Rio de Janeiro, Brazil. Photo: Shutterstock Brazil’s Tourism Boom Continues to Break Records. Brazil has quietly moved into a new phase on the global tourism stage, and the latest UN Tourism Barometer makes that clear. The November report puts Brazil ahead of every other major destination in growth, crediting the country’s post-pandemic recovery and a focused effort to promote its culture, nature, and regional diversity.
From January to September 2025, Brazil recorded a 45% jump in international arrivals compared with the same stretch in 2024. That puts it far in front of fast-growing destinations like Vietnam and Egypt, both at 21% , and Ethiopia and Japan at 18%.
It’s the strongest surge seen anywhere this year, and it has already pushed the country to a new milestone. Embratur, the country's tourism promotion agency, recently celebrated reaching 8 million foreign visitors in less than 11 months, and the agency expects that number to pass 9 million by the end of 2025.
For Marcelo Freixo, president of Embratur, the recognition is both a win and a sign that the strategy is working. “The UN Tourism report is further proof that we are experiencing the best moment for international tourism in Brazil and are a global leader. International travelers are turning their attention to Brazil and now see the authenticity, experiences, and sensations that only our country and our people offer. That is why we have the highest growth in international tourism in the world, and thanks to this, we are also seeing tourism as an economic driver that generates jobs, income, and revenue for all of Brazil.”
The rise isn’t just in visitor numbers. Tourism revenue has also hit record levels. According to UN Tourism, Brazil brought in 12% more revenue from international visitors in the first nine months of 2025 compared with the previous year.
At the same time, government figures show just how significant that jump is. Between January and October, foreign travelers spent $6.617 billion in Brazil, up from $6.005 billion in the same period in 2024. It’s the highest total for that timeframe since the data series began in 1995, and it translates to more than R$35 billion flowing into the economy.
Being named the world’s fastest-growing destination in terms of arrivals is more than a point of pride. It signals that Brazil’s focus on authenticity, diversity, and sustainability is resonating with travelers. With record-breaking arrivals and spending, the country is reinforcing its place on the world tourism map and showing what thoughtful long-term planning can deliver.