Brazil Targets Record 10 Million International Tourists in 2026 with Enhanced Connectivity and Cultural Promotion

Ambitious Tourism Target Set for 2026

Brazil's Ministry of Tourism, in conjunction with Embratur, the country's national tourism agency, has announced an ambitious goal to welcome a record 10 million international visitors in 2026. This target represents a significant increase from the 9.3 million international tourists recorded in 2025, which itself was a historic high and a 37.1% increase compared to 2024. The 2026 objective aims to nearly double the country's foreign arrivals within a four-year span, positioning Brazil as a leading global tourism destination.

Strategic Initiatives Drive Growth

The push towards this milestone is underpinned by a multi-faceted strategy focusing on improved aviation connectivity, targeted marketing, and enhanced visitor experience. Embratur President Marcelo Freixo highlighted several key drivers for this projected growth, including a robust post-pandemic recovery and pent-up demand for long-haul leisure travel.

• Enhanced Air Connectivity: Over 60 new weekly international flight frequencies have been added in the past year, with the National Civil Aviation Agency (ANAC) and the Ministry of Tourism authorizing 64 new international routes and 16 additional weekly frequencies for 2026. These include new direct services from major Brazilian hubs like São Paulo and Rio de Janeiro to European cities such as Paris, Lisbon, London, and Frankfurt, as well as new routes to Amsterdam, Brussels, and Cape Town.
• Streamlined Visa Procedures: Discussions are underway with the Ministries of Justice and Foreign Affairs to simplify visa processes, particularly for business and event-related travel, and to expand fast-track lanes at key airports like RioGaleão and São Paulo-Guarulhos.
• Targeted Marketing Campaigns: Embratur is shifting its marketing focus from generic beach promotions to more segmented campaigns in key source markets. For instance, the São João festival will be promoted internationally for the first time in regions like Argentina, aiming to attract regional travelers during Brazil's low winter season.

Leveraging Cultural and Natural Assets

Brazil's rich cultural heritage and diverse natural landscapes are central to its tourism appeal. The strategy emphasizes positioning the country's iconic cultural mega-events as year-round attractions rather than seasonal spikes.

• Carnaval: The 2026 Carnaval season is expected to attract over 65 million participants nationwide, a 22% increase from the previous year. Rio de Janeiro alone anticipates up to 8 million attendees. Embratur has partnered with Beautiful Destinations to globally promote the diverse experiences of Brazilian Carnaval, extending beyond the famous Rio parades to include celebrations in Salvador, Recife, and Olinda.
• Year-Round Appeal: Beyond Carnaval, events like the São João festival and New Year's Eve celebrations in the Northeast are being highlighted to ensure consistent visitation throughout the year.
• Diversified Offerings: The country is also promoting its vast natural wonders, including the Amazon Rainforest, Iguazu Falls, and pristine beaches, alongside ecotourism, rural tourism, and gastronomic experiences. Brazil was also named Travel + Leisure's Destination of the Year for 2026, recognizing its vibrant culture and natural beauty.

Economic Impact and Future Outlook

Tourism is a significant contributor to the Brazilian economy, accounting for over 8% of the country's GDP in 2023. The influx of international visitors has a substantial economic impact, with foreign tourists injecting over USD 823 million into the economy in February 2025 alone. With these strategic initiatives, Brazil aims not only to meet its 10 million visitor target but also to solidify its position as a major player in the global tourism market, fostering economic development and showcasing its unique cultural and natural diversity.