Brazilians favor cultural travel experiences in 2025, says Civitatis

Italy, France, and Argentina lead international bookings; Brasília, Minas Gerais, and Santa Catarina stand out in Brazil.

Civitatis, the global leader in guided tour and excursion bookings, released its 2025 travel retrospective, revealing the destinations and activities most reserved by Brazilians. The data highlight a growing preference for cultural, culinary, and historical experiences, both in Brazil and abroad.

In 2025, Italy took the lead among the most booked countries, surpassing Argentina, last year’s top destination. France ranks second, reflecting Brazilians’ interest in European cultural and architectural tours. Among cities, Paris remains at the top, while in Brazil, highlights include Brasília, Ouro Preto, and Mariana.

“Travelers in 2025 are looking for deeper connections with destinations. They want personalized and culturally immersive experiences,” says Alexandre Oliveira, Civitatis Country Manager in Brazil.

Italy leads, followed by France and Argentina

The Top 3 countries for Brazilian travelers in 2025 are Italy, France, and Argentina. Rounding out the list are Spain, Portugal, Chile, and Colombia, confirming the dominance of European and Latin American destinations. The United States, led by New York, also saw strong growth this year.

Paris stays on top; Brasília stands out domestically

Globally, Paris, Rome, and Buenos Aires make up the top 3 most booked cities. New York and Madrid rose in ranking, entering the top 5. In Brazil, Rio de Janeiro remains the leader, followed by Salvador, São Paulo, and Paraty. The major newcomer is São Luís, boosted by the popularity of the Lençóis Maranhenses region.

Among national experiences, the boat tour on Lake Paranoá, in Brasília, was the most reserved, followed by the Ouro Preto and Mariana excursion, reaffirming the appeal of historical and architectural tourism.

Travel behavior: curation and planning

According to Oliveira, Brazilian travelers increasingly value curation, personalization, and safety. The growing demand for guided tours and premium experiences shows travelers prefer well-planned trips that maximize enjoyment while avoiding improvisation.

Top international bookings include Disneyland® Paris tickets, Vatican and Sistine Chapel guided tours, and visits to Versailles and the Coliseum, underscoring the fascination with European landmarks.

“Brazilians want to enjoy destinations safely and with expert guidance, ensuring full and rewarding experiences,” concludes Oliveira.