Member house · since 2024

Primetour

Owners

Fernanda Gouvêa

Founder

Marina Gouvêa

CEO and Founder

Maurice Padovani

Executive Director and Partner

The record

Founded

1988

Head office

São Paulo, Brazil

Languages

Portuguese

Website

primetour.com.br

The house

Founded in São Paulo in 1988 by Marina Gouvêa, PRIMETOUR is one of Brazil’s most established luxury travel companies. Working as both a travel agency and tour operator, it creates tailor-made journeys worldwide for discerning individuals, couples, families and private groups. Every itinerary is designed around the traveler and supported by more than three decades of destination knowledge, international relationships and operational experience.

Its capabilities extend from five-star hotels and private villas to yachts, luxury cruises, private aviation, remote expeditions and complex celebrations. A Virtuoso member for more than 25 years, PRIMETOUR combines privileged relationships with leading hospitality brands and trusted local partners with the scale and infrastructure required to manage demanding journeys from initial planning through to their completion.

Behind the client experience is a wider in-house ecosystem that includes white-label travel and concierge services for premium-card and private-banking portfolios, an extensive network of independent luxury travel consultants, proprietary technology and the editorial platform Luxury Travel by PRIMETOUR. Carbon neutral since 2020 and carbon negative since 2024, the company combines personal service and execution at scale with a long-term commitment to more responsible travel.

The practice

Where they send

Worldwide Luxury Travel Tailor-made journeys across Europe, Africa and the Indian Ocean, Asia, the Americas, the Middle East and Oceania.

Brazil and Latin America Strong home-market expertise for journeys throughout Brazil, combined with established regional knowledge across South and Central America.

Remote Destinations and Voyages Expeditions, safaris, polar travel, private islands and luxury cruises for travelers seeking destinations beyond conventional routes.

Main areas of specialty

Bespoke Private Journeys Complex, individually designed travel for couples, families, multigenerational groups and private clients with exacting requirements.

Private Aviation, Yachts and Villas Private-jet arrangements, aircraft charters, yachts, luxury cruises and private residences coordinated as part of a complete journey.

Celebrations and Private Groups Destination celebrations, honeymoons, milestone events and private group travel managed from initial concept through on-site execution.

In-house

Premium-Client Travel Operations Dedicated white-label travel and concierge services for high-income cardholders and private-banking clients, supported by specialist operations teams.

Technology and Operational Support Proprietary reservations, CRM, business intelligence and traveler-app capabilities, backed by dedicated assistance and emergency support.

Consultant, Content and Training Ecosystem A large independent-consultant network, continuous destination training, original editorial content and participation in professional education through Radix and ESPM

Standing

Affiliations

The Alliance — member house

Virtuoso — Virtuoso member agency

Recognition

Panrotas — Primetour is awarded the title of Global Ambassador for Sustainability by Virtuoso.

In print

Forbes — Marina Gouvêa tells Forbes that, for Brazilian clients, travel is an investment, not an expense, and that they value exclusivity, comfort and top-notch service.

Forbes — Marina Gouvêa explains how a new concept in luxury tourism is to remain offline to immerse oneself in experiences free from digital overload.

Panrotas — Primetour brings together its independent consultants (ICs) and celebrates 34% growth in the program.