Brazil plans to expand Chinese tourism in 2025, declaring the year "Brazil-China Culture Year." From January to November 2024, 94,400 Chinese visitors arrived in Brazil, already surpassing the total for all 12 months of 2024.
Key factors driving attraction to the Chinese market:
- Presence at fairs: Embratur highlighted that this growth stems from its strategic return to the Asian market with a dedicated booth at ITB China, one of the most important industry fairs.
- Elite tourist route: The most chosen cities by Chinese visitors remain São Paulo, Rio de Janeiro, and Foz do Iguaçu, destinations that were the focus of a recent press tour for Beijing and Shanghai media.
- Digital infrastructure: Brazil launched an official tourism website in Mandarin and opened a permanent PR office in China to strengthen direct communication.
- Strategic Plan 2025‑2027: Embratur president Marcelo Freixo noted that China is considered a "strategic market" with immense growth potential, currently the largest emitter of tourists worldwide.
By signing new memoranda of understanding with Chinese tour operators, Brazil aims not only to increase visitor flow but also to deepen cultural exchange and digital marketing of its natural and urban destinations.
From Buenos Aires, 27 December (NA) – Brazil consolidates its appeal to the Asian giant.
