A combination of flexible entry policies, expanded flight routes to the U.S., and aggressive marketing campaigns to promote the destination have led to an unprecedented surge in arrivals, according to official data.
With four million visitors during the first half of 2024—representing a 10.4 percent jump compared to the same period last year—Brazil has shattered all previous tourism records set in 2023.
“In 2023, we welcomed 5.9 million international tourists. With 4 million already recorded in the first seven months of 2024, we are on track to reach at least 7 million by year’s end, one of the federal government’s key tourism goals,” said Minister of Tourism Celso Sabino.
These figures translate into a total of US$4.3 billion in tourism revenue, including US$615 million in July 2024 alone, benefiting various sectors of the economy.
“Tourism is highly democratic. The money tourists spend reaches the beach vendor, the waiter, the Uber driver, and small business owners, creating jobs and fostering local development,” said Embratur President Marcelo Freixo.
All of this sounds perfect, but Brazil is aiming to obtain some more slices of the international tourism pie. To achieve this, a synergy between the Ministry of Ports and Airports and the International Tourism Acceleration Program (PATI) is working to expand international flight seating capacity to 70,000 by March 2025.
In addition, the country has invested millions in 510 mega projects to make Brazil more appealing to international travelers accustomed to enjoying cutting-edge facilities in the countries they visit.
These efforts are part of a country’s comprehensive strategy to attract high-quality tourists, driven by effective marketing campaigns powered by big data, according to the government.
“Our efforts are paying off. The world is taking notice of Brazil’s return as a leader in democracy, diversity, and environmental stewardship, and this is reflected in the record-breaking numbers we’re seeing in tourism,” said Freixo in a statement.
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In the past, Brazil had certain immigration policies that could be deemed aggressive toward Americans, but these “parity” policies, as they are known in Brazil, were eliminated by the right-wing government of Jair Bolsonaro in 2019.
However, according to the US Embassy in Brazil, these entry restrictions will be restored—and even increased—in April 2025, under the new left-wing government of Luiz Inácio Lula da Silva.
“On April 10, 2025, the Government of Brazil will reinstate a visa requirement for all U.S. nationals visiting Brazil, with an option for an e-visa for qualified applicants… Currently, the visa fee is $80.90 with a 10-year validity.”
As of this date, travelers from the United States, Canada and Australia will be compelled to produce a tourist visa to be allowed in the country.
But, unfortunately, it’s not simple. Visitors will also need to provide proof of their bank statements showing a consistent balance of at least $2,000 over the past three months.
A “letter of intent” detailing the purpose of your visit and specific dates is also needed. Travelers must also present proof of accommodation, proof of residence in the United States and return tickets.
Frankly, all of this sounds like they don’t want us to visit their beautiful country, which is somehow counterintuitive considering that in 2023 alone, Brazil welcomed over half a million American tourists, who brought millions to the economy.