As global travel patterns undergo a dramatic shift in 2025, Brazil has emerged as one of the biggest winners in international tourism. While countries like Canada, Mexico, France, Germany, Portugal, the UK, and Spain have sharply reduced travel to the United States, they have simultaneously redirected tourism flow to Brazil—resulting in a stunning 51% year-on-year increase in international arrivals.
According to data released by Embratur, Brazil’s national tourism agency, the first five months of 2025 saw 4.8 million international visitors, up from 3.2 million during the same period in 2024. The country also earned $6.2 billion USD in tourism revenue between January and April 2025, reflecting a 57% increase in visitor spending.
Why Are Tourists Avoiding the U.S.?
The decline in U.S. tourism stems from a convergence of new trade tariffs, stricter immigration policies, longer visa wait times, and increasingly complicated entry protocols. In Q1 2025, the United States recorded a 3.3% drop in international tourist arrivals compared to Q1 2024. Key markets like Canada saw a 24% decline, largely driven by renewed trade tensions. Similarly, European nations have seen their citizens shift travel plans away from the U.S., citing entry delays and an unwelcoming environment.
Airfare bookings to the U.S. have fallen 10% year-over-year as of February 2025, and hotel stays are down 6%, according to figures from the U.S. Travel Association. These downturns pose a significant threat to an industry that contributed nearly $2.9 trillion to the U.S. economy in 2024, supporting over 15 million jobs.
Even Brazil, once a reliable source of U.S.-bound tourists, has cooled its interest. After hitting a record 1.35 million Brazilian visitors to the U.S. in 2024, early 2025 saw a reversal, with a 21% drop in outbound Brazilian travelers to America. A stronger U.S. dollar and tighter visa protocols have made travel less attractive.
Brazil’s Strategic Tourism Gains
While the United States adopts restrictive policies, Brazil has done the opposite—opening its doors wider than ever. The Brazilian government has strategically postponed visa requirements for citizens of major travel markets including the U.S., Canada, and Australia. Additionally, Brazil’s Ministry of Tourism launched aggressive international marketing campaigns, while airport infrastructure and flight connectivity have expanded.
Key actions include:
- Simplified e-visa systems
- New international air routes, especially from Europe and South America
- Increased promotion at global tourism fairs
- Strategic cooperation with airlines like LATAM, Azul, and GOL to add new direct flights from Europe and Latin America
Brazil’s warm messaging has resonated globally. The country’s slogan—“Brazil: Visit and Feel at Home”—was front and center at events like ITB Berlin 2025 and FITUR Madrid.
Where Are Brazil’s Tourists Coming From?
Brazil’s visitor surge in 2025 is being driven by a mix of nearby neighbors and transatlantic travelers. Here’s a breakdown of key source markets:
- Argentina: 2.2 million visitors (up 96.8%)
- Chile: 387,611 visitors (up 31.6%)
- United States: 352,971 visitors (up 18.4%)
- Paraguay: 285,122 visitors (up 17.1%)
- Uruguay: 277,858 visitors (up 31.7%)
- European nations (France, Portugal, Germany, UK, Spain, Italy): 88% combined increase in Q1 2025
The dramatic rise in U.S. travelers to Brazil may seem paradoxical, but experts suggest that Brazil’s relative affordability, relaxed entry, and vibrant culture have made it an attractive destination even for American tourists.
A Global Shift in Travel Dynamics
Tourism experts say 2025 represents a paradigm shift in global travel. Countries offering open borders, low bureaucracy, and clear value are increasingly winning over the world’s travelers. In contrast, countries tightening their borders—like the U.S.—are seeing their tourism markets contract.
This new dynamic was reflected in a recent World Tourism Organization (UNWTO) report, which highlighted Brazil as a “rising star” for international travel in 2025. The report praised Brazil’s efforts to simplify entry for tourists, improve infrastructure, and invest in sustainable tourism.
In contrast, the U.S. fell in several global rankings due to policy uncertainty, entry delays, and declining tourist sentiment.
What’s Next for Brazil?
Brazil’s Minister of Tourism, Celso Sabino, stated in June 2025:
“This growth is not a fluke—it’s the result of a long-term vision. We’re positioning Brazil as a global tourism leader by embracing openness, innovation, and cultural richness.”
Going forward, the country plans to enhance its international appeal by:
- Developing new eco-tourism zones in the Amazon, Pantanal, and Cerrado
- Promoting regional festivals and cultural events
- Investing in multilingual services and digital travel platforms
Conclusion: Brazil’s Gain, America’s Loss?
As international travelers pivot away from the U.S., Brazil is capitalizing on the moment with smart policy decisions and a welcoming stance. If current trends continue, Brazil may not only recover from its pandemic-era tourism losses but emerge as a dominant force in global travel by the end of the decade.
For more travel news like this, keep reading Global Travel Wire
