shows the world its ability to generate high-value
experiences, stimulate local economies, highlight regional cultures, and preserve
environmental diversity.

PLANO BRASIS GUIDES A NEW PHASE OF BRAZILIAN TOURISM ABROAD

Brazil’s consolidation as a standout destination in the global landscape is the result of
Embratur’s strategic work, guided by the Plano Brasis – International Tourism Marketing
Plan 2025-2027, developed in partnership with Sebrae and Fundação Getulio Vargas (FGV).

The document serves as the foundation that guides the country’s international promotion
efforts, focusing on innovation, diversity, and sustainability. More than showcasing beautiful landscapes, the plan positions Brazil as a territory of authentic experiences connected to the culture, creativity, and welcoming spirit of its people. It is a new narrative that strengthens tourism as a tool for economic development, affirmation of national identity, and the building of a Brazil that is more present, relevant, and inspiring on the world tourism map.