Brazil tourism record: Arrivals top 7.1 million through September

Published on Oct 8, 2025, 4:23 pm CDT

4 min read

Brazil has set a new tourism benchmark, hosting 7,099,237 international visitors between January and September 2025. That is a 45 percent year-over-year increase and already ahead of the 6.77 million visitors recorded across all of 2024. Officials said September alone reached 570,934 arrivals, the highest ever for that month. With the year just entering its fourth quarter, Brazil has also surpassed the 2025 target in the National Tourism Plan 2024-2027, reaching 102.9 percent of goal by September.

Key points

Why it matters: Brazil tourism record signals robust demand and confidence in the destination.
Travel impact: Greater air capacity and services should continue as demand remains strong.
What's next: Continued marketing and airlift programs aim to sustain growth into peak season.
U.S. ranks third among source markets, behind Argentina and Chile.
September set a monthly record at 570,934 arrivals, up 28.2 percent year over year.

Snapshot

Embratur, Brazil's tourism promotion agency, confirmed that international arrivals reached 7,099,237 from January through September 2025, a 45 percent increase over the same period in 2024. That nine-month total already surpasses the 2024 full-year record of 6,773,619, and it pushes Brazil to 102.9 percent of the 6.9-million 2025 target outlined in the National Tourism Plan 2024-2027. September's 570,934 visitors represent the best September ever, up 28.2 percent year over year. Argentina leads all source markets with more than 2.7 million arrivals, followed by Chile with 604,786, and the United States with 564,160 through September.

Background

Brazil entered 2025 with strong momentum after setting a new annual mark in 2024 with 6.77 million international visitors. Government reporting for the first half of 2025 showed record pacing, supported by increased international air connectivity and sustained demand. Embratur credits coordinated federal efforts to rebuild the country's global image with themes of diversity and sustainability, paired with marketing, data-driven promotion, and air service development. The National Tourism Plan set a 2025 arrivals target of 6.9 million, which has now been exceeded three months early. Officials say the tourism surge is translating into jobs and income across small businesses, artisans, and guides nationwide.

Latest developments

Brazil tourism record fueled by airlift and sustained demand

September extended the growth streak with 570,934 visitors, the highest for that month in the historical series and 28.2 percent above September 2024. Cumulatively, arrivals reached 7,099,237 through September, a 45 percent year-over-year increase. Source-market ranking remains stable: Argentina first with more than 2.7 million, Chile second with 604,786, and the United States third with 564,160. Embratur and federal ministries continue programs to expand international air seats and routes, citing an 80 percent increase in available international seats by the end of 2025 versus 2022. Officials emphasized that the milestone exceeds the 2025 target by 2.9 percent and underscores confidence in Brazil heading into the Southern Hemisphere summer.

Analysis

Breaking its full-year record by September is strategically significant for Brazil. It validates Embratur's emphasis on targeted international promotion and air connectivity, and it shows that demand is broad-based across the Americas and Europe. The year-over-year rise of 45 percent suggests both cyclical recovery and structural improvements in market access, with policy coordination across tourism, aviation, and digital marketing. For the trade, the rankings of Argentina, Chile, and the United States reinforce near-haul and mid-haul focus, while growing European totals hint at diversified long-haul potential. If air capacity continues to expand into the December-March peak, Brazil could extend gains in higher-yield segments such as nature, culinary, and cultural tourism. Watch currency trends, airfares, and visa policies, which can amplify or mute demand elasticity. With infrastructure and sustainability initiatives in play, the Brazil tourism record offers a platform to balance volume growth with destination stewardship.

Final thoughts

Brazil's momentum creates clear opportunities for the travel trade and travelers planning 2025-2026. With targets already surpassed and peak season ahead, expect continued capacity and competitive packages in core gateways and emerging regions. If policy alignment and air service growth hold, Brazil's tourism sector is positioned to convert record interest into durable gains. The Brazil tourism record caps a historic nine-month run and sets the stage for a strong finish.

Sources

Topics

Brazil