Brazil's tourism sector is experiencing robust growth, with a focus on attracting visitors from key international markets such as the U.S., China and Germany.
In 2023, the country welcomed approximately 6 million foreign visitors, generating a record $6.9 billion in revenue from international tourism.
"The U.S. remains our largest market, followed closely by Argentina, Germany, France and the UK," Philipe Karat, head of transportation at Brazil’s tourist board Embratur, tells Aviation Week. “Additionally, domestic tourism remains a key driver of the industry, as millions of Brazilians continue to explore the country's diverse and rich destinations.”
To enhance air service and connectivity, Embratur has made notable strides in developing new routes. “We’ve successfully added new connections from Santiago de Chile to secondary Brazilian cities like Belo Horizonte through LATAM and SKY Airlines,” Karat says.
Additionally, daily services from Dallas/Fort Worth to Rio de Janeiro have strengthened ties with the U.S. market, while Air China has resumed flights to São Paulo’s Guarulhos Airport, and Royal Air Maroc will return in December.
Embratur's growth strategy includes attracting visitors from China and Germany, which are important for Brazil's tourism ambitions. “We are developing supply in areas such as our rich culture, unique cuisine and luxury offerings, particularly for key markets like China and Germany,” Karat says. The agency is also capitalizing on high-demand trends, such as digital nomadism, particularly among U.S. travelers.
"Our strategy also includes targeted marketing campaigns, partnerships with travel agencies and tour operators and participation in international travel trade shows. These efforts aim to showcase Brazil's unique cultural experiences and natural wonders to attract visitors from diverse markets.”
Related Content
