TOURISM MARKET IN MATO GROSSO HEATS UP IN EARLY 2025, BUT MARCH RINGS ALARM BELLS
The tourism sector in Mato Grosso is showing signs of strong growth in early 2025, driven by an upward trend that began in 2024. According to data from the Brazilian Ministry of Labor’s Novo Caged system, 2,822 new jobs were created in tourism between January and April this year.
This employment growth appears to be aligned with an increase in visitor numbers. A report from Brazil’s Air Transport Data Platform and the Development Observatory shows a nearly 11% increase in tourist arrivals to the state in the first four months of 2025. A total of 260,391 visitors came to Mato Grosso, up from 234,628 in the same period in 2024.
Hospitality Industry Growth in 2024 May Be Driving Factor
The current momentum follows a notable expansion in 2024. According to the State Commercial Board (Jucemat), the number of businesses in the hospitality sector grew by 11.4% last year. In total, 4,403 new hotels and similar enterprises were established in 2024, compared to 3,952 in 2023.
Foreign Visitors on the Rise
Another indicator of the tourism boom is the increasing presence of international tourists. Data from the Brazilian Tourist Board (Embratur) shows that 1,255 foreign visitors entered Mato Grosso directly in 2024 — a 19.07% increase from 1,054 in 2023.
Maria Letícia Costa, Deputy Secretary of Tourism for Mato Grosso, welcomed the figures but noted potential underreporting.
“We know the real number is likely higher due to flight logistics. Many tourists arrive through São Paulo or Brasília and then travel on to Mato Grosso, which isn’t captured in the direct-entry data,” she explained.
Positive Trend Faces Setback in March
Despite overall positive momentum, data analysis by São Paulo’s Federation of Commerce (FecomércioSP), using IBGE statistics, revealed a concerning dip in March 2025. Mato Grosso recorded the steepest decline in tourism revenue among all Brazilian states, with a 9.7% drop in sector earnings that month.
The decline was sharper than in Roraima (-7.1%) and Rio Grande do Sul (-6.3%), even as Brazil’s national tourism sector posted a record-breaking R$55.4 billion in revenue for the first quarter of 2025.
Ecotourism Promotion Seen as Key to Sustained Growth
To maintain and expand recent gains, Embratur is focusing on sustainability and cultural diversity in its 2025 international promotion strategy — with Mato Grosso playing a key role. The Pantanal, which covers 35% of the state and is designated a UNESCO World Natural Heritage Site and Biosphere Reserve, is central to these efforts.
The State Department of Economic Development (Sedec) has been active in promoting the region at tourism fairs and events while also pushing for more international flights to Marechal Rondon International Airport.
“We’ve had meetings and are working closely with Embratur. We've formally contacted all major airlines, making our interest known and seeking to bring better connectivity to our state,” said Secretary Maria Letícia Costa.
Sedec’s strategy also includes travel missions aimed at promoting Mato Grosso as a national and international tourism destination — efforts that involve both government and private stakeholders.
“Our goal is to always include business partners in these missions. While we present the state as a whole, they’re in a position to close deals and showcase the full potential of our destination. That’s our focus — to use these platforms to highlight the vastness of Mato Grosso,” Costa concluded.