Brazil

For the full 2020 data please visit our 2020 inbound data page here. For Q1 (January -March 2020) data please visit our UK and regional quarterly data pages.

Visitor characteristics

The largest proportion of Brazilian visitors who come to the UK reside in São Paulo (49%) and Rio de Janeiro (23%)
Brazilian visitors to the UK are predominantly aged 25 to 44 years (55%)
The majority of visitors are making their first trip to the UK
91% of visiting Brazilians say they are 'extremely' likely to recommend Britain for a holiday

Popular activities

Dining in a restaurant

Sightseeing of Famous Buildings/ Monuments

Went Shopping

Global context


Measure	2019
International tourism expenditure (US$bn)	17.6
Global rank for international tourism expenditure	21
Number of outbound visits (m)	11.6
Most visited destination	USA
Most visited destination in Western Europe	Portugal

Key demographic and economic data


Measure	2021
Population (millions)	214.2
GDP per capita PPP (US$)	14,286
Annual average GDP growth over past decade (%)	0.32
Annual GDP growth (%)	5.0

Brazil Market and Trade Profile (PDF, 2.3MB)

Brazil Market Snapshot (PDF, 1.28MB)

Brazil Aviation Profile (PDF, 972KB)

Brazil COVID Sentiment tracker (PDF, 482KB, Published April 2022)

Find out where visitors from Brazil to the UK reside in their own country (Excel, 176KB, Published 2016)

Please note that the reports below have not been updated with the 2009-2018 revised IPS data. For more information, please visit about the international passenger survey

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

Inbound visits to Britain from Brazil

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Number of visits

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Total expenditure (GBP)

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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 6th strongest nation brand among 60 nations according to Brazilians
Brazilians rate Britain highly for vibrant cities and historic buildings, but less so for natural beauty
Museums, films and music are the cultural products that are most strongly associated with Britain among Brazilians
Words associated with Britain by Brazilians include 'fascinating', 'educational', and 'exciting'

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


Measure	2019
Weekly aircraft departures	24
Weekly seat capacity	7,343
Airports with direct routes in Brazil	2
Airports with direct routes in Britain	2

77% of Brazilians arrive in Britain by plane and 19% 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
The impact of the Covid-19 pandemic led to a 58% reduction in seat capacity from Brazil to the UK in 2020

Markets

Brazil