Grupo CITUR

What Grupo CITUR does

Grupo CITUR (doing business as 'Circuito Integrado de Turismo') is a private Brazilian tourism operator headquartered in Poços de Caldas, Minas Gerais. Founded in 2017 to develop the Zoo das Aves project, the company won a competitive public tender in 2022 to manage the principal tourist attractions of Poços de Caldas, expanding from a single-asset operator to an integrated circuit concessionaire. The company currently operates and manages at least eight distinct attractions spanning nature, wildlife, adventure, and culture: Zoo das Aves (200+ bird species), Teleférico (1,600m cable car marketed as Brazil's longest), Véu das Noivas (waterfall complex), Recanto Japonês (Japanese garden), Fonte dos Amores (sculpture park), Cascata das Antas (historic hydroelectric waterfall site), Parque do Cristo (mountain-top park with paragliding, zip line, and adventure sports), and Rampa do Cristo (paragliding launch and dome viewpoint).

The company's go-to-market is direct-to-consumer via two channels: a proprietary digital ticketing e-commerce platform (ingressos.citur.com.br, operated by Limber Software) and on-site ticket booths at each attraction. Its flagship commercial product is the Passaporte Poços, a 100% digital bundled passport priced at R$149 (valid 3 days across 6 attractions) that delivers over 50% savings versus purchasing individual tickets totaling R$334. Individual tickets are priced R$15-R$78 with half-price concessions for children, students, seniors, PCD, teachers, and military; parking is R$75 per attraction when purchased separately. Premium add-on experiences (e.g., Zoo das Aves Expedição VIP) are sold on-site only. Marketing relies on Instagram, LinkedIn, a company blog, WhatsApp contact, and the citur.com.br website.

The business model is high-volume, low-ticket tourism services. Revenue derives from one-time per-visitor ticket sales across both the bundled passport and individual attraction channels, plus ancillary on-site spending (parking, VIP tours, on-site F&B partners). Target customers are domestic tourists visiting Poços de Caldas and regional residents from Minas Gerais and Southeast Brazil seeking nature and adventure experiences. The company employs 44 people across operations, maintenance, hospitality, and marketing functions. Its competitive position rests on the public concession (won 2022) over Poços de Caldas's signature attractions, brand recognition for Zoo das Aves on TripAdvisor and Google Reviews, and the integrated circuit structure that no competitor currently replicates.

Name

Grupo CITUR

Legal name

CITUR

Website

https://citur.com.br

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Tourism Attractions & Leisure Services

NAICS

Nature Parks and Other Similar Institutions (712190), Zoos and Botanical Gardens (712130), Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industries

Wildlife Sanctuaries & Rescue Centers (Visitor Operations) (THAAAFAA), Adventure & Expedition Travel Agencies (THAKAFAB)

Keywords

• Tourism attractions management
• Integrated tourist circuit
• Wildlife conservation park
• Cable car services
• Nature tourism experiences

Headquarters

HQ city

Poços de Caldas

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Individual Attraction Tickets: Sale of individual entry tickets for each of the 6 tourist attractions managed by CITUR in Poços de Caldas. Prices range from R$15 to R$78 per attraction with half-price options for eligible beneficiaries.
2. Passaporte Poços (Tourist Passport): Integrated circuit pass providing access to all 6 attractions for a single price of R$149, valid for 3 days. Represents the bundled offering combining multiple attractions into one purchase experience.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Grupo CITUR operates an integrated tourist circuit in Poços de Caldas, Brazil, managing 6+ major attractions including Zoo das Aves (bird conservation zoo with 200+ species), Teleférico (1,600-meter cable car), Véu das Noivas (waterfall), Recanto Japonês (Japanese garden), Fonte dos Amores, and Cascata das Antas. The company sells individual attraction tickets and a bundled "Passaporte Poços" digital tourist passport for R$149, valid for 3 days across the 6 circuit attractions, offering 50%+ savings versus individual ticket purchases.

Product overview

Grupo CITUR operates an integrated tourism platform managing major attractions in Poços de Caldas, MG, Brazil. The core offering centers on the 'Passaporte Poços' — a bundled ticket providing discounted access to six attractions — alongside individually ticketed venues including Zoo das Aves (bird conservation zoo), Teleférico (cable car), Véu das Noivas (waterfall complex), Recanto Japonês (Japanese garden), Fonte dos Amores (romantic fountain park), Cascata das Antas (historic waterfall park), Parque do Cristo (mountain-top park with adventure activities), and Rampa do Cristo (paragliding launch site). Add-on experiences like Expedição VIP at Zoo das Aves provide premium upgraded access. The company also operates a digital ticketing e-commerce platform for online ticket purchases.

Differentiator

Problem solved

Functional benefit

Products and services

• Passaporte Poços

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Beto Carrero World: Brazil's largest theme park in Santa Catarina, combining rides, shows and adventure. Comparable in offering multiple paid attractions under a single ticket, but at much greater scale and as a single amusement park rather than a multi-site integrated circuit.
• Beach Park: Multi-attraction water park resort complex in Ceará combining aquapark, hotel and beach experiences. Comparable in offering an integrated family tourism circuit at a destination, though focused on water/adventure rather than nature/wildlife.
• Hopi Hari: Established Brazilian theme park in Vinhedo, São Paulo. Comparable as a ticketed multi-attraction entertainment destination operator, though focused on rides rather than nature-based attractions.

Direct peers

• Grupo Cataratas: Brazilian operator that manages multiple attractions (including at Iguaçu Falls) under public concession contracts, integrating nature parks, visitor centers and ticketing. The closest comparable in concession-management business model to CITUR's bundled circuit.
• Hot Park Rio Quente: Integrated water/theme park resort complex in Caldas Novas, Goiás. Operates multiple attractions under one umbrella in a thermal-water destination — structurally similar to CITUR's multi-attraction integrated circuit in a regional tourism hub.
• Parque das Aves: Bird-focused conservation park in Foz do Iguaçu operating under a similar model of a single wildlife/animal attraction at a major Brazilian tourism destination. Comparable to Zoo das Aves within CITUR's portfolio, including TripAdvisor-level brand recognition and similar ticket economics.
• AquaRio: Large public aquarium in Rio de Janeiro — comparable as a single wildlife/animal-focused attraction operating as a paid tourism destination in a major Brazilian city.

Regional players

• Thermas de Águas de Lindóia: Thermal/destination tourism complex in São Paulo state operating multiple attractions around a single resort destination. Comparable destination-concentrated attraction mix, but in a different geography (SP vs MG).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/grupocitur
• Instagraminstagram.com/grupocitur

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grupo CITUR