Eco-luxury tourism blossoms in Brazil, but the model still needs to find its way

Brazil is already known for its natural beauty, but now it seems the tourism industry wants to put a luxury twist on its most prized asset. The eco-friendly hotel industry is growing in the country, bringing the challenge to develop these spaces in a truly sustainable way, taking into account the welfare of the environment, the local communities, and a profitable business model.  

The eco-luxury segment, which was previously more connected to destinations such as the Pantanal and the Amazon rainforest, has spread all over in the country—in large part propelled by foreign investors and tourists. According to Senac university’s Hospitality, Sustainability and Business professor Fernando Kanni, this industry benefits from a global trend in the search for exclusivity and authenticity.

“The scale of visitors in these places is not proportional to the influx to some cities abroad and that’s why it feels more exclusive. Aligning this to sustainable management make these destinations competitive in a global environment,” he says.

Brazil’s unparalleled biodiversity, one of the richest in the world, makes it a top destination for those who are already connected to ecotourism. Also, in a broader sense, Brazil has an unfulfilled potential for tourism which presents an opportunity for growth. Data from the World Tourism Organization show Brazil is behind fellow developing countries Mexico and Thailand in number of tourists, nevermind European hotspots such as France and Spain.

According to journalist Ana Duék, editor...