8/2/2019 Market and Trade Profile Brazil
1/53
Brazil Market and Trade Profile | January 2012
visitbritain.org/ researchFollow us on Twit ter: @VisitBritainBiz
VisitBri tain Group LinkedIn
Market andTrade Prof ileBrazil
8/2/2019 Market and Trade Profile Brazil
2/53
Brazil Market and Trade Profile | January 2012
We produce a suite of Market and Trade Profiles.Visit visit bri t ain.org/ research to access our reportsfor the following markets:
Australia AustriaBelgiumBrazilCanadaChinaDenmarkFranceGermanyHongKongIndia ItalyJapanNetherlandsNorwayPolandRussiaSpainSwedenSwitzerland UAEUSA
8/2/2019 Market and Trade Profile Brazil
3/53
Brazil Market and Trade Profile | January 2012
visitbrit ain.org/research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
Contents1. Market Snapshot 5Table S1Global context 6Table S2 Inbound to Britain overview 6 Illustration S1Factors influencing destination choice that favour Britain
and that favour competitors 6Chart S1Journey purpose (% share of visits) 6Chart S2 Seasonali ty (% share of visits) 6Chart S3 Regional spread (% of visits) 6Table S3 Access to Brit ain 62. Latest Insights 7Visitor Statistics 8Table 2.1Latest visitor statistics 8Economic Stat istics 8Table 2.2 Latest economic statistics 8Connectivity 8Competi tor Activity 8Media Coverage: Britain 8Latest Consumer Trends 8Travel Trade 83. General Market Condit ions 9Demographics 10Table 3.1Population dynamics 10Chart 3.1Population of major cit ies 10Chart 3.2 Population structure (000s) 10Politics 10Economics 10Table 3.2 Economic indicators (% growt h unless stated) 11Chart 3.3 Exchange rate: cost of sterl ing 11Society 11Table 3.3 Major public holidays in 2012 12Consumer Trends 12Travel Trends 134. Motivation and Att it udes to Holidays 14The Importance of Holidays 15Chart 4.1Life priorities 15Att itudes to Travel 15Chart 4.2 Att itudes towards holidays 15
5. Reaching Consumers 17Media Landscape 18Use of Communications Technology 18Chart 5.1Communications technology (per 1,000) 19Sources of Holiday Inspirat ion 19Chart 5.2 Influences on destination choice 19
Planning and Booking 19Chart 5.3 Decision lead time 20Technology used by Visitors to Britain 20Chart 5.4 Propensity to use laptop or mobile phone on trip to Britain 206. Perceptions of Brit ain 21Big Picture Perceptions 22Chart 6.1Perception of Britain as a nation 22 22Cultural Associations 22Chart 6.2 Cultural associat ions 23Adjectives to Describe Britain 23Chart 6.3 Adjectives describing a potent ial tr ip to Britain 23Visiting Britain: Motivations and Barriers 23Chart 6.4 Perceptions of brand att ributes (% agreeing) 23Chart 6.5 Sought after Britain activities (%) 24Chart 6.6 Iconic images (% selecting each image) 24Chart 6.7 Perceived cost of a week long holiday 257. Market Size, Share & Forecast 26The Big Picture 27Top Destinations 27Table 7.1Most visited destinations in 2010 27 27Chart 7.1Britain's market share among competit or set 27Forecast Growth by World Region 27Chart 7.2 Forecast growth in visits to world regions (000s) 27Forecast Growth to Britain 28Chart 7.3 Historic and forecast visit s to Britain (000s) 288. Access to Brit ain 29Practicalities 30Mode of Travel 30Chart 8.1Visits by mode of transport (000s) 30Chart 8.2 Sea and tunnel travel (000s) 30Airline Seat Capacity Trends 30Chart 8.3 Airl ine seat capacity trends 30Origins and Destinations 31Map 8.1Ports of entry to Britain 31Chart 8.4 Origin airport seat capacity 31Chart 8.5 Airline seat capacity by carrier 319. Trip Characteristics 32Volume and Value Trends 33Table 9.1Inbound volume and value 33Table 9.2 Nights per visit , spend per night /visit 33Chart 9.1Volume and value trends 33Journey Purpose 33
http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423853http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423853http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423853http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423853http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423861http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423861http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423861http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423861http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423871http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423871http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423871http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423871http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423884http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423884http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423884http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423884http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423889http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423889http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423889http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423889http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423899http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423899http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423899http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423912http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423912http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423912http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423912http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423922http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423922http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423922http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423922http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423933http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423933http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423933http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423933http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423933http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423922http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423912http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423899http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423889http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423884http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423871http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423861http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc3154238538/2/2019 Market and Trade Profile Brazil
4/53
Brazil Market and Trade Profile | January 2012
Chart 9.2 Journey purpose mix 34Chart 9.3 Journey purpose trend (000s of visit s) 34Duration of Stay 34Chart 9.4 Duration of stay trend (000s of visits) 34Chart 9.5 Duration of stay by journey purpose 34Seasonality 35Chart 9.6 Seasonalit y trend (000s of visits) 35Chart 9.7 Seasonali ty by journey purpose 35Accommodation Choices 35Chart 9.8 Accommodation stayed in (000s of nights) 35Trips to Different Parts of Britain 35Chart 9.9 Visits by area and journey purpose (000s) 36Table 9.3 Top towns visited 36Chart 9.10 Propensity to visit coast, countryside and villages 36Chart 9.11Propensit y to use int ernal modes of transport 37Chart 9.12 Propensity to explore several locations by car, coach or t rain 37Mult i-destination Trips 37Chart 9.13 Propensity to combine Britain wit h other destinations 3710. Visitor Characterist ics 38
Visitor Demographics 39Chart 10.1Visitor demographics 39Chart 10.2 Age group trend (000s of visits) 39Travelling Companions 39Chart 10.3 Travelling companions 39Table 10.1Cohort size by journey purpose 39Repeat Visitors 40Chart 10.4 Propensity to be making a repeat visit 40Nationality 40Chart 10.5 Visitor nationalit ies 40Welcome and Likelihood to Recommend 40 40Chart 10.8 Likelihood to recommend Britain 4111. Activit ies Undertaken in Bri tain 42Culture and Heritage 43Chart 11.1Propensity to visit museums and galleries 43Chart 11.2 Propensity to visit built heritage sites 43Chart 11.3 Propensity to visit the performing arts 43Sport and Outdoors 44Chart 11.4 Propensity to play golf or watch football 44Chart 11.5 Propensity to go for a walk or cycle 44Chart 11.6 Propensity to visit a park or garden 44Eating, Drinking and Socialising 44Chart 11.7 Propensity to go t o restaurants, pubs, nightclubs and socialise
with locals 45Shopping 45Chart 11.8 Propensity to shop 45Studying 4512. Caring for the Consumer 46Language 47Table 12.1Language basics 47Table 12.2 Language tips for arrival and departure 47
Understanding Culture and Etiquette 47Accommodation 47Food and Drink 47Paying Bills 47Chart 12.1Propensity to use a credit card 4713. The Leisure & Travel Trade 48Trade Structure 49Major Operators 49Planning Cycle 49Trade Exhibitions 49Doing Business 4914. Contacts and Data Sources 51VisitBritain Contacts 52Contacting other Organisations 52Data Sources 52Table 14.1Data Sources 52
