The International Passenger Survey (IPS) was suspended on 16 March 2020 due to the coronavirus (COVID-19) pandemic until the start of 2021. The ONS have made every effort to produce high-quality estimates for the periods when IPS data is not being collected but have not been able to produce a full set of results. See the 2020 inbound page for more information. Data for 2021 and 2022 was also impacted by COVID-19, more information can be found on the About IPS page.

Due to the above, the latest full year IPS data below is from 2019. You can access data detailed data from 2020 onwards on the latest annual page.

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%), compared to the all market average of 44%. 
  • 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

International tourism expenditure (US$bn)17.6
Global rank for international tourism expenditure21
Number of outbound visits (m)11.6
Most visited destinationUSA
Most visited destination in Western EuropePortugal

Key demographic and economic data

Population (millions)217
GDP per capita PPP (US$)18,624
Annual average GDP growth over past decade (%)0.4
Annual GDP growth (%)1.8

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 10th strongest nation brand among 60 nations according to Brazilians
  • Brazilians rate Britain highly for contemporary culture and culture in general, but less so for natural beauty
  • Films, museums, 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

Weekly aircraft departures19
Weekly seat capacity6,397
Airports with direct routes in Brazil2
Airports with direct routes in Britain1
  • In 2022, 76% of Brazilians arrived in Britain by plane and 22% arrived via the Channel Tunnel
  • In 2023, British Airways and LATAM Airlines provide direct non-stopping flights between Brazil and Great Britain
  • São Paulo and Rio de Janeiro share 81% and 19% of Brazilian seat capacity to the UK in 2023, 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. 2021 was 94% behind pre-COVID levels, and 2022 was 19% behind pre-pandemic levels. 
  • In 2023, capacity has shown signs of a quick recovery, now at 87% of pre-pandemic levels