Brazil launches its 2026 global promotion after reaching a record 9.3 million tourists in 2025

After consolidating its best year ever for international tourism, Brazil officially launches its global promotion strategy for 2026. Under the guidelines of the Plano Brasis (International Tourism Marketing Plan 2025–2027), Embratur, the Brazilian international tourism promotion agency, announced its participation in 19 key international trade fairs to maintain the growth momentum recorded the previous year

A record-breaking 2025.
The start of this calendar comes immediately after Brazil closed 2025 with a record 9,287,196 international tourists, representing the highest volume of visitors in the country's history. This result represents a 37.1% increase compared to 2024, easily surpassing the target of 6.9 million arrivals set in the National Tourism Plan (PNT).

This massive influx is equivalent, in practical terms, to the arrival of almost 3,000 international flights during the year, reaffirming the competitiveness and attractiveness of Brazilian destinations on the global stage.

Strategy 2026: The "Brasis Plan" in Action
. By 2026, Embratur's strategy seeks not only to consolidate these figures but also to expand Brazil's positioning as a host of excellence. The main focus is on generating business, employment, and income through increased visibility of national destinations in segments such as luxury, nautical, MICE (meetings, incentives, conferences, and exhibitions), and multi-product tourism.

Marcelo Freixo, president of Embratur, emphasized that participation in global events is crucial for international tour operators to perceive Brazil as a "high-quality, market-ready product." The goal is for the foreign currency generated to flow directly to Brazilian municipalities.

International Trade Fair Calendar 2026:
Brazil will showcase its tourism offerings at the world's most important trade fairs, including:

Fitur, from January 21 to 25 in Madrid (Spain)

Anato, from February 25 to 27, in Bogotá (Colombia)

BTL, from February 25 to March 1, in Lisbon (Portugal)

ITB Berlin, March 3-5, in Berlin, Germany

BMT, from March 12 to 14, in Naples (Italy)

Seatrade Cruise Global, April 13-16, in Miami (USA)

Imex Frankfurt, May 19-21, in Frankfurt (Germany)

ITB China, May 26-28, in Shanghai (China)

FIEXPO, from June 8 to 11, in San José (Costa Rica)

Global Bird Fair, from July 10 to 12, in Ruthland (United Kingdom)

IFTM Top Resa, from September 15 to 17, in Paris (France)

FIT Latin America, from September 26 to 29, in Buenos Aires, Argentina

TTG, from October 8 to 10, in Rimini (Italy)

FITPAR, from October 10 to 12, in Asunción (Paraguay)

Imex America, from October 13 to 15, in Las Vegas (USA)

WTM, from November 3 to 5, in London (United Kingdom)

ITB Americas, November 10-12, in Guadalajara (Mexico)

IBTM World, from November 17 to 19, in Barcelona (Spain)

ILTM, from November 30 to December 3, in Cannes (France)

Opportunities for the tourism sector
To strengthen this promotion, Embratur uses a model of co-exhibitors selected through public calls for proposals, guaranteeing transparency and cultural and natural diversity in its delegations.

Brazil's stand has been redesigned to serve as an immersive meeting point where states, municipalities, and private companies can network and forge strategic alliances with international operators.

Source: Embratur.