http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423957http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423957http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423957http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423957http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423971http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423971http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423971http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423971http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423985http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423985http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423985http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423985http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423994http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423994http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423994http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423994http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315424000http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315424000http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315424000http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315424000http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423994http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423985http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc315423971http://lonfs02/Data3/Workgroup/Strategy%20and%20Insight%20Division/International%20Marketing%20Research/Market%20Profiles/Market%20Profiles%202012/Market%20Profiles%20in%20Word/Brazil.docm%23_Toc3154239578/2/2019 Market and Trade Profile Brazil
5/53
Brazil Market and Trade Profile | January 2012
1. Market Snapshot
8/2/2019 Market and Trade Profile Brazil
6/53
Brazil Market and Trade Profile | January 2012
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
1. Market SnapshotTable S1 Global context
Measure 2010
International tourism expenditure ($bn) 16.4Global rank for international tourism expenditure 20Number of outbound visits (m) 6.2Most visited destination USA
Table S2 Inbound to Britain overviewMeasure 2010 Share of total 5 year change
Visits (000s) 177 0.6% +93%Nights (000s) 1,764 0.8% +11%Spend (m) 160 0.9% +52%
Il lustration S1 Factors inf luencing dest ination choicethat favour Britain and that favour competitors
Chart S1 Journey purpose (% share of visit s)
Chart S2 Seasonalit y (% share of visits)
Chart S3 Regional spread (% of visits)
Table S3 Access to Bri tainMeasure 2011
Weekly aircraft departures 29Weekly seat capacity 8,069Airports with direct routes in Brazil 2Airports with direct routes in Britain 1
Later Chapters provide in-depth analysis on allthe topicscovered in this Market Snapshot
0%
10%
20%
30%
40%
50%
60%
70%
Holiday Business VFR Misc
Brazi l Al l Markets
0%
5%
10%
15%
20%
25%
30%
35%
Jan-Mar Apr-Jun Jul-Sep Oct-Dec
Brazi l Al l Markets
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Nil Nights Scotland Wales London Rest of England
Brazi l Al l Markets
8/2/2019 Market and Trade Profile Brazil
7/53
Brazil Market and Trade Profile | January 2012
2. Latest InsightsKey Insights
Brazil is braced for a sharper than expected economiccrises,
however the government has issued moderate int erestrate cuts through the Central Bank to keep theeconomy stimulated and healthy growth is stillpredicted for 2012
It is estimated that around 215,000 Brazilians studiedoverseas in 2011, generating around US$1bn. Languagecourses were the most sought after, with the mostpopular destinations being the USA, Canada and theUK. The most important factor in deciding where to goto study courses overseas was visas
8/2/2019 Market and Trade Profile Brazil
8/53
Brazil Market and Trade Profile | January 2012
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
2. Latest InsightsVisit or Stat ist icsTable 2.1 Latest visit or stati st ics
Purpose3 months to
Sep 2011(000s)
12 months toSep 2011(000s)
3 months toSep 2011
(annual %change)
12 months toSep 2011
(annual %change)
Holiday 61 154 46% 33%Business 8 26 427% 117%VFR 11 37 31% 38%Total 92 249 60% 42%
Economic Statist icsTable 2.2 Latest economic stati st ics
Indicator Q2 2011 Q3 2011 Q4 2011Real GDP in local currency 3.3 2.1 1.8Real private consumption 5.6 2.8 1.3Unemployment rate (%) 6.3 6.0 5.7Average earnings 9.9 9.6 9.5Consumer price index 6.6 7.1 6.7
ConnectivityProposals for a Thames Estuary Airport have been stronglysupported by the Mayor of London, Boris Johnson, claimingthat an extra hub airport would radically increase directinvestment into Britain f rom fast growing developing countriessuch as Brazil
Compet it or ActivityAccording to ABAV (Brazilian Tour Operators Association),packages to Italy, Spain, Portugal and Greece (all count riesaffected by the Euro Crises) are up to 15% cheaper than thesame period in 2010. Many European operators are slashingprices to at tract Brazilians to make up for the lost internalbusiness from t he European continent
Brazil remains a priority market for Spain with the SpanishTourist of fice predicting a 15% increase in Brazilian visitors in
2012. Their aim is to promote Spain beyond the main centre ofSao Paulo to cit ies further afield. They will also be investingmore in promoting to t he middle class
The Portuguese will hold a season to showcase Portuguesecreativit y and knowledge in the arts, culture, philosophy,science, research and innovation and the economy. The Year ofPortugal in Brazil will be held simultaneously with the Year ofBrazil in Port ugal. The programme wil l start on 7th September2012, Independence Day in Brazil, and run until 10th June 2013,
Portugal's national day
Media Coverage: BritainBrazil is one of the markets Richard Branson is considering atthe moment for Virgin Mobile aft er starting up in Chile. He iskeeping an eye on the hotel market as well. However there areno immediate plans at the moment for aviation
Latest Consumer Trends30% of Brazil's internet users bought something online in 2010,although most purchases were books, DVDs, appliances andelectronics. The good news for e-retail ing is that a largeportion of those sales are coming from Brazilians under 30.60% of the country's population is under 29, and youngerBrazilians are the most internet-savvy sector, spending anaverage of 9 hours a day on web-related activities
Overseas spend amongst Brazilians has hit record levels thisyear. According to the WTO Brazil ians had spent $16 billionoverseas by September 2011. This translates into an increase of44% compared to the previous year, the largest increaseamongst count ries monitored by the WTO. By comparisonexpenditure by Chinese nationals increased 30% and Russians21%
Visit s by Brazilians to exclusive resort s like Saint -Tropez andCourchevel in France have increased by more than 50% thisyear. Brazil ians now represent the 2nd highest number ofvisitors to the Louvre (410,000), only behind the Americans
(650,000). In 2007 Brazilians did not even make the top 10
Travel TradePortugal.sales in Brazil. To encourage this segment more TAP launcheda Facebook page during the recent ABAV travel t rade fairwhere customers will be able to book flights and check in
8/2/2019 Market and Trade Profile Brazil
9/53
Brazil Market and Trade Profile | January 2012
3. General MarketConditionsKey Insights
Brazil has a young and rapidly expanding population
The Brazilian economy is growing at a healthy rate, ensuring increasingnumbers of middle class citizens, while the number of $ millionaires hasreached 155,000
Brazil is seeing an enormous socio-economic transformation with rapidincreases in the size of the AB population
Computer ownership has risen from 13% to 52% between 2002 and 2010
The emerging middle class is now able to travel overseas for the firsttime thanks to a strong currency and easier access to credit
Foreign languages, including English, are not widely spoken
8/2/2019 Market and Trade Profile Brazil
10/53
Brazil Market and Trade Profile | January 2012
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
3. General Market Condit ionsDemographicsHome to more than 200 million citizens (Table 3.1) Brazil is the fifth
most populous country in t he world. Currently there is negative netmigration but the most striking figure in Table 3.1is possibly thegrowth rate of 1.1% per annum in the size of the population, meaningthat within a quarter of a century the population is likely to reach 250million.
Table 3.1 Populat ion dynamicsMeasure 2011estimate
Total population 203,429,773Net No. migrants per 1,000 population -0.09Rate of natural increase per annum 1.1%Overall growt h rate per annum 1.1%
Major Conurbat ionsCovering just the cit y boundary, rather than the wider administrat iveregion population, Chart 3.1shows the most populous cities in Brazil,wit h Sao Paulo being home to more than 10 million and Rio deJaneiro more than 6 million.
anurban area in 2009.
Chart 3.1 Population of major cit ies
Population St ructureThe pyramid-like shape of t he data presented in Chart 3.2 isindicative of a population that is young, and is expanding rapidly, andtherefore supports the growth rate shown in Table 3.1. It is clear thatthere are broadly similar numbers of males and females in each agecohort.
The demographic structure for visitors to Britain from Brazil is shown
later in Chart 10.1.
