United States Joins Mexico, Germany, France, United Kingdom, Italy, Japan and More in Brazil’s Tourism Boom, Projecting Record-Breaking Ten Million Visitors in 2026

Brazil’s tourism sector is set for an extraordinary surge in 2026, with the United States, Mexico, Germany, France, the United Kingdom, Italy, Japan, and other key markets driving a historic influx of international visitors. Embratur, Brazil’s national tourism authority, is projecting a record-breaking 10 million visitors, surpassing the previous year’s record of 9.3 million. This growth is fueled by a combination of post-pandemic recovery, strategic enhancements in aviation connectivity, and a year-round marketing strategy that promotes Brazil’s cultural mega-events such as Carnaval, São João, and New Year’s Eve. By positioning these celebrations as anchors for ongoing tourism, Brazil is tapping into a broader international audience, eager to explore its vibrant culture, festivals, and stunning landscapes.

Brazil’s Tourism Sector Set for Record-Breaking Year with Projected 10 Million International Visitors in 2026

Brazil’s tourism industry is on the brink of a significant milestone, with Embratur, the national tourism authority, forecasting that more than 10 million international visitors will arrive in 2026. This marks a major leap, surpassing the previous record of 9.3 million set in 2025, and effectively doubling the country’s foreign visitor numbers within just four years. The expected boom is not merely a result of global recovery from the pandemic but is driven by strategic efforts from the Brazilian government, airlines, and industry stakeholders.

Key Drivers of Brazil’s Tourism Growth

Brazil’s tourism growth can be attributed to three key factors, according to Embratur’s Director of Marketing and Communications, Marcelo Freixo.

1. Post-Pandemic Rebound and Pent-Up Demand
   The sharp recovery of Brazil’s tourism sector comes in tandem with a global surge in long-haul leisure travel. With international tourism recovering rapidly post-pandemic, there has been a 37% increase in foreign arrivals to Brazil in 2025. This surge demonstrates the increasing global demand for travel to Brazil’s diverse destinations, from its world-renowned beaches to its bustling cities and cultural celebrations.
2. Enhanced Aviation Connectivity
   Another significant contributor is Brazil’s aggressive aviation connectivity strategy. The Ministry of Tourism and its airline partners have launched more than 60 new weekly international flight frequencies in the past 12 months. These new connections have made it easier for international travelers to reach Brazil, especially from key markets in Europe, North America, and Latin America. This expansion in air travel directly supports Embratur’s aim to meet the goal of 10 million international visitors in 2026.
3. Year-Round Marketing Strategy Focused on Mega Events
   Brazil’s tourism authority is shifting its focus from generic beach campaigns to segmented promotions that highlight cultural mega-events throughout the year. Carnaval, São João, and New Year’s Eve festivities in Brazil’s Northeast are now being marketed as key attractions that will drive tourism throughout the entire year, rather than just in isolated spikes during certain months. This strategy is designed to foster consistent visitation from international travelers.

Strategic International Promotions

Embratur is also focusing on targeted marketing in key source markets. For example, in Argentina, Embratur is launching its first-ever São João festival road-show, aimed at attracting short-haul regional travelers during Brazil’s low winter season. This campaign targets the strong regional demand for cultural experiences, betting that visitors from neighboring countries will be eager to join in Brazil’s most vibrant and authentic festivals.

In addition, discussions are underway with the Ministries of Justice and Foreign Affairs to simplify visa processes for business event attendees. This includes expanding fast-track lanes at major international airports such as Rio de Janeiro’s RioGaleão and São Paulo’s Guarulhos, facilitating smoother entry for MICE (Meetings, Incentives, Conferences, and Exhibitions) visitors. Streamlining visa issuance for business travelers will further position Brazil as an attractive destination for international meetings and conventions.

E-Visa Services for Hassle-Free Entry

Travelers eager to experience Brazil’s culture and natural beauty will find it easier than ever to obtain the necessary documentation. VisaHQ’s online platform provides up-to-date guidance on e-Visa eligibility, document checklists, and concierge services to streamline the process for tourists, business delegates, and MICE organizers. This support ensures travelers can focus on their travel plans, leaving the paperwork to professionals who help them secure the correct documentation swiftly.

Implications for Multinational Companies and Business Travelers

The projected 10 million international visitors will have wide-ranging implications for businesses. For multinational companies, this tourism surge means increased competition for housing in key cities like Rio de Janeiro and São Paulo, which are already popular among business travelers and expatriates. Companies sending staff to Brazil for long-term assignments should prepare for a tighter rental market.

Corporate travel managers should also expect higher airfares as airlines adjust their capacity to meet the growing demand for flights to Brazil, particularly during peak travel times surrounding major cultural events like Carnaval. As airlines shift their resources toward these leisure peaks, business travelers may find themselves competing for limited flights and tickets at premium prices.

For companies planning incentive trips or regional conferences in Brazil in 2026, it is highly recommended to secure hotel blocks well in advance. The period surrounding Carnaval, a major event in Brazil, is particularly in demand, and hotel bookings during this time are expected to be scarce and expensive.

Anticipating the Growth in Tourism-Related Services

The booming tourism sector will also create additional demand for tourism services, particularly in the area of logistics. Ground-handling services for international tourists will be in high demand, with companies and event organizers needing multilingual staff to cater to Brazil’s increasing number of foreign visitors. Moreover, temporary import services for event equipment will likely see an uptick as Brazil prepares to host more international events, conferences, and exhibitions.

Major Contributing Countries

As Brazil gears up for an influx of visitors in 2026, several countries are expected to contribute significantly to this growth in international arrivals:

• United States
• Argentina
• Germany
• France
• United Kingdom
• Chile
• Canada
• Italy
• Japan
• Mexico

With this global demand, the impact on Brazil’s tourism sector will be widespread, transforming key cities and regions into vibrant hubs for international tourists seeking to experience everything Brazil has to offer, from its tropical landscapes to its rich cultural history.

Brazil is set for a record-breaking 10 million international visitors in 2026, with key markets like the United States, Mexico, Germany, and Japan driving this surge. Strategic investments in aviation, targeted marketing, and year-round cultural events like Carnaval and São João are fueling this unprecedented tourism growth.

Brazil’s tourism industry is set for an extraordinary year in 2026, with Embratur’s strategic efforts positioning the country for a record-breaking year. From the rise in global demand for travel to the country’s strengthened aviation connections, the forecast for Brazil’s tourism sector is more promising than ever. With 10 million international visitors on the horizon, Brazil’s tourism sector is poised to reach new heights, benefiting not only the hospitality industry but also the wider economy.