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 (52%)
  • The majority of visitors are making their first trip to the UK
  • 94% of visiting Brazilians say they are 'very' or 'extremely' likely to recommend Britain for a holiday or short-break

Popular activities

Visited a Museum or Art Gallery

Visited Parks/ Gardens

Went Shopping

Global context

International tourism expenditure (US$bn)14.5
Global rank for international tourism expenditure23
Number of outbound visits (m)8.6
Most visited destinationUSA
Most visited destination in Western EuropeFrance

Key demographic and economic data

Population (millions)209.5
GDP per capita PPP (US$)13,837
Annual average GDP growth over past decade (%)1.5
Annual average GDP growth in 2017 (%)1.1

Inbound visits to Britain

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Total nights spent
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Seasonality (Share of visits)

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Regional spread (Share of visits)

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Journey purpose (Share of visits)

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What Brazilians think about Britain

  • Britain is the 8th strongest nation brand among 50 nations according to Brazilians
  • Brazilians rate Britain highly for contemporary culture and historic buildings & monuments
  • Britain is ranked less high for natural beauty by Brazilians
  • Museums 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. Only a very small percentage of Brazilians speak English
  • Brazilians appreciate having spacious hotel rooms with storage space for their (numerous pieces of large) luggage
  • Brazilians appreciate hotels with Portuguese speaking staff and ultra clean rooms are crucial for guest satisfaction
  • Brazilians are not used to eating a heavy breakfast or to tipping staff

The leisure & travel trade

  • The highest concentrations of travel trade can be found in São Paulo, followed by Rio de Janeiro
  • January to March is the main time of year for planning, August to October is another important time of year
  • Personal relationships are key to business success in Brazil
  • Brazil’s travel trade consists predominantly of travel agencies

Access to Britain from Brazil

Weekly aircraft departures19
Weekly seat capacity5,500
Airports with direct routes in Brazil2
Airports with direct routes in Britain1
  • Brazil is among the markets who are most likely to visit the UK as part of a multi-country tour
  • 74% of Brazilian arrive in Britain by plane, 24% arrive via the Channel Tunnel
  • British Airways and LATAM Airlines Brasil currently provide direct non-stopping flights between Brazil and Britain
  • São Paulo and Rio de Janeiro had 79% and 21% of Brazilian seat capacity to the UK in 2017, respectively