Visitor characteristics

  • Within Brazil, Rio de Janeiro and Sao Paulo generate the most visits to the UK (71%)
  • Brazilian visitors to the UK are predominantly aged 24 to 44 years
  • The majority of visitors are making their first trip to the UK
  • 83% of visiting Brazilians say they are ‘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)8.2
Most visited destinationUSA
Most visited destination in Western EuropeFrance

Key demographic and economic data

Population (millions)207.9
GDP per capita PPP (US$)13,741
Annual average GDP growth over past decade (%)2.0
Annual average GDP growth in the past year (%)-3.6

Inbound visits to Britain

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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

  • Across many different measures Brazilians rate Britain rather less highly than do residents of many other countries
  • Relative strengths for Britain are contemporary culture’ and ‘vibrant city life’ while weaknesses include perception of ‘welcome’ and ‘scenic natural beauty’
  • Museums and music are the cultural products or services most strongly associated with Britain
  • 32% reckon the best adjective to describe a potential trip to Britain is ‘fascinating’
  • Having fun and laughter, enjoying the beauty of the landscape and good value for money are eagerly sought after aspects of a holiday
  • Italy, France and the USA are the destinations most likely to be considered as the ‘best places’ for the types of holiday experiences Brazilians are looking for
  • 53% believe Britain to be among the ‘best places’ for ‘historic sites’
  • A week long holiday in Britain would be expected to be no more or less expensive than a week in Italy, France or Germany

Caring for visitors

  • Brazilians often bring plenty of luggage on holiday with them in readiness for shopping expeditions – they will appreciate having spacious hotel rooms and a larger or more vehicles than normal to help with baggage on arrival/departure
  • Brazilians appreciate hotels with Portuguese speaking staff
  • Brazilians are used to having a light breakfast

The leisure & travel trade

  • The trade structure in Brazil is mostly based around travel agencies which sell package or bespoke itineraries and products provided by tour operators to consumers
  • The internet is increasing rapidly as a booking channel for travel
  • The highest concentrations of travel trade can be found in Sao Paulo
  • January-March is the main planning season
  • Personal relationships are key to business success in Brazil

Access to Britain from Brazil

Weekly aircraft departures23
Weekly seat capacity7,318
Airports with direct routes in Brazil2
Airports with direct routes in Britain1
  • Visitors from Brazil do not need a visa to visit Britain
  • There are currently only two carriers providing direct links between Brazil and Britain
  • Those departing Britain on a flight back to Brazil are charged £73 in Air Passenger Duty if travelling in economy class