Tourism industry shows growth and shifting consumer profiles in Brazil

The tourism sector is experiencing significant growth and evolving consumer behaviors. Globally, the World Travel & Tourism Council (WTTC) projects the industry will move approximately US$ 12 trillion in the global economy this year, accounting for 9.9% of global GDP and supporting 376 million jobs.

In Brazil, the market is expanding, with 2025 seeing 9.3 million international tourists—a 37.1% increase from the previous year—generating roughly US$ 7.9 billion in revenue. Katherine Bebber of KB Excellence Travel notes a shift in the Brazilian traveler's profile toward more informed, connected, and demanding consumers. By 2027, travelers are expected to seek highly personalized experiences and curated services rather than standard packages, utilizing AI and social media to make more specific decisions regarding gastronomy, location, and activities.

In response to this dynamic market, Hadassa Viagens, a major Brazilian tourism multinational, has announced openings for high-performance sales positions to support its global expansion and investment in human capital.