Brazil’s tourism promotion agency, Embratur, says the country is shifting its focus from regional traffic to high-yield long-haul markets in Europe and Asia after clocking a 37 % jump in international arrivals last year. According to data shared with the aviation portal Routes by Embratur marketing director Bruno Reis, Brazil welcomed 9.3 million foreign visitors in 2025, of which two-thirds arrived by air. The surge was driven mainly by Argentina and Chile, but the agency now wants to convert strong latent demand in China, Japan and key European countries into scheduled air services. Sabre Market Intelligence figures cited by Embratur show nearly 250,000 annual passengers travel between Brazil and China on one-stop itineraries, making it the world’s largest unserved long-haul market from Brazilian gateways.
![Brazil targets long-haul markets as tourism rebounds]()
Before carriers commit aircraft, passengers—and the corporate travel departments that manage them—must be confident about entry formalities. This is where VisaHQ can streamline the process: its Brazil portal (https://www.visahq.com/brazil/) provides up-to-date visa requirements, electronic applications and document-check services for executives originating in Europe or Asia, cutting lead times as new nonstop flights come online.
To stimulate new routes, the International Tourism Acceleration Program (PATI) is offering co-investment and marketing support to airlines willing to launch services from Europe, North America and Asia. Parallel to PATI, the government’s “Conectar” agenda is fast-tracking slot coordination, airport fee discounts and customs staffing at secondary airports to spread inbound flows beyond São Paulo and Rio de Janeiro. GOL Linhas Aéreas has already announced A330 flights from Rio Galeão to New York starting in July, with Lisbon, Paris and Orlando to follow by year-end. Industry analysts say the move toward longer sectors is crucial for Brazil’s corporate-travel recovery: premium-cabin bookings have lagged economy-class leisure demand since the pandemic, partly because network breadth shrank. New services would also help exporters and multinationals that struggle to secure cargo and business-class capacity during peak seasons. For mobility managers, the message is two-fold. First, Brazil is likely to approve further incentive schemes that lower start-up costs for foreign carriers, so expect new city-pairs to appear in GDS systems over the next 12 months. Second, the emphasis on Asia could shorten door-to-door times for executives shuttling between São Paulo’s financial district and supply-chain partners in China or Japan, reducing the need for time-consuming connections via the Gulf or Europe. Companies with assignment populations in Brazil should monitor route announcements and adjust travel policies—especially “lowest logical fare” rules—to capture introductory promotional fares on the new long-haul flights. Early adoption can translate into substantial savings and better seat selection for relocating staff and visiting teams.
Before carriers commit aircraft, passengers—and the corporate travel departments that manage them—must be confident about entry formalities. This is where VisaHQ can streamline the process: its Brazil portal (https://www.visahq.com/brazil/) provides up-to-date visa requirements, electronic applications and document-check services for executives originating in Europe or Asia, cutting lead times as new nonstop flights come online.
To stimulate new routes, the International Tourism Acceleration Program (PATI) is offering co-investment and marketing support to airlines willing to launch services from Europe, North America and Asia. Parallel to PATI, the government’s “Conectar” agenda is fast-tracking slot coordination, airport fee discounts and customs staffing at secondary airports to spread inbound flows beyond São Paulo and Rio de Janeiro. GOL Linhas Aéreas has already announced A330 flights from Rio Galeão to New York starting in July, with Lisbon, Paris and Orlando to follow by year-end. Industry analysts say the move toward longer sectors is crucial for Brazil’s corporate-travel recovery: premium-cabin bookings have lagged economy-class leisure demand since the pandemic, partly because network breadth shrank. New services would also help exporters and multinationals that struggle to secure cargo and business-class capacity during peak seasons. For mobility managers, the message is two-fold. First, Brazil is likely to approve further incentive schemes that lower start-up costs for foreign carriers, so expect new city-pairs to appear in GDS systems over the next 12 months. Second, the emphasis on Asia could shorten door-to-door times for executives shuttling between São Paulo’s financial district and supply-chain partners in China or Japan, reducing the need for time-consuming connections via the Gulf or Europe. Companies with assignment populations in Brazil should monitor route announcements and adjust travel policies—especially “lowest logical fare” rules—to capture introductory promotional fares on the new long-haul flights. Early adoption can translate into substantial savings and better seat selection for relocating staff and visiting teams.
