From 22 May we will be working to update all of the data and documents on this page following the Office of National Statistics (ONS) revision of the International Passenger Survey (IPS) data for 2009-2018 and the released detailed 2019 data. UK data will be updated first and followed by the regional data from 27 May. Please be patient as we update these pages or contact the VisitBritain research team if you have any questions- VB/ Thank you.

Visitor characteristics

  • The largest proportion of Brazilian visitors who come to the UK reside in São Paulo (48%) and Rio de Janeiro (23%)
  • Brazilian visitors to the UK are predominantly aged 24 to 44 years (50%)
  • The majority of visitors are making their first trip to the UK
  • 92% of visiting Brazilians say they are 'extremely' likely to recommend Britain for a holiday or short-break

Popular activities

Dining in a restaurant

Visited a Pub

Went Shopping

Global context

International tourism expenditure (US$bn)18.3
Global rank for international tourism expenditure19
Number of outbound visits (m)11.5
Most visited destinationUSA
Most visited destination in Western EuropePortugal

Key demographic and economic data

Population (millions)211.3
GDP per capita PPP (US$)15,354
Annual average GDP growth over past decade (%)1.3
Annual average GDP growth in 2018 (%)1.1

Inbound visits to Britain from Brazil

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Number of visits

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Total expenditure (GBP)

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Total nights spent

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Average length of stay (Nights)


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Average spend per visit (GBP)

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What Brazilians think about Britain

  • Britain is the 9th strongest nation brand among 50 nations according to Brazilians
  • Brazilians rate Britain highly for vibrant cities and contemporary culture
  • Britain is ranked less high for natural beauty by Brazilians
  • Museums, films and music are the cultural products that are most strongly associated with Britain among Brazilians

Caring for visitors

  • Portuguese is the official language in Brazil. Approximately 5 percent of the population speak English 
  • Brazilians appreciate having spacious hotel rooms with storage space. They tend to travel with numerous pieces of large luggage. Also, ultra clean rooms are crucial for guest satisfaction paired with a preference for rooms without carpet floors and bathrooms where the shower is separated from the bathtub
  • Brazilians expect breakfast to be included with their hotel stay. Preference is for a light breakfast, from a buffet setting. 
  • Brazilians appreciate tourism products/services that offer Portuguese speaking staff and/or language options. It is not customary to tip in Brazil 

The leisure & travel trade

  • The highest concentrations of travel trade can be found in São Paulo. Rio de Janeiro´s travel trade community has decreased since the 2016 recession. Curitiba, Porto Alegre in Brazil´s south; and Belo Horizonte in Brasil´s southeast are also important cities home to key travel trade partners
  • October to January is a key period when Brazilians plan and book travel for the year ahead. April to June is also another busy period
  • Personal relationships are key to business success in Brazil
  • Brazil’s travel trade has been consolidating with a few large tour operator holding companies overseeing multiple brands (i.e. CVC Corp) 

Access to Britain from Brazil

Weekly aircraft departures24
Weekly seat capacity7,343
Airports with direct routes in Brazil2
Airports with direct routes in Britain2
  • 77% of Brazilians arrive in Britain by plane and 20% arrive via the Channel Tunnel
  • In 2019, British Airways, LATAM Airlines and Norwegian provided direct non-stopping flights between Brazil and Great Britain
  • São Paulo and Rio de Janeiro had 66% and 34% of Brazilian seat capacity to the UK in 2019, respectively
  • Seat capacity from Brazil to the UK increased 15% from 2018 to 2019
  • Virgin Atlantic is due to launch São Paulo to London Heathrow in March 2020