Tourism and BRICS: why member countries become popular destinations for holidays and travel

The article was prepared by Svetlana Khristoforova.

In 2025, foreign tourists brought Brazil record revenue, Indonesia reported a 10 per cent increase in tourist arrivals compared to last year, and China is experiencing a boom in Russian tourism following the visa cancellation, while Russia is developing business travel. Why are BRICS countries becoming popular travel destinations, and how will this affect the economy, ecology, and social development of the regions?

Brazil

National parks in the Amazon basin, scenic canyons and the mountains of Santa Catarina, the world’s largest Iguazu Falls system, and, of course, Rio de Janeiro with its vibrant city beaches and famous carnival – Brazil is becoming one of the most desirable countries for tourists.

From January to September 2025, foreign travellers brought the country record revenue – US$6.05 billion. This is the highest figure on record, 11.7 per cent higher than the same period in 2024, according to the Brazilian Ministry of Tourism.

Tourists spent on domestic travel, accommodation, food, entertainment, and shopping. Most travellers were foreign, confirmed by Brazil setting a historic record for international tourist arrivals: 7,099,237 foreign citizens visited in the first nine months of the year, 45 per cent more than in the same period last year.

In an exclusive TV BRICS interview, Mark Howard Levin, Professor at Minzu University of China, noted the growing popularity of Brazil among Chinese tourists.

“We see significant efforts to develop tourism and infrastructure in Brazil. Looking at the number of Chinese tourists, it increased by 80 per cent from 2023 to 2024,” said Mark Levin.

Indonesia

Indonesia also reports tourism records. In the first nine months of 2025, the country received 11.43 million tourists, 10.22 per cent more than the same period last year. This is reported by Xinhua News Agency, a partner of TV BRICS. In September alone, 1.39 million foreigners visited. The country is rapidly gaining popularity among Russians too: 117,121 Russian tourists visited from January to June 2025, 35.4 per cent more than the same months the previous year.

China

China became one of the most popular destinations for Russian tourists in autumn 2025. Following a trial visa-free regime for Russians, its popularity approached that of Thailand. Demand from Russian travellers for tours to China increased by 50–100 per cent. Both cultural tourism routes (Beijing and Shanghai) and gastronomic tours, ecotourism, and trips to major international exhibitions and business events were popular.

“Expanding visa-free access for longer periods is a kind of invitation to tourists. China offers a wide variety – from cultural programmes, especially in areas with ethnic minorities, to winter tourism and ‘red’ tourism. The development of new modern airports and the high-speed rail network also supports the growth of Chinese tourism,” said Mark Howard Levin.

Russia

Business tourism is becoming the main focus of the hospitality sector in Russia. Foreigners mostly travel to attend forums and conferences, many of which are linked to BRICS activities.

The geography of these events is expanding: Murmansk, Sakhalin, Saint Petersburg, and Moscow. Organisers often include cultural and gastronomic tours, and regional authorities aim to make visitors want to return privately with friends and family.

“Business tourism, in my view, accounts for more than half of tourist flows. This results from the development of BRICS partnerships across multiple sectors beyond tourism,” said expert Lubarto Sartoyo, President of the Alliance of Business Structures and Entrepreneurs of Southeast Asian Countries, in an exclusive BRICSterview.

Russian hoteliers also note a change in guest composition over the past two years: the main tourists now come from the UAE, China, Saudi Arabia, Iran, and India, supported by visa policy changes and the growth of e-visas.

India

India, like many BRICS countries, sees growing tourist numbers. In 2024, a record 9.9 million foreign tourists visited, as reported by the Indian Ministry of Tourism. The government focuses on international tourism exhibitions, building links with tour operators, running campaigns, and improving air connectivity with direct flights.

“International tourism in India doubled over ten years from 2014 to 2024. This is due to the large number of historic sites and the expansion of e-visas issued to citizens of almost 170 countries within 72 hours,” explained Mark Howard Levin.

Ethiopia

Over the last five years, UN World Tourism Organization data shows foreign arrivals to Ethiopia rose by 40 per cent. The government prioritised tourism for economic development, improving roads and flights worldwide, turning Addis Ababa into a transit hub. Ethiopia is also known for its cuisine and coffee.

South Africa

In 2024, foreign tourist arrivals in South Africa increased by 5.1 per cent to 8.92 million, according to the Ministry of Tourism, as reported by Xinhua News Agency, a TV BRICS partner. South Africa offers diverse experiences, including safaris, shark diving, beach holidays, and wine tourism.

