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The Discreet City of Santa Catarina That Seemed Like a Supporting Character Has Taken the Top Spot in Sales Value and Repositioned the Luxury Map. Itapema Led the VGV Following Analysis of Over 111,000 Properties and, 13.7 km from Balneário Camboriú, Elevated the Square Meter and Regional Premium Tourism
The discreet city of Santa Catarina has ceased to be merely a “convenient neighbor” and has become the very center of the game when real estate numbers pointed to Itapema as the sales leader. The leap drew attention because it impacts a local symbol: Balneário Camboriú, which has been an automatic reference for years when it comes to price and status along the coast.
The most relevant point is not the fame, it is the combination of short distance, liquidity, and real estate product. When Itapema takes the lead in VGV and appears with one of the highest square meter prices, the market interprets it as a structural change, not as a temporary peak.
What the Numbers Say About Itapema and the Size of the Movement
The real estate business platform DWV analyzed over 111,000 properties sold throughout the year and positioned Itapema at the top of the General Sales Value ranking.
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The cited VGV was around R$ 4.1 billion in transactions just last year, a level that repositions Itapema in the investment decision shelf.
This type of ranking is relevant because it shows where the capital really moved, and not just where there were advertisements.
A high VGV usually signals consistent demand and accepted supply, especially when the volume does not come from a single sale, but from a recurring flow of transactions.
Why Balneário Camboriú Became a Benchmark and How Itapema Passed It
Balneário Camboriú remains the most well-known brand, but the central fact is that Itapema took the lead in property sales value last year.
For investors, this changes the mental map: the comparison shifts from “trendy city” to “where the money closed the deal.”
Proximity weighs in the calculation. Itapema is 13.7 km from Balneário Camboriú, which creates a practical demand shift effect.
When buyers seek access to the surroundings without accepting the cost or saturation of the more obvious destination, they migrate to the immediate radius, and the square meter responds.
Square Meter on the Rise and What the Market Calls Selective Liquidity
C.B. Radar pointed Itapema as having the second most expensive square meter in Brazil, a piece of data that reinforces the appreciation component beyond the VGV volume.
A high square meter price, by itself, does not guarantee a healthy market, but indicates that pricing has reached a different level.
The complementary reading came in the form of “more selective liquidity,” associated with well-positioned products. This means that not every property performs, but rather those that fit in location, standard, and demand.
When liquidity becomes selective, luxury is not just about price, it is about specification, and this tends to accelerate the concentration of capital in a few profiles of developments.
Discreet City of Santa Catarina, Affluent Tourism, and Audience Shift
The discreet city of Santa Catarina has begun to attract affluent tourists and millionaires who previously overlooked the destination, and this tends to go hand in hand with the real estate cycle.
When VGV grows and square meter prices rise, the city becomes more visible to audiences seeking standard, service, and vacation routines with more privacy.
Itapema also carries symbolic attributes that reinforce the local narrative, such as the nickname “Capital of Ultralights.” This type of identity helps differentiate the destination without relying on direct comparisons with Balneário Camboriú constantly.
The more the city builds its own brand, the less it depends on the shadow of its neighbor to justify price and presence.
What to Observe Going Forward in the New Luxury Hub
If Itapema is already at the top of the VGV and with one of the highest square meter prices, the next step for the market is to test resilience.
What determines whether the turnaround sustains is the repetition of sales in subsequent cycles, maintaining volume and price without stalling liquidity, especially in a coastal area that alternates peaks and off-seasons.
Another indicator is the effect on Balneário Camboriú.
When a benchmark loses its leadership in sales value to a discreet city in Santa Catarina, the market tends to reprice the surrounding area, adjusting expectations and portfolios.
The competition shifts from “which is more famous” to “which delivers return, occupancy, and exit”, and this change is what typically reshapes hubs.
The discreet city of Santa Catarina has become a topic of luxury for a measurable reason: Itapema led the VGV after analyzing over 111,000 properties and recorded around R$ 4.1 billion in transactions, as well as appearing with one of the most expensive square meters in the country.
With Balneário Camboriú 13.7 km away, the destination has ceased to be an alternative and has become the protagonist of the coastline.
For comments that bring real experience: have you visited Itapema or Balneário Camboriú and noticed this shift in climate, prices, and audience in practice? What changed more for you, the square meter, the profile of tourism, or the feeling of a “new hub” emerging alongside?
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