Chart 3.2 Populat ion st ructure (000s)
Links wit h the UKAccording to the Office for National Statistics Annual Populat ionSurvey and Labour Force Survey in 2010 there were some 50,000 UKresidents whose country of birth was Brazil, though other sourceswould indicate that the number is higher.
In 2009 73 Brazilian students were accepted on to degree or HND
courses operated by UK higher education establishments thatcommenced during that year (see Chapter 11).
PoliticsBrazil is a democracy. The next presidential election is due inOctober 2014 which is also when the next legislative elections willtake place.
anointed in many ways, with her victory in the October 2010elections coming as muc did throughany new vision coming from Dilma Rousseff herself.
Economicsvery strong. An explicit policy stance designed to minimize the risk
delivered consistent growth in recent years and a broad range oftrading partners, including China, has helped Brazil avoid the worst ofthe global economic crisis.
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
So Paulo Rio deJaneiro
Salvador BeloHorizonte
Fortaleza
12,000 8,000 4,000 00 4,000 8,000 12,000
0-45-9
10-1415-19
20-2425-2930-3435-39
40-4445-4950-5455-59
60-6465-6970-7475-79
80-8485-8990-9495-99100+
MaleFemale
8/2/2019 Market and Trade Profile Brazil
11/53
Brazil Market and Trade Profile | January 2012
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
Brazilian consumers have been boosting domestic demand with retailsales growing by more than 11%, thanks to the growing number ofmiddle class cit izens and increased availability of consumer credit(which increased at an annual rate of 20% in May 2010).
Employment has been growing and unemployment falling, but the
strength of the currency has stifled competitiveness making for weakgrowth in parts of the manufacturing sector reliant on exports.
Table 3.2 Economic indicators (% growt h unlessstated)Indicator 2010 2011 2012
Real GDP 7.5 4.3 4.8Consumers expenditure 7.0 5.4 4.4GDP per capita (Int $) 11,239 11,767 12,321Unemployment rate (%) 6.7 6.0 5.6Average earnings 9.2 8.2 5.4Consumer prices 5.0 6.1 4.7
Table 3.2 shows a number of key economic indicators for Brazil basedon estimates and forecasts from Oxford Economics and theInternational Monetary Fund.
It is clear t hat the economy is set to grow at a slightly slower pace in2011and 2012 than in 2010 but this remains a rate the envy of manydeveloped economies. Both inflation and average earnings areforecast to moderate in t he next two years, while the labour marketis set to see further falls in the rate of unemployment.
, GDP percapita in Brazil is around $12,000 per annum, indicating that, onaverage, the population has a modest standard of living by westernstandards. However, this average masks wide income variations withmany living in poverty.which economic measures can be compared across countries havingtaken into account relative exchange rates and price levels.
There is a growing middle class in Brazil, and as is shown later in t hisChapter, an increasing number of very wealthy citizens.
For t he latest economic indicators (updated quarterly) see Table 2.2.
Exchange RateChart 3.3 Exchange rate: cost of sterl ing
The Brazil ian currency is the Real. The trend since 2004 has been forthe cost of sterling to fall for visitors from Brazil, having roughlyhalved over the past seven years. What is clear is that the currencyhas been far more stable in recent years than at the start of the lastdecade, a period that saw dramatic swings in the value of the Real.
Trade LinksHM Revenue and Customs Overseas Trade statistics show that in2010 Brazil 30th most valuable trading partner in termsof imports, and 28th most valuable in terms of exports.
High Net Wort h IndividualsFigures from the Merrill Lynch and Capgemini World Wealth Reportshowed that in 2010 there were 155,000 High Net Worth individualsresident in Brazil, these being people with investible assets worthmore than $1million, representing an increase of 6% on 2009.
Research conducted by VisitBritain in Brazil in 2010 that explored
origins in Britain, with t he country representing the heart ofEuropean aristocracy. However dest inations such as France and theUSA were seen as a strong competitor to Britain for luxury travelfrom Brazil.
Societ yBrazil is in the middle of a huge socioeconomic transformation.
monthly household income over R$ 6,940) have increased from 13million to 20 million people, and by 2014 t his group is forecast t ogrow by another 50% to 31million people. The emergingclass has grown from 66 million to 95 million in the same period, and
classes (those with a monthly household income of less than R$ 1,610
2.00
2.50
3.00
3.50
4.00
4.50
5.00
5.50
6.00
6.50
7.00
Jan-01 Jan-02 Jan-03 Jan-0 4 Jan-0 5 Jan-06 Jan-07 Jan-0 8 Jan-09 Jan-10 Jan-11
8/2/2019 Market and Trade Profile Brazil
12/53
Brazil Market and Trade Profile | January 2012
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
per month) have shrunk signif icant ly; from 96 million in 2003 to just73 million in 2009. This should drop further to 59 million by 2014.
mature modern families, where both parents work with at least onechild under 18 and one of the parents over 45; 21% are modern
families (4.2 million), where both parents under 45 work wit h childrenunder 18; 9% (1.8 mill ion) are single, separated or widowed with at achild under 18; only 6% (1.2 million) are a tradit ional family whereboth parents are under 45 with a child under 18 and where only oneof t he parents work.
Brazil is a fairly ethnically mixed country. As well as descendantsfrom the more established European, African and indigenouspopulations, there are also significant communities of descendantsfrom more recent German, Italian, Japanese and Arab immigrantsfrom the early 20th century, especially in t he south of the country.So Paulo is oft en cited as having the largest Japanese population
outside of Japan.
The retirement age in Brazil is, in most cases, 65 for men and 60 forwomen.
Brazil is a predominantly Roman Catholic country. Over the pastcouple of decades there has been a signif icant growth in evangelicalworship.
Languageich is used by virtually t he
entire population as the primary form of communication. Brazilian
Portuguese is slightly different from the version spoken in Portugal,with slightly different pronunciation, vocabulary and grammar. As acomparison, the diff erence between Port uguese spoken in Brazil andPortugal could be considered somewhat greater than the differencein English between the UK and the United States.
Being a large country there are regional variations in accent in Brazil,but on the whole the population speaks a similar version of thelanguage with no major dialects.
Foreign languages, including English, are not spoken widely.Generally speaking, the younger, more educated Brazil iandemographic would have the best knowledge of English.
Holidays and Annual Leaveequates to 22 days of annual leave from work. Major hol iday periodsare in July and January during t he school hol idays, and also during t heweek of Carnaval (which usually falls in February).
There are 13 national holidays in Brazil, as out lined below. These arecomplemented with additional state and municipal public holidays.
As an example, in t he city of So Paulo there are three addit ionalpublic holidays on 25 January, 9 July and 20 November. It is commonfor many Brazilians to take a long weekend off when public holidaysfall close to the weekend. Unlike in the UK, public holidays are notmoved to a weekday if they coincide with the weekend.
Table 3.3 Major publi c holidays in 2012Date Holiday
1January18-21February Carnaval6 April Good Friday21April Tiradentes1May Labour Day7 June Corpus Christi7 September Independence Day12 October Nossa Senhora da Aparecida2 November Finados
15 November Republic Day25 December Christmas Day
Consumer TrendsThe consistently strong performance of the Brazilian economy overthe past decade has helped to enrich t he wealthier classes furt herand transform the middle class into the cornerstone of domesticconsumption. The rapid growth of the middle class, wit h tens ofmillions of Brazilians moving out of the lower income brackets,combined with an easier access to credit for the first t ime has led to aboom in domestic consumption. The middle class has becoming a
leading consumer of products in industries as varied as automobiles(sales forecast t o increase by 40% to 4.8 mil lion in 2015), electronics(ownership of computers has increased from 13% to 52% between2002 and 2010) and the food industry. Businesses have changedtheir strategies as a result, shif t ing their marketing focus towardsmeeting the needs of this new segment.
