Brazilians still want to travel, but have changed the way they plan their vacations. After years marked by impulsive decisions and excessive stimulation on social media, consumers began to research, compare and seek more security before committing to a trip.

The movement is already noticed by the sector. According to a survey by the Opinion Box platform in partnership with Serasa Experian, 77% of Brazilians intend to travel in 2026, but financial planning appears among consumers’ main concerns. In practice, this means tourists are more cautious and less willing to deal with unforeseen circumstances.

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For Paulo Manuel, founder and CEO of TZ Viagens and specialist in the turismoconsumer behavior changed mainly after a sequence of economic instability, increased travel costs and negative experiences faced in recent years.

“Consumers have become more attentive. Today they want to understand exactly what they are buying, what the rules are, what is included and, above all, they want to have more predictability before making a decision”, he states.

Financial concerns are still present, but now they appear to be much more linked to the feeling of security than necessarily to the desire to spend less. “People continue to travel, but they no longer want to turn vacations into a source of stress. Customers seek planning precisely to avoid surprises, unexpected costs and problems during the trip”, says Paulo Manuel.

Growth of consultancy service in tourism

The change in the way of planning vacations has also strengthened the demand for consultancy services in tourism. Even with the growth of digital platforms and self-service, many consumers have come to value specialized support more when organizing an outing, especially given the increase in demands, rules and details involved in trips national and international.

“Many people still believe that buying a trip is just about choosing a ticket and hotel, but today there are a series of issues that the consumer needs to consider. Travel insurance, documentation, migration rules, health requirements, mandatory vaccinations in some destinations, connections, schedules, fees, in addition to building an itinerary that really makes sense for that traveler profile. When there is no guidance, the chance of error increases greatly”, explains the expert.

The price difference between purchasing alone online and relying on specialized consultancy is often small, but the impact on the experience can be enormous. Consumers began to realize that, alone, they could end up making wrong decisions due to lack of information. Sometimes you choose a bad flight, an itinerary that is incompatible with your travel profile, miss an important rule or end up incurring extra costs that were not foreseen. Consultative service has gained strength again precisely because it reduces this risk.

The excess of information available on the internet also contributed to this movement. Instead of making things easier, the large volume of options ended up generating insecurity among some consumers. “The customer arrives much more informed and more confused. There are thousands of different pieces of information, rates, rules and offers. The role of consultancy is precisely to transform all of this into a clearer, safer and more personalized experience”, says Paulo Manuel.

New tourism scenario in Brazil

The behavior should continue to gain strength in the coming years, boosting tourism that is less linked to impulsiveness and more connected to planningsupport and security in the experience.

The movement also appears in the sector’s numbers. According to the Amadeus survey presented during ABAV Expo 2025, physical agency retail recorded growth of approximately 36.8% in Brazil, reflecting a greater demand for specialized service and consultative support when planning trips.

By Clarissa Perillo