According to the UnivDatos, the rising tourism and investments in Brazil would fuel the demand for hospitality and food services. As per their “Brazil HoReCa Market” report, the Brazil market was valued at USD 125 billion in 2024, growing at a CAGR of about 6.6% during the forecast period from 2025 - 2033 to reach USD billion by 2033.

The HoReCa (Hotel, Restaurant, and Catering) industry in Brazil is moving into an ambitious new phase with the development of progressive government policies, increasing travel, and consumer demands. Changes to meal voucher fees and the proliferation of short-term leases, followed by the rise of strategic investments, make it possible to state that the industry can experience serious growth. With international chains and competing local startups increasing their presence, other future trends of hospitality in Brazil are taking shape through emerging technologies, sustainability efforts, and the changing nature of regional needs. More specifically, regions such as Southeast Brazil are moving towards innovation and market activity, and summarize the increased significance of the country in the South American HoReCa environment.

Government Initiatives to Regulate Meal Voucher Fees:

Regulation of meal voucher fees by the government is also becoming one of the core drivers of the Brazil HoReCa market. Vouchers similar to Vale Refeição are popular all over Brazil, though in the past, the high costs of buying and selling vouchers imposed by voucher operators have made restaurants and caterers suffer. Current regulatory experiences involve capping such fees to achieve higher profitability for small and medium-sized establishments. Reduced prices will encourage a larger number of foodservice providers to accept vouchers, and the utility of voucher programs will be increased with a larger consumer base and more diners at eating places. This reform gives the HoReCa players a further boost in their business rationale as the scope of acceptance broadens and financial strains reduce, providing the market with the impetus to grow, along with aiding the formalization of the sector.

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Latest Trends in the Brazil HoReCa Market

Growth of Short-Term Rentals in Tourist Areas:

The short-term rental in the country has grown consistently over the years, offering comprehensive support to the growth of the HoReCa market. As the country is witnessing a large number of tourists coming into the country, the demand for short-term rentals is rising for hotels, motels, etc., further fueling the demand for services such as food and lodging.

The rise in short-term rentals has also led to greater competition among accommodation providers, encouraging them to offer more personalized services, innovative amenities, and unique experiences tailored to guests’ preferences. This trend not only benefits tourists but also stimulates local economies, creating new job opportunities in various sectors, such as hospitality, transportation, and tourism-related businesses. Moreover, the demand for short-term rentals has spurred investment in infrastructure, including better transportation networks, enhanced public services, and improved safety measures, further elevating the overall quality of tourism services. This growth in the rental sector is expected to continue, attracting more international travelers and solidifying the country's position as a leading tourist destination.

Key Investment Trends:

With the increasing tourism and regional preference growing toward food from other countries, the country is receiving notable investments from the key HoReCa players. These players are investing in order to expand their presence in the country through opening new hotels in new locations. For instance, in 2025, Marriott International announced plans to open seven mid-scale City Express hotels in Brazil’s Northeast. The hotels will consist of a total of 750 rooms, accommodating a large number of customers.

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According to the Brazilian Forum of Hotel Operators (FOHB), Brazil’s hotel industry is anticipated to receive USD 1.9 billion (R$10.6 billion) in new projects in 2025. This will include the opening of 152 new hotels, which would total 23,000 new rooms or suites.

Considering the massive shift in terms of investment in the hotel industry, the region is further anticipated to be the center of growth in the South American region.

Regional Market Growth

The Southeast Brazil HoReCa market comprises the major economic centers, such as São Paulo, Rio de Janeiro, and Belo Horizonte, and is rapidly growing through urbanization, growing income levels, and thriving tourism. Due to the area's unique character and thriving food culture, as well as its high international presence, restaurants, boutique hotels, and cloud kitchens are proliferating. The switch to premium food experience, healthy diets, and using technology to deliver services is quite clear. Operators are exploring automated ordering systems, environmentally friendly packaging, and smart kitchen devices to enhance efficiency and better serve customers. The interest in the objectives related to ESG also shows higher rates existing in the area, like reducing food wastage and energy-efficient infrastructure. The clock currently strikes Southeast Brazil as one of the hotspots of HoReCa innovation, with the local producers, food delivery services, and hospitality startups growing stronger partnerships. Companies that are interested in sustainability, digitalization, and local services are most likely to take advantage of the changing consumer demand and the duration of this market.

“Sustainability, Tech, and Taste: Brazil’s Winning Formula”:

The HoReCa sector in Brazil is dynamically changing due to the regulation change, expansion of tourism, and inflows of investments. The nation is emerging as the destination of opportunity among progressive players with a focus on innovation, sustainability, and regional expansion. With the growing age of the Brazilian ecosystem, it appears South America will experience revolution through hospitality and foodservice by having Brazil as its leader.

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