Brazil has always nourished a powerful imagination, spanning nature, history, and the relationship with others.
This imagination is not unfamiliar to French culture. Since the 16th century, France has shown interest in this territory, notably through the episode of France Antarctique in the bay of Rio de Janeiro.
This long-standing relationship echoes in literature, notably with Rouge Brésil by Jean-Christophe Rufin, which traces this encounter between two worlds. The narrative highlights what still today makes Brazil unique: the capacity to welcome, to blend cultures, and to forge a different relationship with others.
This historical and cultural link between France and Brazil goes beyond the frame of the narrative.
It is reflected in certain architectural influences, in the cross perspectives between the two countries, but also in how French travelers today approach the destination.
This imagination is not unfamiliar to French culture. Since the 16th century, France has shown interest in this territory, notably through the episode of France Antarctique in the bay of Rio de Janeiro.
This long-standing relationship echoes in literature, notably with Rouge Brésil by Jean-Christophe Rufin, which traces this encounter between two worlds. The narrative highlights what still today makes Brazil unique: the capacity to welcome, to blend cultures, and to forge a different relationship with others.
This historical and cultural link between France and Brazil goes beyond the frame of the narrative.
It is reflected in certain architectural influences, in the cross perspectives between the two countries, but also in how French travelers today approach the destination.
A redefining of luxury around experience, relationship and the identity of places
In the context of luxury tourism, this relationship takes on a particular dimension.It enables French professionals – agencies, investors, hoteliers – to better understand a destination that, while deeply different, shares a common sensitivity around culture, the art of living and hospitality.
Long perceived through partial prisms, sometimes reduced to its structural challenges or to its most iconic images, Brazil today asserts itself as one of the most distinctive destinations in international tourism.
This evolution is neither a fashion trend nor a marketing repositioning. It is part of a long-term movement led by players who have progressively organized the country’s upscale transition.
This transformation does not merely rely on opening new hotels or upgrading infrastructure. It rests on a deeper change: a redefinition of luxury around experience, relationship and the identity of places.
At the heart of this transformation, the Brazilian Luxury Travel Association (BLTA) plays a central role. Created in 2008, the association now brings together 66 hotels and 8 DMCs across 39 destinations throughout the country.
Its mission goes far beyond promotion. It aims to structure a vision of Brazilian luxury, define its standards and carry its voice on the international stage.
A paradigm shift: from product to experience
The international luxury sector is undergoing a structural evolution. Value is no longer measured solely by the quality of equipment or the standardization of service. It shifts toward the ability to create a singular, embodied, and memorable experience.
Brazil presents a strong uniqueness in this context: hospitality is not a recent construction there. It is embedded in culture, in behaviors and in the relationship to others.
This reality constitutes a major competitive advantage. Camilla Barretto, CEO of the BLTA, offers a clear reading: « This is not an obvious luxury. It is a luxury combined with authenticity. If you go to Brazil, you won’t find this place anywhere else. »
This approach redefines the selection criteria for agencies and clients. The choice of a destination no longer rests solely on its level of equipment, but on its ability to create .
Brazil presents a strong uniqueness in this context: hospitality is not a recent construction there. It is embedded in culture, in behaviors and in the relationship to others.
This reality constitutes a major competitive advantage. Camilla Barretto, CEO of the BLTA, offers a clear reading: « This is not an obvious luxury. It is a luxury combined with authenticity. If you go to Brazil, you won’t find this place anywhere else. »
This approach redefines the selection criteria for agencies and clients. The choice of a destination no longer rests solely on its level of equipment, but on its ability to create .
A complex territory that requires strong expertise
The main challenge for Brazil lies in its complexity. A continent-country, it cannot be approached as a homogeneous destination.
Each region has its own codes, operational constraints and opportunities.
For travel agencies, this reality implies an increased need for qualified intermediation. Value no longer lies solely in booking, but in the ability to build a coherent, smooth itinerary tailored to the client’s profile.
This is precisely where the Brazilian market is progressing. Actors, including the BLTA, have helped raise the overall level of professionalism by creating standards, networks and selection tools.
The development of tools such as the Mystery Shopper Audit, based on more than 240 criteria, responds to a key expectation of international buyers: transparency of quality.
Each region has its own codes, operational constraints and opportunities.
For travel agencies, this reality implies an increased need for qualified intermediation. Value no longer lies solely in booking, but in the ability to build a coherent, smooth itinerary tailored to the client’s profile.
This is precisely where the Brazilian market is progressing. Actors, including the BLTA, have helped raise the overall level of professionalism by creating standards, networks and selection tools.
The development of tools such as the Mystery Shopper Audit, based on more than 240 criteria, responds to a key expectation of international buyers: transparency of quality.
Emblematic references that structure the perception of luxury
Generous hospitality as a competitive advantage
One of the most differentiating elements of Brazil lies in its relational culture.
The welcome goes beyond mere service. It is expressed in a way of being, in spontaneity, and in a natural attentiveness to others.
Camilla Barretto summarizes this specificity: « We do not pretend to welcome people. We smile at them. … In Brazil, it’s open, it’s free, it’s vibrant. »
This dimension corresponds to what I call generous hospitality. For tourism professionals, this notion represents a strategic lever. It allows creating differentiating experiences without resorting to artifices or excessive investments.
