Market Overview

The Brazil tourism market size was valued at USD 259.56 Million in 2025 and is projected to reach USD 407.17 Million by 2034, growing at a compound annual growth rate of 5.13% from 2026 to 2034. This growth is fueled by strategic government initiatives, expanded air connectivity, and rising consumer preference for digital booking and experiential, nature-based tourism. Brazil's unique cultural heritage and promotional efforts are positioning it as South America's premier tourism destination.

Study Assumption Years

• Base Year: 2025
• Historical Period: 2020-2025
• Forecast Period: 2026-2034

Brazil Tourism Market Key Takeaways

• Current Market Size: USD 259.56 Million in 2025
• CAGR: 5.13% (2026-2034)
• Forecast Period: 2026-2034
• Leisure tourism dominates with a 55% market share in 2025, driven by Brazil's natural attractions, beaches, and cultural festivals.
• Solo travel leads with a 58% share, reflecting a preference for independent, flexible travel among younger generations.
• Domestic tourism holds a clear dominance with a 68% share supported by government incentives and currency dynamics.
• OTA platforms lead mode of booking with a 56% share due to convenience and digital adoption.
• The below 30 years age group holds the largest share at 32%, influenced by digital-native behaviors and experiential travel preferences.
• Southeast region accounts for the largest share at 45%, anchored by São Paulo and Rio de Janeiro as international gateways.

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Market Growth Factors

The Brazil tourism market is growing significantly due to strategic government investments in the sector. In 2025, the federal government announced a historic USD 10.6 Million investment in the International Tourism Acceleration Program, expected to generate at least 500,000 new international flight seats. This program strengthens public-private partnerships and expands Brazil's international flight network to underserved regions, particularly the Northeast. This phased initiative includes regular international flights, charter operations, and sub-regional domestic routes to improve accessibility and visitor experience nationwide.

The expansion of both domestic and international aviation networks is transforming Brazil’s tourist accessibility and competitiveness. Airlines are increasing flights and frequencies, especially in the Northeast, which hosts emerging beach destinations gaining global attention. Galeão International Airport has expanded operations with new direct connections from Europe and North America, reducing travel times and increasing convenience for long-haul travelers, thereby overcoming prior connectivity constraints.

Brazil’s tourism agency, Embratur, has implemented transformative marketing strategies that have repositioned Brazil’s global image effectively, driving record international visitor arrivals. In 2025, Brazil exceeded the National Tourism Plan’s target by welcoming nine million international visitors. Targeted campaigns, notably towards Argentina which sent 3.1 million visitors (an 82.1% increase), have demonstrated strong promotional effectiveness. Marketing efforts emphasize Brazil’s diversity beyond sun-and-beach tourism, including Afro-Brazilian heritage, community-based tourism, and indigenous experiences, broadening appeal across traveler segments.

Market Segmentation

By Travel Purpose:

• Leisure Tourism: Dominates with 55% market share in 2025, driven by Brazil's diverse natural sites, iconic beaches like Copacabana and Ipanema, vibrant cultural festivals, and experiential tourism including Carnival and gastronomic exploration.

By Travel Type:

• Solo: Leads with 58% share in 2025, favored by younger demographics who seek flexibility, autonomy, and personalized travel itineraries enabled by improved digital infrastructure and safety perceptions.

By Tourism Type:

• Domestic Tourism: Holds 68% share in 2025, supported by government incentive programs, regional connectivity, and a currency environment encouraging Brazilians to explore their country. Approximately fifty-nine million Brazilians planned domestic leisure travel during 2024-2025 summer, increasing average spending by up to 34%.

By Mode of Booking:

• OTA Platform: Represents 56% share in 2025, attributed to growing digital channel preference, convenience of real-time booking, AI personalization, loyalty programs, flexible payments, and government digitalization initiatives.

By Age Group:

• Below 30 Years: Largest share at 32% in 2025, linked to digital-native habits, demand for experiential and adventurous travel, social media influence, and preference for mobile-first booking platforms and alternative lodging.

By Region:

• Southeast: Largest region with 45% share in 2025, anchored by São Paulo and Rio de Janeiro as international gateways and domestic hubs. The region benefits from concentrated infrastructure, corporate travel demand, cultural institutions, and proximity to popular natural attractions.

Regional Insights

The Southeast region holds a dominant 45% share of Brazil’s tourism market in 2025. Anchored by São Paulo and Rio de Janeiro, it serves as the primary international gateway with 2.5 million and 1.97 million international visitors respectively between January and November 2025. The region's extensive infrastructure, business travel, and iconic tourist sites sustain its leadership position.

Competitive Landscape

The competition between domestic and international players in lodging, travel, and transportation sectors is intensifying. Market participants focus on digital transformation, sustainable practices, and experience diversification. Major hotel chains like Accor, Marriott, and Hilton are expanding through franchises and acquisitions. Airlines compete via route expansion, service quality, and pricing. Travel tech platforms invest in AI personalization and loyalty programs to enhance client engagement.

Recent Developments & News

• Despegar.com launched SOFIA, Latin America's first Generative AI Travel Assistant in March 2024, advancing intelligent travel recommendations and enhancing customer experience.
• United Airlines reported a 5% increase in solo travel bookings in 2024 compared to the previous year, underlining independent travel growth.

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