E-commerce is now also starting to gain ground in Brazil. In a marketwhich has been t raditionally dominated by face-to-face interactionand a strong service culture, around a third of all Brazilians internetusers now purchase items online - mainly books, DVDs andelectronics. This new trend is mainly concentrated amongst the
younger segment of the population, which suggests that t hisbehaviour will become more widespread with time as the populationages. On the travel side, online booking sites such as decolar.comand submarino.com have entrenched themselves amongst themarket leaders over the past few years, providing st iff competit ion tothe traditionally dominant travel agencies especially on price forfl ights and hotels.
8/2/2019 Market and Trade Profile Brazil
13/53
Brazil Market and Trade Profile | January 2012
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
Travel TrendsBrazilians are travelling overseas in ever greater numbers thanks tothe good economic situation in the market and the strong currency.Given that taxes on imported goods in Brazil are extremely high thisis also leading to a huge increase in shopping by Brazilians overseas.
Shopping now forms an integral part of the Brazilian overseas travelexperience, with travel agencies even putting together packagesspecifically t argeting t his activity, especially to the United States.According to VISA, retail or shopping accounted for 73% of allBrazilian expenditure overseas in 2010.
The emerging middle class is now able to t ravel overseas for the firstt ime thanks to the strong real and the increasing availabilit y of credit .This is leading to a boom in Brazilian travel to cheaper destinationssuch as the United States (and in particular Florida) and destinationscloser to home such as Argentina and Uruguay, but also to Europewhere whistle-stop tours of the main European capitals are the
standard.
The wealthier classes are also travelling overseas more than ever, butare increasingly looking for newer and more exotic destinations suchas Turkey, India, Dubai and South Africa. With an ever increasingnumber of routes available (from Singapore Airlines, Emirates, Qatarand Turkish among others) it is becoming easier t o seek out these
8/2/2019 Market and Trade Profile Brazil
14/53
Brazil Market and Trade Profile | January 2012
4. Mot ivat ion andAtt it udes toHolidays
Key InsightsCareer and personal development are important lifepriorities for Brazilians
Scenic natural beauty is an important consideration forBrazilians when thinking about holiday destinations
Brazilians are more likely than others to say they wouldtake a holiday to watch a sporting event
8/2/2019 Market and Trade Profile Brazil
15/53
Brazil Market and Trade Profile | January 2012
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
4. Motivat ion and At t it udes to HolidaysThe Importance of HolidaysVisitBritain sponsored questions that have been included on theNations Brand Index Survey provide an insight into what residents ofBrazil consider to be important in their lif e. Asked to rate a numberof statements on a scale of 1= not at all important to 5 = extremelyimportant it can be seen (Chart 4.1) thaton the priorit y list for Brazilian respondents, a common finding
Self-development , as wasn see
Chart 4.1 Lif e priori t ies
It is clear that taking domestic vacations was seen as more importantthan taking foreign holidays, suggesting that for many Brazilians
personal wellbeing.
At t it udes to TravelAnother VisitBritain question asked on the Nations Brand IndexSurvey looks at attitudes towards holidays, with respondents askedto state t heir agreement with a number of statements on a scale of 1= strongly disagree to 7 = strongly agree. Chart 4.2 shows
tmost importance in the minds of Brazilians whenconsidering a holiday destination, followed by the influence ofhistory and culture.
The weather is slightly more important to Brazilians than the averagerespondent with the reverse true for seeing well-known locations.
Chart 4.2 Att it udes towards holidays
1.0 2.0 3.0 4.0 5.0
Taking foreign vacations linked to my religion
Spending time on t he internet (socialnetworking e.g. Facebook, Myspace)
Having fashionable clothes and accessories
Taking f oreign vacations
Spending time on the internet (generalbrowsing)
Watching TV or DVDs for pleasure
Volunteering
Listening to music
Taking vacati ons in my own country
Making improvements to my home/garden
Reading books
Having time to relax
Having good qualit y food and drink
Spending time with my family and fri ends
Self development and learning
Keeping fit and healthy
My career
Brazil All respondents1.0 2.0 3.0 4.0 5.0 6.0 7.0
I am an experienced int ernational t raveler
It is too much effort to travel for more than 5hours for a vacati on
I prefer t o take lots of short breaks, ratherthan fewer long breaks
Music I've listened to has influenced mychoice of vacation desti nation
I prefer t o eat food I am used to on vacation
I prefer t o book vacations through a travelagent
I frequently take part in physical activitiesand sports on vacation
Films I've watched have influenced my choiceof vacation destination
The internet is a safe way to book t ravel
My ideal vacation is at t he beach
Enjoying my vacati on is more important t hanhow much it costs
I would t ake a vacation in another country towatch a sporting event
It is more important that vacations areexciting than relaxing
I choose vacation destinations based on howwelcoming the people there are
When I'm on vacation I like to see famous andwell-known locations
I choose vacation destinations based on theweather
When I'm on vacation I like t o explore newplaces away from the crowds
History and culture are strong infl uences onmy choice of vacation destinations
I choose vacation destinations based on theirnatural scenic beauty
Brazil All respondents
8/2/2019 Market and Trade Profile Brazil
16/53
Brazil Market and Trade Profile | January 2012
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
Brazilians are more likely to say they would take a holiday abroad inorder to see a sporting event than is the average respondent and tosay that they take part in physical activit ies and sport while onholiday.
agree that it was too much effort to fly for more than five hours inorder to reach a holiday destination.
8/2/2019 Market and Trade Profile Brazil
17/53
Brazil Market and Trade Profile | January 2012
5. ReachingConsumersKey Insights
As the economy improves newspaper circulation hasbeen increasing
Most Brazilians have a mobile phone and socialnetworking sites are extremely popular
Material seen on the Internet exerts a strong influenceon destination choice, as can special deals offered by
airlines
8/2/2019 Market and Trade Profile Brazil
18/53
Brazil Market and Trade Profile | January 2012
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
5. Reaching ConsumersMedia LandscapeBroadcastTV Globo is the by far the most watched and influential TV channel inBrazil. Other major TV channels are Record (the exclusive rights-holding broadcaster for London 2012), SBT and Bandeirantes. CableTV well established in major urban centres and subscriptions arecommonplace amongst the ABC1public with the means to traveloverseas.
Radio is still an important channel as well, both for entert ainmentand news report ing. This has more of a regional set-up, so eachmajor cit y or state will have their own main radio stations.
PrintThe newspaper scene in Brazil is fairly fragmented wit h each statecapital producing at least one major daily newspaper, and no realnational newspaper. The main newspapers would be: the Folha deSo Paulo (circ. 294,498) and O Estado de So Paulo (236,369) in SoPaulo; O Globo (262,435) in Rio de Janeiro; Zero Hora (184,663) andthe Correio do Povo (157,409) in Porto Alegre; the Estado de Minas(78,281) in Belo Horizonte; and the Correio Brasiliense (57,300) inBrasilia.
Other important print dailies include Valor Economico (54,627)focused on economic and financial news, and Lance (94,683) for
football and sports news.
Newspaper circulation has been increasing as the economic situationin Brazil has improved over the past decade. Circulation hasincreased from 7.6 million daily copies in 2001t o 8.1million in 2009.Sunday papers have higher circulation figures than the dailies. Mostnewspapers also publish a weekly travel supplement the Folha deSo Paulo and O Globo publish theirs every Thursday, O Estado deSo Paulo on Tuesdays.
