Brazil: São Paulo leads in tourist arrivals in 2023

23-05-24

The city of São Paulo has reached a historic milestone by becoming the top-selling national tourist destination in 2023, according to the Brazilian Association of Tour Operators (Braztoa). The achievement marks the first time that a destination outside the traditionally popular Northeast has topped the sales ranking of Braztoa, an entity that groups the leading companies in the tourism sector.

The announcement was made during the launch of Braztoa's 2024 yearbook, last Monday, May 20. The data reveals that the associated tour operators achieved sales totaling R$ 19.2 billion last year, representing an impressive 39% growth compared to 2022. In terms of passenger volume, 11.8 million tourists were embarked, an increase of 22.7% over the previous year. Domestic travel contributed significantly to these results, accounting for 60% of total industry revenue.

The ranking of best-selling tourist destinations shows Maceió and Porto Seguro in second place, with Porto de Galinhas and Recife sharing third place. This geographic diversification underscores São Paulo's growing attraction as a top tourist destination.

Gustavo Pires, president of SPTuris, the city's tourism and events company, highlighted the factors that have driven this growing demand. “Leisure and entertainment events, along with a vibrant cultural agenda, have been instrumental in attracting more tourists. In addition, São Paulo continues to be an epicenter for business, conventions and major trade fairs, strengthening its appeal as a multifaceted destination,” said Pires.

This success is particularly notable given São Paulo's traditionally outbound profile (both the capital and the interior), known for being one of the main sources of tourists for sun, beach and nature destinations in Brazil. The city's ability to reverse this flow and become a tourist attraction pole in its own right highlights its dynamism and diversity.

Braztoa, which is celebrating its 35th anniversary, includes among its members not only tour operators, but also cruise companies and tourism product representations. This diverse and robust ecosystem has been key to sustaining growth and innovation in the Brazilian tourism sector.

With this new leadership position, São Paulo consolidates its position not only as an economic and cultural giant, but also as a magnet for tourists from all over the country and the world, offering a unique experience that combines business, culture and entertainment.