It also constitutes a loyalty driver. A strong relational experience creates a lasting memory, well beyond the material elements of the stay.
Read also : Luxury hospitality: the three keys to creating an experience that leaves travelers with a lasting impression
The welcome goes beyond mere service. It is expressed in a way of being, in spontaneity, and in a natural attentiveness to others.
Camilla Barretto summarizes this specificity: « We do not pretend to welcome people. We smile at them. … In Brazil, it’s open, it’s free, it’s vibrant. »
This dimension corresponds to what I call generous hospitality. For tourism professionals, this notion represents a strategic lever. It allows creating differentiating experiences without resorting to artifices or excessive investments.
It also constitutes a loyalty driver. A strong relational experience creates a lasting memory, well beyond the material elements of the stay.
Read also : Luxury hospitality: the three keys to creating an experience that leaves travelers with a lasting impression
Sustainability and preservation: a central challenge
The upgrading of Brazil goes hand in hand with a major challenge: preserving the authenticity of its territories. The development of luxury tourism cannot come at the expense of ecosystems and local cultures.
This question becomes central for investors and operators.
The BLTA has integrated this dimension by setting an ESG certification objective for all its members by 2029, in line with the Global Sustainable Tourism Council standards.
This positioning responds to growing expectations from international clients, but also to a long-term requirement: maintain the country’s attractiveness.
Read also: Hospitality: the luxury of tomorrow will be sustainable or no longer
This question becomes central for investors and operators.
The BLTA has integrated this dimension by setting an ESG certification objective for all its members by 2029, in line with the Global Sustainable Tourism Council standards.
This positioning responds to growing expectations from international clients, but also to a long-term requirement: maintain the country’s attractiveness.
Read also: Hospitality: the luxury of tomorrow will be sustainable or no longer
What to remember: Brazil, a strategic market to structure with precision
– Brazil is entering a decisive phase of its tourism development. The country has unique assets: diverse landscapes, rich culture, natural hospitality. The challenge is no longer to discover these assets, but to structure them.
– For travel agencies, Brazil offers a clear opportunity: to propose differentiated experiences with high emotional value, in a market still under construction.
– For investors and operators, the question is more strategic: how to develop a luxury offering while preserving the country’s essence? The answer lies in a fine understanding of what makes Brazil’s singularity. This singularity rests on a simple truth: luxury is not limited to what is seen. It is played out in relationships, attentiveness, and the ability to create connection.
– Generous hospitality is not a concept. It constitutes a real competitive advantage, already present, still partly untapped.
– Brazil does not seek to catch up with the great international luxury destinations. It offers something else: a more human, more embodied, more memorable experience. A territory that does not ask to be transformed, but to be understood.
– For travel agencies, Brazil offers a clear opportunity: to propose differentiated experiences with high emotional value, in a market still under construction.
– For investors and operators, the question is more strategic: how to develop a luxury offering while preserving the country’s essence? The answer lies in a fine understanding of what makes Brazil’s singularity. This singularity rests on a simple truth: luxury is not limited to what is seen. It is played out in relationships, attentiveness, and the ability to create connection.
– Generous hospitality is not a concept. It constitutes a real competitive advantage, already present, still partly untapped.
– Brazil does not seek to catch up with the great international luxury destinations. It offers something else: a more human, more embodied, more memorable experience. A territory that does not ask to be transformed, but to be understood.
To follow: Rio de Janeiro: a collection of hotels embodying different cultures of luxury
Laurent Delporte
Laurent Delporte is the president and founder of DELPORTE Hospitality.
After 25 years of experience in luxury hospitality, notably within the Accor group, he combines a visionary spirit, an international hospitality culture, managerial and operational skills, and a network of independent experts to support decision-makers in hospitality in service of their clients, employees and partners.
As a recognized consultant in the hotel industry, an executive coach to leaders, a speaker in the world of hospitality, he also runs the DH-Mag magazine dedicated to trends in the hotel industry and speaks at leading schools and trade shows (HEC, Sup de Luxe, EquipHotel, Maison & Objets…).
Moreover, Laurent Delporte ranked 8th in the international ranking of hotel influence in 2024 by the American magazine Global Hospitality and the International Hospitality Institute (IHI) based in the United States. He was also selected in the list of the 25 luxury sector speakers worldwide.
After 25 years of experience in luxury hospitality, notably within the Accor group, he combines a visionary spirit, an international hospitality culture, managerial and operational skills, and a network of independent experts to support decision-makers in hospitality in service of their clients, employees and partners.
As a recognized consultant in the hotel industry, an executive coach to leaders, a speaker in the world of hospitality, he also runs the DH-Mag magazine dedicated to trends in the hotel industry and speaks at leading schools and trade shows (HEC, Sup de Luxe, EquipHotel, Maison & Objets…).
Moreover, Laurent Delporte ranked 8th in the international ranking of hotel influence in 2024 by the American magazine Global Hospitality and the International Hospitality Institute (IHI) based in the United States. He was also selected in the list of the 25 luxury sector speakers worldwide.
Published by Amelia Brille 
