Dancers at the festival in Recife, Brazil. Photo: Shutterstock Brazil, the land of football, vibrant culture, and Carnival, ended 2025 on a high note for international tourism, welcoming 9,287,196 visitors from abroad. The number marks the highest total ever recorded by the South American country. To put that into better perspective, think of it as the equivalent of roughly 3,000 global flights arriving over the course of the year.
The impressive feat also marks a sharp jump from 2024, when Brazil received about 6.7 million tourists from around the world, signaling a 37.1% YoY rise that set a new record and once again proved the country's growing appeal in the increasingly competitive travel market.
Fortaleza, Brazil. Photo:ByDroneVideos / ShutterstockThe performance also went well beyond the official expectations of the National Tourism Plan for 2024 to 2027 that had envisioned 6.9 million international arrivals in 2025. The fact that Brazil managed to surpass that goal by more than a third was related to the coordinated efforts between federal authorities, local governments, and the private sector, and, of course, the stronger international promotion and expanded air connectivity.
“We exceeded all expectations and made 2025 the biggest year in the history of international tourism in Brazil. We showcased our authenticity, our diversity, and the Brazilian soft power that has so captivated the planet to the world. This result also reflects an innovative strategy that worked very well to expand our connectivity. It was a record-breaking year, which translated into new opportunities for the people, developing entrepreneurs, and generating jobs and income in our country from this economic engine that is tourism,” said Embratur president Marcelo Freixo.
Rio de Janeiro, Brazil. Photo: ShutterstockTourism Minister Gustavo Feliciano echoed that view, pointing to collaboration as a key factor. “Reaching this record was only possible thanks to a solid and consistent partnership between the Ministry of Tourism, Embratur, and the tourism industry. We worked strategically to show the world the diversity, hospitality, and potential of Brazil as one of the great global tourist destinations,” he said.
Momentum held through the end of the year. December alone saw 896,488 international arrivals, up 11% compared to the same month in 2024. That made it the fourth strongest month of the year, trailing only January, February, and March.
Sao Paulo remained Brazil’s main entry point, welcoming 2,753,869 foreign visitors, followed by Rio de Janeiro with 2,196,443 and Rio Grande do Sul with 1,535,806.
Argentina continued to lead as the top source market, sending more than 3.3 million tourists, with Chile and the United States close behind. European travelers also showed strong interest, with more than 1.27 million arrivals combined.
At the state level, Rio de Janeiro posted its best year ever, with arrivals up 43.7%. Sao Paulo also closed 2025 on a high, reinforcing tourism’s role as a major driver of jobs, income, and Brazil’s image abroad, and setting an optimistic tone for the years ahead.