International tourism: how the European market is discovering João Pessoa

Foreign tourists in Paraíba grew by as much as 127% in 2025, with Portugal and France among the main source markets.

The growth of foreign tourism in Paraíba, already mentioned in the article on tourism numbers, has a specific European component that has been gaining weight. According to Embratur, with data from the ForwardKeys platform, the flow of international tourists to the state grew 22.3% through May 2025 year-over-year, and reached a cumulative jump of 127% between January and October of the same year compared to the same period in 2024.

Within this foreign audience, Portugal stands out as one of the most relevant source markets for João Pessoa, alongside the United States and Argentina, closely followed by France and Italy. This European interest was one of the reasons that led the Paraíba government to organize, in March 2025, the Missão Paraíba in Portugal, with meetings focused on both aviation and promoting the destination to tour operators and the specialized Portuguese press.

The focus on the European market also shows up in the attraction of hotel investments: Portuguese groups, such as the Vila Galé chain, have announced developments in the Paraíba capital, a trend that combines the arrival of foreign capital with the expectation of tourist flow originating from Europe in the coming years.

For public authorities, expanding the European presence is considered strategic because it generates visitors with longer average stays and higher spending per trip, compared to the predominant profile of domestic tourists, who today make up about 60% of the city's visitors.