Brazil is stepping up efforts to attract new long-haul air service from Europe and Asia as it seeks to convert rising international demand into sustained inbound tourism growth, according to tourist board Embratur.
The country recorded 9.3 million international arrivals in 2025, up 37.1% year on year, with air transport accounting for more than 6.1 million visitors, or about two-thirds of total inbound traffic. The growth has been led by regional markets, particularly Argentina and Chile, but Brazil is increasingly targeting higher-yield long-haul segments.
“In the short term, Latin America, particularly Argentina and Chile, continues to represent the largest volume of international visitors to Brazil, driven by proximity and strong connectivity,” Embratur Marketing Director Bruno Reis tells Routes. “However, from a strategic standpoint, we have also been expanding demand in more diversified markets, including key European countries and China.”
Embratur reported that visitor numbers from Argentina rose by nearly 73% in 2025 to 3.4 million, while arrivals from Chile increased by about 23% to 802,000 and from Uruguay by 35% to 525,000. Inbound traffic from the U.S. also grew, rising 4.3% to 760,000.
“Importantly, this increase has been built on three structural pillars: the expansion of air connectivity, greater precision in market segmentation and a more consistent international positioning of Brazil as an experiential destination,” Reis says. “This makes the growth trend sustainable.”
Despite the recent rise in tourism, Brazil still sees significant untapped potential in long-haul markets. Sabre Market Intelligence data shows that China was the largest unserved nonstop market from Brazil in 2025, with about 248,000 two-way O&D passengers, followed by Japan with 238,300 and Belgium with 121,400.
“There is a clear opportunity in long-haul markets, particularly those with higher value potential,” Reis says. “The challenge is converting this interest into actual visitor flows, particularly through improved connectivity and stronger engagement with the travel trade.”
Embratur is working with airlines and airports through co-investment and incentive programs aimed at stimulating new routes, particularly from Europe and North America. “Through programs such as PATI [International Tourism Acceleration Program], we work directly with airlines, airports and destinations to support the launch of new routes, combining promotional investment with market development strategies,” Reis says.
In parallel, the country’s Conectar Agenda focuses on improving the structural conditions for growth by coordinating efforts across government and industry to expand connectivity, integrate regional networks and facilitate the development of new international services.
Recent network developments reflect that approach, including GOL Linhas Aereas’ planned long-haul expansion from Routes Americas 2026 host Rio de Janeiro Galeão International Airport using Airbus A330 aircraft, which Reis says is critical to unlocking inbound demand. The airline plans to serve New York John F. Kennedy from July, followed by routes to Lisbon, Paris and Orlando.
“Connectivity is one of the main drivers of tourism growth, and new long-haul routes from Rio have a highly strategic impact,” Reis adds. “What these routes do is convert that interest into actual visitor flows, making the destination more accessible and competitive.”
Rising visitor numbers are beginning to ease seasonality pressures, but Reis says the challenge persists. “We are already seeing positive signs in reducing seasonality,” he adds, noting that increased connectivity and more targeted campaigns are helping distribute demand more evenly throughout the year.
The overarching goal, Reis says, is to build a more balanced network that combines volume and yield, “positioning Brazil more competitively in the global landscape.”
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