France is among the top source markets for international tourists to Brazil. According to Embratur data from 2023, French tourists ranked 5th among foreign visitors to the country. More than just numbers, this trend reflects a clear alignment between French travellers’ interests and the unique experiences that Brazil has to offer.

Ecotourism, Culture, and Authentic Experiences
French tourists show increasing interest in sustainable travel, immersive cultural experiences, and nature-based itineraries. According to the “Tendances du Tourisme 2024” report by Atout France (France’s official tourism development agency), there is a strong demand for destinations that offer ecotourism, community-based tourism, regional cuisine, and outdoor activities.
With its ecological and cultural diversity, Brazil perfectly matches these preferences. Biomes such as the Amazon, Pantanal, and Atlantic Forest represent exceptional opportunities to promote nature tourism with environmental responsibility — a top criterion for French travellers when choosing an international destination.

Top Destinations in Brazil
According to data from the Ministry of Tourism and Embratur, the main destinations visited by French tourists in Brazil include:

• Rio de Janeiro – for its blend of culture, beaches, and history

• São Paulo – for urban tourism, gastronomy, and events

• Foz do Iguaçu – for its natural grandeur and cross-border appeal

• Amazon and Pantanal – for immersive, authentic ecotourism experiences

• Bahia and the Northeast – for Afro-Brazilian culture, beaches, and traditional festivities

These preferences reflect the French audience’s desire for destinations with strong identity, hospitality, and connection to nature.

Opportunities for Brazil
This scenario creates a major opportunity for Brazil to position itself as a priority destination for the French market. The growth of responsible tourism in Europe, combined with the demand for transformative and sustainable experiences, strengthens Brazil’s role as a world-class ecotourism destination.
Moreover, improved air connectivity and the growing presence of Brazil-focused tour operators and agencies in France are helping to increase visitor flows. Participation in major events like IFTM Top Resa, one of France’s largest tourism trade fairs, also strengthens commercial and promotional ties.

Brazil as a Response to Global Travel Trends
According to the UNWTO Global Trends Report and Booking.com’s “Sustainable Travel Report 2024,” over 70% of French travellers want their next trips to be more sustainable, and 65% are willing to pay more for experiences with positive impact.
In this context, Brazil emerges as a strategic choice: rich in nature, diverse in ethnicity and culture, and brimming with potential for the development of innovative and sustainable tourism products.

Ready to Promote Your Destination in France?
If you represent a destination or tourism product and would like to position it in the French market, contact the VBRATA team using the form available on our website. We’re here to support the international growth of your business and bring your project closer to French tourists — a demanding, curious audience eager for meaningful travel experiences.

Sources:

• Atout France – Tendances du Tourisme 2024: https://www.atout-france.fr

• Embratur – Market Intelligence Report 2023-2024: https://www.embratur.com.br

• Booking.com – Sustainable Travel Report 2024: https://globalnews.booking.com