While soccer fans from all over the world are flocking to Brazil for the World Cup, many locals appear to be fleeing tournament host cities to avoid the madness.
Hotel search website Trivago analysed Brazilian travel interest in June and July, which is traditionally a high-season for local travel as it is during the winter school break.
The data revealed a marked difference in travel plans during the World Cup tournament compared to last year, with Brazilians choosing mountain retreats over big cities.
While Rio de Janeiro was the favourite destination in 2013, this year mountain resort Campos do Jordao took out the top spot, jumping from fifth place.
If watching a bunch of men chase a ball around doesn't appeal, holidaymakers can enjoy hiking, mountain biking, European-style architecture and even the occasional snowfall.
And it's cheaper - compared to the $333 per night rate people are currently paying for a hotel room in Rio de Janeiro, in Campos do Jordao can expect to pay an average $196 per night.
Another mountain town, Gramado, came in second. Rio de Janeiro and Fortaleza were the only World Cup host cities to make the top five winter destination list.
So if you're looking to holiday like a local, here are the destinations to head to.
Top Five Winter Destinations for Brazilians in 2013
1. Rio de Janeiro
4. Sao Paulo
5. Campos do Jordão
Top Five Winter Destinations for Brazilians in 2014
1. Campos do Jordao
4. Rio de Janeiro
5. Foz do Iguacu