Brazil’s tourism sector is celebrating a historic year with the help of the British Tourist. International visitor numbers broke previous records throughout 2025. Among these, the British tourist stands out for their significant increase.
British tourist arrivals in Brazil grew sharply in 2025. Official figures show a year-on-year increase of over 30%. The United Kingdom now ranks among Brazil’s top European source markets for tourism.
Most British visitors choose Rio de Janeiro, São Paulo, and Salvador as their destinations. These cities offer stunning beaches, vibrant culture, and world-renowned events. The Amazon rainforest and Iguazu Falls also attract many British adventurers.
More Visitors, More Diversity
European arrivals in Brazil are on the rise. Besides the British, tourists from Germany, France, and Portugal are increasing their visits. European travellers often combine city breaks with eco-tourism and adventure activities.
Rio de Janeiro remains a favourite. However, cities like Recife and Florianópolis are gaining popularity. These destinations offer a blend of tradition and modernity, which appeals to European tastes.
New Opportunities
Embratur president, Marcelo Freixo, highlights the sector’s success. “Brazil is now on the map for tourists worldwide. Our efforts are paying off with record numbers and real economic benefits.”
Tourism in Brazil supports thousands of jobs. It also generates vital revenue for local communities. Experts predict further growth as Brazil enhances its international image.
Feel Brazil
The Feel Brazil project offers visitors immersive, authentic experiences. Tourists can explore diverse ecosystems, from the Pantanal wetlands to Atlantic beaches. Local communities showcase food, music, and crafts that reflect Brazil’s rich heritage.
The project also promotes sustainability. Travellers can join conservation programmes and learn about Brazil’s environmental efforts. These activities create lasting memories and support responsible tourism.
Strong Global Image
Brazil’s efforts in tourism promotion have not gone unnoticed. The country won several international awards in 2025. These honours recognise Brazil’s innovation, diversity, and commitment to sustainable tourism.
Global media coverage has boosted Brazil’s appeal. More travellers now see Brazil as a safe, welcoming, and exciting destination.
Promotion and Strategy
Brazil’s National Tourism Plan guides the country’s development strategies. The Brasis Plan supports these efforts with targeted international campaigns. Embratur uses digital platforms and partnerships to reach global audiences.
These strategic actions highlight Brazil’s unique attractions. They also ensure tourists enjoy safe, high-quality experiences across the country.Brazil has secured its place as a top international travel destination in 2025. The surge in British arrivals reflects the country’s growing appeal. With innovative projects, strategic promotion, and unforgettable experiences, Brazil is ready to welcome the world.