Brazil breaks records with more than eight million foreign visitors and launches an innovative tourism award

Brazil surpassed an unprecedented record by reaching more than eight million foreign tourists before the end of November, a figure that represents an increase of over 40% compared to the previous year. According to the Brazilian International Tourism Promotion Agency (Embratur), projections indicate that the country will close 2025 with more than nine million international arrivals.

To highlight this progress, Embratur installed the so-called " Turistometers ," five-meter-high electronic panels located in Copacabana, Rio de Janeiro, and on the Esplanade of Ministries in Brasília. These devices display the flow of international arrivals in real time. During the inauguration, Embratur President Marcelo Freixo emphasized that this tool aims to generate impact and strengthen communication about the sector's growth.

The milestone achieved represents not only a statistical accomplishment but also a boost to social and economic development. Freixo emphasized that this achievement is accompanied by a “significant generation of employment and income,” in a context where international tourism already accounts for 8% of the national GDP and generated more than 114,000 formal jobs in the first half of 2025. The Minister of Tourism, Celso Sabino, stated that the country is positioning itself as “the next major international benchmark.”

Heitor Kadri, Director for the Americas at the United Nations World Tourism Organization, recognized the performance of the Embratur team and its focus on sustainable and innovative strategies. Among the highlighted initiatives is the International Tourism Acceleration Program (PATI) , which aims to expand the country's air connectivity. The Agency is also incorporating advanced data intelligence and artificial intelligence systems to define global promotion policies, in addition to driving the sector's digital transformation through EmbraturLAB in partnership with companies such as Google and TikTok.

Another line of action is the promotion of audiovisual tourism , which includes agreements with platforms like Netflix and joint work with the video game industry, with the aim of attracting new audiences and positioning the country as a location for international productions. At the same time, Brazil is deepening its commitment to regenerative and sustainable tourism , developing projects aimed at ecosystem restoration.

In this context, Embratur presented the Embratur Visit Brazil Award , created in conjunction with Exame magazine to recognize institutions and professionals who contribute to strengthening the country's image in global markets. The categories include airlines, hotels, destinations, sustainability initiatives, technological solutions, and women's leadership. Nominations will remain open until January 25, 2026, and the awards ceremony will take place in March during the Visit Brazil Summit in Brasília.

The economic impact of international tourism continues to rise. Between January and October 2025, foreign travelers spent US$6.617 billion in Brazilian destinations, according to data from the Central Bank, representing a 10.19% increase compared to the same period in 2024. In October alone, revenue reached US$573 million. Freixo emphasized that this growth benefits the entire tourism sector: it increases business activity, stimulates service provision, and promotes social development in all regions of the country.