Latin Americans fuel Brazil’s record tourism boom

São Paulo, Sep 24 (EFE).- Brazil is breaking record after record in tourism this year, thanks largely to a surge in Latin American arrivals, which have jumped 66%.

A total of 3.8 million Latin American tourists visited Brazil between January and June, up from 2.3 million in the same period of 2024, according to official data. The growth underscores the strategic importance of the regional market.

Latin Americans now account for two out of every three foreign tourists in Brazil. By June, the country had welcomed 5.3 million international visitors overall, a 48.2% increase.

The strongest presence came from Argentina, with 2.3 million travelers, followed by nearly 443,000 Chileans.

The figures mark the biggest half-year increase since 2019 and “confirm the strengthening of Brazil as a priority destination among its neighbors,” Brazil’s tourism promotion agency Embratur said in a statement sent to EFE.

Central Americans and Caribbean travelers are also boosting numbers, with arrivals up 43%, led by Costa Rica, the Dominican Republic and Panama. Mexico added 53,128 visitors in the first half of 2025, representing a 17% year-over-year increase.

Gateways and destinations

The southern states of Paraná and Santa Catarina, along with São Paulo and Rio de Janeiro in the southeast, have become the main entry points for this market.

According to Embratur, the diversity of these regions, ranging from beaches and luxury experiences to gastronomy, ecotourism, adventure, sustainability and culture, reinforces their role in receiving regional tourism.

The agency is also promoting other beach destinations such as Muro Alto in Pernambuco and Praia do Forte in Bahia, both in the northeast, as well as the resort town of Búzios in Rio de Janeiro and southern cities like Florianópolis and Gramado.

Air connectivity expands

Air links between Brazil and Latin America are growing rapidly, a key factor for boosting international tourism, Embratur says.

The flight network expanded 16% in 2025 after growing 18% in 2024. Today, 20 airlines operate direct routes connecting 25 Latin American airports to 19 in Brazil, which “facilitates passenger flows, promotes cultural exchange, business and tourism, and strengthens commercial ties between countries,” Embratur noted.

For 2025, 24,288 direct flights are scheduled between these airports, offering 4.7 million seats to Brazilian destinations.

Regional cooperation

Embratur is also betting on strategic alliances with neighboring countries.

With Colombia, it signed a memorandum of understanding through ProColombia to promote tourism between the two nations. With Chile, a joint agenda links governments, airlines and the private sector to open new routes.

Co-branded campaigns with tour operators and airlines have bolstered Brazil’s image in Chile, including promotional actions in Santiago’s metro in June and July with Latam Airlines.

Presence at key events

Another pillar of Embratur’s strategy is intensifying its presence at major fairs and regional events to showcase Brazil as a “competitive, sustainable and desirable” destination.

Highlights include the 2025 ANATO Tourism Showcase in Colombia, where Brazil was guest of honor, and FIEXPO 2025 in San José, Costa Rica, Latin America’s leading business tourism fair, where Brazil promoted its potential for meetings, incentives, conferences and exhibitions (MICE).

With a focus on luxury and sustainability, Brazil was also positioned as a reference in ecotourism, sophistication and authenticity at Remote Immersion 2025 in Antigua, Guatemala, and the Emotions Travel Show 2025 in Lima. EFE

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This article was published with the support of Embratur.

File photo dated March 29, 2023, showing people watching the Monjolo waterfall near Santo Aleixo, in Rio de Janeiro, Brazil. EFE/André Coelho /FILE