2024 had a love/hate relationship with Brazil for a variety of reasons.
Although seeing record-breaking tourism numbers, Brazil has never held the safest reputation as the nation's world-famous favelas can be a deterrent to many travelers, plus viral videos of rampant crime ranging from petty pickpockets to Taylor Swift concert muggings dating back to 2023.
That being said, Brazil is ready to turn over a new leaf in 2025 as Latin America's largest country finally got their you-know-what together over prior flip-flopping regarding new visa requirements.
For what it's worth, the U.S. State Department hasn't updated Brazil's travel advisory from a very common Level 2 designation likened to many popular getaways across the globe since October 2023.
While you surely know Rio de Janeiro and Sao Paulo are the most sought-after destinations, popular travel agency Booking.com is crowning a lesser-known beach city as Brazil's top 2025 destination.
Florianópolis: Brazil's Culturally Rich Beach City On The Rise
The first settlers of Florianópolis were from Portugal's Azores Islands, of all places. Leaving behind a tremendous influence of spectacular seafood cuisine, distinct dialect and eye-popping architecture dating back to the 18th century.
Some parts of Rio feel a bit over the top, shall we say? Florianópolis offers a more authentic feel with far fewer tourists and picturesque whitewashed buildings and European-esque cobbled streets in nearby towns.
You can't help but notice the city's deeply rooted maritime traditions with lively fish markets, scenic marinas, and ultimately, incredible seafood dishes like tuna, swordfish, and octopus straight from the source.
Florianópolis even hosts the annual Feira Nacional da Ostra (Oyster Festival) to showcase the region's delicacies along with traditional Carnival events of their own.
Travelers have placed perhaps Brazil's most underrated vacation spot on their radar with a 107% surge in interest, way ahead of Rio, according to Booking.
Stunning Beaches And Affordable Luxury
Florianópolis boasts a mix of lively city beaches and remote oases for more privacy in paradise. In the city of 1.3 million people, you'll find beautiful blue-water shores backdropped by the vast cityscape.
Praia do Gravatá holds a near-perfect Google rating, but Praia Cachoeira Do Bom Jesus has been highlighted as one of the most uncrowded beaches in the area with stunning views.
Praia da Joaquina is the perfect spot for those who get bored lounging in the sun. Popular for surfing, among other water sports, this beach is the ultimate playground to stay active instead of what many beachgoers seek out – a blissful day in the sun with a cocktail in hand.
Florianópolis is home to many high-end hotels, too, that won't break the bank. Whether you choose to stay within the towering skyline or opt to wake up with sweeping Atlantic views, there are dozens of options.
5-star Majestic Palace Hotel offers a mix of city life and seaside bliss with rates in the low $100's this winter, while Cris Hotel is steps from the beach under $100 per night.
For the best savings, however, check platforms like Airbnb for nice condos in the $50's to low $100's.
The downside of vacationing in Florianópolis is there are no direct flights to the U.S. like 7 other Brazil destinations with nonstop routes, but you can easily connect through popular hubs, such as Panama City, Sao Paulo, or Rio.
Why Florianópolis Tops Rio For 2025
Florianópolis ranks 4th on Booking's global list, a few rankings ahead of 7th place Rio.
The latter may be the most notable name, but they're in the midst of a comeback after a violent spree of crime ravaged the iconic beach city.
It may take some time to gain travelers' trust. I mean, even the most popular beach, Copacabana, has long held the reputation of not even being able to have your phone out to capture your ‘pics or it didn't happen' moments.
While you certainly want to remain aware of your surroundings in Florianópolis, it's not yet touristy enough for you to become an instant target.
Plus, Florianópolis has some of the lowest crime rates in the nation. A quick Google search will show you it's hard to find a negative word about Brazil's soon-to-be new hotspot.
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This article originally appeared on TravelOffPath.com
Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, hotel, airline, or other entity. This content has not been reviewed, approved or otherwise endorsed by any of the entities included within the post.