The search for sustainable and authentic travel aligns the profile of Spanish travellers with Brazil’s attractions

Spain is one of the main sources of international tourists to Brazil, ranking 7th in 2023 among foreign visitors, according to data from Embratur. This flow is explained not only by relative geographical proximity and direct air connections, but also by a growing affinity between the interests of Spanish travellers and what Brazil has to offer in terms of culture, nature, and distinctive experiences.

The new Spanish tourist profile: authenticity and sustainability
According to the “Annual Tourism Report 2024” by the Spanish Tourism Institute (Turespaña), Spaniards are increasingly interested in trips that combine leisure with transformative experiences. Well-being, contact with nature, gastronomy, and cultural immersion are among the main motivations. Furthermore, sustainability is a key theme: there is a significant rise in the search for destinations that promote responsible tourism with a positive impact on local communities.
Brazil naturally positions itself in this context, bringing together environmental diversity, cultural richness and hospitality — decisive factors for today’s Spanish traveller.

Most popular Brazilian destinations among Spaniards
According to data from Embratur and the Ministry of Tourism, the Brazilian destinations most visited by Spanish tourists include:

• Rio de Janeiro – a global icon for combining beaches, culture and a vibrant urban life.

• Bahia – known for its historical legacy, popular festivals and cultural diversity.

• São Paulo – a hub for business tourism, events and cosmopolitan cuisine.

• Foz do Iguaçu – renowned for its natural grandeur and easy access to neighbouring countries.

• Northeast Brazil (Pernambuco, Ceará, Alagoas) – famous for paradisiacal beaches and cultural authenticity.

These choices highlight the Spanish interest in destinations that blend leisure, authenticity and hospitality.

Connection with global trends
According to Booking.com’s Sustainable Travel Report 2024, 71% of Spanish travellers want to make their trips more sustainable, and 63% are willing to pay more for options that reduce environmental impact. This behavioural shift opens up opportunities for Brazil to establish itself as a strategic destination in the Spanish market by showcasing its biodiversity, ecotourism programmes and community-based tourism practices.

Brazil as a strategic bet for the Spanish market
The strengthening of air connectivity between Madrid, Barcelona and Brazilian cities, along with participation in events such as FITUR – one of the world’s largest tourism fairs – enhances the prospects for growth in this travel segment. Moreover, the presence of Spanish tour operators specialising in Brazil contributes to diversifying the offer and reinforcing the country’s image as a plural and sustainable destination.

Want to promote your destination in the Spanish market?
If you represent a destination or tourism product and would like to promote it in Spain, contact the VBRATA team through the form available on our website. Let’s connect your project with a demanding, curious audience that increasingly values authentic and transformative experiences.

Sources:
Turespaña – Informe Anual de Turismo 2024 (https://www.tourspain.es)
Embratur – Relatório de Inteligência de Mercados 2023-2024 (https://www.embratur.com.br)
Booking.com – Sustainable Travel Report 2024 (https://globalnews.booking.com)