Brazil is experiencing a historic surge in international tourism, closing 2025 as the world’s fastest-growing destination. The country welcomed 9.3 million international visitors, a 37.1% increase over 6.7 million in 2024, according to the UN World Tourism Organization (UNWTO).
Tourism Boosts Brazil’s Economy
The influx of tourists is providing a significant economic boost. Tourism contributes roughly 8% of Brazil’s GDP, and international travellers brought in approximately €7.3 billion in 2025, strengthening the national economy amid global recovery and repositioning efforts.
European visitors are leading the surge, with France, Portugal, Germany, Italy, the United Kingdom, and Spain accounting for 1.8 million tourists, a 20% increase from the previous year. Spain alone contributed 160,000 visitors, up 92% from three years ago, reflecting both rising interest in Brazil and improved air connectivity.
New Air Routes Catalyze Growth
A major factor driving this tourism boom has been the expansion of direct flights between Europe and Brazil. In 2025, Iberia launched two new routes connecting Madrid with Fortaleza and Recife, opening the Brazilian Northeast, known for its beaches, culture, and gastronomy, to European tourists.
Existing connections from Madrid and Barcelona to São Paulo, Rio de Janeiro, Salvador, and Campinas further enhance accessibility. Lisbon and Porto continue to serve as key gateways from Europe, cementing the Iberian Peninsula’s role as a bridge to the country.
São Paulo remains the primary entry point with over 2.7 million international visitors, followed by Rio de Janeiro with 2.2 million, and Rio Grande do Sul with 1.5 million.
Leadership and Global Recognition
Marcelo Freixo, president of Embratur, the country’s tourism promotion agency, credits this historic growth to strategic international promotion, expanded connections, and improved tourism offerings. He also highlights the country’s restored global reputation under President Luiz Inácio Lula da Silva as a key factor in attracting visitors.
“People don’t visit a country that isn’t respected,” Freixo noted. “Brazil is now a respected country, and that has reignited global interest in our tourism.”
Addressing Safety Concerns
Despite record growth, security remains a priority for international travellers. Freixo emphasized that Brazil has made progress in this area, and tourism itself contributes to safer cities. According to Embratur, 95% of visitors express a desire to return, underscoring growing confidence.
Efforts to improve internal mobility, extend visitor stays, and enhance safety include initiatives such as the Brazil Air Pass, which allows tourists to fly to up to eight domestic destinations on a single fare.
Joy as Brazil’s Signature Attraction
Beyond statistics, Freixo highlights the warmth and hospitality of the Brazilian people as a defining feature of the tourism experience. “Our main export product is not coffee, it’s joy, and we have plenty of that,” he said, reflecting the country’s unique appeal to international travellers.
With more flights, stronger international recognition, and an expanding tourism offer, It is solidifying its status as a global tourism powerhouse. Europe, and particularly Spain, remains a key partner in this historic tourism surge, positioning Brazil as one of the most attractive destinations for international travellers.
