Brazil has welcomed more than 8 million international tourists so far this year, a milestone reached before the end of 2025. To mark the achievement, Embratur, with the support of the Ministry of Tourism (MTur), launched a national campaign on Monday under the slogan: “The record in foreign tourism is the pride of an entire country.”
The campaign includes advertising that tells stories of people affected by the sector’s growth. Organizers also unveiled two five-metre-high digital counters called “Turistômetros.” The devices show the real-time flow of international arrivals. One was placed on Copacabana’s waterfront in Rio de Janeiro. The other stands on the Esplanada dos Ministérios in Brasília. The Brasília installation sits in front of the National Library.
MTur Minister Celso Sabino attended the unveiling in the federal capital and expressed optimism about continued arrivals before year’s end.
“President Lula’s leadership on the international stage, without a doubt, is a very important factor in reaching this number. This unprecedented milestone is the result of serious and planned work together with Embratur and all the agents who have collaborated with national tourism. Today, Brazil is beginning to reap the benefits, with tourism generating opportunities, jobs and income for our country. We are the center of attention on the international stage,”
– Sabino
In Rio de Janeiro, a ceremony at the Museum of Art of Rio (MAR) gathered tourism trade representatives. The event featured MTur Executive Secretary Ana Carla Lopes and was led by Embratur President Marcelo Freixo. The occasion also marked the launch of the Embratur Visit Brasil Prize, which will honor institutions and personalities that helped strengthen the country’s global image.
“We have reached 8 million international tourists entering Brazil. It is another historic record, a spectacular number. Brazil, which had never reached 7 million, is on track to reach 9 million in one year — an increase of more than 40% compared to 2024. And most importantly is the creation of jobs and income. That is the main thing we have to celebrate today regarding tourism in Brazil,”
– Freixo
Lopes highlighted the human side of the statistic.
“What an honor to be here to celebrate 8 million tourists, but above all to celebrate tourism, a fundamental activity for Brazil. These 8 million are 8 million stories. They are 8 million people who believed in our capacity. And trust is as important as curiosity when choosing a destination. Today, we celebrate 8 million people who trusted Brazil,”
The regional director of the UN World Tourism Organization (UN Tourism) for the Americas, Heitor Kadri, praised the cooperation between public and private sectors.
“Today there is a true unity of the Federal Government around tourism, strengthening those who make the sector happen. In this environment of dialogue, the United Nations Agency for Tourism joins this team of giants, and it is a huge honor to begin this collaboration. I am convinced that we will help not only Rio de Janeiro, but all of Brazil, which has been positioning itself in a forceful way internationally — something essential for tourism,”
– Kadri
Roberta Werner, executive director of Visit Rio, welcomed the figures and the broader momentum.
“We really have an extremely positive scenario. We are not just celebrating the achievements, we are celebrating a journey. The journey of a country that has emerged with great vigor on the world tourism scene and of a Rio de Janeiro that reaffirms with great pride its vocation to welcome the world,”
– Werner
Officials said the Turistômetros will remain on public display through the end of the year to track arrivals in real time. Embratur and MTur said they expect the sector to continue generating employment and income as Brazil capitalizes on growing global interest.
Source: Gov
