Brazil has steadily gained global recognition as a premier travel destination over the last few years. Once known only for its iconic beaches and vibrant carnival celebrations, the country is now revealing a wealth of hidden gems to appeal to a new generation of travelers. The surge in Brazil’s popularity is further amplified by major international events—most notably São Paulo’s recent hosting of the NFL International Games, which has placed Brazil firmly on the radar of sports fans, sportsbook followers, and adventure seekers.

Top Holiday Locations in Brazil for 2025

1. São Paulo

Traditionally overshadowed by Rio, São Paulo has emerged as a top destination in 2025, bolstered by its role as host of the NFL International Games. Whether you are traveling for culture, for food, or for art, this is the cosmopolitan city that tops the list for travellers again and again. Tourists can explore the São Paulo Museum of Art, stroll through Ibirapuera Park, or enjoy the buzzing nightlife in Vila Madalena.

2. Rio de Janeiro

Rio remains a perennial favorite. The obvious destinations like Sugarloaf Mountain and Christ the Redeemer remain popular, but it new eco-tours, culinary festivals, and revamped beachfront activities have made a refreshing change for a new generation of travellers. If you are headed to Rio, you might want to try guided hiking tours through Tijuca National Park and stand-up paddleboarding in Guanabara Bay. Rio’s vibrant neighborhoods, such as Santa Teresa, now offer more boutique hotels and immersive samba experiences, keeping the city atop TripAdvisor’s top 10 rankings.

3. Florianópolis

Climbing in popularity for 2025, Florianópolis—often called “Floripa”—is celebrated for its 40+ picturesque beaches, lush Atlantic rainforest, and thrilling water sports. Surfing, kitesurfing, and paragliding attract adventurers, while families enjoy oyster tasting tours and tranquil lagoons. The city’s nightlife is as lively as ever, but new wellness retreats and eco-lodges have given Floripa a broader appeal, especially among eco-conscious travelers.

4. Fernando de Noronha

Still ranked among Brazil’s most exclusive destinations, Fernando de Noronha is famed for its crystal-clear waters, untouched beaches, and rich marine life. This UNESCO World Heritage site is made for divers, offering some of the world’s best snorkeling and diving spots with dolphins, sea turtles, and colorful fish. Strict visitor limits and sustainability improvements help the island to remain unspoiled, perfect for eco-tourists and honeymooners.

5. Salvador

Salvador’s Afro-Brazilian heritage, colonial architecture, and lively festivals keep it high on travel site rankings. Recent investments in infrastructure and safety, along with new samba schools and culinary tours, have made Salvador even more accessible and appealing. Tourists flock to the Pelourinho district’s pastel-colored streets, vibrant music scene, and the city’s famed Carnival celebrations, which continue to grow in size and spectacle each year.

6. Paraty

Paraty has been climbing the travel site rankings in 2025 as tourists are looking for more tranquil, culturally rich alternatives to Brazil’s larger cities. Nestled between the mountains and the sea, this colonial town boasts cobblestone streets, historic churches, and a flourishing arts scene. Adventure awaits with guided boat tours to nearby islands and jungle hikes in Serra da Bocaina National Park, and this makes it great for both families and couples, too.

7. Jericoacoara

If you’re traveling and are looking for a laid-back vibe, then Jericoacoara, or “Jeri,” will captivate you with dramatic dunes and mesmerizing sunsets. Of course, with the landscape as it is in Jeri, you can expect some adventure – like kite surfing, dune buggy rides, and horseback excursions. In 2025, boutique resorts and sustainable tourism initiatives have elevated Jeri’s status, drawing both backpackers and luxury seekers to this once-hidden gem in northeastern Brazil.

8. The Pantanal

Did you know that the Pantanal is the world’s largest tropical wetland? This is authentic Brazilian wilderness, and you can stay in enhanced eco-lodges and take part in expert-led wildlife safaris. Nature lovers flock here for unparalleled opportunities to spot jaguars, caimans, capybaras, and a dazzling array of birds. What about a guided horseback expedition or a river cruise?

9. Manaus and the Amazon

Manaus is one of the most popular launching points for an unforgettable Amazon adventure. It is regaining prominence as eco-tourism and sustainable river cruises become increasingly popular. Wouldn’t you love to stay in one of the new jungle lodges and learn more about indigenous culture in an immersive tour? Of course, you will want to explore the Amazon’s biodiversity, but Manaus offers culture too, with an opera house and historic markets.

10. Recife and Olinda

Rounding out the list, Recife and its sister city Olinda, are noted for their colorful colonial architecture, lively street art, and infectious music scenes. Probably known best for the annual Carnival celebrations, travelers who take part will experience unique regional rhythms like frevo and maracatu. In 2025, new museums, beachfront promenades, and food festivals will solidify Recife and Olinda as must-see stops on any Brazilian itinerary.

Whether you seek adventure, relaxation, or cultural immersion, Brazil’s evolving travel landscape promises unforgettable experiences in the year ahead.