A survey by the Brazilian Luxury Travel Association, presented at ILTM, points to Rio de Janeiro as the destination most sought after by luxury travelers looking for authentic and sustainable experiences
Rio de Janeiro is the most sought-after destination for luxury tourists in Brazil, according to a survey by the Brazilian Luxury Travel Association (BLTA). The data was presented first-hand on Tuesday (6), during ILTM Latin America, the region’s main luxury tourism event. The study reveals changes in the behavior of high-end travelers, who are increasingly interested in authentic and sustainable experiences.
After Rio, the most desirable destinations for this segment are Foz do Iguaçu and the Pantanal. To attract this audience, it is necessary to go beyond sophisticated infrastructure. “Luxury is linked to purpose. We can no longer go and just use the destination,” said Camila Barreto, CEO of BLTA.
According to the executive, the concept of luxury has undergone a transformation. Today, the focus is on subjectivity, sensations and environmental and social awareness. “The new luxury traveler wants connection and meaning, preserved natural passages and close cultural experiences,” Barreto explained. Ostentation gives way to authenticity and involvement with local communities.
Luxury tourism generates an annual turnover of around 1.5 trillion euros worldwide and is expected to grow by another 1 trillion by 2030, according to data from Bain & Company and Altagama. In Brazil, the average daily rate in luxury hotels exceeds R$3,000, according to the BLTA survey.
Among the international senders of luxury tourists to Brazil, the United States, France and the United Kingdom top the list, although Argentina, Chile and the USA itself are the biggest overall senders of foreign visitors.
