British travellers are flocking to Brazil in unprecedented numbers, helping to drive a historic surge in international tourism to the South American nation.
Official data reveals that 97,413 UK tourists entered Brazil between January and June 2025, marking a 20% increase compared to the same period in 2024. The UK now ranks as Brazil’s ninth-largest source of international visitors, outpacing countries like Spain, Italy, and Canada.
Brazil Hits All-Time High in International Tourism
In total, more than 5.3 million foreign tourists visited Brazil in the first half of the year — a record-breaking 48.2% year-on-year increase. This massive growth cements Brazil’s position as one of the fastest-growing tourist destinations globally.
Top source countries for Brazil in 2025 so far include:
• Argentina: 2.3 million visitors
• Chile: 442,993
• United States: 410,189
• Uruguay: 308,956
• Paraguay: 306,523
• France: 132,939
• Portugal: 128,114
• Germany: 103,483
• United Kingdom: 97,413
Tourist Board Celebrates a “New Era” for Brazilian Tourism
Marcelo Freixo, president of Brazil’s national tourism agency Embratur, praised the boom as a turning point for the country’s global tourism profile.
“Tourism in Brazil has gone from being a potential to a reality,” said Freixo.
“We are reaching the levels of foreign tourist arrivals that our country deserves, at a growth rate that is the highest in the world today.”
He highlighted the economic ripple effects of the tourism growth — including new investments, job creation, and income across Brazil.
“Tourism has become this clean industry that develops our country sustainably, providing opportunities in all regions… in large, medium and small cities.”
São Paulo and Rio Top the Charts
In terms of international arrivals by air, São Paulo led the way with 1.36 million visitors, followed closely by Rio de Janeiro with 1.1 million. Other notable entry points included:
• Santa Catarina: 305,901
• Bahia: 97,760
• Brasília: 51,597
Why the UK is Falling in Love with Brazil
The rise in UK travellers could be linked to several factors, including:
• Increased flight connectivity between London and Brazilian cities
• Targeted tourism campaigns by Embratur in Europe
• A growing appetite among Brits for adventure, culture, and sun-soaked escapesbeyond traditional European hotspots
With iconic destinations like Rio’s Copacabana Beach, the Amazon rainforest, Iguaçu Falls, and the vibrant culinary and music scenes, Brazil is proving irresistible to UK holidaymakers looking for more than just a beach holiday.
Bottom Line:
Brazil is experiencing a tourism renaissance, with British holidaymakers playing a key role. With numbers still climbing and international curiosity growing, 2025 may just be the year Brazil fully takes its place on the world tourism stage.
