Brazil
Intro
Travellers from Brazil made 9.5 million outbound visits in 2024, with a total international tourism expenditure of US$13.54 billion.
In 2023, the UK welcomed a record 344,000 visits from Brazil. During the travellers’ visits, their total expenditure was a record £425.4 million, with an average spend of £1,237 per visit.
Visitor characteristics
- The largest proportion of Brazilian visitors who come to the UK reside in São Paulo (47%) and Rio de Janeiro (14%).
- Over half of Brazilian visitors to the UK in 2023 were aged 25 to 44 years (56%) compared to the overall market average of 44%.
- The majority of visitors are making their first trip to the UK.
- 91% of visiting Brazilians say they are ‘extremely’ likely to recommend Britain for a holiday.
Popular activities for this market
Dining in a restaurant.
Sightseeing of famous buildings and monuments.
Going shopping.
For further information on activities and experiences for this market, please click here.
Explore the inbound data in full
Use our visualisations to see data from this market in greater depth and clarity. Compare annual statistics, and filter by age group, gender, trip duration and more. It includes seasonality, trip purpose and regional spread of visitors to UK destinations. This data is based on the International Passenger Survey, conducted by the Office for National Statistics (ONS).
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Perceptions of Britain in the Brazilian market
- Brazilians ranked the UK eighth out of 50 nations in the 2024 Anholt Nation Brands Index.
- The UK was ranked seventh for contemporary culture and vibrant city life/urban attractions. It was also ranked in the top ten by Brazilians for culture in general, sport and historic buildings.
Global context
Top-level statistics relating to tourism expenditure and popular destinations for this market. For greater detail on inbound tourism flows from this market to the UK, see our data visualisations.
| Measure | 2024 |
| International tourism expenditure (US$bn) | 13.54 |
| Global rank for international tourism expenditure | 24 |
| Number of outbound visits (m) | 9.5 |
| Most visited destination | USA |
| Most visited destination in Europe | Portugal |
Caring for visitors
- Portuguese is the official language of Brazil. Approximately 5% of the population speaks 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 carpeted floors and bathrooms where the shower is separated from the bathtub.
- Brazilians who stay in 4 and 5 star accommodation tend to avoid hotels with stairs, due to the difficulty of carrying heavy suitcases.
- Brazilians expect breakfast to be included with their hotel stay. Preference is for a light continental breakfast.
- Brazilians appreciate tourism products and services that offer Portuguese-speaking staff or language options. Spanish is often chosen as an alternative to English.
The leisure and 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 pandemic. Curitiba, Porto Alegre in Brazil’s south, and Belo Horizonte in Brazil’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 landscape has changed after the pandemic. Many medium-size tour operators were bought or joined forces with larger companies, building multi-brand conglomerates like CVC Corp (leisure), BeFly (corporate) and TP Group (luxury).
Access to Britain from Brazil
The key routes and transport modes that connect this market with the UK.
| Measure | 2024 |
| Weekly aircraft departures | 22 |
| Weekly seat capacity | 7,301 |
| Airports with direct routes in Brazil | 2 |
| Airports with direct routes in Britain | 1 |
- 81% of Brazilian visits arrive in Britain by plane, 10% arrive via the Channel Tunnel and 9% via sea (IPS 2023).
- In 2024, all direct flights from Brazil arrived at London Heathrow airport. In terms of seat capacity, 73% was on direct flights from Sao Paulo - Guarulhos International (GRU) airport and 27% from Rio De Janeiro - Internacional (GIG) airport.
- Following the COVID-19 pandemic, scheduled seat capacity on non-stop flights from Brazil to the UK has recovered to 99% of 2019 levels in 2024.
- To see entry requirements for visitors to the UK from Brazil click here.
- To see rates for Air Passenger Duty charged on passengers flying back to Brazil from the UK click here.
Further resources
Where visitors from Brazil to the UK reside in their own country.xlsx
Where visitors from Brazil to the UK reside in their own country
How we source this information
We work with a number of data sources to provide a rich and insightful picture of our key inbound source markets. This includes, but is not limited to, data provided by Oxford Economics, the UNWTO, Apex, Anholt-Ipsos Nation Brands Index and from our own surveys and ad-hoc research. The largest share of the data comes from the International Passenger Survey (IPS) by the ONS.
Visit our About the International Passenger Survey page for more information on how the data is collected and analysed.