There are approximately 1,200 magazine t it les published regularly inBrazil. Veja (circ. 1,097,485), a weekly news magazine, has the highestreadership. Other major magazines include poca (413,286) and Isto(344,029) for news, as well as celebrity goissip mag Caras (293,386).The most import ant t ravel magazine is Viagem e Turismo. Otherimportant lif estyle publications include Elle, Marie Claire, GQ,Bazaar, and Vogue.
There main travel trade publication is Panrotas (published weekly).Other travel trade titles include Mercado e Eventos and Brasilturis(both fortnightly).
On-lineMajor travel portals include Viaje Aqui, from the same publishers as
Viagem e Turismo magazine, and UOL Viagem.
Agencia Click estimates that 2.6 million Brazilians update their blogsdaily, which ranks the country as among the world's most active interms of blog activity. According to ComScore blog sit es have anunusually high reach of 71% of the Brazilian internet audience,compared to a 50% average figure worldwide.
Use of Communicat ions TechnologyMobileAccording to Neilson, Brazil ranks second to Italy for multiple SIM
card ownership among the 15-24 cohort , but Brazil ians are less likelythan those in other countries surveyed to be using mobiles foradvanced data services.
Social MediaAccording to PhoCusWright 85% of int ernet users in Brazil do so inorder to use a social networking site with Orkut and Facebook themost used sites. It is estimated that t he average Brazil ian web userspends more than 30 hours per month on the internet, about fivehours more than the global average, with 8 out of these 30 hoursspent up using Orkut.
PhoCusWright reckon that Brazil is home to the fif th highest numberof Twitter users, and is the largest non-English speaking market forthe site. Females are estimated to represent a larger proport ion ofthe social-networking community in Brazil than are males. Cit izensof Sao Paulo and Rio de Janeiro are more likely to be engaged insocial networking activit y than are residents of other regions of thecountry according to comScore.
It can be seen from Chart 5.1that mobile penetration is virtuallyuniversal, at 998 devices per 1,000 of population in Brazil, makingthis the communicat ions technology of choice for the majority, withonly one-in-five having land line telephone access.
8/2/2019 Market and Trade Profile Brazil
19/53
Brazil Market and Trade Profile | January 2012
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
Chart 5.1 Communications technology (per 1,000)
Sources of Holiday Inspirat ionA VisitBritain sponsored question asked on the 2007 Nations BrandIndex Survey asked respondents about the ways in which they mightbe influenced or inspired to choose places for a holiday.
Respondents could t ick as many inf luences as they wished, and it canbe seen in Chart 5.2 that two-thirds admitted to having beeninf luenced by something that they had seen on the Internet , withalmost as many saying t hat a more old-fashioned source hadinf luenced their choice of destinations, namely something that t heyhad read in a book.
Respondents from Brazil were very much more likely to say thatsomething they had seen in a movie at the cinema or on television
had influenced them, with the same being t rue for the influence thatspecial deals from airlines had on destination choice.
Photographs shown to respondents by their friends or family hadinf luenced one-in-two in t erms of destination choice while one-in-three claimed to have been influenced by a sporting event being heldin a country, support ing the findings reported in Chart 4.2.
Brazilian respondents were much less likely t han the average to saythat a previous visit had influenced their choices, but this makessense considering the low number saying t hat t hey were experiencedinternational t ravellers (Chart 4.2).
Although mentioned by only 20%, Brazilians were more likely thanthe average respondent to say that a celebrity had influenced theirchoice of destination.
Chart 5.2 Inf luences on dest ination choice
Planning and BookingBooking MethodsAccording to Embratur, 38% of outbound trips from Brazil areorganized by a travel agent, although with airline tickets becomingmore commonly booked directly by the consumer using the Internet.
Booking lead-t imeFrom a VisitBritain sponsored question asked on the International
Passenger Survey (Chart 5.3) it is evident that 40% of Brazilianvisitors to Brit ain had decided upon their t rip 1-3 months beforetravel, but as is the norm for long-haul markets, many visitors weredeciding on their t rip more than three months in advance ofdeparture.
It is the norm for leisure trips to be decided on further in advancethan is the case for business trips.
-
200
400
600
800
1,000
1,200
Land lines Mobiles Internet users
0% 10% 20% 30% 40% 50% 60% 70%
None of t hese
Reading a t ravelblog about t hat country
A celebrit y / famous person from thatcountry
A product / brand from that country
A previous visit to that country
Sport / a sport event that is held in thatcountry
Something you read in a newspaper
Something you saw on TV news
Music / bands that you like from that country
Eating food with origins in that country
A photograph you saw from someone whohad visited that country
Advertising you saw
Something you saw in a travel brochure e.g.from a travel agent
A TV programme you saw about travel
A special deal / price e.g. from an airline
Something a friend or relati ve told you
A movie you saw at the cinema or on TV
Something you learned in school / education
Something you read in a book
Something you saw on the Internet
Brazil All respondents
8/2/2019 Market and Trade Profile Brazil
20/53
Brazil Market and Trade Profile | January 2012 2
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
Chart 5.3 Decision lead t ime
Technology used by Visit ors to BritainHoliday visitors to Britain f rom Brazil are less likely than the averageto use a mobile phone while here, but nevertheless, half do so. Giventhis finding it is perhaps a lit t le surprising to see that Brazilianvisitors here for a holiday are more likely than the average to use alaptop computer (Chart 5.4). Business visitors from Brazil are highlylikely t o use a mobile phone or a laptop, while two-t hirds of VFRvisitors use a mobile and 44% use a laptop computer.
Chart 5.4 Propensit y t o use laptop or mobile phoneon t rip to Brit ain
0% 10% 20% 30% 40% 50%
Day of/day before departure
2 days, less than a week
1week, less than a month
1month, less than 3 months
3 months, less than 6 months
6 months, less than a year
1year or more
Brazi l Al l Markets
0% 20% 40% 60% 80% 100%
Holiday: Using mobile phone
Holiday: Using laptop computer
Business: Using mobile phone
Business: Using laptop computer
VFR: Using mobi le phone
VFR: Using laptop computer
Brazi l Al l Markets
8/2/2019 Market and Trade Profile Brazil
21/53
Brazil Market and Trade Profile | January 2012
6. Percept ions of Brit ainKey Insights
Perceptions of Britain are broadly positive, but there is room
Equal numbers expect that a trip to Britain would be
anBritain on these attributes
A one-week holiday in France or Italy is perceived to bemore expensive than an equivalent week in Britain
8/2/2019 Market and Trade Profile Brazil
22/53
Brazil Market and Trade Profile | January 2012 2
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
6. Percept ions of BritainBig Picture Percept ions2010 Nations Brand Index Survey that Brazil ian respondents werebroadly positive about Britain but, notably less so than the averagerespondent
the picture was more mixed.
The closer is the coloured line to the edge of the hexagon the moreposit ive is perception of Britain on each dimension.
Chart 6.1 Perception of Britain as a nat ion
It is more insightful to look at how Brit ain ranks (among fifty othernations) on a small number of individual att ributes that make up the
1.
Overall Brit ain just makes it into the top ten in terms of its overallnation brand, with this result being mirrored in terms of t he overall
Britain does best (8th) for beingng place for contemporary
th) perception about t he strength of
th but the key att ributewithin this dimension for tourism delivers a less posit ive result, withBrazilian respondents ranking Britain just 28th
are presented.
An overall rank of 14ththrough a range of performances on the underlying attributes.
Britain, 9th, while for
ain was ranked 14thBritain would be 16th on Brazilians wishlist of destinations, but it isevident that the weakest perceptions (a rank of 26th
cwhen thinking about holiday destinations (Chart 4.2).
