Sun and beach dominate travel searches in Brazil.
Research shows that beaches are the preferred destination for 62% of Brazilians.
247 - A study released by the Ministry of Tourism (MTur), in partnership with Nexus – Research and Data Intelligence, highlighted the most sought-after destinations by Brazilians in 2025. Fernando de Noronha (PE), Porto de Galinhas (PE) and Lençóis Maranhenses (MA) appear as leaders in the ranking of places that most arouse interest among travelers.
In addition to the top three, the survey also shows high demand for Salvador (BA), Gramado (RS), Foz do Iguaçu (PR), and Maragogi (AL), highlighting the diversity of natural, historical, and cultural attractions spread throughout the country. For the Minister of Tourism, the data reinforces the sector's strength. “The survey shows that Brazil is unbeatable in the diversity of destinations and experiences. We have sun and beaches, but also religious, cultural, gastronomic, and adventure itineraries that enchant travelers. Our role is to strengthen this offer, expanding access, connectivity, and promoting Brazil as a top-tier tourist destination,” stated Celso Sabino.
Domestic and foreign preferences
According to the study, sun and beach tourism is the top choice for Brazilians, with 62% of mentions. This is followed by religious or spiritual tourism (18%), cultural and historical tourism (14%), sports tourism (13%), and adventure tourism (13%), which includes activities such as hiking, rappelling, and canoeing.
The data also reveals the growing international interest in Brazilian destinations, even outside of peak season. A survey by Booking.com indicated Rio de Janeiro as the most sought-after city by foreigners in September 2025, with a 50% increase compared to the same period of the previous year. São Paulo registered a growth of 208%, consolidating itself as one of the most prominent metropolises in global tourism.
Among the other highlights are Búzios (RJ), which saw a 19% increase in searches, Florianópolis (SC), with a 46% increase, and Porto de Galinhas (PE), which experienced a significant increase of 108%.
