Brazil Market Profile;
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Brazil Market Profile

Despite recent political and economic instability, Brazil saw GDP growth in 2019 that beat projections. This growth has translated to a decade-long trend of increased incomes at all income levels, and in turn a higher propensity to travel, particularly among the country’s luxury audience. Brazil is a growing market, but California and the U.S. in general has to compete against significantly cheaper airfare into Europe. Data updated as of February 2020.


Market Profile

$445 Million
Preliminary Visitor Spending, 2019
$535 Million*
Forecasted Visitor Spending, 2023
*Reflects pre-coronavirus forecast.
7.7%
Market Share (U.S. Spend), 2018

Travel & Planning

Airlift (2019)

  • 4 weekly nonstop flights
  • 1,100 weekly nonstop seats
  • 1 entry point ( Los Angeles)

Booking

  • Average planning timeframe: 4 to 5 months
  • Average booking timeframe: 3 to 4 months
  • There are 60 tour operators within the Brazilian Tour Operators Association offering U.S. packages
  • Packages that include air and accommodations remain most popular
  • Peak travel months: July, December and January

Visitor Characteristics

Sought-After Travel Experiences

  • Shopping: Retail and shopping opportunities rank highest among Brazilian travel interests.
  • New experiences: Travelers seeking new and niche experiences has resulted in tour operators investing more in interest-based and experiential packages.
  • Hidden gems: The well-traveled and luxury traveler is seeking more remote and uncrowded destinations having likely already visited the main gateways.
  • Wellness: There is an ongoing interest in wellness vacations that offer culinary, fitness and a chance to try something new. Additionally, women’s travel including soft adventure and affluent girls getaway trips to unplug and connect are on the rise.

How to reach Brazilian Travelers

  • Travel Agents
  • Digital Media
  • Social Media

Market Conditions

Conditions are showing improvement throughout Brazil, with GDP projections for 2019 up 0.9%. Brazil has the largest GDP in Latin America at $1.868 trillion (2018). The improvements in consumer credit, wealth of the population and the rate of job openings have inspired optimism in the market. In the last 10 years, income of the 25% richest people increased by +33% and income of the top 25% poorest grew by +82% showing great promise. When it comes to travel, 23% of the population is responsible for two thirds (68%) of all travel expenses of Brazilian families.


Competitive Landscape

California continues to face competition from Florida and New York, the top U.S. destinations for Brazilians. In July 2019, the most popular international destinations aside from the U.S. were Portugal, France, Italy and Latin America. Southeast Asia and Japan are trending as well, offering more competitive rates than California.

Opportunities
Interest in travel continues to rise, and new nonstop flight options to Europe help to fuel this growing demand. In mid-2018, the Brazilian government announced that the open skies agreement was approved, paving the way for new U.S. flight routes to be freely implemented according to individual airlines.

Challenges
New nonstop flights were launched to Europe in 2019, and the competition has led to enticing lower airfare rates. Additionally, cheaper East Coast flights and a lack of direct flights to the West Coast can discourage Brazilians from traveling to California.


Sources

  • DIIO
  • Bureau of Economic Analysis, NTTO, Dean Runyan, Tourism Economics
  • U.S. Dept. of Commerce, National Travel and Tourism Office, “Survey of International Air Travelers”, CIC Research
  • Panrotas Brazilian Overview 2019–2020
  • ABAV, Brazilian Association of Travel Agencies