Rio Favela Tours Pump €1.26B Into Local Communities

When Vitor Oliveira noticed more international visitors wandering into Rocinha, Rio's most populated favela, he spotted an opportunity that would change his life. The former motorcycle taxi driver became a tour guide, and tourism is now his main source of income.

Rio welcomed 12.5 million tourists in 2025, including 2.1 million international visitors. That's a 44.8 percent jump in international tourism compared to 2024, generating €1.26 billion for Rio's economy.

Many of those visitors are choosing a different Rio experience. Instead of only visiting Copacabana Beach, Christ the Redeemer, and Sugar Loaf Mountain, tourists are venturing into favelas to discover what locals call the city's true essence.

On a busy January weekday, Rocinha teemed with tourists from Chile, France, and Paraguay. Oliveira guided them through narrow streets, stopping at viewpoints overlooking Rio's landmarks, capoeira presentations, and artists' galleries. Some tours end with Brazilian barbecue on his own balcony.

"To come to Rio and only visit the posh and expensive side, you're not really visiting Rio," Oliveira says. "Rio's essence comes from the favelas."

The trend reflects a broader shift in what travelers want. Tourists are increasingly seeking authentic experiences about what it means to be from Rio, according to Caroline Martins de Melo Bottino, a professor at Rio de Janeiro State University's tourism department.

Social media has fueled the boom. Oliveira says hundreds of tourists approached him after he appeared in a YouTube video by a Spanish tourist that received thousands of views. Global superstar Rosalía even visited Rocinha during her Rio stay, where she learned the famous passinho dance step.

The influx has sparked new businesses in favelas. Bars with balconies and houses with open slabs now cater to tourists seeking selfie spots, with some offering scenic drone video recording services.

The Ripple Effect

The tourism wave is creating economic opportunities for entire communities. Tour guide Cosme Felippsen works in his home favela of Morro da Providencia and says guides are doing more than offering superficial experiences.

"We're going to bring people to raise awareness, to tell the history of these territories through the eye of the main character: the resident," Felippsen explains.

Paraguayan tourist Oscar Jara sought out Oliveira after watching his videos online. "It's very authentic tourism, not tidied up for tourists, not arranged to show something superficial," Jara says.

The viral videos have also helped change perceptions, giving potential visitors confidence to explore without fear. What was once stigmatized territory is now recognized as a beacon of urban culture and art, pumping real money into communities that need it most.