VisitBritain, the national tourism agency for Britain, is gearing up to host the ‘Brazil Mission 2026’ (9-11 June) in São Paulo to drive further growth and strengthen tourism ties between Brazil and the UK.
The event brings together 16 British tourism suppliers – from retail and rail to football and films – with Brazilian travel trade professionals for a series for business meetings, networking opportunities and presentations. It will take place at the Renaissance Hotel and newly-opened Cavern Club São Paulo, a venue inspired by British culture, music and the world of The Beatles. The programme includes tour operators, travel agents and buyers from São Paulo and other Brazilian cities.
According to VisitBritain’s forecasts for 2026, the UK is expected to welcome 316,000 Brazilian visitors, generating £366 million in visitor spending (approximately R$2.5 billion). The figures represent a 2% increase in visitor numbers and a 7% increase in visitor spending compared to 2025 estimates, reinforcing Brazil’s position as a strategic and high-value market for the UK.
Deputy Director for the Americas, Asia and Australia/New Zealand, Paul Gauger, who will travel to Brazil for the event, said:
“Brazilian travellers have a strong cultural connection with Britain. They are looking for cultural experiences, film-inspired itineraries, music, football, gastronomy, heritage and, increasingly, for opportunities to explore beyond London. The Brazil Mission 2026 was created precisely to strengthen these connections and expand opportunities between the British and Brazilian travel trade.”
Beyond the growth in visitor numbers, Brazilians stand out among international visitors to the UK for their strong interest in culture, experiences and regional exploration. These characteristics reinforce the importance of the Brazil Mission 2026 as a platform to connect the Brazilian travel trade with British attractions, regions and experiences that resonate most strongly with this audience.
The UK was the ninth most popular international destination for Brazilians in 2025 and the fifth most popular in Europe. Brazil also ranks the UK among the world’s 10 most admired for categories such as culture, heritage and vibrant city life.
Brazilian visitors are also among those who stay the longest in the UK, averaging 11 nights - four nights above the global average. Interest in experiences beyond London is also growing, with almost 20% of visitor nights spent in the North of England, including the North East, North West and Yorkshire, in 2024.
The event further reinforces the Brazilian market’s potential for experiences beyond the capital. VisitBritain data shows that 79% of Brazilian travellers want to explore different regions during their trips – creating a valuable opportunity for the Brazilian travel trade to respond to this growing demand.
Confirmed British participants include:
- ABBA Voyage – immersive London experience combining cutting-edge technology and digital ABBA avatars in a purpose-built arena.
- Abbey – The Destination Experts – UK and Ireland DMC specialising in bespoke programmes for international markets.
- Angela Shanley Associates (ASA) – specialist in FIT and group travel across the UK and Ireland, including Wales-focused experiences.
- Bicester Village – one of England’s leading luxury shopping destinations located near London.
- Eurostar – high-speed rail operator connecting London with Paris, Brussels and Amsterdam.
- Eurowelcome – UK-focused DMC offering tailored itineraries and experiences.
- Evan Evans Tours – guided sightseeing tours to iconic British destinations including Stonehenge, Windsor and Bath.
- Historic Royal Palaces – organisation managing iconic sites such as the Tower of London, Kensington Palace and Hampton Court Palace.
- Interopa Holidays – specialist DMC for luxury, sports, leisure and MICE travel.
- Lake District Country Hotels – premium accommodation in England’s iconic Lake District region.
- Windermere Lake Cruises – cruise experiences in the Lake District region.
- Liverpool Football Club – stadium tours and behind-the-scenes experiences at Anfield.
- More in Moray Tours and Transport – bespoke tours and transfers across the Scottish Highlands.
- Royal Collection Trust – organisation responsible for the public opening of royal residences including Buckingham Palace and Windsor Castle.
- TTG Encore – global theatre and attraction ticketing specialist for London and international destinations.
- Warner Bros. Studio Tour London – The Making of Harry Potter – immersive behind-the-scenes experience celebrating the Harry Potter film franchise.
The Brazil Mission 2026 is sponsored by British Airways, reinforcing the airline’s commitment to strengthening connections between Brazil and the UK. A strategic VisitBritain partner, the airline connects Brazilian travellers to London and a wide range of experiences across Britain through its international route network.