Dollar Up, Real Down: Will Brazil Become a Tourist’s Favorite?

The recent appreciation of the dollar against the real has reignited debates about the role of exchange rates in Brazilian tourism. With the US currency on the rise, a strategic question arises: Is Brazil about to become the favorite destination for international tourists?

Favorable exchange rate and immediate effect

Whenever the real depreciates, Brazil becomes more attractive to foreign visitors. Spending in local currency becomes more affordable, increasing the purchasing power of those arriving from abroad. At the same time, the rise in the dollar makes international travel more expensive for Brazilians, boosting domestic tourism.

In other words: more foreigners arrive, and more Brazilians rediscover their own country.

Opportunities for hotels and domestic tourism

For the hotel sector, this scenario could represent a positive turnaround. The expectation is for an increase in the occupancy rate, both due to the growth of domestic tourism and the arrival of foreigners seeking tropical experiences at more affordable prices.

But this requires preparation. It is time to invest in structure, quality of services and differentiation of experiences — with a focus on hospitality, connectivity and regionalization of attractions.

The other side of the coin

Not everything is an advantage. The appreciation of the dollar also brings imported inflation, which can increase the operational costs of hotels, logistics and food. In addition, global instability can affect the purchasing power of tourists, including those who wish to visit Brazil.

Although the country is, for now, among those least affected by direct tariff measures, the increase in the cost of global chains and the risk of economic downturn are variables to consider.

Planning is key

Turning this moment into a strategic opportunity requires more than optimism: it requires coordinated action.

• Invest in well-targeted international campaigns

• Foster public-private partnerships to attract events and visitors

• Training professionals and improving destination management

Taking the long view, tourism can be not only an economic escape valve — but a engine of sustainable and decentralized growth.

Conclusion

The rise of the dollar represents a concrete opportunity to reposition Brazil as a competitive tourist destination.
But the time for improvised reactions is over.
Now is the time for strategic intelligence.