Rio is pointed out as the main destination of luxury tourism in Brazil, according to survey

A survey published in the BLTA 2026 Yearbook highlights the city of Rio as the main destination of luxury tourism in Brazil. Published by Brazilian Luxury Travel Association (BLTA) in partnership with the Senac University Center, the study shows the strength of the segment in the country, which moved R $ 3.34 billion only last year.

Also according to the yearbook, the means of hosting associated with the publication recorded an average daily of R$ 3,109 and received about 1 million guests throughout the year. The survey also reveals a significant presence of Brazilian visitors, representing 70% of the public, while international tourists account for 30%.

Among foreigners, the main markets of origin are Europe, North America and Latin America. According to the data presented, these travelers are increasingly interested in authentic and personalized experiences related to the culture, nature and lifestyle of the destinations visited.

The survey also points to a transformation in the luxury tourism market, with sustainability gaining space in the choices of travelers and in the strategies of the sector. A significant portion of the accommodation facilities and operators associated with BLTA already have environmental certifications or are in the process of obtaining them.

Among the initiatives related to the ESG agenda are actions aimed at socioeconomic development, education, the appreciation of local communities and environmental conservation. The movement follows a change in the behavior of tourists, who seek comfort, exclusivity and personalized services, but also show greater concern with the social and environmental impacts of their choices.

Rio de Janeiro’s leadership in the survey thus consolidates the position of the city as one of the main Brazilian destinations for luxury tourism, uniting infrastructure, hospitality and experiences related to nature and local culture.