Brazil consolidated its position as one of the fastest growing tourist destinations globally and reinforced its standing at FITUR 2026

Within the framework of FITUR 2026, Travel2latam attended the presentation by Marcelo Freixo, president of Embratur, where the record results of Brazilian tourism and the key elements guiding its international projection were presented.

Why is FITUR such an important trade fair for Brazil?

FITUR is the first major international tourism fair of the year and marks the start of the global tourism calendar. Brazil had a very strong presence in Madrid because it is experiencing an exceptional period. In 2025, it reached 9.3 million international tourists, a historic record representing a 37% growth, the highest in the world. The second fastest-growing country was Egypt, with 20% growth, meaning Brazil grew almost twice as much. This consolidated the country as a global tourist destination with enormous potential for expansion.

Spain is one of the markets where this growth could be very strong. Portugal, France, Germany, the United Kingdom, and Italy have already seen growth of between 24% and 25% in travel to Brazil. Spain had its best year in the last decade, with 160,000 Spaniards traveling to Brazil, but it still doesn't rank among the top ten source markets, so the potential remains enormous.

Furthermore, with the inauguration of Iberia's flights to Northeast Brazil, to Recife and Fortaleza, this is the moment for Spanish agencies and operators to work more with Brazil and position it better in their offers.

Looking ahead to the rest of the year, what are the expectations for Brazil?

Brazil is going through a very important election year. It is hoped that democracy will be consolidated, because it has been shown that people travel to countries they admire and with which they feel a cultural connection. The recent growth in tourism is also related to Brazil's return to a position of international prestige and its active foreign policy.

If the country manages to grow by around 10% annually in 2026, it will exceed 10 million international tourists, which is a strategic goal.

Which destinations have the greatest potential this year?

It depends on the time of year. During Carnival season, Rio de Janeiro, Recife, and Bahia are the main destinations. Then, Brazil is aiming to internationalize São João, a major popular festival in the Northeast celebrated mid-year that, until now, has not been promoted internationally.

Expanding air connectivity is key. Brazil's air network has grown by 16%, and flights from Argentina and Chile now reach many more regions. Argentinians no longer just fly to Búzios; they can now travel as far as Fortaleza. Chileans fly to Minas Gerais, the south, and the northeast. New routes are also being added from the United States to Bahia and from Europe to the northeast.

 What role does air connectivity play in the growth of tourism?

A destination can only grow if it has connectivity. Promoting a place is useless if there are no ways to get there. Today, Brazil is experiencing strong growth in international flights, with airlines like TAP flying to 13 Brazilian cities, and Iberia expanding routes and new connections from the United States and Europe.

How is hotel investment responding?

Hotel investment is keeping pace with this growth. International chains like the Portuguese Vila Galé are opening several hotels in Brazil, reflecting confidence in the Brazilian market and its long-term prospects.

What off-the-beaten-path destinations should European travelers discover?

The Amazon is one of the great territories waiting to be discovered. It's a breathtaking rainforest with tourist infrastructure and luxury tourism options. The Pantanal, with its wildlife-focused experiences, and the Cerrado, with destinations like Chapada dos Veadeiros, offer a nature experience distinct from the traditional sun and sand.

Brazil is already the world's leading ecotourism destination, but there is still much to discover in Europe.

What are the strategic source markets for this year?

The strategy is based on data intelligence. Germany combines culture with sun and beaches, France has a strong connection to sports like kitesurfing in the Northeast, and China is a strategic and growing market. This is the Brazil-China Cultural Year, and Chinese tourists are showing great interest in destinations like Foz do Iguaçu and São Paulo, in addition to being a high-spending market. Brazil has also resumed its presence at major international trade fairs in China, which strengthens its position in that market.