Brazil Hits Record 9 Million International Tourists in 2025, Boosting Small Business Growth
Brazil's record 9 million international tourists in 2025 significantly boost employment and growth for small businesses, driven by strategic promotional efforts.
- • Brazil welcomed 9 million international tourists in 2025, a 40% increase over 2024.
- • Micro and small enterprises created 1.23 million jobs in 2025, exceeding previous years.
- • Sebrae and Embratur's collaboration played a key role in promoting small businesses internationally.
- • Argentina was the largest source of tourists, with 3.1 million visitors.
Key details
Brazil achieved a historic milestone in 2025, welcoming 9 million international tourists, a 40% increase from 6.77 million in 2024. This record was celebrated on December 19 at Copacabana beach, highlighting the significant economic benefits for the country's micro and small enterprises (MPEs).
According to Sebrae, 1.23 million jobs were created by micro and small businesses in 2025, surpassing the previous year's figures. Sebrae's president, Décio Lima, emphasized the role of these businesses in harnessing tourism's economic potential, while Ana Clévia Guerreiro noted their active participation in international trade fairs and promotion efforts. Marcelo Freixo, president of Embratur, highlighted Brazil's successful repositioning in the global tourism market, attributing the surge in visitors to collaborative promotional strategies between Sebrae and Embratur.
Argentina led as the top source of tourists with 3.1 million visitors, followed by Chile and the United States. São Paulo served as the main entry point for these travelers. While the growth points to promising economic development, challenges remain regarding service quality and sustainability. Authorities and businesses stress the need for ongoing professionalization and stakeholder cooperation to ensure lasting positive impacts.
Projections for 2026 suggest continued growth, particularly with increased air travel to Rio de Janeiro, reinforcing tourism as a key driver for Brazil's small business sector and overall economy.
This article was synthesized and translated from native language sources to provide English-speaking readers with local perspectives.
