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With the new connection of BR-101 going directly to Praia Brava, the neighborhood gains mobility to Itajaí, Balneário Camboriú, and the airport, attracts high-end launches, projects an appreciation of up to 20%, and threatens to lead the most expensive square meter in the country in the coming years according to market projections
The confirmation of the new connection of BR-101 with Praia Brava repositioned the real estate map of northern Santa Catarina and adds pressure to an already heated market. By connecting Itajaí, Balneário Camboriú, and the Navegantes airport more directly, the project creates a continuous axis of high-end development that tends to further elevate prices and expectations regarding the neighborhood.
According to NSC Total, the combination of quick access, limited land inventory, and a consolidated image as a high-luxury address makes Praia Brava a real candidate to contend with Balneário Camboriú for the title of most expensive square meter in the country. In a scenario where an appreciation of up to 20% is considered feasible after the work, investors and developers already treat the region as a strategic priority.
Connection of BR-101 Reorganizes Mobility and Repositions Praia Brava
The new road connecting BR-101 directly to Praia Brava is designed to act as a high-capacity corridor between three central hubs: the center of Itajaí, Balneário Camboriú, and the Navegantes airport.
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There will be three lanes in each direction, a bike lane, accessible sidewalks, stormwater drainage, LED lighting, and landscaping, in a construction package estimated at around 100 million reais.
The main bet is to unlock historical bottlenecks in access to the coastline and significantly reduce daily commute times.
Predictable and fast mobility is today a factor as relevant as a sea view in the pricing of luxury properties, especially for an audience that frequently travels between business in Itajaí, services in Balneário Camboriú, and flights in Navegantes.
Public-Private Partnership Enables Projects and Technical Studies
The kick-off of the BR-101 project to Praia Brava originates from a direct articulation between the public power and private initiative.
A group of 29 entrepreneurs, gathered at the Instituto Mais Itajaí, financed around 2.5 million reais to fund the executive projects of the new connection.
The Technical, Economic, and Environmental Feasibility Study, known as EVTEA, is expected to be completed in up to six months.
Following that, the city hall intends to launch the bidding process to bring the connection of BR-101 with Praia Brava to fruition.
The direct involvement of the private sector shortens timelines but also reinforces the understanding that the project is viewed as an immediate lever for real estate appreciation in the region.
Praia Brava Consolidates High-End Calling and Pressures the Square Meter
From a virtually unexplored area in the 1980s to a national luxury showcase in just over two decades, Praia Brava already encompasses all the attributes of a very high-income real estate cluster.
Since the 2000s, infrastructure improvements, new accesses, and a wave of high-end developments have accelerated the neighborhood’s leap.
Cases of appreciation close to 30% in just three years illustrate the recent pace.
A survey by Brain Inteligência Estratégica indicates that the square meter in Praia Brava has already reached 33 thousand reais, a figure that places the neighborhood at the forefront of Itajaí and on a direct route to compete for the top position in the national ranking.
The presence of celebrities, such as Gisele Bündchen, who owns an apartment valued at around 30 million reais, reinforces the aspirational effect of the address.
For investors, the message is clear: the inventory of land is limited, demand remains strong, and the connection with BR-101 is likely to be a game changer in price levels.
This set of factors supports the projection of an additional increase of up to 20% in developments in the region after the completion of the new road.
New Connection Strengthens the Praia Brava, Itajaí, Balneário, and Airport Axis
The market’s assessment is that the work transforms Praia Brava into the main vector of appreciation for Itajaí, with a competitive advantage that is difficult to replicate in other coastal areas: direct mobility between the neighborhood, urban centers, and the airport anchored in BR-101.
In practice, this means that those living in Praia Brava will be able to access offices and services in Itajaí, tourism and commerce in Balneário Camboriú, and flights in Navegantes more quickly.
For companies, high-end offices, and services aimed at high-income audiences, the new road layout reduces commuting costs and increases the attractiveness of the location.
When access ceases to be a problem and becomes a competitive differential, the square meter tends to incorporate this convenience gain in pricing, which helps explain experts’ optimistic projections.
Costs, Timelines, and Urban Impact of the BR-101 Project
The intervention package planned for the connection between Praia Brava and BR-101 is expected to be financed with resources from onerous granting, a mechanism in which the private sector pays for the right to build above certain urban parameters.
The final amounts, however, will only be determined after the completion of the projects and the bidding process.
In addition to three lanes in each direction, a bike lane, and accessible sidewalks, the new road requires a redesign of local flows, intersections, and accesses to areas already densely populated in Praia Brava.
The challenge will be to reconcile the structural gain of mobility with the preservation of the urban quality that has made the neighborhood desirable, avoiding the feeling of a roadway corridor in the heart of a high-end residential and tourist zone.
Dispute for the Most Expensive Square Meter in the Country Changes Levels
Today, Balneário Camboriú still leads the ranking of the most expensive square meter in the country, but Praia Brava is increasingly appearing closer in value. For Renato Monteiro, CEO of Sort Investimentos, the new connection with BR-101 could be the trigger needed to reverse this order in the coming years.
From the moment the neighborhood combines beach, view, high-end services, and structured direct access to the country’s main highway, the logic of pricing becomes regional rather than solely local.
Buyers who previously prioritized Balneário Camboriú for convenience may begin to see Praia Brava as a similar or superior package in experience, with an important logistical differential.
For developers, this means the possibility of launching even more sophisticated products, anchored in the discourse of mobility and rapid connection via BR-101.
For residents and workers, the outlook is for more traffic, more density, and continuous pressure on rental and purchase values.
And now, who benefits from the new connection of BR-101?
With the connection of BR-101 about to reshape access and values in Praia Brava, the competition for the most expensive square meter in the country enters a new phase, with a direct impact on the real estate market in Itajaí and Balneário Camboriú.
Given this anticipated high, new infrastructure, and fierce competition among luxury developments, would you invest today in Praia Brava betting that it will surpass Balneário Camboriú in the square meter or do you believe the market has already reached its limit of appreciation?
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