Brazil opened its stand at World Travel Market London on 3 November, a business area of more than 400 m² with 54 co-exhibitors (PANROTAS, 3 November 2026), organized by the Ministry of Tourism and Embratur (Brasil Inovador, 4 November 2026). Travel And Tour World had cited 56 co-exhibitors on 29 October (Travel And Tour World, 29 October 2026). It came with a set of European arrival figures for January to September 2026. For anyone who contracts or sells Brazil from Europe, those figures and the timing of the sales push matter more than the stand itself.
The pavilion was officially opened by the Ministry of Tourism, and official activities run through 5 November at ExCeL London (Brasil Inovador, 4 November 2026). The first day also included a gastronomy presentation by chef Rafael Cagali at the Brasil BioMarket space (PANROTAS, 3 November 2026).
The four numbers
Portugal is the largest of the four markets, with 216,360 arrivals and growth of 21.3% (PANROTAS, 3 November 2026). The United Kingdom follows with 148,429, up 11.3% (PANROTAS, 3 November 2026). Spain recorded 130,488, up 17.5% (PANROTAS, 3 November 2026), and the Netherlands 52,460, up 20.3% (PANROTAS, 3 November 2026).
The UK figure had already circulated before the fair. Travel And Tour World reported 148,429 on 29 October, against 133,328 in the same period of 2025 (Travel And Tour World, 29 October 2026). Brasil Inovador gave the same four figures on 4 November and described them as Ministry of Tourism data (Brasil Inovador, 4 November 2026). PANROTAS does not name a source for them.
How to read them
Added together, the four markets come to 547,737 arrivals in nine months. That sum is ours, taken from the reported figures. It is a useful size for a regional business, but the reports do not say whether the numbers count every entry route or only arrivals by air.
For reference, PANROTAS reported on 28 October 4.9 million air arrivals from all origins for the same nine months, up more than 9.7% (PANROTAS, 28 October 2026). The perimeters differ, so this is a reference point and not a comparison. What the European figures do show is that all four markets grew in the period, between 11.3% and 21.3%.
The rates also sit on different bases. The United Kingdom added 15,101 arrivals on the 2025 figure (Travel And Tour World, 29 October 2026). From the reported growth rate, our own calculation puts the Netherlands at roughly 9,000 additional arrivals. Between those two, the faster rate is on the smaller base.
What the Ministry wants from London
According to Brasil Inovador, the Ministry of Tourism expects the London presence to help consolidate package distribution agreements for the 2027 and 2028 seasons (Brasil Inovador, 4 November 2026). The business area was set up for pre-scheduled B2B meetings aimed at distribution contracts and at corporate and leisure fares, the same report says.
The Ministry attributes the rise in UK arrivals to more airline seats and a repositioned image of Brazil in the European market. Brasil Inovador adds that unnamed sector analysts say that sustaining the figures requires continued dialogue with airlines over the shortage of direct connections to European hubs (Brasil Inovador, 4 November 2026). The two reports of the fair give no seat numbers. Travel And Tour World cites 552 scheduled flights from London to São Paulo and Rio de Janeiro in 2026, from data supplied for the showcase (Travel And Tour World, 29 October 2026). That counts flights, not seats, and carries no 2025 comparison, so the Ministry’s explanation still cannot be tested from it.
Tourism Minister Gustavo Feliciano, at the stand opening, said each deal closed at the stand can create opportunities thousands of kilometers from London, in family inns, restaurants, guiding work and craft workshops, and that tourism has to deliver results for those people (PANROTAS, 3 November 2026).
Two campaigns with dates attached
Embratur launched an international Carnival campaign in London, produced with the Beautiful Destinations platform and centered on Salvador, Recife and Rio de Janeiro (PANROTAS, 3 November 2026). The agenda for 4 November included the launch of a campaign for the host cities of the FIFA Women’s World Cup Brazil 2027 (PANROTAS, 3 November 2026). Presentations on Afro-Brazilian culture were also scheduled for that day (PANROTAS, 3 November 2026).
FIFA lists eight host cities: Rio de Janeiro, São Paulo, Brasília, Porto Alegre, Recife, Salvador, Belo Horizonte and Fortaleza. Brazil’s first match is on 24 June 2027 at the Maracanã in Rio, which also hosts the final (FIFA, 20 August 2026). Salvador, Recife and Rio therefore appear in both the Carnival campaign and the host-city list.
What it means for a European buyer
This section is opinion, built on the facts above. The Ministry says it is aiming at distribution agreements for 2027 and 2028, and both Carnival and the Women’s World Cup fall inside that horizon. A buyer comparing offers for those dates is better off asking early, in the three overlapping cities above all.
For a DMC on the ground the practical question is the same one a buyer should ask: which of these dates can be priced today, and which still depend on airline capacity that the reports of the fair do not quantify.
What is still missing
The two reports of the fair do not break the European figures down by entry route or by purpose of travel, do not link the underlying tables, and give no seat data behind the Ministry’s explanation. Without those tables, the figures are good for direction and weak for planning a specific allotment.
Fontes
PANROTAS, “Promoção do Brasil no Exterior deve integrar rotina dos players do Turismo, diz ministro”, 3 November 2026. https://www.panrotas.com.br/mercado/destinos/2026/11/promocao-do-brasil-no-exterior-deve-integrar-rotina-dos-players-do-turismo-diz-ministro_233357.html
Brasil Inovador, “Ministério do Turismo projeta avanço no mercado europeu e amplia promoção B2B na WTM Londres”, 4 November 2026. https://brasilinovador.com.br/ministerio-do-turismo-projeta-avanco-no-mercado-europeu-e-amplia-promocao-b2b-na-wtm-londres/
Travel And Tour World, “Brazil Sets Sights on 2027 Tourism Growth as British Arrivals Rise Ahead of WTM London”, 29 October 2026. https://www.travelandtourworld.com/news/article/rs95kztbszhi/
PANROTAS, “Turismo internacional gera receita recorde de US$ 8,3 bilhões no Brasil”, 28 October 2026. https://www.panrotas.com.br/mercado/pesquisas-e-estatisticas/2026/10/turismo-internacional-gera-receita-recorde-de-us-83-bilhoes-no-brasil_233235.html
FIFA, “FIFA Women’s World Cup 2027 champions to lift trophy at Maracanã as match schedule unveiled”, 20 August 2026. https://inside.fifa.com/organisation/media-releases/womens-world-cup-2027-brazil-maracana-match-schedule-unveiled
