[REVISION HISTORY]

Brazil luxury tourism: Gastronomy and labor challenges

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2026-10-07 15:03 UTC → 2026-10-09 15:28 UTC · added ~~removed~~

Brazil luxury tourism: Gastronomy and ~~shifting demographics~~ labor challenges

In late July 2026, Brazil’s high‑luxury tourism sector was described as moving away from overt ostentation toward a “curated economy” where seamless, personalized experiences replace rigid protocols. By August 2026, the importance of gastronomy within this “experience economy” became more pronounced, transitioning to the core of event experiences to shape “personality, storytelling and emotions.” By September 2026, data from Embratur confirmed a significant surge in international tourism, with Brazil receiving 9.29 million international tourists in 2025—a 37.1% increase over 2024. This influx generated US$ 7.86 billion in foreign exchange, surpassing the National Tourism Plan's 2027 visitor targets ahead of schedule. To analyze these trends, the Ministry of Tourism and Itaipu Parquetec launched the National Tourism Demand Survey (PNDT) in late September 2026. The initiative aims to conduct approximately 22,500 in-person interviews across 50 to 54 municipalities by October 3, 2026. Minister of Tourism Gustavo Feliciano stated that the resulting data will support the development of “consistent public policies to sustain the sector's growth,” with specific municipal findings expected by April 2027. Simultaneously, gastronomy has emerged as a primary driver for tourism. In 2025, over 95% of international tourists reported positive experiences with Brazil's food. The nation's culinary prestige was further bolstered by the 2026 Michelin Guide, which awarded three stars to two São Paulo restaurants, Evvai and Tuju—the only establishments in Latin America to receive the highest distinction. Experts note that diverse regional cuisines serve as strategic pillars that strengthen territorial identity. By October 2026, the expanding sector began facing critical labor challenges. While the high season between December and February is projected to generate a record R$ 218 billion, the industry is struggling with high staff turnover. According to CAPIH, hotel turnover in Brazil reached 52.45% in 2025, up from 30% in 2017.

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