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Brazil Market Profile

Research has long forecast that the sleeping giant that is Brazil will inevitably awaken, an expectation backed by years of steady investment in the market. Despite recent political and economic instability, there is still enormous potential for a boom. Brazilian travel is beginning to ramp back up, particularly within the country’s luxury audience. These travelers are typically part of Generation Y, traveling to California for extended stays, up-and-coming destinations and adventure.


  • Two of five Brazilians will travel internationally during the next two years
  • Social and digital media, such as video and VR, are key influencers in travel
  • Members of Generation Y overwhelmingly prefer to plan trips via mobile
  • On the Brazilian political front, progress has been made, though government stability remains a persistent question

Brazil Profile

In-Person Trips, 2017
$360 Million
Visitor Spending, 2017

Market Conditions

GDP Annual Growth Rate

The Brazilian economy advanced 0.1 percent on quarter in the third quarter of 2017, following an upwardly revised 0.7 percent growth in the previous period and below market expectations of 0.3 percent. Still, it was the third consecutive expansion after a two-year-long recession. GDP Growth Rate in Brazil averaged 0.59 percent from 1996 until 2017, reaching an all-time high of 3.9 percent in the third quarter of 1996 and a record low of -4.10 percent in the fourth quarter of 2008.

Exchange Rate

  • 1 Brazilian Real Equals 0.31 U.S. Dollar
  • The Brazilian real/ U.S. dollar exchange rate is now stable, helping travelers define their next vacation.

Travel & Planning Methodologies


  • Six weekly nonstop flights
  • 1,710 weekly nonstop seats
  • Upcoming seasonal lift to Las Vegas (June 2018) offers new opportunity for California.
  • There are very good connections in other American and Central American hubs with United, Delta, Copa, Aeromexico, Latam and Avianca.


Booking behaviors have remained consistent:

  • Planning timeframe: Three to four months in advance.
  • Booking timeframe: September–November for travel between December and February; March–May for July vacation period.
  • Over 40 percent of travel to California is booked through traditional tour operators and travel agencies, with the remainder booked through online travel agencies and directly with airlines.
  • More than 50 tour operators package California.

Market Barriers & Risk Factors

Competitive Landscape

Other Market Insights


  • The number of millionaires in Brazil increased from 168,000 in 2016 to 172,000 in 2017.
  • 9.4 million people intend to travel abroad in 2017.
  • 52 percent of Brazilians indicate that they are interested in visiting California during their next trip to the United States.
  • 26 percent of Brazilians expect to visit the United States in the next six to 12 months, and 24 percent in the next six months.


  • Brazilians are always connected, and focus on sharing their experiences.
  • 43 percent choose the destination based on family and friends recommendation.
  • Engagement with influencers is key: working closely with them to create content can have results that resonate in the market.
  • Outdoor and culinary are the most attractive aspects of California to travelers. According to a WSGN trends report, there is a new trend called Eatertainment, which is a mix of pop culture and food (e.g. pop-up bars and restaurants based on TV series and movies).
  • Last year, 8.6 million Brazilians traveled for wellness and spent $3.3 billion. During these trips, wellness was the main objective and not an “extra.”
  • Kids from three to 11 years old are decision makers, playing an important role in influencing their parents in the destination decision.


  • 50 percent of Brazilians are connected (119 million).
  • Brazil is the largest social media market in the world, and the third largest country on Facebook and Instagram. Brazilians spend four hours a day on social platforms.




  • IBGE
  • World Economic Forum
  • Panrotas Brazilian Overview 2017/2018
  • Brand USA
  • Focus Economic Virtuoso WGSN
  • DIIO
  • Trip Barometer 2015 by Trip Advisor
  • U.S. Department of Commerce
  • Tourism Economics
  • CIC Research, Inc.