Brazil pushes record Portuguese tourist numbers with cultural promotion

Brazil’s tourism agency Embratur says the country aims to host up to 300,000 Portuguese visitors in 2025, a historic peak. Data showed 135,000 Portuguese arrivals by April, a 30.9% rise over the same period in 2024, making Portugal the European market sending the most tourists to Brazil.

The government is boosting its outreach by highlighting Brazilian music and audiovisual productions, treating culture as soft‑power. A partnership with the Rock in Rio Lisboa festival will feature emerging Brazilian artists such as Carol Biazin, Joyce Alane, Melly and Bento Gil, with the goal of attracting younger travelers, especially millennials and Generation Z. Overall, Brazil recorded 9.3 million foreign tourists in 2025, a 37.1% increase over 2024 and far above the 6.9 million target for the year.