Other BRICS countries

Global tourism continues to grow, exceeding pre-pandemic levels. In H1 2025, nearly 690 million tourists travelled internationally, 5 per cent more than a year ago, reported UN Tourism.

Many BRICS countries are investing in tourism. Iran allocated over US$200 million in 2024, largely for expanding accommodation, including five-star hotels. Egypt aims to host 30 million tourists annually by 2030, with 5,000 new rooms added in H1 2025 and another 18,000 planned by year-end. Dubai plans to increase arrivals to 40 million by 2030, contributing approximately US$108 billion to the economy.

Benefits of sustainable tourism

“Sustainable tourism helps protect the environment and use resources efficiently. Some hotels use solar or wind energy and encourage public transport,” noted Mark Howard Levin.

The UN highlights conscious consumption as a key goal. “Tourists increasingly consider their carbon footprint. Long flights and large resorts can shock environmentally sensitive travellers, sometimes causing guilt – a driver for green tourism,” said Lyubarto Sartoyo.

The UN has launched a global initiative to reduce plastic in tourism, with over 260 organisations achieving results. Under the Glasgow Declaration on Climate Action in Tourism, over 900 organisations have pledged to reduce emissions by 2030 and achieve carbon neutrality by 2050.

Sustainable tourism also supports smart cities, integrating digital technology, AI, and big data. Low-carbon transport is key: Moscow’s airport express, electric buses, and e-scooters reduce travel stress, said Lyubarto Sartoyo.

China leads in electric transport with ~22 million EVs, 600,000 e-buses, and 3.9 million charging points (1.2 million fast chargers). India, Russia, and Brazil have fewer. Besides China, India has the most e-buses (8,400), followed by South Africa (2,200) and Russia (1,882). South Africa has 0.04 e-buses per capita.

Other BRICS nations develop e-transport. In April 2025, the UAE tested a new-generation e-bus with digital cameras, projection displays, and intelligent safety systems connecting metro stations and tourist sites. This was reported by Emirates News Agency (WAM), a partner of TV BRICS.
Tourists also expect free Wi-Fi, clear transport schedules, contactless payment, and other services. Cities adopting such technologies become more attractive.

Tourism and culture

BRICS tourism promotes cultural exchange. “Visa facilitation, digital services, and increased information sharing can bring peoples closer despite distances, income levels, and cultural differences,” said Dmitry Polikanov, Deputy Head of Rossotrudnichestvo.
Tourism can serve as people-to-people diplomacy, enhancing BRICS economic ties and mutual perception. BRICS countries explore attracting digital nomads and improving infrastructure. The May 2025 BRICS Tourism Ministers’ meeting adopted the Cerrado Declaration on sustainable tourism, outlining three cooperation areas:

1. Regional tourism development – improving infrastructure, expanding offerings, training staff.

2. Promotion of sustainable and regenerative tourism – sharing experience, green practices, and supporting local communities.

3. Attracting digital nomads – easing visas, improving internet, enabling remote work.

Challenges and risks

Large joint BRICS projects in the field of tourism are, apparently, a matter for the near future, experts say. However, it is already clear that the tourism industry of the member countries is one of the most promising.

“The tourism industry of the BRICS countries is growing and will continue to grow. It is currently valued at US$5.4 trillion and has enormous potential to almost double – to US$8–10 trillion – by 2035,” noted Lubarto Sartoyo.

The reasons for this growth are obvious. The population of the BRICS countries is increasing. Among them is a large percentage of young and active people with an average income level. It is precisely this category that forms the basis of domestic and international tourism. Moreover, according to experts, the share of the educated population is increasing in the BRICS countries, which in turn is a driver for the development of cultural and educational tourism.

At the same time, on the path of developing the tourism sector, the BRICS countries may also face a number of challenges.

Thus, there are infrastructural difficulties associated with the need to develop roads, hotels, and airports. Not all countries have the resources for this.

Also, the more countries enter the potentially lucrative tourism market, the higher the competition between them will be, and the more selective tourists will become.

This means that the tourism sector in the BRICS countries, despite its potential profitability and prospects, will require a consolidated approach, the development of joint programmes, personnel training, and upgrades to technologies and urban infrastructure. And therefore, significant investment

Photo: nonnie192,  f11photo,  efired,  Iuliia Leonteva,  extravagantni,  Kostikova / iStock