Brazil reaches a record 9 million foreign tourists this year, and this milestone is celebrated in the “touristometer”

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The event took place in the presence of the president of Embratur, Marcelo Freixo, as well as rhythmists from the Mangueira samba school.

— Brazil has never reached 7 million tourists, last year the record was 6.7 million. So it’s more than breaking a record, it’s surpassing the previous record by 40%. When we talk about tourism, we talk about job creation and income. Tourism does not depend on who travels, but on who receives. We are here at the Orla kiosks, this represents 5,000 jobs created for the inhabitants of Rio de Janeiro. Hotels generate jobs, restaurants generate jobs — said Freixo.

According to him, the expansion of the Brazilian air network, which grew by 16% this year, above the global average of 7%, was fundamental to reaching this milestone, in addition to the creation of a technical team in a data intelligence center that studies and monitors the characteristics of tourists from each country.

— I know, for example, when the Germans come here, where they go, how long they stay, when is the best time to promote this. This applies to Italian, Argentinian and Chilean. And it’s different. North Americans consume Afro-tourism, which is different from Argentines, who are synonymous with sun and beaches. Which is already different from the French, who already consume more culture and gastronomy. Thus, the expansion of the air network, with this study of data for each market, has made our promotion of Brazil in the world much more effective.

According to the president of Embratur, Rio de Janeiro has also seen an increase in the number of tourists welcomed year after year. In 2023, the state welcomed 1.2 million international tourists, a number that rose to 1.5 million in 2024 and already exceeds 2 million this year.

— For us, reaching 9 million international tourists in Brazil means clearly that tourism can be a lever, a decisive engine of a new economic model — added Freixo.

One of these tourists is Patrick James, a 31-year-old Australian, who decided to spend a week in Rio de Janeiro as part of a travel itinerary that crosses several South American countries.

— I was in Paraty, I think it was my favorite place. I went to Barra da Tijuca and now I’m here in Copacabana. The beaches are great, the weather could be better, but I think the sky should clear up soon — he said while walking along the beach with his friends.

A Colombian man who walked by the beach during the event and did not want to be identified came to Brazil with his family to celebrate his wife’s birthday.

— We only have five days left. We wish we could stay longer, it’s amazing here. It’s a shame that the weather is cloudy, without sun, but it’s beautiful all the same. The people are incredible. I will definitely come back more often to stay longer,” he said.