When it comes to the most sought-after destinations, Rio de Janeiro leads the ranking with 38% of total tickets issued, alongside a 14% year-on-year increase. The city remains Brazil’s most iconic tourist hub, driven by its combination of beaches, cultural heritage, and global events. São Paulo follows in second place with a 24% share and a 7% rise in bookings, consolidating its role as a key destination for business and urban tourism.
Beyond major urban centers, other regions have demonstrated remarkable dynamism. The states of Rio Grande do Norte and Rio Grande do Sul recorded the highest percentage growth, with increases of 73% and 54% respectively. This trend points to a gradual decentralization of tourism, as emerging destinations begin to attract international travelers seeking less crowded and more distinctive experiences.
The report also highlights a series of evolving traveler preferences. Among the most notable trends is the growing demand for authentic experiences tied to local culture, alongside the rise of wellness, health, and nature-based tourism. These motivations are reshaping how travelers plan their itineraries and choose destinations.
At the same time, technology continues to play an increasingly influential role in travel planning. The use of artificial intelligence-based tools is becoming essential for creating personalized itineraries, optimizing costs, and enhancing the overall travel experience. In parallel, major international events and media exposure through audiovisual productions continue to significantly influence tourism consumption patterns.
Another key insight from the analysis is the ranking of the most searched attractions online during 2025. Iconic landmarks such as Christ the Redeemer and Sugarloaf Mountain top the list, followed by Iguazu Falls, Chapada Diamantina, and Lençóis Maranhenses. These destinations not only reflect Brazil’s geographic diversity but also its ability to offer unique experiences that combine nature, culture, and adventure.
This performance unfolds within a broader context in which tourism continues to solidify its role as a strategic sector for Brazil’s economy. The country has long stood out for its natural richness and cultural diversity, factors that position it among the most competitive destinations in the Americas.
Overall, the indicators from the first quarter of 2026 reinforce Brazil’s image as the undisputed leader of regional tourism. The combination of sustained growth, destination diversification, and adaptation to new consumer trends suggests a positive outlook for the remainder of the year.
If this momentum continues, Brazil is poised not only to expand its share of the South American travel market but also to strengthen its standing on the global tourism stage. In an increasingly competitive environment, the country demonstrates that its tourism offering is evolving steadily, integrating innovation, sustainability, and a broader range of experiences to meet the expectations of today’s global travelers.
