Tourism Team - Brazil

The team supports companies, namely through participation in the main fairs, events and workshops. It also operates in the capture of distribution channels, market knowledge and tourist profiles, with a view to promoting Portugal. This requires taking into account the target audience, goals, tourist profiles and other aspects of knowledge. Conducting analysis makes it possible to obtain first-hand knowledge of the environment where the product/service is located. ​

​// The market

Brazil is a country with some 203 million inhabitants, the most populous in South America and the fifth most-populous in the world. With a GDP of over two trillion US dollars, it is the ninth-largest economy in the world and the largest in Latin America. The contribution of the tourism sector has already exceeded pre-pandemic levels, at over 145 billion US dollars, around 7.8% of the Brazilian economy. 

São Paulo, Rio de Janeiro and Brasília are the most-populous cities, economic and cultural centres. After São Paulo, Porto Alegre, Belo Horizonte and Curitiba are the largest source cities. 

Although average spending varies depending on the destination and type of trip (leisure, shopping, business), the average amount per person is between 1,500 and 3,000 US dollars. The asymmetries are significant, varying with income level, age and region of origin. Most trips are paid for using credit. 
A large part of the Brazilian population has 30 days of annual holiday leave and, when choosing their travel destinations, they value the opinion of Brazilian friends, experts and influencers.  ​

Only 3% of the population speaks English, which benefits Portugal, as a preferred destination. Trips to the USA are mostly for entertainment and shopping, whereas Europe is particularly sought after by Brazilians over 50 years old, who are travelling for culture and gastronomy. Young people and millennials, between 18 and 34 years old, are mainly looking for adventure destinations, academic exchanges and cultural experiences, and are keen to take advantage of cheap travel and accommodation promotions. 

The months of highest demand for travel are December, January and July, due to school holidays. Most Brazilians choose to book through traditional travel agencies, online travel agencies (OTAs) or directly on partner websites. ​Recent analyses of the Brazilian tourism market reveal some trends and insights for the coming years. Luxury tourism goes beyond accommodation in five-star hotels, including comfort, exclusivity and privacy in stand-out accommodations. The idea of doing and experimenting is equally important, when thinking about travel. 

The possibility of remote working has made more distant destinations possible, for those who are not limited by the need to be physically in the workplace. Watching and playing sports is becoming one of the main reasons for travelling. Surfing, marathons, football, skiing, diving, Nascar races and others – there are no restrictions on sports trips. Tailor-made trips, which allow you to choose each item according to your preferences, are increasingly preferred to standard packages, for which demand has dropped dramatically. Authentic and safe experiences are desired for all genders, ethnicities and sexual orientations. 

Sustainability is an increasingly preferred factor; many travellers value the implementation of sustainability policies and are opting for hotels with sustainable practices. The Brazilian market is diversified and must be segmented to meet the needs of different consumer profiles that are highly influenced by social media and digital content. 

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