São Paulo, Brazil: Hotel Sector Soars To New Heights On Back of 2025 Grand Prix Tourism Boom!

Published on December 10, 2025

The hospitality pulse of Brazil’s biggest city, São Paulo has increased unbelievably, with the hotels in the city reporting unprecedented prices and full bookings because of the 2025 São Paulo Grand Prix. The event attracted a great number of tourists from both overseas and local places and the hoteliers seem to have taken advantage of it to the maximum.

Record‑breaking ADR and RevPAR recall peak pre‑pandemic days

São Paulo’s hotel sector saw its average daily rate (ADR) and revenue per available room (RevPAR) hit historical highs in November 2025. The surge was fuelled by concentrated demand around the Grand Prix weekend.

In recent quarters, the trend had already shown strong momentum: for instance, September 2025, driven by a mix of events delivered the city’s highest recorded ADR and RevPAR for the month.

In short: hotel operators in São Paulo are finally seeing sustained, high‑value demand no longer just day‑to‑day tourism, but block‑booking surges tied to global events.

Tourists flood in São Paulo reclaiming its crown as Brazil’s travel capital

The Grand Prix was only one of many factors behind what looks like a broader rebound in Brazilian tourism. National data show that by October 2025, Brazil had welcomed over 8 million international visitors, a 40 per cent increase year‑on‑year.

Within this national rebound, the capital city stands out. The state’s tourism authorities estimate that in 2025, tourism will generate some USD 57 billion, with as many as 51 million travellers expected, underscoring that hotels, restaurants and services in São Paulo are busy not just during events, but year‑round.

For travellers, this means the city is pulsing once more with cultural attractions, nightlife, business events and world‑class sports all converging to define a destination that never sleeps.

What this means for hospitality and travel in São Paulo

• Hotels are feeling the surge: Record‑high ADR and RevPAR mean better margins for operators and a return to pre‑pandemic profitability, particularly for quality and mid‑to‑high‑end hotels that cater to travellers coming for major events.
• Tourism demand seeks variety: The Grand Prix may have ignited the boom, but the influx is reinforced by a broader satisfaction with São Paulo as a destination, combining business, leisure, culture, gastronomy and nightlife.
• Longer stays and repeat visits more likely: As the city hosts more international events and travellers return for culture, business or leisure, São Paulo could be evolving from an event‑driven stopover into a full-fledged multi‑day destination.

Bottom Line

The Grand Prix was, in a way, a huge but short-term hotel occupancy booster. Also, it restored the confidence, for the tourists and the hotel business, that São Paulo is still a world-class city with good events that can be the real winners, and the city’s zest has much more to give than just the race.

The hotel business in São Paulo has enjoyed the tremendous income and the occupancy rates that have reached the highest levels ever and the 2025 Grand Prix has obviously been the most decisive factor for the city’s revival that is so clearly visible. Besides the excitement of the race, the influx of tourists demonstrates the increasing recognition of São Paulo as a multifaceted, top European destination where culture, business, and entertainment are perfectly blended. Hoteliers and local businesses are sharing the same optimistic vision of the future that the momentum will carry forward, the city tourism sector will be bright long after the last checkered flag has been waved.