1. Markets & Segments
  2. Markets
  3. Brazil

Brazil

Brazil

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

Measure2018
International tourism expenditure (US$bn)18.3
Global rank for international tourism expenditure19
Number of outbound visits (m)11.4
Most visited destinationUSA
Most visited destination in Western EuropePortugal

Key demographic and economic data

Measure2018
Population (millions)209.7
GDP per capita PPP (US$)15,296
Annual average GDP growth over past decade (%)1.2
Annual average GDP growth in 2018 (%)1.3

Resources

Brazil Market and Trade Profile (PDF, 1.0MB)

visitbritain_marketprofile_brazil_final.pdf

Brazil Market Snapshot (PDF, 1.25MB)

brazil_market_snapshot_2018_data.pdf

Brazil Aviation Profile (PDF, 788KB)

brazil_aviation_profile_20190708.pdf

More resources

Find out where visitors from Brazil to the UK reside in their own country (Excel, 212KB, Published August 2011 and 2016)

annual_states_of_residence_2018_for_web.xlsx

Examine the perceived barriers to exploring Britain outside of London for Brazilians (PDF, 2.5MB, Published October 2014)

foresight_132_-_exploring_britain_research_in_emerging_markets.pdf

Inbound visits to Britain from Brazil

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Number of visits

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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

Measure2018
Weekly aircraft departures22
Weekly seat capacity6,405
Airports with direct routes in Brazil2
Airports with direct routes in Britain1
  • 77% of Brazilians arrive in Britain by plane and 20% arrive via the Channel Tunnel
  • In 2018, British Airways and LATAM Airlines provided direct non-stopping flights between Brazil and Great Britain.*
  • São Paulo and Rio de Janeiro had 78% and 22% of Brazilian seat capacity to the UK in 2018, respectively
  • *Norwegian launched Rio to Sao Paulo in March 2019

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