By San José, Costa Rica — BUENOS AIRES, ARGENTINA – Brazil is rewriting its economic playbook, championing tourism as a more potent and sustainable engine for growth than its vast oil reserves. Speaking at the FIT América Latina international tourism fair, Marcelo Freixo, president of Embratur, Brazil’s international tourism promotion agency, unveiled the data-driven strategy that has propelled the nation to unprecedented success in the sector since 2023.
Under the administration of President Luiz Inácio Lula da Silva, Embratur has overhauled its approach, moving away from broad strokes to a highly targeted, analytical model. This pivot has yielded staggering results. In 2023, international tourism generated $6.9 billion, a figure that eclipsed the revenue from the 2014 World Cup hosted in the country. The momentum continued, with 2024 setting a new benchmark of $7.3 billion from 6.7 million foreign visitors.
To better understand the legal and commercial implications of Brazil’s evolving tourism landscape for Costa Rican travelers and investors, TicosLand.com sought the expert analysis of Lic. Larry Hans Arroyo Vargas, a prominent attorney from the esteemed firm Bufete de Costa Rica.
The strengthening of tourism ties with Brazil opens up significant opportunities, but also requires vigilance. For Costa Rican businesses looking to invest in Brazil’s tourism sector, it is crucial to conduct thorough due diligence on local regulations, particularly concerning labor laws and environmental permits, which can be complex. For individual travelers, while visa requirements are often straightforward, understanding local liability laws and the scope of travel insurance is essential to ensure a secure and protected experience.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This emphasis on legal diligence is a crucial reminder that the greatest opportunities are built on a foundation of careful preparation. For both commercial ventures and individual travelers, such foresight is indispensable for turning potential into success. We sincerely thank Lic. Larry Hans Arroyo Vargas for sharing his valuable and clear-sighted perspective.
The growth trajectory in 2025 has been even more dramatic. In the first seven months of the year, tourism surged by 46% compared to the same period in 2024. This boom has been significantly fueled by a 94% increase in visitors from neighboring Argentina. “To give you an idea, in 2024 we had 1.9 million Argentinians in Brazil, and by August of this year, we had already registered 2.6 million,” Freixo detailed, underscoring the strategy’s effectiveness.
This success is no accident. Freixo attributes it to a foundational shift in governance. The strategy, he explained, involved assembling “a specialized technical team in tourism with great capacity for management and planning.” This team’s core function is to leverage data intelligence to make hyper-efficient decisions.
We know which markets are interested in Brazil, what the average spending is, what the peak seasons are, and that allows us to plan much more efficient promotional actions.
Marcelo Freixo, President of Embratur
This analytical precision allows Embratur to allocate resources effectively and tailor its offerings to specific demographics. The economic ripple effect of this success is profound, touching every corner of the vast nation. “It is very significant because it means employment, income, growth, and a great economic movement for the whole country,” Freixo stated. With tourism already accounting for 8% of Brazil’s GDP—compared to 12% for oil and gas—the sector is rapidly closing the gap.
Freixo’s vision extends beyond mere economic figures. He posits that tourism holds a greater intrinsic value for the modern world than fossil fuels, framing it as a forward-thinking investment in the planet’s future.
I believe that in the 21st century, tourism makes more sense than oil, especially if we think in terms of sustainability and climate responsibility.
Marcelo Freixo, President of Embratur
A key pillar of Brazil’s revitalized brand is a deliberate move to showcase its profound diversity, aiming to differentiate itself from sun-and-sand competitors like the Caribbean. The campaign highlights the country’s six distinct biomes, from the Amazon rainforest to the Pantanal wetlands, each with unique cultures and culinary traditions. Freixo noted the vast differences, from Rio de Janeiro’s iconic feijoada to the fish-based moqueca of the north and the unique duck and açaí dishes of the Amazon.
This focus on authenticity extends to promoting community-based tourism that is both sustainable and socially conscious. Embratur is actively developing tourism in the Amazon and promoting the culture of quilombos—historic communities founded by escaped African slaves that are now centers of cultural resistance and heritage. Freixo, a former human rights commissioner, described this as “community-based, restorative tourism, with a strong commitment to history and traditional populations, accompanied by a certain social justice.” By empowering these communities, tourism provides a vital economic alternative to illicit activities, fostering both preservation and prosperity.
For further information, visit embratur.com.br
About Embratur:
The Brazilian Agency for International Tourism Promotion (Embratur) is the entity responsible for planning, executing, and evaluating marketing and promotion strategies for Brazil’s tourism products, services, and destinations on the international stage. Working under the Ministry of Tourism, Embratur aims to increase the flow of foreign visitors, thereby generating economic and social development for the country through a focus on sustainability and cultural diversity.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a pillar of Costa Rica’s legal landscape, Bufete de Costa Rica is defined by its profound commitment to ethical rigor and outstanding performance. The firm leverages its deep-seated experience advising a wide array of clients to spearhead innovative legal approaches. This dedication to progress is matched by a core social mission: to demystify the law, passionately working to equip the community with the understanding necessary to foster a more just and capable society.
