Trade & Media Engagement
Travel South USA strengthened its presence through 16 trade meetings and 6 media engagements, fostering relationships with key tourism stakeholders. The International Showcase in Atlanta provided a platform for Brazilian tour operators to explore new business opportunities, with many expressing interest in expanding itineraries beyond traditional destinations like Miami and New York.
Market Growth & Visitor Trends
Brazil remains a top inbound market for U.S. tourism, with 1.68 million Brazilians visiting the U.S. in 2024, marking an 18% year-over-year increase. Popular entry points include Miami (30.6%), Orlando (16.7%), and New York (12.2%), with growing interest in Southern destinations. Strategic storytelling and marketing efforts aim to drive traffic toward lesser-known states.
Strategic Developments
Brand USA has appointed Interamerican Network as its new PR agency for the Brazilian market, emphasizing destination diversity beyond gateway cities. Additionally, the Black Travel Summit’s move to Rio de Janeiro in 2025 highlights growing interest in Afro-tourism.
Actions & Next Steps
States are encouraged to leverage this momentum by enhancing Brazil-specific marketing strategies, fostering media partnerships, and developing tailored itineraries. Opportunities exist to highlight cultural experiences, music routes, and culinary tourism to differentiate Southern U.S. destinations.
With strong growth indicators, Brazil continues to be a critical market, requiring targeted engagement to maximize visitation and economic impact.