MeasureRank (out
of 50)Overall Nation Brand 10Culture (overall) 10The country has a rich cultural heritage 11The country is an int eresting and excit ing place forcontemporary culture such as music, films, art andliterature
8
People (overall) 16If I visited the country, the people would make mefeel welcome
28
Tourism (overall) 14Would like to visit the country if money was noobject
16
The country is rich in natural beauty 26The country is rich in historic buildings and
monuments14
The country has a vibrant city life and urbanattractions
9
Cult ural Associat ionsAs part of the 2010 Nations Brand Index Survey respondents wereasked to pick the cultural activi t ies or products that they would mostexpect to be produced in Britain.
It can be seen from Chart 6.2 that Brazilians were less likely t o selectone of the cultural associations provided than was the average
respondent,overall pattern for all respondents very closely.
Brazilians were least likely toonly 10% doing so.
Exports
Governance
Culture
People
Tourism
Immigration-Investment
Brazil All respondents
8/2/2019 Market and Trade Profile Brazil
23/53
Brazil Market and Trade Profile | January 2012 2
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
Chart 6.2 Cult ural associations
Adject ives to Describe Bri tainRespondents to the 2010 Nations Brand Index were asked to pickadjectives from a pre-defined list t hat they felt would best describe apotential trip to Britain.
From Chart 6.3 it is clear that again Brazilians were more likely to
adjective picked by 31% of Brazilian respondents with nearly as many-in-seven
than one-in-respondents.
Chart 6.3 Adject ives describing a potent ial t rip toBritain
Visit ing Bri tain: Mot ivat ions and Barr iersAs part of the 2010 Nations Brand Index Survey respondents wereasked to state whether they considered a number of tourismattributes applied to Britain and four other potential destinations.
It is evident from Chart 6.4 that Brit ain is outperformed by at leasttwo of t he competitors asked about on each att ribute.
Just over two-in-interesting hist , but half as many again thoughtthat i t applied to Italy. Supporting the evidence from VisitBritainresearch cited in Chapter 3, the attribute that Brazilians were next
ous
though this is a relatively strong attribute for Britain.
Chart 6.4 Percept ions of brand at t ri butes (%agreeing)
0% 10% 20% 30% 40% 50% 60%
Street carnival
Circus
None of these
Opera
Sculpture
Modern desingnPop videos
Sports
Films
Music
Museums
Brazil All respondents
0% 10% 20% 30% 40%
Risky
Spiritual
Depressing
Stressful
Boring
Relaxing
Romantic
None of these
Fascinating
Exciting
Educational
Brazil All respondents
0% 10% 20% 30% 40% 50% 60% 70%
Food and drink is good value for money
Is a romantic destinat ion
People are warm, friendly, and welcoming
Accommodation is good value for money
Is trendy
People are genuine
Is a relaxing destinati on
Is a fun place to be
Interesting mix of cultures from around theworld
Lots of dif ferent experiences in onedestination
Is stimulating and exciting
Is rich in natural scenic beauty
Offers authentic experiences
Is full of interesting characters
Inspires me to visit
Has lots of cultural events and attractions
Has good customer service
Has fascinating stories, myths, and legends
Is a mixture of old and new
Is a luxurious vacation
Has a rich and interesting history
Britain USA Italy Malaysia France
8/2/2019 Market and Trade Profile Brazil
24/53
Brazil Market and Trade Profile | January 2012 2
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
14% of Brazilian respondents thought this applied to Britain whereas50% thought that it applied to Italy.
associated with the destination).
Dream Acti vit ies and Iconic ImagesAs part of the 2010 Nations Brand Index Survey VisitBritainsponsored a question that asked which activities from a pre-definedlist respondents would like to do were they to visit Britain. Theactivit ies were all highly Britain specif ic rather than generic (Chart6.5).
Chart 6.5 Sought after Brit ain acti vit ies (%)
The top three activit ies were all related to built heritage, with two-in-five interested in the idea of a tour of the castles of Wales and about30% want ing t o go on a tour of Buckingham Palace or spend a night
in a Scottish castle.
The activity for which Brazilian responses were most at odds with the
Hthis in comparison with just 8% across the entire survey panel.
more so thanShakespeare
in I
Chart 6.6 Iconic images (% selecting each image)
Back in 2007 a VisitBritain sponsored question included in the Anholt
had to send a picture postcard telling a friend that you were onholiday in Brit ain, which of the following Brit ish icons would youchoose to best communicatewere asked to select a single image from a pre-defined list of 15.
0% 10% 20% 30% 40% 50%
Going to the Scott ish Highland Gamesin Inverness
None of t he above
Playing Golf on the Ryder Cup coursein Wales
A night at the opera at the WalesMillennium Centre
Watching the latest bands play at theGlastonbury Music Festival
Looking for the mythical Loch Nessmonster in Scotland
Celebrating New Year's Eve atEdinburgh's Hogmanay festival
Watching a tennis match atWimbledon
Going on a whiskey tour in a Scott ishdistillery
Visiting locations connected to theHarry Potter films
Seeing a Shakespeare play at London'sGlobe Theatre
Going on a Beatles tour in Liverpool
Shopping in Harrods
Watching an English Premier Leaguefootball match
Watching the sunrise at Stonehenge
Skating on the Christmas ice rinkoutside the Natural History Museum
Spending a night in a Scottish castle
Going on a tour around BuckinghamPalace
Go on a tour of the castles of Wales
Brazil All respondents
0% 5% 10% 15% 20% 25% 30%
Fish and chips
Old man in bowler hat
Open air concert
Covered shopping street
Draught beer
Tea
Green countryside
Football Match
The London Eye
The Union Flag
Red phone booths
Stone Cottages
Queen Elizabeth II
Castle in Scott ish Highlands
Two-decked red bus
Brazil All respondents
8/2/2019 Market and Trade Profile Brazil
25/53
Brazil Market and Trade Profile | January 2012 2
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
It can be seen from Chart 6.6 that the image chosen most frequentlychosen by Brazilian respondents was double-decker bus (selected by21%) followed by a castle in the Scottish highlands (19%).
Value for MoneyRespondents to the 2010 Nations Brand Index Survey were asked to
state how expensive they felt a week long holiday (including the costof gett ing to the destination) would be in Britain and seven otherdestinations on a scale of 1= not at all expensive to 7 = extremelyexpensive (Chart 6.7).
The average rating for Bri tain among respondents in Brazil was 5.2,indicating t hat Britain was thought of as an expensive destination,but it can be seen that Italy, and particularly France, were perceivedto be destinations that would be more expensive stil l, with ratings of5.4 and 5.6 respectively. Turkey and Malaysia were considered theleast expensive, but even these dest inations received a rating ofnearly 5.
Chart 6.7 Perceived cost of a week long holiday
1.0 2.0 3.0 4.0 5.0 6.0 7.0
Malaysia
Turkey
New Zealand
Russia
USA
Britain
Italy
France
8/2/2019 Market and Trade Profile Brazil
26/53
Brazil Market and Trade Profile | January 2012
7. Market Size,Share & ForecastKey Insights
The value of spending on foreign travel by Brazilians hasseen a fourfold increase in the last decade
The UK is the 10th most visited destination by Braziliansand has a market share of 3%
By 2020 Britain could be welcoming an additional100,000 visits a year from Brazil
8/2/2019 Market and Trade Profile Brazil
27/53
Brazil Market and Trade Profile | January 2012 2
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
7. Market Size, Share & ForecastThe Big PictureFigures from the United Nations World Tourism Organisation for2010 reveal that international tourism expenditure by Brazilians
th most valuable sourcemarket. This represents a more than fourfold increase over the pastdecade, though it should be noted that this does not allow for theimpact of inflation or relative exchange rate shifts.
