“The seasonality of tourism is definitely something in the past,” said Rolando Aedo, chief marketing officer for the Greater Miami Convention & Visitors Bureau, though rates remain low in the hot, humid months. The bureau’s marketing in the summer focuses on value — think restaurant and spa deals — and on eye-catching stunts, such as the recent “It’s So Miami Taxi Stand” in New York City.

In late June, the bureau sent exotic cars into the streets of Manhattan to pick up New Yorkers for a short spin, urging passengers to share photos on social media.

The campaign was meant to drum up summer business in the New York market, but statistics from the bureau show that more international tourists than domestic visit during the third quarter of the year.

July brings South Americans, especially Brazilians, who are fleeing winter, and August tends to be full of Italians and French who are getting away during national holidays in their countries.

Those trends are reflected in the sightseeing bus business, said Julia Conway, general manager for Big Bus Tours Miami. While cruise line passengers, mostly domestic visitors, tend to take trips on the double-decker buses in the morning, afternoons in July bring Latin American and European crowds.

“For the Latin American market, they’re escaping their winter and they’re here for our beaches and to shop,” Conway said. “I’d like to say that they’re here to do our tour and see the sights, but I’d be lying. They’re here to get away from cold weather and to shop. What we’ve done is connect the dots so they can do all those things.”

Fabio Cardozo, a 28-year-old public school teacher from Parnaiba in northeastern Brazil, spent Friday afternoon riding on one of the company’s buses exploring Miami Beach, Little Havana and downtown Miami with dozens of other teachers.

He and his fellow educators, about 50 in all, were sent by the government in Brazil to improve their English as part of a program with Florida International University. The teachers study constantly, Cardozo said, but Friday’s excursion counted as cultural enrichment.

“Tomorrow we are going to the Seaquarium,” he said. “Next week, we plan to go to Sawgrass on our free time.”

This was Cardozo’s first trip outside Brazil, and he said some of his friends back home were jealous of his six-week stay in Miami.

“It’s very famous in Brazil,” he said. “It’s a paradise of shopping.”

At the recently renovated and rebranded James Royal Palm hotel in Miami Beach, general manager Patrick Hatton has studied the trends and tweaked offerings to maximize business.

Expecting families from Brazil this month, the hotel is boosting its offerings for kids at the “Little James Kids Club.” For European crowds, Hatton said, the menus will be tweaked to make sure breakfast, for example, has more dried meats and cheeses and the coffee bar has the right offerings.

“The pool and beach will just be packed,” he said.

For locals, the hotel has extended a happy hour from 5-7 p.m. to 4-11 p.m. daily through Labor Day on the new Florida Cookery patio, with cocktails half off, a light bites menu and free valet parking.

On a warm Friday night late last month, the hotel threw a party for guests and locals to celebrate the first day of summer and introduce the new patio area of the restaurant. Free wine and beer flowed at the bar and food offerings were plentiful: ceviche in a shot glass, fish dip, grilled shrimp.

Miami Beach residents Kareame Palmer and Misha Harris, both 37, read about the event on a food blog and made a night of it, hanging out on the patio and vowing to return. Both longtime owners of condos at the former Roney Palace, they moved to the city — and met — a couple years ago after visiting the city over the last several years separately.

“I like the summer because it’s not as crowded, the water’s warm, it’s just more relaxed,” said Harris, who works in real estate. “It’s not the crazy energy of the season.”

Said Palmer, a longtime fan of summers in Miami: “The summers here are the new winters.”