Brazil has been gaining space in the international tourism scene and appears as Latin America's leader in the World Economic Forum's 2026 Travel and Tourism Development Index. The country ranks 26th out of 110 economies evaluated, standing out among the emerging markets that show the fastest growth in the sector, alongside countries such as China, India, Mexico, Turkey and Malaysia. According to the Forum, the global expansion of tourism has been favored by the increase in air connectivity, the appreciation of cultural and natural attractions and the advancement of digital connectivity.
Among the main Brazilian differentials are the diversity of natural and cultural resources and the potential to expand the offer of destinations. World Economic Forum executive Ramya Krishnaswany says that the country has some of the most valuable tourism assets in the world, but still needs to advance in security, infrastructure and distribution of the economic benefits generated by the activity. Diversification is also pointed out as important to avoid the concentration of visitors in already consolidated destinations and stimulate the development of new tourist regions.
Technology and social networks also appear as allies in this process. Content produced by travelers and influencers has been helping to reveal lesser-known destinations and put them on the tourist map. Despite the positive scenario, the sector faces global challenges, such as rising prices, unequal distribution of earnings and labor shortages: the projection cited in the report points to a deficit of 43 million workers in tourism by 2035. To face the problem, the sector must invest in attracting, qualifying and retaining professionals.
