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Main Destinations
Actual:

Argentina; United States; Spain; Uruguay; Italy; Portugal; Chile;

Germany; United Kingdom; Paraguay

Aspirational*: Italy; France; Spain; Greece; Portugal; Switzerland; Canada;

Australia; Germany; Sweden
* not all potential destinations were included in the survey
Source: Anholt-GMI Brands Index/British Tourist Authority

2.5

Market Characteristics

In order to supplement market information compiled

by EMBRATUR, use has also been made of data
relating to Brazilian visitors to Britain in 2006 from
the UK International Passenger Survey (IPS) and
from survey of Brazilian visitors to the United States
carried out for the US Office of Travel and Tourism
Industries (OTTI) to illustrate some of the main
characteristics of the Brazilian outbound traveller.
2.5.1

Source Markets

So Paulo and Rio de Janeiro are the main sources of

Brazilian outbound travel, accounting for some 38%
and 25%, respectively, of all outbound departures in
2002 (Source: EMBRATUR).
2.5.2

So Paulo is top source of

Brazilian outbound travel

Demographic Profile

EMBRATUR data show that, in 2002, just under

half (48.4%) of all Brazilian outbound travellers
were in the 28-45 age group, compared with 28.9%
aged 46-65, 19.4% aged 18-27; and 3.3% aged 66
and over.
In the case of travel to Britain, in 2006, over half
(53%) of visitors from Brazil were aged between 2544 (of which 32% were in the 25-34 age group).
Overall, 48% of visitors were male and 52% female,
with men having a slightly older age profile than
women. Business visitors are more likely to be male,
and VFR/Holiday to be female. (Source: IPS). The
majority of Brazilian visitors to the US fall into the
35-54 year old age bracket (Source: OTTI).

Brazilian travellers are

middle-aged

More women travel than men

Brazilian visitors to Europe tend to be relatively

affluent, with annual incomes exceeding US$40,000
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a year (Source: European Travel Commission),

while, in 2005, some 75% of Brazilians travelling
overseas possessed a university degree (Source:
EMBRATUR).
2.5.3

Travel Party

Brazilian visitors to Britain are more likely to be

travelling either alone (49%) or with other adults in a
tour group (27%), and only 4% in a traditional
family group of spouse/partner and children. Most
Brazilian visitors to the United States are married
and more inclined (40%) to take their children with
them.
2.5.4

Brazilians prefer to travel

alone

Purpose of Visit

Leisure trips are the main reason for Brazilians

travelling overseas, although business travel is also
relatively important. In 2005, almost two thirds
(63%) of Brazilian outbound travel was for leisure
purposes, compared with one third (33%) for
business and 4% for VFR purposes.

Leisure is main purpose for

travel

The pattern of visits varies considerably from

country to country: in the case of travel to the United
States, vacation/holiday trips accounted for 49% of
the total in 2005; Business, 36%; VFR, 24%; and
Conventions, 14% (Source: OTTI), while for visits
to the UK, the average shares for 2006 were 40% for
holidays; 18% for business; 23% for VFR; 14% for
study; and 5% for other purposes.(Source: IPS).
Portugal, Spain and Germany have higher than
average proportions of VFR visits (Source: ETC).
2.5.5

Length of Stay

In 2003, the average length of stay varied from for

15.4 days for leisure trips; 11.8 days for business;
and 20.6 days for VFR trips, with an overall average
of 15.1 days for all trips (Source: EMBRATUR).
The average holiday visitor from Brazil spends 6
nights in Britain - with longer average stays for
business, VFR and study visits.

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The average Brazilian takes

two-week trips

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