Ecotourism, culture and sustainability bring Italian travellers closer to Brazilian destinations

Italy remains one of the main source markets of international tourists to Brazil. According to data from Embratur, Italians ranked 6th among foreign visitors in 2023, with over 136,000 arrivals in the country. Beyond the significant volume, this flow reveals a growing affinity between Italian travellers’ interests and what Brazil has to offer.

Culture, nature and experiential tourism

Italian tourists increasingly seek authentic experiences and a deeper connection with the destinations they visit. According to the “Rapporto sul Turismo Italiano 2024” report by CISET (Centro Internazionale di Studi sull’Economia Turistica), there is a clear trend towards wellbeing-focused travel linked to nature, culture and local gastronomy — with an emphasis on sustainability and genuine contact with host communities.

In this context, Brazil emerges as a high-potential destination. Unique ecosystems such as the Pantanal, the Amazon and the Cerrado, combined with the country’s rich cultural diversity and welcoming people, match the Italian desire for discoveries beyond the traditional routes. Regional cuisine and local cultural expressions are also key attractions that appeal to Italians in search of meaning and authenticity.

Preferred destinations among Italians in Brazil

According to Embratur and the Ministry of Tourism, the most visited destinations by Italians include:

• Rio de Janeiro – for its international fame, natural beauty and diversity of cultural and urban activities.

• Bahia – for its Afro-Brazilian cultural heritage, warm climate and traditional festivals.

• Foz do Iguaçu – for its stunning nature and easy access to other South American countries.

• Amazon – as an ecotourism destination offering immersion in nature.

• São Paulo – for business tourism, events and strong ties to the Italian community.

These choices confirm Italy’s strong interest in destinations that combine nature, culture, hospitality and unique experiences.

Strategic alignment with European travel trends

The demand for sustainable and transformative travel is also on the rise among Italians. According to Booking.com’s 2024 Sustainable Travel Report, 73% of Italian travellers say sustainability influences their travel decisions, and 64% are willing to pay more for experiences that reduce negative impacts.

In this scenario, Brazil stands out as a fitting response to these emerging demands. With destinations that offer responsible travel, integration with local communities and environmental richness, the country can establish itself as a strategic choice for contemporary Italian tourism.

Strengthening Brazil’s position in the Italian market

To further enhance this connection, targeted promotion is essential, as is participation in trade fairs such as BIT Milano and partnerships with specialised tour operators. The growing number of flights between Brazil and Italy, alongside niche interests such as roots tourism (linked to Italian immigration) and cultural tourism, expand opportunities for strategic positioning in the market.

Want to promote your destination to the Italian public?
If you represent a destination or tourism product and would like to position it in the Italian market, please contact the VBRATA team through the form available on our website. Let’s work together to increase the reach of your brand and connect Brazil with Italian travellers — passionate about culture, nature and soulful experiences.

Sources:
CISET – Rapporto sul Turismo Italiano 2024 – https://www.unive.it/ciset
Embratur – Market Intelligence Report 2023–2024 – https://www.embratur.com.br
Booking.com – Sustainable Travel Report 2024 – https://globalnews.booking.com