Brazil’s Tourism Sector Grows with Focus on Key Markets

Brazil’s tourism sector is experiencing robust growth, targeting visitors from key international markets, including the U.S., China, and Germany. In 2023, the country welcomed approximately 6 million foreign visitors, generating a record $6.9 billion in revenue from international tourism.

“The U.S. remains our largest market, followed closely by Argentina, Germany, France, and the UK,” said Philipe Karat, head of transportation at Brazil’s tourist board, Embratur, in an interview with Aviation Week. Domestic tourism is also a significant contributor, as millions of Brazilians explore the country’s diverse destinations.

To enhance air service and connectivity, Embratur has successfully developed new routes. “We’ve added connections from Santiago de Chile to secondary Brazilian cities like Belo Horizonte through LATAM and SKY Airlines,” Karat noted. Additionally, daily services from Dallas/Fort Worth to Rio de Janeiro have strengthened ties with the U.S. market, while Air China has resumed flights to São Paulo’s Guarulhos Airport, and Royal Air Maroc is set to return in December.

Embratur’s growth strategy aims to attract visitors from China and Germany, which are crucial for Brazil’s tourism ambitions. “We are developing our rich culture, unique cuisine, and luxury offerings for key markets like China and Germany,” Karat explained. The agency is also leveraging high-demand trends, such as digital nomadism, particularly among U.S. travelers.

The strategy includes targeted marketing campaigns, partnerships with travel agencies and tour operators, and participation in international travel trade shows. These efforts are designed to showcase Brazil’s unique cultural experiences and natural wonders, attracting visitors from diverse markets. With these initiatives, Brazil is well-positioned to enhance its appeal as a top global tourist destination.

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Brazil’s Tourism Sector Grows with Focus on Key Markets

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