Brazil Amplifies Tourism Growth with Targeted European Campaign and Luxury Hotel Expansion

Brazil’s tourism sector is making significant strides in 2026, highlighted by a strategic advertising campaign targeting Europe and a shift toward luxury accommodations by leading hotel group Accor.

On February 26, Embratur, Brazil’s tourism agency, unveiled a campaign at the Lisbon Travel Market (BTL 2026) presenting Brazil as a destination for renewal and well-being. The campaign, running through March 26, focuses on key European markets with high connectivity to Brazil and promotes five iconic destinations — Jalapão (TO), Cambará do Sul (RS), Arraial do Cabo (RJ), Chapada Diamantina (BA), and Praia do Patacho (AL) — to embody the theme of reconnection and self-discovery. Marcelo Freixo, president of Embratur, emphasized Brazil’s tourism complexity and diversity, noting over 9 million tourists visited in 2025, a 37% increase over previous years. The campaign aligns with efforts to benefit both visitors and residents by promoting inclusion and democracy within tourism.

Complementing this government-led initiative, Accor announced a renewed focus on Brazil’s luxury hotel market. The group plans to reopen the Sofitel Ipanema at the end of 2026 after nearly seven years of closure, featuring upscale amenities like a Michelin-starred restaurant and a panoramic infinity pool. Accor’s CEO, Thomas Dubaere, highlighted the brand’s strategic investment to meet growing demand, while Chief Development Officer Abel Castro underscored Rio de Janeiro’s high-value real estate, comparable to Monaco, as a key advantage. Additional developments include the planned Faena hotel in São Paulo by 2029, combining hospitality with residential and cultural offerings.

Foreign tourist arrivals have surged dramatically—from around 3 million historically to nearly 9 million projected by 2025—strengthening Brazil’s position as an attractive destination on the global luxury and leisure tourism map. Diego Suarez, Accor’s CFO for the Americas, acknowledged mobility challenges in Latin America but reaffirmed the region’s substantial growth potential.

Together, these efforts showcase Brazil’s multi-faceted approach to tourism growth, blending national promotion with private sector luxury expansion to solidify its appeal among European visitors and upscale clientele worldwide.