São Paulo Hotels Hit All-Time Highs, Fueled by Formula 1 and Growing Tourism Demand

Published on December 12, 2025

The Brazilian Grand Prix has delivered a significant boost to São Paulo’s hotel performance, driving the city’s hotel metrics to all-time highs in November 2025. According to preliminary data from CoStar, a leading provider of real estate information and analytics, São Paulo’s average daily rate (ADR) and revenue per available room (RevPAR) surged to record levels during the month of the Formula 1 race, showcasing the tremendous economic impact of the event on the local tourism and hospitality industry.

In November 2025, São Paulo experienced a 3.4% increase in hotel occupancy, reaching a total of 74.3%. This was accompanied by a 26.5% year-over-year rise in ADR, which reached an impressive BRL 1,025.95, and a substantial 30.8% increase in RevPAR, reaching BRL 762.15. The results were particularly notable, as November 2025 marked the first month in São Paulo’s history with ADR surpassing the BRL 1,000 mark. These strong figures highlight the pivotal role that the Brazilian Grand Prix plays in driving the city’s tourism economy, particularly during peak event periods.

Formula 1’s Impact on São Paulo’s Hospitality Sector

The Brazilian Grand Prix, held annually at the Interlagos Circuit in São Paulo, has long been a major draw for international and domestic visitors, attracting Formula 1 fans, celebrities, media, and tourists from around the world. The high-profile event not only boosts the city’s hotel sector but also generates significant demand for related services such as restaurants, transportation, and retail. As the city’s hotels approach maximum occupancy during race weekend, the surge in demand leads to higher room rates, which in turn drives substantial increases in both ADR and RevPAR.

In addition to the direct financial impact on hotels, the Brazilian Grand Prix helps to solidify São Paulo’s position as a key global destination for sporting events, further strengthening its appeal to both leisure and business travelers. The event is a highlight on Brazil’s tourism calendar, attracting visitors to the city for both the excitement of the race and the various cultural and entertainment opportunities that São Paulo has to offer.

São Paulo’s Record Hotel Performance in November 2025

The November 2025 data from CoStar highlights the remarkable success of São Paulo’s hotel industry, driven largely by the Formula 1 event. Not only did the Brazilian Grand Prix push ADR and RevPAR to record highs, but São Paulo also saw its highest occupancy rate since 2011. The 74.3% occupancy rate in November represents a significant jump compared to the same month in the previous year, driven by the influx of international tourists and event attendees. This spike in demand reflects the city’s rising stature as a top destination for global travelers, especially during high-profile events like the Formula 1 race.

The increase in RevPAR, which measures the revenue generated per available room, is a key indicator of São Paulo’s hotel sector performance. With a 30.8% year-over-year increase in RevPAR, it is clear that hotels in the city capitalized on the surge in visitors, securing higher rates and maximizing revenue. This surge in RevPAR also demonstrates the resilience and attractiveness of São Paulo as a major destination for both international tourists and business travelers.

Tourism Growth Beyond the Formula 1 Event

While the Formula 1 Brazilian Grand Prix has undeniably played a pivotal role in driving São Paulo’s hotel performance to new heights, the city’s tourism sector has experienced growth in other areas as well. São Paulo is increasingly recognized as a cultural hub, with visitors flocking to its world-class museums, theaters, restaurants, and cultural festivals. Events like the São Paulo Art Biennial, São Paulo Fashion Week, and numerous international conventions further contribute to the city’s appeal.

In addition to its cultural attractions, São Paulo’s status as Brazil’s economic powerhouse draws business travelers from around the world. The city is a key destination for corporate events, conferences, and meetings, with a thriving convention infrastructure that supports large-scale international events.

As Brazil’s most populous city and one of the largest in the Southern Hemisphere, São Paulo is poised to continue attracting a diverse range of tourists, including those looking for cultural experiences, business opportunities, or sporting events like the Formula 1 Grand Prix. The city’s ability to draw such a wide variety of visitors enhances its resilience in the face of global economic challenges, ensuring its position as a leading destination for travel and tourism in Latin America.

Looking Ahead: Sustainable Tourism in São Paulo

As São Paulo’s tourism sector continues to grow, the city’s focus on sustainable tourism will become increasingly important. While major events like the Brazilian Grand Prix generate significant economic benefits, they also place stress on local resources, including infrastructure, environmental protection, and waste management. The hotel sector, along with local government and tourism authorities, will need to implement sustainable practices to ensure that tourism growth does not come at the expense of the city’s environment or quality of life for its residents.

Several hotels in São Paulo, including those in the upscale segment, have already begun adopting sustainable practices, such as energy-efficient systems, water conservation measures, and waste-reduction initiatives. Moving forward, the tourism sector will likely see a greater emphasis on sustainability, with hotels and other businesses working to integrate green technologies and responsible tourism practices into their operations.

Conclusion: A Bright Future for São Paulo Tourism

The remarkable increase in hotel performance during the November 2025 period highlights the ongoing success of São Paulo as a leading global destination. The Brazilian Grand Prix, with its ability to drive higher-than-ever ADR and RevPAR, plays a significant role in the city’s tourism success. As São Paulo continues to grow in prominence as a cultural and business hub, the city’s tourism industry is set for continued expansion, providing new opportunities for travellers and businesses alike.