Brazil’s tourism sector is not just thriving – it’s transforming. With record-breaking international revenues, groundbreaking visitor numbers, and fresh cultural and professional initiatives, 2025 is shaping up to be a historic year for tourism in the country. From the global appeal of Rio de Janeiro to the cultural depth of Pará and the rise of unexpected travel trends, Brazil is solidifying itself as both an economic power-house and an experiential destination.
Tourism overtakes traditional exports
Between January and March 2025, international tourists spent over US$2.4 billion in Brazil, surpassing export revenues from major commodities like cotton (US$ 1.57 billion) and even poultry (US$2.3 billion), according to the Central Bank. This performance marks the highest revenue ever recorded in Brazil’s tourism sector.
In March alone, foreign visitors spent US$773 million, representing a 31% increase from the same month last year. That figure even outpaced pork exports, which brought in US$728 million during the same period.
“These results prove the strength of tourism as one of the great drivers of our economy,” said Minister of Tourism Celso Sabino. “We are surpassing traditional export sectors and showing that investing in Brazil as a destination is investing in growth, employment, and development.”
For Marcelo Freixo, president of Embratur, the numbers reflect more than spending – they represent a national success story. “There is no doubt about the importance of international tourism in boosting our economy. ” he stated.
Visitor numbers soar
The revenue boom is supported by an equally striking surge in international arrivals. In the first quarter of 2025 alone, 3.74 million foreign tourists entered Brazil, marking a 47.8% increase over the same period in 2024.
To ensure the sector keeps pace with this growth, the Ministry of Tourism and SENAC have launched a third round of free vocational training courses. With nearly 1,900 openings across 23 states, these programs aim to prepare workers for jobs ranging from hospitality to food service, including roles like pizza chef and waiter.
The rise of niche travel experiences
Beyond sheer numbers, Brazilian tou-rism is also evolving in style and substance. The Ministry of Tourism, in collaboration with Embratur, has released the Tourism Trends 2025 Magazine, highlighting three booming categories:
• Astrotourism: Stargazing trips have surged in popularity, especially among Millennials and Gen Z. Destinations like Desengano State Park (RJ) are emerging as hotspots for celestial tourism, where travelers experience meteor showers and constellations under pristine skies.
• Sports Tourism: From marathons and bike races to e-sports tournaments, Brazilians are increasingly combining their love of competition with travel. Around 40% of travelers aged 25-34 now plan trips around sporting events, contributing to longer stays and increased local spending.
• Music Tourism: Brazil’s festival scene is booming. The phenomenon of “gig tripping” is drawing fans from across the country and beyond.
Pará’s festival power
Parárraiá, one of the country’s largest June festivals, held in Belém, Pará, the event is expected to boost the creative economy, drawing thousands for music, food, and folklore celebrations.
Minister Sabino, a native of Pará, underscored its importance: “Events like this not only celebrate popular culture but generate jobs, income, and reinforce domestic tourism.”
Source: latinarepublic.com