Speaking at Spain’s FITUR 2026 trade fair, Embratur president Marcelo Freixo unveiled figures that position Brazil as the world’s fastest-growing leisure destination last year: 9.3 million international visitors in 2025, up 37 percent year-on-year. Only Egypt came close, with 20 percent growth.
Freixo credited the boom to a 16 percent jump in international air connectivity, new Iberia services to Recife and Fortaleza, and TAP’s expansion to 13 Brazilian cities. He also highlighted the policy environment—reciprocal visa waivers with China and streamlined e-visas for key markets—which is shortening booking windows and stimulating higher-spend segments.
Looking ahead, Embratur will pivot promotion toward secondary destinations such as the Amazon, Pantanal and São João cultural festivals in the Northeast. The agency’s data-driven strategy targets Germany, France and—thanks to the new visa-free regime—China as high-potential markets.
![Brazil Showcases Record Tourism Surge and New Air Routes at FITUR 2026]()
Travel logistics can still feel daunting when rules are changing fast, but platforms like VisaHQ remove the guesswork. Its Brazil portal (https://www.visahq.com/brazil/) consolidates the latest entry requirements, lets travelers apply for e-visas or traditional visas online, and even manages passport renewals—saving corporate travel teams and individual tourists precious time while Brazil fine-tunes its policies.
Hotel investors are following suit. Portuguese chain Vila Galé and several boutique eco-lodges announced projects slated to open by 2028, signalling confidence that Brazil can break the 10-million-visitor mark within two years.
For mobility managers, the immediate takeaway is improved seat availability on European and Latin American routes plus rising room rates in Tier-1 leisure hubs during peak seasons. Corporates should lock in negotiated hotel blocks early and monitor fare buckets on the new Iberia and TAP frequencies to secure budget-compliant travel.
Freixo credited the boom to a 16 percent jump in international air connectivity, new Iberia services to Recife and Fortaleza, and TAP’s expansion to 13 Brazilian cities. He also highlighted the policy environment—reciprocal visa waivers with China and streamlined e-visas for key markets—which is shortening booking windows and stimulating higher-spend segments.
Looking ahead, Embratur will pivot promotion toward secondary destinations such as the Amazon, Pantanal and São João cultural festivals in the Northeast. The agency’s data-driven strategy targets Germany, France and—thanks to the new visa-free regime—China as high-potential markets.
Travel logistics can still feel daunting when rules are changing fast, but platforms like VisaHQ remove the guesswork. Its Brazil portal (https://www.visahq.com/brazil/) consolidates the latest entry requirements, lets travelers apply for e-visas or traditional visas online, and even manages passport renewals—saving corporate travel teams and individual tourists precious time while Brazil fine-tunes its policies.
Hotel investors are following suit. Portuguese chain Vila Galé and several boutique eco-lodges announced projects slated to open by 2028, signalling confidence that Brazil can break the 10-million-visitor mark within two years.
For mobility managers, the immediate takeaway is improved seat availability on European and Latin American routes plus rising room rates in Tier-1 leisure hubs during peak seasons. Corporates should lock in negotiated hotel blocks early and monitor fare buckets on the new Iberia and TAP frequencies to secure budget-compliant travel.
