Brazil is now the second-largest long-haul tourist market for the U.S., surpassing China, Japan, and Germany. In 2024, nearly 1.91 million Brazilians visited, a 17% increase from 2023, and 2025 projections show a further 9.3% rise to 2.08 million visitors. To maintain this momentum, Brand USA is hosting a Sales Mission in Brazil, engaging with operators and travel agents. Senior VP Malcolm Smith emphasized Brazil’s growing importance, reinforcing efforts to sustain strong tourism metrics under new CEO Fred Dixon.