São Paulo was the best-selling Brazilian tourist destination in 2023

The city of São Paulo was the best-selling national tourist destination in 2023, according to the Brazilian Association of Tour Operators (Braztoa), an entity that brings together the largest companies in the sector. Operators are responsible for putting together tour packages that will then be sold by travel agencies. 

It is the first time that a tourist destination outside the Northeast appears at the top of the ranking. Maceió and Porto Seguro came in second place; Porto de Galinhas and Recife in third place. 

The announcement took place during the launch of Braztoa's 2024 yearbook, on Monday (20). Together, the associated operators sold R$ 19.2 billion last year, a growth of 39% compared to 2022, having boarded 11.8 million passengers, an increase of 22.7%. In the market division, domestic travel accounted for 60% of revenue.

“Leisure and entertainment events, in addition to the cultural agenda, contributed to a greater demand for capital, which preserves the strength of businesses, conventions and large fairs and attracts more and more tourists in search of fun,” says Gustavo Pires. , president of SPTuris, the city's tourism and events company. 

The result is even more surprising due to the characteristics of the market: São Paulo (capital and interior) are the two main issuers (exporters) of tourists, almost always being the most important markets for leisure destinations: sun, beach and nature.

Braztoa turns 35 years old. Among its members, in addition to operators, are cruise companies and representations of tourist products.