Fortaleza is expected to receive 150,000 tourists and generate R$1.2 billion in revenue during the high season.

Fortaleza receberá cerca de 150 mil turistas no evento | Foto: Francisco Fontenele/Setfor

This July, the height of the high season in the Northeast, Fortaleza positions itself as the epicenter of event tourism in Brazil by hosting the 2025 edition of Fortal. According to estimates from the Fortaleza Tourism Observatory, a research center linked to the Municipal Tourism Department (Setfor), the festival is expected to attract around 150,000 tourists to the capital of Ceará, representing a significant 32.5% of the total expected visitor numbers for the month: more than 460,000 people.

With an average stay of seven days and an estimated individual expenditure of R$5,962.10 —covering lodging, food, entertainment, shopping, and transportation—the event's direct impact on the local economy is expected to exceed R$894 million. Considering direct, indirect, and induced effects, the total financial turnover reaches R$1.2 billion .

In addition to the economic boost, Fortal also boosts the job market : more than 20,000 jobs—both formal and informal—are expected to be created during the festival. The hotel sector is already feeling the effects: according to the Brazilian Hotel Industry Association of Ceará (ABIH-CE), the occupancy rate for the period has already reached 92% .

For Setfor's head, Denise Carrá, the event is one of the strategic pillars of the Ceará capital. "Fortal is an emblematic example of the strength of event tourism in our city. It attracts thousands of visitors and energizes a broad production chain – from hotels to gastronomy, from entertainment to services. Our focus has been to consolidate Fortaleza as a competitive, diverse, and attractive destination throughout the year, and the numbers confirm that we're on the right track," she states.

Scheduled to take place from this Thursday (24) until Sunday, in the iconic Cidade Fortal, the event is expected to attract an estimated 200,000 people over the four days. The 2025 lineup includes big names in Brazilian music, such as Bell Marques, Ivete Sangalo and Léo Santana, solidifying Fortal as a vibrant showcase of Brazilian party culture – and a powerful engine of experiential tourism in Ceará.