Brazilian Market Increasingly Valuable, But Tourists Defy Travel Trends, Says GlobalData

With an average spend of $2,177 per outbound tourist, Brazil was the seventh highest spending outbound market in the world in 2021. This figure is expected to rise to $2,325 by 2025, to become the sixth highest behind Australia , the United States, Iceland, Singapore and Mauritius, found Global Data. The leading data and analytics company notes that the Brazilian market’s high average spending abroad, coupled with the fact that affordability and accessibility are not the main factors influencing destination choice, means that there is significant scope to attract these tourists to long-haul or luxury destinations.

GlobalData’s latest report, “Brazil Source Tourism Insight Report including International Departures, Domestic Trips, Key Destinations, Trends, Tourist Profiles, Analysis of Consumer Survey Responses, Spend Analysis, Risks and Future Opportunities, 2022 Update”, reveals that the Brazilian source increasingly valuable largely defies global travel trends, with recommendations from friends and family taking precedence over affordability and accessibility.

Source: GlobalData Plc
Source: GlobalData Plc

Hannah Free, travel and tourism analyst at GlobalData, comments: “A GlobalData* survey found that 60% of Brazilian respondents said recommendations from friends and family were an influential factor in choosing a destination, this was the most influential factor and far outweighed the global average of 47%.Savvy industry players will harness the power of personal recommendations to help build a loyal customer base and create a community of powerful advocates around their product, service or destination.

Meanwhile, 51% of Brazilian consumers consider accessibility essential for travel, such as direct flights, and 49% of the Brazilian market consider affordability an influential factor when deciding where to go on vacation, although below the world average of 58%. Indicative of this and further defying conventional travel trends, Brazil’s outbound destination mix was dominated by Europe. The continent accounted for 68.2% of international departures from Brazil in 2021, followed by North America (28.3%) and South and Central America (3.3%).

Free concludes: “Overall, international shopping destinations have a significant margin to attract the Brazilian source market, due to the high taxes levied on imported luxury goods and the willingness of Brazilian markets to spend a significant portion of their income on Trips abroad.”

*GlobalData Q3 2021 consumer survey – 22,499 respondents

Quotes provided by Hannah Free, travel and tourism analyst at GlobalData

Brazil Source Tourism Insight Report including international departures, domestic travel, top destinations, trends, tourist profiles, consumer survey response analysis, spend analysis, risk and opportunity future, 2022 update

GlobalData’s Tourism Source Market Insight: Brazil report provides a comprehensive overview of the Brazil domestic and outbound tourism market. The report examines the profiles of Brazilian tourists and summarizes the main reasons why they travel. The report offers an in-depth analysis of traveler flows, spending patterns, major destination markets, and current and future opportunities for tourism businesses looking to tap into the Brazilian outbound travel market.

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