# Luberon bets on quiet luxury and slow travel to attract Brazilians in 2027

The favourite destination of Peter Mayle and Ridley Scott steps up its presence in Brazil and presents experiences away from mass tourism.

- Section: Destinations
- Published: October 30, 2026
- Address: https://ceoone.com.br/en/article/luberon-bets-on-quiet-luxury-and-slow-travel-to-attract-brazilians
- Em português: https://ceoone.com.br/artigo/luberon-aposta-no-quiet-luxury-e-no-slow-travel-para-atrair-brasileiro.md

![A pale stone abbey among wooded hills, with rows of purple lavender in the foreground under a blue sky](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/luberon-aposta-no-quiet-luxury-e-no-slow-travel-para-atrair-brasileiro-foto-v2.webp)

Photo: Courtesy of Destination Luberon

## Key points

- Destination Luberon presented its 2027 plans to more than 50 travel professionals in Brazil, focusing on quiet luxury and slow travel.
- Brazil is a priority market: the destination has held two missions a year in the country for ten years, and Brazilians are among its top ten international visitors.
- New for 2027 are the five-star Hôtel de la Fontaine in Lourmarin and the Le Regard en héritage project, marking the bicentenary of photography.

At a time when European destinations are feeling the effects of overtourism, the Luberon, in French Provence, is betting on a model of tourism that favours authenticity, heritage preservation and unhurried experiences. The strategy, in line with the concepts of quiet luxury and slow travel, was presented to the Brazilian market this week by Bianca Ogel, head of promotion for Destination Luberon.

During the mission, which included meetings and training sessions with more than 50 travel professionals, the destination presented what is new for 2027 and reinforced its positioning with the Brazilian public. Present in the country for ten years, with two missions a year, Destination Luberon counts Brazil among its priority markets. Brazilians are already among the region's top ten international visitors.

Among lavender fields, vineyards, olive groves and small stone villages, the Luberon offers an alternative to mass tourism. Villages such as Gordes and Ménerbes, often featured by international travel publications including Travel + Leisure, represent a Provence that preserves its identity, architecture and traditions.

![The village of Gordes, with stone houses and a castle at the top of a rocky outcrop covered in greenery](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/luberon-aposta-no-quiet-luxury-e-no-slow-travel-para-atrair-brasileiro-gordes.webp)

Gordes. Photo: Courtesy of Destination Luberon

The idea is to encourage longer trips, with deeper engagement with local culture. Truffle hunting, olive oil making and tasting workshops, experiences linked to lavender growing, visits to artists' studios and cycling routes between villages make up an offer that values producers, artisans and the regional economy.

"Brazilian travellers show a growing interest in authentic experiences, gastronomy, culture and destinations that preserve their identity. We want to show that the Luberon offers all of this, with the chance to discover Provence at a different pace, away from the big tourist flows," says Bianca Ogel.

Art also takes centre stage in the 2027 programme. The bicentenary of photography will be celebrated with the Le Regard en héritage project, which brings together exhibitions, talks and workshops between September 2026 and the European summer of 2027. Highlights include an exhibition dedicated to photographer Dorothea Lange, in Cavaillon, until January 6.

In hospitality, Lourmarin will welcome the five-star Hôtel de la Fontaine, while Lauris will gain Maison Camille, a restaurant devoted entirely to gluten-free cuisine. For lovers of the outdoors, a new trail running route is set to launch.

Other experiences reinforce the region's cultural identity. L'Isle-sur-la-Sorgue is one of Europe's main antiques hubs, with galleries and markets that draw collectors from different countries. Lourmarin, for its part, keeps up the tradition of its weekly Friday market, with local produce and Provençal specialities.

![A clear river in L'Isle-sur-la-Sorgue, with flowers in the foreground and a pale mansion on the bank](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/luberon-aposta-no-quiet-luxury-e-no-slow-travel-para-atrair-brasileiro-isle-sur-la-sorgue.webp)

L'Isle-sur-la-Sorgue. Photo: Courtesy of Destination Luberon

In Brazil, Destination Luberon is represented by CC | Promonde Marketing. The region's presence in the market also includes independent representation for Sur Mesure Private Homes and the Beaumier hotel group, with properties in Bonnieux and Lourmarin.

More than increasing the number of visitors, the Luberon's strategy seeks to attract travellers interested in staying longer, buying local products and discovering the area beyond the traditional circuits. It is an approach in which luxury is measured less by ostentation and more by time, exclusive experiences and a connection with the place.

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