Brazil attracts highest number of UK tourists since last hosting World Cup

The number of British tourists to Brazil has reached numbers not achieved since the country hosted the Fifa World Cup in 2014.

Arrivals from the UK increased by almost 12% between January and July against the same period in 2025 to reach 121,990.

This is the second best result recorded by the Brazilian Tourist Board (Embratur) in recent years.

The level is just behind the World Cup year of 2014 when 133,328 British tourists visited the country in the year to July.

Growth in July alone was more than 14% to 13,881 British tourists in comparison to 12,156 last year, the best result for the month since 2017.

The UK is the tenth largest source of tourists to Brazil and accounts for 11% of all arrivals from Europe.

The figure was disclosed as Brazil recorded 5.87 million foreign visitors in the first seven months of the year, the second highest ever.

The Brazilian destinations that have grown the most among British tourists during the period are outside the traditional circuit, with the state of Pernambuco (pictured) up by 184%, Rio Grande do Sul growing by 173%, and Pará increasing by 125%. 

Northeast Brazil welcomed 43.9% of the travellers, four times the overall rate.

The uplift came as air connectivity between the UK and Brazil expands with 1,095 flights and 369,727 seats forecast for the year, a growth of 9.1% and 11%, respectively, compared to 2023.

British Airways and Latam operate direct routes between the two countries from London. TAP Air Portugal, Air France, KLM and Swiss offer connections from UK regional airports, extended the reach to Brazilian destinations.

British travellers are also the European visitors who plan furthest in advance, and their stays in Brazil average 12.5 nights, one of the longest durations among other markets, according to Emtratur.

Average spending per trip was $1,732.03, exceeding the $1,686.01 average recorded for this demographic’s international travel.

Culture, wildlife, sun and beach experiences are among the main motivations for visiting Brazil. In addition, 48% of British tourists consider environmental issues when planning their holidays, 18% wish to go hiking during their trip, and 31% plan multi-generational family trips.

Embratur president Bruno Reis said: "Hitting the highest number of British tourists since 2014 shows that Brazil has secured a permanent place in these travellers’ plans.

“The British seek cultural immersion and contact with nature, and find these two things in practically all Brazilian regions. It is that type of demand, built over time, that sustains the growth of international tourism.”