Brazil Travel Boom Surprises Travel Industry
- Japan experienced a veritable tourism boom last year - many Swiss people are also caught up in Japan fever.
- Swiss travel operators are recording record-breaking demandTable of Contents
- "Absolutely," answers Gabriela Stauffer, Managing Director of Dorado Latin Tours, the Central and South America specialist from Dertour Suisse.
Japan experienced a veritable tourism boom last year – many Swiss people are also caught up in Japan fever. However, according to the latest World Tourism Barometer from UN Tourism,another country experienced a real surge in 2025: Brazil. The South American country recorded a 37 percent increase in international arrivals last year.
Have you ever considered Brazil as a travel destination?
Swiss travel operators are recording record-breaking demand
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Is Brazil also trending among Swiss people? “Absolutely,” answers Gabriela Stauffer, Managing Director of Dorado Latin Tours, the Central and South America specialist from Dertour Suisse. “Brazil is currently developing into the trend destination for 2026 in South America.” Dorado Latin Tours recorded “a very pleasing double-digit percentage increase in sales” in 2025.
According to Stauffer, there are countless reasons why Brazil is booming. “The sustained high demand is partly driven by investments, particularly in the evolving luxury hotel segment in Brazil.” Furthermore, flight prices to Brazil fell in 2025. Not to forget: the zest for life in Brazil. “The lifestyle of the locals is cool and trendy,” she says.”Brazil lives enjoyment and zest for life.”
“Brazil is a top long-haul destination for us,” says Beatrice Honegger, Manager Tour Operating Latino Travel at the Knecht
Top Travel Destination for 2026: A Current Assessment
The original source poses the question of which destination will be the top travel destination in 2026. Determining a single “top” destination is subjective and depends on various factors. However, based on current travel trends, expert forecasts, and recent developments as of January 31, 2026, Japan is poised to be a leading travel destination in 2026, benefiting from increased accessibility, a favorable exchange rate, and continued global interest in its unique culture.
Japan’s Rising Popularity in 2026
- Definition / Direct Answer: Japan is experiencing a surge in tourism interest and is expected to be a top travel destination in 2026, driven by a combination of factors including a weakened Yen, easing of travel restrictions, and ongoing cultural appeal.
- Detail: Following the COVID-19 pandemic, Japan fully reopened to self-reliant tourists in October 2022, removing most remaining entry restrictions. Japan National Tourism Association (JNTO) reports a significant increase in visitor numbers since then. The Japanese Yen has also weakened considerably against major currencies like the US dollar and the Euro, making Japan a more affordable destination for international travelers. This is particularly attractive in the context of global economic uncertainty.
- Example or Evidence: In 2023,Japan welcomed 25.06 million foreign visitors, a ample increase from the 3.3 million visitors in 2022. JNTO’s data shows continued growth in 2024 and early 2025, with projections indicating a further increase in 2026. the average exchange rate in January 2026 is approximately 148 Yen to 1 US Dollar, compared to 135 yen to 1 US Dollar in January 2023.
Factors Contributing to Japan’s Appeal
- Definition / direct Answer: Several key factors contribute to Japan’s growing appeal as a travel destination, including its unique blend of traditional culture and modern innovation, high levels of safety and cleanliness, and diverse attractions.
- Detail: Japan offers a wide range of experiences, from exploring ancient temples and shrines in Kyoto to experiencing the vibrant nightlife of Tokyo. The country is renowned for its culinary scene, including sushi, ramen, and kaiseki (traditional multi-course Japanese dinner). Japan’s efficient public transportation system, including the Shinkansen (bullet train), makes it easy to travel around the country. Furthermore, Japan consistently ranks highly in global safety indices.
- Example or evidence: The global Peace Index 2023 ranked Japan as the 9th safest country in the world. Vision of Humanity’s Global Peace Index highlights Japan’s low levels of crime and political stability. The Japan Rail Pass, offering unlimited travel on most JR lines, remains a popular option for tourists.
Potential Challenges and Alternatives
- Definition / Direct answer: While Japan is a strong contender, potential challenges such as overcrowding in popular destinations and geopolitical factors could influence its position, making other destinations viable alternatives.
- Detail: The increasing popularity of Japan may lead to overcrowding in cities like Kyoto and Tokyo, potentially diminishing the visitor experience. Geopolitical tensions in the region, though currently stable, could also impact travel decisions. Other destinations gaining traction include Portugal,Colombia, and Slovenia, which offer diverse experiences and are becoming increasingly accessible.
- Example or Evidence: Kyoto experienced record numbers of tourists in 2024, leading to concerns about overtourism and strain on local infrastructure.The Guardian reported on local protests against the influx of tourists and calls for more enduring tourism practices.
Disclaimer: Travel trends are subject to change based on unforeseen circumstances. This assessment is based on information available as of January 31, 2026.