Interest in nature, culture and authentic experiences reinforces Brazil as a strategic destination for Portuguese tourists

Portugal is one of the most important outbound markets for international tourism in Brazil, ranking 8th in 2023 in the number of foreign tourists visiting the country, according to Embratur. More than a shared language, the cultural and historical affinity between the two countries has been a distinguishing factor in the choice of Brazil as a destination by Portuguese travellers, especially at a time when deeper, more connected experiences are sought.

The new profile of the Portuguese tourist: meaningful experiences

According to the Tourism Trends Study 2024 conducted by Turismo de Portugal, Portuguese travellers are increasingly motivated by authentic, sustainable and enriching experiences. The appreciation for nature, well‑being and local culture has been growing, along with the desire for destinations that offer hospitality, diversity and safety.

These trends align directly with Brazil’s main attributes as a tourist destination. Whether through eco‑tourism, cultural tourism or sun and beach itineraries, the country offers an irresistible combination for the Portuguese, who seek experiences that go beyond the conventional.

Brazilian destinations preferred by the Portuguese

According to data from Embratur and the Ministry of Tourism, Portuguese tourists tend to visit destinations that mix leisure, nature and historical‑cultural connection. The most sought‑after include:

• Bahia – for its Afro‑Brazilian heritage, traditional festivals and year‑round warm beaches.

• Rio de Janeiro – for its exuberant nature, urban culture and hospitality.

• São Paulo – for business tourism, gastronomy and extensive air connectivity.

• Pernambuco – for its vibrant culture and historical ties with Portugal.

• Foz do Iguaçu – for its natural beauty and tourism infrastructure.

Additionally, roots tourism, aimed at Portuguese who wish to reconnect with their family origins in Brazil, has gained relevance, especially among older generations or in intergenerational travel.

Brazil: a sustainable and emotional destination for the Portuguese traveller

The Booking.com Sustainable Travel Report 2024 indicates that 69% of Portuguese travellers seek to reduce the environmental impact of their travels, and 66% are willing to pay more for sustainable options. In this scenario, Brazil emerges as a strategic choice, offering not only environmentally responsible experiences, but also culturally immersive ones.

The country brings together all the ingredients valued by this new profile of Portuguese tourist: diversity, authenticity, tropical climate, nature and emotional connection—decisive factors for standing out in an increasingly selective market.

Strengthening presence in the Portuguese market

Participation in fairs such as BTL – Bolsa de Turismo de Lisboa, as well as promotional actions and partnerships with local operators specialising in Brazil, is essential to maintain and expand the country’s visibility in the Lusophone market. The increase in direct flights between Lisbon, Porto and various Brazilian cities also facilitates the growth of this tourist flow.

Looking to bring your destination closer to the Portuguese audience?

If you represent a tourist destination or product and wish to promote it in Portugal, contact the VBRATA team via the form available on our website. Count on our support to connect your project with the Portuguese traveller—an audience that values authenticity, quality and experiences with soul.

Sources:

• Turismo de Portugal – Tourism Trends 2024

• Embratur – Market Intelligence Report 2023–2024

• Booking.com – Sustainable Travel Report 2024