Embratur, Brazil’s tourism promotion agency, has reported record-breaking growth in international visitor arrivals from 10 major global source markets during the first four months of 2026, reinforcing the country’s position as one of the fastest-growing tourism destinations in the Americas.
According to the organisation, Brazil welcomed more than 4.33 million international tourists between January and April 2026, supported by strong air connectivity, targeted international marketing campaigns and expanding global interest in Brazil’s leisure, cultural and experiential tourism offerings.
The agency stated that the historic performance reflects the success of Brazil’s long-term tourism promotion strategy under the Plano Brasis framework, which identifies priority international markets and focuses on strengthening the country’s global tourism competitiveness.
Ten International Markets Deliver Record Visitor Numbers
Embratur said that 10 strategic tourism markets collectively contributed more than 1.1 million visitors to Brazil during the first four months of the year, with several countries recording their strongest-ever performances for the period.
The markets included Colombia, China, Mexico, Portugal, Peru, Canada, United Kingdom, Chile, Australia and Uruguay.
Among the standout performers, Colombia registered the strongest percentage growth, with visitor arrivals increasing by 37.2 percent compared with its previous record set in 2025. The country sent 70,332 tourists to Brazil during the January-April period.
China also recorded substantial growth, with arrivals increasing 33.6 percent year-on-year to 39,880 visitors, while Mexico posted a 33.4 percent increase, reaching 46,963 tourists.
Industry analysts note that Brazil’s growing appeal across Latin America and Asia reflects stronger regional air connectivity, improved destination marketing and increasing demand for nature, beach and experiential tourism.
European and South American Markets Show Strong Momentum
European markets also delivered strong results for Brazil’s tourism sector.
Portugal recorded its highest-ever visitor arrivals for the first four months of a year, reaching 135,436 tourists and surpassing a record that had stood since 2005. The figure represented growth of 30.9 percent compared with the same period last year.
The United Kingdom similarly achieved a historic milestone, with 86,964 British tourists visiting Brazil between January and April, exceeding the previous record established during the same period in 2016.
Across South America, Chile, Peru and Uruguay continued their upward tourism trajectories.
Chile generated 373,726 visitors during the period, representing growth of 12 percent, while Peru recorded a 22.3 percent increase with 74,803 arrivals.
Uruguay contributed 263,289 visitors to Brazil, reflecting year-on-year growth of 3 percent.
Meanwhile, Canada registered its strongest historical performance with growth of 12.9 percent, while Australia advanced 6.4 percent compared with its previous record.
Air Connectivity and Promotion Drive Tourism Growth
Embratur attributed the strong tourism performance to expanded international promotion efforts, increased airline connectivity and sustained investment in strengthening Brazil’s image across global travel markets.
The organisation noted that international arrivals by air rose 16 percent during the first four months of the year, contributing significantly to overall inbound tourism growth.
Industry observers highlight that air travellers typically generate higher tourism spending and longer stays, making aviation connectivity a critical factor in tourism revenue growth.
Bruno Reis said the latest results demonstrate the momentum currently being experienced by Brazil’s tourism sector following a record 9.2 million international visitors in 2025.
“These results confirm the historic moment currently being experienced by Brazilian tourism,” Reis stated.
“Strategic international promotion initiatives, expanded air connectivity, and efforts to strengthen Brazil’s image abroad have been decisive factors in the continuous growth of foreign visitor arrivals.”
China Emerging as a Strategic Tourism Market
Embratur identified China as one of its most important strategic growth markets and said targeted campaigns have contributed significantly to rising Chinese visitor numbers.
The agency stated that initiatives linked to the “Year of China in Brazil” programme have included commercial campaigns tailored specifically for Chinese travellers, participation in major travel trade events such as ITB China and direct advocacy aimed at supporting visa waiver initiatives between the two countries.
Industry experts believe Chinese outbound tourism represents a major long-term growth opportunity for Brazil, particularly in premium leisure travel, luxury tourism and nature-based experiences.
Brazil has also been intensifying tourism promotion efforts across Latin America through trade fairs, roadshows, cooperative marketing campaigns and press trips focused on showcasing the country’s diverse tourism products.
These initiatives highlight destinations centred around sun-and-beach tourism, culture, gastronomy, nature, adventure travel and experiential tourism.
Sustainability and Authentic Experiences Driving New Tourism Trends
Embratur said it continues to invest in its “Feel Brasil” platform, aimed at expanding digital promotion and positioning Brazil as a destination aligned with evolving global travel trends focused on sustainability, authenticity and positive-impact tourism.
Industry observers note that international travellers are increasingly seeking immersive experiences, eco-tourism and culturally driven travel — areas where Brazil holds significant competitive advantages due to its biodiversity, heritage and regional diversity.
The tourism agency believes its segmented international campaigns and focus on sustainable tourism experiences will continue supporting long-term growth in inbound visitor arrivals while strengthening Brazil’s global tourism positioning.
As international travel demand continues to recover and diversify, Brazil appears increasingly well-positioned to benefit from growing interest among global travellers seeking experiential, nature-based and culturally rich destinations.