As a destination for int ernational tourism in it s own right Brazilatt racted 5.2 million inbound visitors in 2010, making it the 45th mostvisited country worldwide.
Top Dest inat ionsEstimates for 2010 indicate that the United Kingdom was the 10thmost visited destination by Brazilians. As can be seen from Table 7.1a number of European countries receive more visits from Brazil thandoes Britain, but the three of the four most visited countries arewithin the Americas.
Table 7.1 Most visit ed dest inations in 2010Rank Destination Rank Destination
1 United States 6 Portugal2 Argentina 7 Italy3 France 8 Chile4 Uruguay 9 Germany
5 Spain 10 United Kingdom
BritainBased on estimates made by Tourism Economics, Britain accountedfor around 3% of all outbound visits from Brazil in 2010.
Our Competi tor SetWhile outbound travel takes place to a mult itude of destinations wehave developed a framework to identify those destinations that are
similarit ies in terms of distance from the market in question, what itis the destination offers and so on.
For example, many Americans go to the Bahamas but Britain is notcompeting directly wit h the Bahamas for the American market in thesame way as it is competing wit h France.
Chart 7.1shows how Britain has performed in terms of market shareamong a realistic compet itor set between 2005 and 2010. It can beseen that Britain has increased its market share slightly, but not by
the extent of France.
Chart 7.1 Brit ain's market share among competi torset
Forecast Growt h by World RegionChart 7.2 Forecast growth in visit s to world regions(000s)
It can be seen from Chart 7.2 that the forecast is for a period of rapidincrease in the number of t rips to other countries within theAmericas and to Europe over the next t hree or so years, followed by aplateauing in growth to Europe while that to the Americas continuesbut at a more modest pace. Overall it is forecast that Europe couldbe welcoming up to one million more visitors from Brazil by 2013 thanit was in 2010.
0%
5%
10%
15%
20%
25%
30%
35%
France Germany Italy Portugal Spain UnitedKingdom
Canada
2005 2010
-
500
1,000
1,500
2,000
2,500
2010 2011 2012 2013 2014 2015 2016 3017 2018 2019 2020
Asia Europe Americas Middle East Africa
8/2/2019 Market and Trade Profile Brazil
28/53
Brazil Market and Trade Profile | January 2012 2
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
Forecast Growt h to Bri tainChart 7.3 shows historic trends in the number of visits from Brazil toBritain, along with forecasts through to 2020. The forecast, which
capacity constraints, suggests that Britain will follow a similar path to
the rest of Europe, with sharp increases in the near term followed bya more modest rate of expansion later in the decade. Overall theforecast is that by 2020 Britain could receive around 275,000 visitsper annum from Brazil.
Chart 7.3 Historic and forecast visit s to Bri tain(000s)
-
50
100
150
200
250
300
1993 1996 1999 2002 2005 2008 2011 2014 2017 2020
Historic Visits Forecast Visits
8/2/2019 Market and Trade Profile Brazil
29/53
Brazil Market and Trade Profile | January 2012
8. Access to Brit ainKey Insights
Visitors from Brazil do not need a visa to visit Britain
Direct air capacity from Brazil to Britain is on an upwardtrend, but aviation sector infrastructure constraints mayimpede growth
There are currently only two carriers providing directlinks between Brazil and Britain
8/2/2019 Market and Trade Profile Brazil
30/53
Brazil Market and Trade Profile | January 2012 3
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
8. Access to BritainPracticalitiesVisitors from Brazil do not need a visa in order to visit Britain for a
holiday, business trip or short-t erm study visit, or indeed to visit anycountry t hat is part of t he Schengen bloc. As with visitors from allnations a valid passport is required.
Mode of TravelChart 8.1shows that t he vast majorit y of visits f rom Brazil involves airt ravel, but with what at f irst might seem a surprising number ofvisitors who depart by other modes, though this is largely explainedby the extent t o which Brit ain is combined with other destinations byBrazilians (Chart 9.12).
The growth in Brazilians using the Channel Tunnel is of part icularnote. In relation to t his, Chart 8.2 shows, for t hose visitors nottravelling by air, whether they brought a vehicle with them throughthe Channel Tunnel or on-board a ferry, or whether they were usingEurostar. It is clear that these visitors were predominantly usingEurostar trains or travelling by coach, either on-board a ferry orthrough the Channel Tunnel.
Flight time from Sao Paulo to London is approximately eleven hours.
Chart 8.1 Visit s by mode of t ransport (000s)
Chart 8.2 Sea and tunnel t ravel (000s)
Airline Seat Capacity TrendsChart 8.3 shows monthly airline seat capacity from Brazil to Britain.It is apparent that there was a signif icant dip in capacity during theearly months of 2008 with a gradual increase during 2009 and 2010.What is most striking is the sharp upward trend in capacity scheduledto come on-stream during late 2011.
Chart 8.3 Air line seat capacit y t rends
-
20
40
60
80
100
120
140
160
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Air Sea Tunnel
- 5 10 15 20 25 30
Tunnel: Eurostar
Tunnel: Coach
Tunnel: Lorry
Tunnel: Private vehicle
Sea: Foot passenger
Sea: Coach
Sea: Lorry
Sea: Private vehicle
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Jan-06 Jul-06 Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11
8/2/2019 Market and Trade Profile Brazil
31/53
Brazil Market and Trade Profile | January 2012
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
Origins and Dest inat ionsMap 8.1shows the destination of direct transport routes to the UKfrom Brazil, with London Heathrow being the sole port of arrival forthose travelling to Britain on non-stop flights.
Map 8.1 Port s of entry t o Bri tain
From Chart 8.4 we can see that only two airports in Brazil have directflights to Britain with a litt le under two-thirds of this capacity f romSao Paulo and the remainder from Rio de Janeiro.
Brazisignificant investment, wit h capacity constraints particularly acute atSao Paulo Guarulhos International.
Only two airl ines currently provide capacity directly f rom Brazil toBritain (Chart 8.5) with TAM Linhas Aereas accounting for about 60%and British Airways the remainder.
Chart 8.4 Origin airport seat capacity
Chart 8.5 Airl ine seat capacit y by carr ier
- 100,000 200,000 300,000
Rio De Janeiro - Internacional Airport
Sao Paulo - Guarulhos International
Airport
TAM Linhas Aereas British Airways
8/2/2019 Market and Trade Profile Brazil
32/53
Brazil Market and Trade Profile | January 2012
9. Trip Characterist icsKey Insights
Visitor numbers have been growing steadily over thepast decade, however, in real terms, 1998 remains therecord year for visitor spending
Two-thirds of visits to Britain are for a holiday, asegment that has grown rapidly in recent years
Study visits are few in number, but an extended length ofstay means that they account for one-third of visitorspending from Brazil
The market is highly London-centric
Two-thirds of holiday visit s from Brazil are mult i-countrytrips
8/2/2019 Market and Trade Profile Brazil
33/53
Brazil Market and Trade Profile | January 2012
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
9. Trip Characterist icsVolume and Value TrendsBrazil generated 177,000 inbound visit s for Britain in 2010 (Table 9.1)
wit h this representing a sharp increase on 2009. This increase wasnot fully reflected in growth in visit or spending which increased by
th mostvaluable source market.
The latest quarterly data for visit from Brazil can be found in Table2.1.
Table 9.1 Inbound volume and valueMeasure 2010
Annualchange
Rank
Visits (000s) 177 17% 26
Nights (000s) 1,764 -22% 28Spend (m) 160 6% 25
Table 9.2 covers a range of key market metrics for Brazil by journeypurpose. Both holiday and business visit s last an average of 6nights, but i t is evident t hat thanks to business visitors spendingmore than twice as much per night as do holiday visitors, how muchis earned from t he typical business visit is around 1,300 while, onaverage, a holiday visit generates 669.
