Brazil strengthens its position as global destination, hosts major tourism events in 2025, 2026

As it enjoys an upward trend in incoming international tourism, Brazil will host large sectorial events in 2025 and 2026. This year, São Paulo will host the 9th edition of the National Tourism Expo and the 2nd Tourism Fair, events that are among the most important in Brazil’s annual calendar for the sector. The activities will occur simultaneously on August 21 and 23, in the Anhembi District (Distrito Anhembi).

Brazil’s Ministry of Tourism (Ministério do Turismo/MTur), which is organizing the event, and the local Mayor’s Office have already begun preparations. The meetings will bring together representatives from the domestic tourism industry at the national, state, and municipal levels to strengthen efforts to promote and incentivize travel within the country.

The two events will provide a favorable environment for visitors interested in taking advantage of exclusive offers and exploring a wide range of domestic destinations. The goal is to bring together travel agencies, airlines, tourism organizations, and other industry partners all in one place.

These events will promote domestic tourism through strategies specifically tailored to low-demand periods, helping ensure year-round service stability and, in turn, strengthening the travel sector and boosting Brazil’s economy through tourism.”

Celso Sabino
Brazil’s Minister of Tourism 

“These events will promote domestic tourism through strategies specifically tailored to low-demand periods, helping ensure year-round service stability and, in turn, strengthening the travel sector and boosting Brazil’s economy through tourism,” highlighted Brazil’s Minister of Tourism Celso Sabino.

The MTur initiative aims to boost the market during low-demand periods, helping ensure service stability throughout the year. The goal is to stimulate domestic tourism, drive economic growth, and strengthen Brazil’s travel sector. In the previous year, during the first edition of the Tourism Fair, travelers were able to take advantage of benefits such as discounts of up to 45% on hotel stays and up to 30% on airfare.

UN TOURISM SUMMIT — Next year, Rio de Janeiro will host the 3rd UN Tourism Summit for Africa and the Americas when tourism leaders from the two continents will discuss joint actions to promote the sustainable and inclusive development of the sector. The announcement was made during the group’s 2nd meeting, held this week in Zambia, Africa, with the presence of representatives of Brazil’s Ministry of Tourism.

On the occasion, MTur’s National Secretary of Infrastructure, Credit, and Investment in Tourism Carlos Henrique Sobral highlighted the potential to strengthen relations between Africa and the Americas in this sector. “Brazil is currently Africa’s entry door to South America, with numerous weekly flights from South Africa, Angola, Ethiopia, and Morocco. This proves that we are really interconnected, particularly through the African heritage and the support of the Brazilian government to strengthening Afro-tourism in the country through the Rotas Negras Program,” highlighted the secretary.

The Federal Government’s strategy to expand Brazil’s visibility in the global tourism scenario gained new reinforcement in March this year with the beginning of the activities of the UN Tourism Office in the city of Rio de Janeiro, an outcome of significant diplomatic engagement by the Brazilian government.

HEATED MARKET — In February 2025, Brazil set a new record in international tourism. Foreign tourists injected over USD 823 million into the Brazilian economy during the second month of the year — a 22% increase compared to the same period in 2024, when spending totaled USD 673 million.

Between January and February, Brazilian destinations recorded a total of 2,810,553 arrivals from individuals from other countries: the largest entry of international tourists in history. In February alone, there was a 59% increase compared to the same month of 2024.

Brazil also ranks among the top five most searched destinations worldwide for the period between April and June 2025, according to data from the global accommodation platform Booking.com. Compared to the same period last year, searches for accommodations in the country have increased by 61%.