Rio de Janeiro is approaching 2026 with an events calendar designed to extend its appeal well beyond its emblematic Carnival. After a record-breaking year in 2025 in terms of international arrivals — more than 2.1 million foreign visitors, an increase of nearly 44% — the city is consolidating its positioning. Supported by Embratur, the strategy brings together major events, tourism infrastructure, air connectivity and proven organisational capacity, positioning Rio as an internationally competitive host city.
Carnival, the gateway to an expanded calendar
Scheduled from 13 to 17 February, Carnival retains its status as one of the world’s largest public spectacles and remains a central driver of international tourism. Beyond the parades at the Sambódromo Marquês de Sapucaí — designed by Oscar Niemeyer and able to host around 90,000 spectators — the 2026 edition allows visitors to take part directly in samba schools by purchasing official costumes. At the same time, more than 450 blocos take over neighbourhoods across the city, offering a more dispersed and accessible experience.
Rio and the international entertainment industry
On 18 March, the Copacabana Palace hotel will host the Golden Globes Tribute Awards, the first official ceremony organised by the brand outside the United States. Conceived as a tribute to Brazilian talent in film and television, the event forms part of the Golden Globes’ international expansion strategy and strengthens Brazil’s visibility within the global audiovisual circuit. The ceremony will be hosted by Lázaro Ramos and Bruna Marquezine.
Sport as a driver of global visibility
On 11 and 12 April, Rio will become the first South American city to host a SailGP event, with races held in Guanabara Bay.
In the second half of the year, the Maracanã stadium will host an official National Football League (NFL) regular-season game, scheduled for September or October. The event places the city on the league’s official calendar and reinforces its visibility as a global sports hub beyond football.
Music as a pillar outside peak season
Now established as a recurring event, Todo Mundo no Rio will once again take over Copacabana Beach on 2 May. After Madonna (2024) and Lady Gaga (2025), the 2026 line-up is still being finalised. Names currently mentioned include Shakira, Beyoncé, Rihanna, Britney Spears, U2, Adele and Paul McCartney.
In September, Rock in Rio will return to the Cidade do Rock from 4 to 7 and from 11 to 13, with a line-up that has already confirmed Elton John, Stray Kids, Maroon 5 and Demi Lovato. The festival acts as one of the main tourism drivers of the second half of the year, boosting hotel occupancy, air connectivity and spending across key sectors.
On the same topic: 5 Secrets You don’t Know about Rio de Janeiro
The succession of cultural, sporting and music events throughout the year is not merely an accumulation. It reflects a clear intention to position Rio as a host city capable of sustaining a steady international flow beyond seasonal peaks. For tourism professionals, the challenge now lies in integrating this event-driven continuity into year-round programming and commercial strategies.
Photo: Visit Brasil
