Brazil Becomes Florida’s Top Overseas Tourism Market
More than 1.3 million Brazilians visited the state in 2025, surpassing the U.K. for the first time
ECONOMY
Image: Brazil overseas market — source: Freepik (tokenist.com)
Brazilian travelers have officially become the largest group of international visitors to Florida outside North America, marking a historic shift in the state’s tourism landscape. More than 1.3 million Brazilians arrived in the Sunshine State in 2025, surpassing the United Kingdom and reinforcing Brazil’s position as one of Florida’s most powerful tourism markets.
Florida’s Record Tourism Year
Florida remains one of the most visited destinations in the United States, and 2025 set a new benchmark. According to data presented at Florida Huddle, the state welcomed 143.3 million visitors last year—driven heavily by international travelers, especially from Brazil.
Brazil ranked as Florida’s second‑largest international market, behind only Canada, but it leads comfortably among countries outside North America.
Fabiano Camargo, president of the board of directors at BRAZTOA, highlighted the strength of this connection:
“The Brazilian traveler has a long‑standing emotional bond with Florida, and the numbers show this relationship is only getting stronger.”
Growth Fueled by Global Tourism Recovery
The surge in Brazilian arrivals follows a broader global tourism rebound. In 2024, the number of Brazilian visitors to Florida grew by more than 10%, overtaking the United Kingdom, which traditionally held the top spot among overseas tourists.
With new attractions and major expansions announced for Orlando and surrounding areas, industry leaders expect 2026 to be even stronger.
Orlando Region Expands Its Appeal
Beyond theme parks, the Greater Orlando area is diversifying its entertainment offerings:
Old Town Entertainment District in Kissimmee is celebrating 40 years with special programming.
The city launched the Latin Culinary Trail, featuring 20 restaurants and cafés celebrating Latin and Hispanic cuisine.
Kissimmee continues to hold the title of “Vacation Home Capital of the World,” offering around 50,000 lodging options, including more than 30,000 vacation homes ranging from two‑bedroom condos to 15‑bedroom mansions—favorites among Brazilian families.
Camargo emphasized the region’s unique appeal:
“Florida offers a mix of entertainment, comfort, and cultural familiarity that resonates deeply with Brazilian visitors.”
A Strong Outlook for 2026
With new attractions, expanded infrastructure, and a loyal Brazilian audience, Florida is poised to remain at the top of Brazil’s travel wish list in 2026. The state’s tourism industry expects continued growth as airlines increase routes and travelers seek destinations that combine leisure, shopping, and warm weather.