The document provides a detailed analysis of the performance of the luxury tourism market in Brazil, indicating a gradual return to post-pandemic normality and growth above the global average.
In partnership with Senac São Paulo, BLTA conducts an annual survey among its members to analyze the sector's performance, consumer behavior and market trends. "The year 2023 reflects a period of recovery for the tourism sector, with figures that demonstrate Brazil's potential as an internationally desired luxury destination," Scorsato highlighted during the presentation.
Members' Billing
Among the data revealed, the combined revenue of BLTA members was R$3.12 billion, an increase of 14.05% compared to 2022, exceeding the expectations of the global luxury market, which is growing at a rate of between 8% and 10%, according to Bain & Company. The occupancy rate of member hotels also rose to 55.9%, compared to 50.15% in the previous year. "International travelers are timidly rediscovering Brazil, and our luxury segment has been a major driver of this recovery," said Scorsato.
Tourist Recruitment by Tour Operators
The survey also showed a 73.7% increase in tourist acquisition by operators and a 5.2% growth in hotel supply, with the total number of available housing units rising from 1,089,890 in 2022 to 1,146,465 in 2023. RevPAR (revenue per available room) saw a significant increase of 31.2%, reinforcing the good performance of the sector. "Our goal is to continue expanding and improving the quality of the services offered, keeping domestic tourism buoyant and attracting more international tourists," added the BLTA CEO.
The Discovery of Brazil's Potential
Roberto Klabin, owner of the Caiman Ecological Refuge, was also present at the event and highlighted the importance of valuing Brazil's natural attributes. "Tourists who come to Brazil seek this connection with nature, something that few countries offer with such diversity. However, we are still far from taking advantage of all our potential. I believe that initiatives like BLTA's are essential to developing products that highlight the true luxury that Brazil has to offer: our hospitality and unique landscapes," said Klabin.
Sustainability Projects
Sustainability was also a highlight of the yearbook, with 64% of hotels and 80% of operators supporting projects in local communities. “Since 2016, we have been actively working to incorporate sustainability practices into our members’ businesses, and the results are promising,” said Scorsato. “BLTA not only promotes luxury tourism, but is also committed to the positive impact and preservation of destinations.”
Brazil, the darling of the world
The event marked the launch of BLTA’s new campaign, titled “Brazil, the Darling of the World,” which aims to promote Brazil’s authenticity and diversity as a luxury destination by highlighting unique elements of Brazilian culture and nature. “We want Brazil to be recognized not only for traditional luxury, but for the excellence of the experiences we offer,” concluded Scorsato.
Report and photo: Mary de Aquino.