Brazil tourism shifts as experience-based travel drives 86% of decisions

experience tourism travel trends Brazilian tourism market Northeast Brazil tourism revenue

Experience-based tourism has transitioned from a niche segment to a primary driver of purchasing decisions for Brazilian travelers. According to a survey by TRVL Lab in partnership with Sebrae, 86% of travelers identify experiences as the most important aspect of their trips.

Data from Paytour indicates that tourism activity reservations in Brazil grew by 8.9% in 2025, while revenue in the segment increased by 29.2% compared to 2024. This growth in revenue significantly outpaces the increase in the number of reservations.

The Northeast region is a major beneficiary of this trend. Omnibees reports that five of the top ten most sought-after destinations in the country are located in the Northeast, including Porto Seguro, Maceió, Porto de Galinhas, Natal, and Salvador.

Entities

Brazil · Campos do Jordão · Hotel Toriba · Olímpia · Omnibees · Paytour · Sebrae · Serra da Mantiqueira · TRVL Lab

Claims

What the coverage asserts, and how many sources carry each claim.

[○ 1 SOURCE] Brazil is the fourth fastest-growing international tourism destination since the pandemic among analyzed OECD economies. srzd.com
[● 2 SOURCES] In 2025, tourism activity reservations in Brazil grew by 8.9%, while segment revenue increased by 29.2% compared to 2024. noticias.dino.com.br · valor.globo.com
[● 2 SOURCES] Five of the top ten most sought-after destinations in Brazil are located in the Northeast region. noticias.dino.com.br · valor.globo.com
[○ 1 SOURCE] Brazil recorded a 46% increase in international tourist arrivals between 2019 and 2025. srzd.com
[○ 1 SOURCE] Brazil received 9.3 million tourists in 2025, representing a 37% year-on-year growth. srzd.com
[● 2 SOURCES] 86% of Brazilian travelers identify experiences as the most important aspect of a trip. noticias.dino.com.br · valor.globo.com