Visit Rio, a private, non - profit organization dedicated to boosting tourism snd stimulating the local economy of Rio de Janeiro acting as a marketing and consulting hub for the tourism, MICE (meetings, incentives, conferences, exhibitions) segment, and leisure sectors in the Brazilian city, in partnership with “Bondinho do Pão de Açúcar”(the Sugarloaf® Mountain Cable Car) and AquaRio, a public aquarium in the Gamboa neighbouthood, in the port zone of Rio de Janeiro, has launched a new financing model to strengthen the promotion of the city as a tourist destination.
From now on, tourists who visit these two attractions will be able to contribute with a voluntary donation of R$2 when buying their ticket, an amount that will go to a fund for the development of tourism in Rio de Janeiro.
The proposal is to gradually extend the model to other attractions in the Brazilian city. It is expected that, in the first year alone, the measure will contribute to an increase of between 150% and 300% in the promotional activities of the Visit Rio brand.
Together, the Sugarloaf® Mountain Cable Car and AquaRio, receive approximately 3 million visitors a year and are the most visited sites in the city. Considering a scenario in which 60% of the public decides to contribute, the project launched by Visit Rio is expected to generate approximately R$ 3.6 million per year in this first phase.
The resources will be allocated to strategic marketing campaigns and actions to promote Rio de Janeiro as a tourist destination with the aim of attracting more visitors. The initiative seeks to increase the visibility of the city and consolidate its position as an attractive destination.
Rio de Janeiro experienced a record - breaking tourism year in 2025, welcoming over 2.19 million interational visitors. This figure represents a massive 43.7% increase from 2024 (1.5 million) and a 75% increase compared to 2019, cementing Rio as a top Brazilian destination, second only to São Paulo.
By moving forward with the consolidation of an autonomous fund, Rio de Janeiro is moving closer to the tourism management practices adopted in several international destinations, based on cooperation between the private sector, visitors and tourism promotion entities.
Unlike model based on mandatory fees, Visit Rio’s proposal is optional and based on spontaneous participation of visitors, inspired by experiences already implemented in Foz do Iguaçu, a famous city in the Beazilian state of Paraná, the main base for visiting famed Iguaçu Falls, one of the world’s largest waterfalls, which remains at the top of the ranking of Brazilian cities that receive the most international tourists.
Similar initiative are also seen in destinations such as Monteverde, Costa Rica, a world - renowned eco - tourism tourism destination located in the Cordillera de Tilarán, famous for its high - altitude cloud forests, immense biodiversity, and Quaker heritage, where visitors can contribute to tourism - related community funds.
A further destination linked to this topic is Queenstown, New Zealand, a centre on the shores of the South Island’s Lake Wakatipu, set against the dramatic Southern Alps, renowned for adventure sports and a base for exploring the region’s vineyards and historic mining towns that is implementing a mechanism for visitors contribution to support management and promotion of the destination.
Generally these resources are managed by organizations known as ODMs (Destination Management Organizations), entities responsible for the strategic planning, development, and coordinating tourism promotion of a specific destination, such as a city, state, or country, equivalent to convention and visitors’ bureaus in Brazil.
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