Portuguese 
English 
Spanish 
5 min of reading 
0 comments 
The Serra Catarinense Destination Undergoes Gradual Change in Tourism, Driven by Intense Cold, Expansion of Accommodations, and Integration with Nature and Enogastronomy Routes, Redefining the Economic and Touristic Profile of One of the Coldest Municipalities in Brazil.
Urubici, located high in the Serra Catarinense, has been undergoing a gradual transformation in its tourist profile, driven by the harsh winter climate, diverse natural landscapes, and the expansion of accommodations aimed at longer stay experiences.
The municipality, which historically attracted backpackers and visitors interested in ecotourism, has begun to more consistently integrate into the national circuit of winter destinations in Southern Brazil.
With 10,834 registered inhabitants in the 2022 Census and an estimated 11,048 residents in 2024, according to IBGE data, Urubici stands out as one of the coldest cities in the country and concentrates natural attractions that include valleys, waterfalls, canyons, and preserved araucária areas.
-
The Argentine government celebrates the lowest poverty rate in 7 years, but experts warn that the methodology has changed, real wages have fallen, unemployment has risen, and the number of people on the streets of Buenos Aires has increased by 57% since Milei took office.
-
7.8 magnitude earthquake in Indonesia frightens the population, triggers tsunami alert, and hits an island with over 200,000 inhabitants this Thursday.
-
Google will finally let you change that embarrassing Gmail address you created in your teenage years without losing any accounts, logins, or old emails: the feature is already available in the United States.
-
Heading to Brazil in a Bonanza F33 single-engine aircraft: a couple departs from Florida on a visual flight, makes technical stops in the Caribbean to refuel and organize paperwork, and begins the staged crossing until they reach the country.
These characteristics have been sustaining the growth of tourism throughout the year, with greater intensity in the winter months.
At the same time, sector entrepreneurs have begun to invest in new accommodation models, featuring contemporary architectural projects, structures integrated into the landscape, and a focus on thermal comfort.
According to representatives from the local tourism trade, this movement accompanies a growing demand for trips associated with cold, nature, and privacy.
Intense Cold Solidifies Urubici as a Winter Destination
The climate is one of the main factors explaining the increased visibility of the municipality.
Official data from Epagri/Ciram indicates that the Serra Catarinense frequently records temperatures below zero during winter.
On June 24, 2025, measurements indicated -6.86 °C in Urubici, one of the lowest temperatures recorded in the state during that period.
These episodes tend to attract visitors interested in experiencing intense cold, a phenomenon still uncommon in much of Brazil.
In addition to temperatures, the natural landscape plays a central role in the destination’s attractiveness.
Tourism operators highlight that viewpoints, trails, rock formations, and areas of native grassland have begun to be incorporated into organized itineraries, extending the average stay of visitors.
Expansion of Accommodations and New Visitor Profile
In recent years, Urubici has recorded an increase in the diversity of lodging options.
Independent chalets, cabins, and structures aimed at private stays have become part of the municipality’s tourist offerings, particularly in rural and natural areas.
These enterprises tend to prioritize sound insulation, heating, views of open areas, and integration with the environment, characteristics highlighted by owners as crucial to cater to an audience interested in experiences of rest and contemplation.
The promotion of these accommodations on digital platforms has contributed to broadening the reach of the destination on a national level.
During peak periods, such as long holidays and weeks of intense cold, occupancy tends to concentrate on advance bookings, according to data from the platforms themselves.
The prices vary according to the time of year, location, and characteristics of the accommodation, reflecting the segmentation of the local tourism market.
Tourism and Effects on the Local Real Estate Market
The growth of tourism has also begun to influence the real estate market, especially in areas with potential for short-term lodging.
Industry professionals report an increase in demand for land and properties aimed at tourist use, a common trend in cities that enhance their visibility as winter destinations.
Estimates released by real estate agents operating in the municipality indicate appreciation in specific areas, particularly those with easy access and views of the mountainous landscape.
However, there are currently no consolidated public series that allow for generalizing appreciation percentages for the entire territory of Urubici.
Urban planning experts point out that this type of growth often requires attention to infrastructure, land use, and environmental preservation, especially in smaller municipalities.
High Altitude Wines Expand Regional Tourism
Another factor associated with the strengthening of tourism in the Serra Catarinense is the advancement of wine tourism.
The region concentrates the production of high-altitude wines in Santa Catarina, with vineyards located in municipalities near Urubici, such as São Joaquim.
Entities in the viticulture sector emphasize that the climate and altitude favor the production of labels that have been recognized in national and international competitions.
Wineries in the region have begun to offer guided tours, tastings, and seasonal events, integrating rural and gastronomic tourism with visitor flows.
The proximity to these routes broadens itinerary options for those staying in Urubici, according to local tourism associations, and contributes to diversifying the regional economy.
Glamping, Nature, and Sustainability Discussions
In addition to chalets, accommodation formats like glamping have also gained traction in the region.
These structures combine direct contact with nature and basic comfort, being promoted as an alternative for visitors seeking outdoor experiences without giving up essential amenities.
Industry entrepreneurs mention initiatives aimed at reducing environmental impact, such as the use of solar energy and construction techniques adapted to the terrain.
However, there is no official survey that comprehensively measures the adoption of these practices throughout the municipality.
Access, Infrastructure, and Regional Aviation
Urubici does not have its own airport and relies on road access.
At the same time, the government of Santa Catarina has been announcing actions aimed at regional aviation, including improvements and arrangements involving the Serra Catarinense Airport in Correia Pinto.
According to information released by the state government itself, the expansion of air connectivity is seen as strategic to facilitate the movement of tourists and strengthen regional development.
The realization of these initiatives may influence tourist flow in the coming years.
As Urubici expands its projection as a winter destination, tourism and regional development experts point out that the main challenge will be to balance economic growth, urban infrastructure, and environmental preservation.
How will this process evolve and what impacts might it bring to the social and territorial dynamics of the Serra Catarinense?
-
-
-
-
-
12 pessoas reagiram a isso.