Luxury travel, once synonymous with opulent destinations, is now witnessing a fusion with conscious travel. The emphasis is shifting towards authentic, culturally rich experiences over mass tourism. The discerning luxury traveler’s hierarchy of needs underscores the importance of both indulgence and authenticity. As the narrative veers towards conscious travel, the hospitality industry is adapting, embracing green initiatives to align with evolving traveler preferences.

Brazil, as a vast and diverse country, aligns very well with this trend. The country stands apart from traditional destinations, offering a rich variety of experiences away from mass tourism hubs. From the iconic beaches around Rio de Janeiro to the untouched beauty of Amazon rainforest, Brazil is a playground for the discerning traveler seeking both indulgence and authenticity. In Brazil, there’s also a considerable commitment to sustainable tourism is exemplified by destinations like Fernando de Noronha, where a harmonious blend of luxury and environmental preservation takes center stage. Brazil, therefore, not only satisfies the wanderlust of those seeking the extraordinary but also pioneers a new model of tourism—one that emphasizes the “how” over the “where.”

An example is that according to the BLTA 2022 Yearbook, hotels, inns, and resorts located in natural and countryside destinations had a higher occupancy rate in the four-month period between June and September, in the Winter season.