Rock in Rio festival drives major tourism boost in Brazil and Portugal

Ticket sales for the 2026 edition of Rock in Rio in Rio de Janeiro are set to begin on Monday, with organisers estimating the event will generate about R$ 3.36 billion in economic activity. The forecast – based on a projected 700,000 attendees – includes spending on accommodation, food, transport and entertainment, with each real invested expected to create R$ 6.59 in broader economic flow. The festival is positioned as a key engine for the city's creative economy and tourism sector.

In Lisbon, the Rock in Rio Lisboa ticket has been redesigned as a "tourist passport" that offers up to 50% discounts at 25 partner venues, such as the Oceanário de Lisboa, the Quake Museum and MAAT. The initiative, coordinated with Turismo de Portugal and other tourism agencies, aims to extend the festival experience beyond concert days, encourage visitors to explore cultural attractions, and generate positive impact for local cultural institutions.