Brazil is expected to close 2024 with the registration of 6.6 million international tourists . The number would represent an increase of 11.8% compared to 2023, when 5.9 million international tourists were registered on national soil.
The data was released this Tuesday (13) by the Brazilian Agency for International Tourism Promotion, Embratur, at an event in São Paulo on strategies for promoting Brazil on the international scene.
Thus, around 700 thousand more international tourists are expected this year compared to 2023. According to Fabio Montanheiro, Embratur’s information and data intelligence manager, the jump can be explained by expansion of the international air network . “With more flight availability, tourists can arrive in Brazil with more options,” he told CNN Travel & Gastronomy.
Image of Brazil abroad
Brazil’s image abroad is also a crucial factor. For Embratur, the feeling is that the country is back on the international shelves. “Today, the country is seen by foreigners as a potential destination for visitors, with everything it has to offer and with the new developments we have been working on, such as Afrotourism, nature tourism and the Amazon. By expanding the products and the availability of transportation, the effect is immediate,” explains Montanheiro.
He cites the example of Chile, a country that used to be in fifth place as the largest source of tourists to Brazil, but which has now climbed to third place, only behind Argentina and the United States.
Embratur’s strategies to promote Brazil in the international market revolve around 18 tools, worked on this year and throughout 2025. Advertising campaigns for the end consumer and for the B2B public, press trips, roadshows, installations in art galleries, newsletters, projects with Sebrae and presence at fairs are part of the range.
“We need to discuss a model for the country’s development where tourism occupies a more relevant space,” said Marcelo Freixo, president of Embratur. The aim is for the sector to generate jobs and income and “be a driving force for a new perception of the economy.”
For 2027, Embratur released a projection from Global Data that points to the expectation of 8.1 million foreign tourists in Brazil surpassing the 7 million tourists mark, an old number to be reached by the market.
Half-yearly balance
In the first half of 2024, from January to June, almost 3.6 million international tourists entered the country, a number led by Argentina, the USA, Chile, Paraguay and Uruguay.
The number represents a growth of 21% compared to the same period in 2023. In this first half of the year, foreigners moved R$ 20.9 billion . According to data from Embratur regarding international tourist arrivals to Brazil, the state of São Paulo was the main gateway this semester.
In relation to 2023, the capital of São Paulo was the main gateway for foreign tourists by air, followed by Rio de Janeiro and Salvador. Almost 2 million entries in this mode were registered through São Paulo, with 1.2 million having the capital of São Paulo as their final destination.
The data reinforces the stopover campaign recently launched in the city. With it, passengers can extend their stay in São Paulo for up to three days at no additional cost to their airline ticket. Latam, Gol and Azul have already joined the initiative, which has been named “StopOver SP / Top View SP ”, a partnership between Visite São Paulo Convention Bureau and the Brazilian Association of Airlines (Abear).
“São Paulo is a success story in tourism relations. The alliance between the airline industry and the state has promoted and produced great effects. And this campaign is the result of this work”, said Jurema Monteiro, president of Abear.
The sector’s costs were also discussed. “One of the main challenges in the airline industry is its costs. When we can balance this, we achieve results. By expanding the number of flights, we have more seats, more passengers and more destinations served,” he said.
Looking for sun and beach
And what are foreign visitors looking for in Brazil? Sun and beach may be the first answer for 48% of them. This is the result of a survey conducted by Embratur and Penta for 2023, with data updated in August of this year.
3,392 tourists over 18 years of age from 11 countries were interviewed: Germany, Argentina, Chile, Colombia, Spain, United States, France, Italy, Peru, Portugal and the United Kingdom.
In addition to sun and beach, they are motivated by the segments of cultural tourism (34%), adventure tourism (29%), luxury and relaxation (27%) and ecotourism (22%).
Rio de Janeiro is the destination they most want to visit, with 64%, followed by São Paulo (45%) and Foz do Iguaçu (25%). Attractions of interest include the Iguaçu Falls (55%), Copacabana (54%) and Christ the Redeemer (53%).
Source: CNN Brasil
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