Major events boost international tourism in Rio in 2026

Rio de Janeiro recorded a record of international tourists in the first nine months of 2026. Between January and September, the state received 1,834,252 foreign visitors, up 12% from the same period of 2025, when 1,631,927 landings were counted. The data released by Ministry of Tourism, represent the best result of the series for the period and indicate the arrival of more than 202,000 additional international visitors in one year. The big event calendar played an important role in this performance, with attractions such as Shakira's show at Copacabana Beach, Rock in Rio and the first National Football League (NFL) match at Maracanã. In addition to attracting visitors from different regions of Brazil and abroad, the events moved the hotel chain and sectors such as food, transportation and trade. Shakira's free show on Copacabana Beach, held in May, was one of the highlights of the city's event calendar. According to Riotur, the presentation brought together some 2 million people and attracted audiences from different parts of Brazil and abroad. A study by Prefeitura do Rio, through Riotur and the Municipal Secretariat for Economic Development (SMDE), estimated the economic impact of the show at approximately R$ 800 million. The calculation took into account expenses on accommodation, food, transportation, trade and other services related to tourism. A more detailed initial estimate indicated movement of R$ 776.2 million.

Rock in Rio and NFL move hotels and services

In September, the Rock in Rio again placed the city in the center of the international circuit of major festivals. Held in Rock City, in Olympic Park, the event received more than 700,000 people over seven days, according to the organization. The public included visitors from different parts of the country and the world. According to the festival's balance sheet, 49% of participants came from outside the state of Rio de Janeiro, with representatives from 89 countries. The estimated economic impact was R$ 3.36 billion. The hotel chain also registered expressive movement during the festival. According to a survey by HotelsRIO, the average occupation of hotels in the capital reached 85.79% in the days of the event, exceeding 90% in some regions of the South Zone. Another highlight of the calendar was the NFL premiere in Rio. On September 27, the Maracanã received the confrontation between Baltimore Ravens and Dallas Cowboys, which brought together 72,792 fans. The match also attracted international visitors. According to information released by Prefeitura do Rio, more than 10,000 foreigners from 67 countries followed the game in the stadium. On the weekend of the departure, the average occupation of the Rio de Janeiro hotel network was close to 78%. In the neighborhoods of Copacabana and Leme, the index reached 95.72%, according to the published data on the period.

Tourism moves R $ 22.5 billion in the capital

The growth of visitors' flow is also reflected in the city's economy. According to a survey by Prefeitura do Rio, tourism moved R$ 22.5 billion between January and August 2026, considering the costs of Brazilian and foreign tourists. Of this total, R$ 15.2 billion corresponded to the expenses of national visitors, while about R$ 7.4 billion came from international tourists. During the same period, the capital received approximately 8.5 million tourists, of which 1.6 million were foreigners. The municipal numbers have different cutout and methodology from the state data released by the Ministry of Tourism and therefore should not be compared directly. Nevertheless, the indicators point to the relevance of tourism to the Rio economy. The movement benefits a wide chain of services, which includes hotels, bars, restaurants, commerce, application transportation and other business related to the reception of visitors. With major events throughout the year, Rio expands its capacity to attract international tourists and move different sectors of the economy.