Florianópolis, the capital of Santa Catarina, is one of Brazil's most established tourist destinations, known for its natural beauty, diverse beaches, and wide range of leisure activities. Within this vibrant setting, the vacation rental market has demonstrated remarkable performance.
The data rental market
This recent report, based on consolidated data from 2024 and projections for 2025, offers a complete analysis of this market (TOORDATA, 2025). In 2024, Florianópolis achieved significant results, registering a total revenue of R$ 1.08 Billion in the period from January 2024 to January 2025. The average daily rate was R$ 471.00, and the base of active listings in January 2025 totaled 8,201 properties. The high demand during the summer season was evidenced by the occupancy rate of 100% registered in January 2025.
Throughout 2024, the market exhibited strong seasonality, with peaks in revenue and occupancy during the summer months. January stood out with 45,845 bookings, generating R$ 290.2 million in revenue and an average daily rate of R$ 670.59. February also performed well, with 36,091 bookings and R$ 150.1 million in revenue. From April onwards, there was a progressive decline in bookings, with June and July being the months with the lowest revenue, registering R$ 44.9 million and R$ 37.3 million, respectively. In terms of length of stay, the average was highest in April (13.55 days) and May (12.23 days), decreasing to averages close to 6 days between June and September.
The property typology reveals that the market is predominantly composed of entire spaces, representing 7,265 listings. These properties achieved an average occupancy of 1001 TP3T and had an average daily rate of R$ 499. This predominance of entire properties suggests a strong appeal for families and groups seeking greater autonomy during their stay. Private rooms total 903 listings (occupancy of 75.51 TP3T, average daily rate of R$ 238), while shared spaces represent only 29 listings (average occupancy of 651 TP3T, daily rate of R$ 91).
Regarding property sizes, Florianópolis offers a wide variety, but 1 and 2 bedroom units stand out, totaling more than 6,500 properties. There are 3,859 1-bedroom properties and 2,651 2-bedroom properties, highlighting a focus on couples and small groups. There is also a significant number of 3-bedroom (1,010), 4-bedroom (269), studio (242) and 5 or more bedroom (170) properties.
Regarding pricing policies, a competitive advantage observed is that 6,56% of the properties do not charge a cleaning fee and 10,63% do not apply an extra charge for additional guests. This can add value, especially for group travel. The city also offers great flexibility regarding minimum stays, with a considerable number of properties allowing bookings of 1, 2, or 3 nights.
Guest profile
The profile of guests visiting Florianópolis is predominantly domestic, with a significant number of visitors from São Paulo (3,495 reservations), Porto Alegre (2,247), Rio Grande do Sul – other cities (2,036), Curitiba (1,706), and Santa Catarina (1,391). Among international visitors, the highlights are Argentina (3,144 reservations), Chile (1,102), Uruguay (705), and the United States (California – 394). The high presence of foreign tourists, especially from Argentina, reinforces the potential for international marketing efforts.
Opportunities
The vacation rental market in Florianópolis presents several opportunities, such as the wide variety of properties to meet the needs of different types of travelers, the high presence of foreign tourists, and the strong presence of properties with short stays, favoring weekend tourism. However, there are also challenges, mainly the strong seasonality that makes it difficult to maintain stable occupancy throughout the year and the dependence on the high season, which requires strategies to stimulate bookings in the low season. The concentration of demand in entire properties also requires differentiation strategies and competitive pricing.
Outlook for 2025
For 2025, the estimates are positive, with projected performance maintenance and moderate growth of 5% in reservations, 6% in revenue, and 2% in average daily rate. This growth should be driven by increasing international tourism and high occupancy during the summer season. Florianópolis is expected to surpass R$1.15 billion in annual revenue, consolidating its position as a national benchmark in the vacation rental market. The report concludes that the combination of high occupancy, property diversity, and international demand offers fertile ground for sustainable growth, especially with a focus on the off-season and audience segmentation.
This text was prepared based on data and analyses provided by Toordata, one of the businesses of Girus Soluções em Turismo.