Belém tops ranking of highlighted destinations in the preference of Brazilian travelers
The recognition reinforces the new phase of the city, which is consolidating as one of the main tourist hubs of the Amazon
The capital of Pará, Belém, emerges as the great surprise of national tourism, taking first place in the "Emerging Destinations" ranking of the Braztoa Yearbook 2025, released this week by the Brazilian Association of Tour Operators. The survey, considered one of the most important references in the sector, points to cities that have been gaining accelerated prominence in the preference of Brazilian travelers — and Belém is at the top of the list, surpassing destinations such as Ipojuca (PE), Cumbuco (CE), Bonito (MS), and Gramado (RS).
With rich cultural diversity, award-winning cuisine, historical heritage, and lush nature, Belém has increasingly attracted tourists seeking authentic and sustainable experiences — trends that dominated travel choices in 2024.
The yearbook, prepared in partnership with the SPRINT Dados consultancy, reveals that the operators associated with Braztoa generated R$ 22 billion in the last year, with nearly 10 million boardings. Of this total, about 60% were domestic trips, highlighting the strengthening of domestic tourism. The document also points to new consumer behaviors and the destinations that have grown the most in visibility and commercialization in the country.
Belém combines cultural identity and heritage beauty
Belém stands out not only for the growth in sales but also for the symbolism of representing the North of Brazil in a market historically dominated by coastal regions of Southeast and Northeast Brazil. The title of "Emerging Destination No. 1" reaffirms the prominence of the capital of Pará in building a new tourist image of the Amazon, which combines forest, modernity, and cultural identity.
“Receiving the recognition of Belém as the number 1 emerging destination in Brazil is a source of pride for all Pará residents. This shows that we are on the right path by investing in the qualification of our tourism offer, in valuing our culture, and in strengthening our Amazonian identity. Tourism is a powerful tool for social and economic transformation, and seeing Belém emerge in this national scenario reinforces our commitment to prepare the city to welcome more and more visitors, especially with the approach of COP 30, which will be a milestone in the history of our state. We will continue to work to make Pará a reference in sustainable, inclusive tourism with unique experiences,” says the Deputy Secretary of Tourism of Pará, Lucas Vieira.
The city has been investing in infrastructure, professional training, and strategic promotion of the destination, with the support of the Government of Pará, through the State Secretariat of Tourism (Setur). In addition, the preparation of Belém to host the 30th UN Conference on Climate Change (COP 30) in 2025 has driven a series of urban, sustainable, and mobility improvements, increasing its visibility in Brazil and abroad.
For the executive president of Braztoa, Marina Figueiredo, the data shows an important transformation in the consumption profile. “The Yearbook is a living portrait of how Brazilians traveled in 2024 — and, more than that, a strategic tool that reveals movements and trends that should guide the sector in the coming years. Behind these numbers are operators with expertise in transforming trends into viable products with high added value,” she explained.
The Braztoa Yearbook 2025 is available for free on the entity's website (www.braztoa.com.br), with complete data on purchasing behavior, best-selling itineraries, sales channels, payment methods, and traveler profiles, as well as analyses of the national and international leisure tourism sector scenario.
