Consolidating its position as one of the world’s leading destinations for nature, adventure, and culture, Brazil was the host country at the Travel & Adventure Show (T&AS) Los Angeles 2025, which took place on February 22 and 23.
The United States is one of the strategic markets for Brazilian tourism. In 2024, Brazil welcomed 692,620 American tourists, becoming the second largest source of international visitors to the country.
“Our goal is to increase the conversion of American tourists by positioning Brazil as the natural choice for travelers seeking unique experiences. It is a highly competitive market, and we have advantages such as unique biodiversity, high-quality infrastructure, and growing connectivity,” emphasizes Bruno Reis, Director of Marketing and International Business at Embratur.
In partnership with Sebrae, Brazil’s booth at T&AS 2025 featured nine co-exhibitors and a special program to provide the audience with a complete experience. Culinary demonstrations, cultural presentations, and musical performances highlighted Brazil’s authenticity as a destination.
Diversity
Brazil’s presence at T&AS 2025 reinforces the country’s competitive potential in segments highly demanded by American tourists.
The Pantanal stands out as one of the best destinations for photographic safaris, offering a unique and sustainable experience, with a high sighting rate of jaguars, capybaras, and hyacinth macaws.
The Iguazu Falls continue to be a global icon, combining nature and adventure with experiences such as hiking, rafting, and scenic flights.
The Amazon, the largest tropical rainforest in the world, strengthens its positioning with community tourism, river cruises, and wildlife observation.
Ceará, with its ideal conditions for kitesurfing and windsurfing, in addition to the iconic Route of Emotions, is establishing itself as one of the best destinations for water sports.
Bahia reinforces its role as a global reference in Afro-tourism, promoting authentic cultural experiences such as visits to candomblé terreiros and immersions in Afro-Brazilian cuisine and music.
“The United States is the largest market for Afro-descendant tourism, and Brazil, with Salvador as the cultural epicenter, positions itself as a destination for this audience. We are promoting tourism that values African roots in Brazil, from cuisine and music to authentic experiences that connect with African-American ancestry,” explains the director of Embratur.
Connectivity
Connectivity between Brazil and the United States is one of the fundamental pillars for the growth of tourism between the two countries. Currently, there are 29 direct routes connecting the U.S. to Brazil, with regular operations between key cities in both countries. In 2024, there was a significant expansion in the air network, with 12 new flights, increasing seat availability and facilitating access for American tourists to major Brazilian destinations. Additionally, Recife began offering two new direct routes to Orlando and Fort Lauderdale, further expanding connectivity options for the Northeast region.
“We are investing in a robust promotion plan to ensure that Brazil increases its market share in the U.S. and becomes the natural choice for travelers seeking unique experiences. The synergy between connectivity, highly competitive products, and international positioning actions is what sets us apart and drives the sustainable growth of Brazilian tourism,” concludes the director of Embratur.