Argentina's reign among Brazilian travelers seems to have come to an end. According to consolidated data from 2025 released by CivitatisItaly has taken the global lead as the most reserved country by Brazilians abroad.
The movement confirms a trend: Brazilians no longer just want to "tourist"; they want depth, curation, and connection to their roots.
The fall of Argentina and the rise of "experience"
In 2024, Argentina was leading due to proximity and exchange rate. In 2025, the tables turned. The competition was fierce with France, but Italy came out on top.
According to Alexandre Oliveira, country manager of Civitatis, travelers in 2025 preferred to choose fewer tours, but with specialized guides and advance tickets to avoid long lines at the Colosseum or the Vatican Museums.
“What we see in 2025 is a traveler who wants to experience the destination in depth, not just a 'that's it'. This is evident both at the top of the international ranking, with historical experiences such as the Vatican, the Colosseum, and Versailles,” he said.
Rome: the heart of the ranking
Although Paris remains the number 1 city individually, Rome It consolidated its second position, ahead of Buenos Aires.
The most private activities reveal an almost spiritual interest in history: the guided tour of the Vatican e Sistine Chapel It was one of the biggest sales drivers last year.
Brazilians are willing to pay more to have an expert explain Michelangelo's art than to spend the same amount in shopping malls.
The "less is more" phenomenon
Data from 2025 reveals that Brazilian travelers have adopted planned minimalism.
Instead of visiting 10 cities in 15 days, the itinerary now focuses on immersion. This explains why, in addition to Rome, cities like Florence and Venice maintain a constant flow of reserves of walking tour and personalized gastronomic experiences.
What can we expect for the rest of 2026?
With airfares expected to rise in April 2026 due to fuel costs, the trend is for reservations to become even more... selective.
Anyone who manages to travel to Italy this year won't want to waste time in queues; booking tours and Vatican tickets in advance will no longer be a luxury but a necessity in their budget.
