São Paulo Hotel Sector Sees Unprecedented Growth with 2025 Formula 1 Race: All You Need To Know

Published on December 14, 2025

The 2025 Brazilian Grand Prix caused a significant surge in São Paulo’s hotel performance, with key metrics reaching all-time highs, according to recent data from CoStar. November 2025 witnessed the highest-ever recorded figures in terms of average daily rate (ADR), revenue per available room (RevPAR), and occupancy. These improvements were driven by the influx of Formula 1 fans and visitors attending the race, highlighting São Paulo’s prominence as a major tourism hub during global events.

São Paulo Hotel Metrics Reach New Heights

In November 2025, São Paulo experienced a notable year-on-year growth in hotel performance, with occupancy climbing to 74.3%, marking a 3.4% increase from the previous year. This increase in occupancy rates was supported by the Brazilian Grand Prix, which resulted in a surge of visitors to the city. The average daily rate (ADR) for hotels in São Paulo jumped to BRL 1,025.95, a 26.5% increase compared to the same month in 2024. This rise in ADR marked the first time the city’s ADR surpassed the BRL 1,000 threshold, underlining the positive impact of major events on the local hotel market.

Additionally, São Paulo’s revenue per available room (RevPAR) also soared to a new peak, reaching BRL 762.15, a 30.8% increase year-over-year. These record-breaking figures reflected the high demand for accommodation during the Formula 1 race weekend and pointed to the city’s growing appeal as a key destination for international tourists.

Formula 1 Race Weekend Drives Hotel Peaks

The Formula 1 weekend in São Paulo saw both ADR and RevPAR hit their highest levels on Friday, 7 November 2025. On that day, ADR reached a staggering BRL 1,699.90, and RevPAR peaked at BRL 1,573.32. Occupancy during the night before the race also reached a high of 93.6%, which was the highest level of occupancy recorded throughout the month. For seven consecutive days (4-10 November), São Paulo’s ADR remained above the BRL 1,000 mark, and RevPAR exceeded BRL 1,000 on multiple nights, demonstrating the city’s increasing attractiveness during major sporting events.

The Grand Prix’s influence on São Paulo’s hotel performance reflects a broader trend in tourism, where high-profile events such as Formula 1 races bring large numbers of international visitors and significantly boost local economies. The combination of top-tier sporting events and São Paulo’s growing appeal as a tourist destination have proven to be a winning formula for the local hospitality sector.

São Paulo’s Growing Appeal for International Tourists

The hotel sector in São Paulo has been experiencing steady growth in recent years, and events like the Brazilian Grand Prix have played a key role in this upward trajectory. As São Paulo continues to host more global events, the demand for accommodation will likely continue to rise, benefiting both the city’s tourism industry and its hotel sector.

The positive performance indicators in November 2025 reflect not only the success of the Formula 1 Grand Prix but also the city’s broader efforts to establish itself as a leading destination for business, leisure, and cultural tourism. As the city strengthens its position as a major international hub, visitors can expect to see more high-demand periods throughout the year, driven by a combination of large-scale events, vibrant cultural offerings, and an increasingly cosmopolitan atmosphere.

Record-Breaking Performance Signals Bright Future for São Paulo’s Hotels

In conclusion, the Formula 1 Brazilian Grand Prix in 2025 was a catalyst for record-high hotel performance in São Paulo, with key metrics like ADR, RevPAR, and occupancy all reaching new heights. The event not only showcased the city’s appeal as a destination for major international events but also highlighted the strong link between global sporting events and local tourism growth. As São Paulo continues to attract international visitors, the hospitality sector is well-positioned to benefit from the city’s growing prominence on the global tourism map.