Visits to friends and relatives last nearly twice as long as either
holiday or business visit s but have a far lower average spend pernight at just 42. This fact wi ll largely reflect t he dif ferentaccommodation types used by visitors with each type of journeypurpose (Chart 9.8).
With an average nightly spend well ahead of the typical study visitfrom many other markets, it is clear t hat an average trip length ofalmost two months feeds through to a very high average spend perstudy visit f rom Brazil.
Table 9.2 Nights per visit , spend per night/ visitJourney Purpose
Nights
per visit
Spend per
night
Spend per
visitHoliday 6 104 669Business 6 227 1,298Visiting Friends/Relatives 11 42 456Study 51 82 4,179All visi ts 10 91 901
Looking at longer term trends since 1993 as shown in Chart 9.1it isapparent that with the exception of a dip in 2009 visits from Brazil
have been on an upward trajectory for much of the past decade.However it can be seen that t he Brazilian market had been
generating around 150,000 visits per annum back in the late 1990sbefore a steep decline set in, with economic woes and volatileexchange rates key factors at the time.
Looking at the real value of visitor spending from Brazil it can be seenthat from a low-point of 70m (at 2010 prices) in 2004 this has risensteadily t o reach 160m in 2010. The record year for visitor spendingwas 1998 at 201m in 2010 prices.
Chart 9.1 Volume and value t rends
Journey PurposeThe share of visits, visitor nights and visitor spend accounted for byeach type of journey purpose is shown in Chart 9.2. It can be seen
ney purposeaccounting for two-thirds of all visits from Brazil and half of all visit ospending. However, in terms of visitor nights a lit t le more than two
The other main features of Chart 9.2 include the number of visits tofamily (14%) far out-stripping those to friends (2%) but the averagespend per visit means that these types of visit account for just 7%and 1% of visitor spend respectively.
Generating just 7% of visits, an exceptionally high average length of
one-third of all visitor nights and visitor spend from Brazil.
-
50
100
150
200
250
1993 1995 1997 1999 2001 2003 2005 2007 2009
Visits (000s) Spend (m, 2010 prices)
8/2/2019 Market and Trade Profile Brazil
34/53
Brazil Market and Trade Profile | January 2012 3
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
Chart 9.2 Journey purpose mix
From Chart 9.2 we have a clear picture of the journey purposedistribution in 2010, but it is helpful t o look at longer-term trends and
this is done in Chart 9.3 which shows the number of visits by majorjourney purpose over the course of the last decade.
Chart 9.3 Journey purpose trend (000s of visit s)
This reveals that it is growth in the number of holiday visits that hasbeen the main locomotive of the overall increase in visits from Brazil
over recent years, while the number of business visits has barelychanged, with greater numbers of VFR than business visit sthroughout the past f ive years.
Durat ion of StayAs can be seen from Chart 9.4 trips from Brazil are typically of a
duration that lasts between 1and 7 nights, with slightly more 1-3night t han 4-7 night visit s in the typical year. Boosted by study visits(Table 9.2) it can be seen that there are a significant volume of tripsthat last 15+ nights.
Chart 9.4 Durati on of stay t rend (000s of visit s)
The volume of trips by duration of stay broken down by journey
purpose is shown in Chart 9.5, revealing that even numbers of holidayvisits are of 1-3 and 4-7 nights durat ion. By contrast business visitsare most likely to be 1-3 nights and study visits 15+ nights in length.For VFR trips there are similar numbers of trips in each category.
Chart 9.5 Duration of stay by journey purpose
0% 10% 20% 30% 40% 50% 60% 70%
Holiday/ pleasure
Visit family
Visit friends
Getting married
Play amateur sportWatch sport
Personal shopping
Business/work
Visit trade fair
Conference 20+ people
Looking for work
Au Pair
Formal course
Medical treatment
Accompany join
Other
Overnight transit
Same day transit
Visits Night s Spend
-
20
40
60
80
100
120
140
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Business Holiday VFR Misc Study
-
10
20
30
40
50
60
70
80
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Nil nights 1-3 nights 4-7 nights 8-14 nights 15+ nights
-
5,000
10,000
15,000
20,00025,000
30,000
35,000
40,000
45,000
50,000
Holiday Business VFR Study Misc
Ni l nights 1-3 nights 4-7 nights 8-14 nights 15+ nights
8/2/2019 Market and Trade Profile Brazil
35/53
8/2/2019 Market and Trade Profile Brazil
36/53
Brazil Market and Trade Profile | January 2012 3
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
Chart 9.9 Visit s by area and journey purpose (000s)
Looking at t he top towns visited, based on an average over a fouryear period due to low sample sizes when analysing t own level datafrom t he International Passenger Survey, it is apparent (Table 9.3)that London generates by far the most visits, but it is interesting tosee Oxford making it into the top five.
Table 9.3 Top t owns visitedTown Visits (000s)
London 115Edinburgh 6
Oxford 5Liverpool 3Manchester 2
Visit s to the Coast , Countryside and Vil lagesChart 9.10 Propensity to visit coast , countryside andvillages
From a VisitBritain sponsored question included on the InternationalPassenger Survey we can see how many visits from Brazil involvevisits to the countryside, villages or the coast (Chart 9.10).
It is clear that a very dif ferent picture emerges for holiday visitorsthan it does for VFR visitors. Holiday visit ors are not as likely as theaverage inbound visitor t o explore rural Britain or visit the coast, butthe opposite is true for VFR visitors who are nearly twice as likely tovisit these types of destination (for example 42% of Brazilian VFRvisitors go to t he countryside) than is the average visitor.
Business visitors have a low propensit y to visit rural parts of Britain,
but more than one-in-ten do find their way to the countryside.
Transport used while in Bri tainBased on a VisitBritain sponsored question included on theInternational Passenger Survey (Chart 9.11) we can observe thatvisitors from Brazil are more likely t han the average inbound visitorto use all forms of public transport and taxis than is the averagevisitor, with well over half using London Underground, not a surpriseconsidering the regional distribut ion of trips (Chart 9.9).
Brazilian visitors are less likely to use their own, a friends or a family
likely to use a hired car.
- 20 40 60 80 100 120
Nil Nights
Scotland
Wales
Northern Ireland
London
Nort h East
North West
Yorkshire
West Midlands
East Midlands
East of England
South West
South East
Holiday Business VFR
0% 10% 20% 30% 40% 50%
Holiday: Visit ing the Coast
Holiday: Visiting villages
Holiday: Visiting the Countryside
Business: Visiting the Coast
Business: Visiting Villages
Business: Visiting the Countryside
VFR: Visit ing t he Coast
VFR: Visiting Villages
VFR: Visiting the Countryside
Brazi l Al l Markets
8/2/2019 Market and Trade Profile Brazil
37/53
Brazil Market and Trade Profile | January 2012
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
Chart 9.11 Propensit y t o use internal modes oftransport
TouringFrom a VisitBritain question included on the International PassengerSurvey (Chart 9.12) it is clear that 38% of holiday visitors from Brazilexplore several locations by car, coach or train while in Britain, withVFR visitors from Brazil notably more likely than the average VFRvisitor t o do so (29% versus 23%). Business visitors from Brazil areunlikely to engage in this activity, but marginally more do so than istypically t he case from other markets.
Chart 9.12 Propensit y t o explore several locat ions bycar, coach or t rain
Mult i-dest inat ion TripsBased on a VisitBritain sponsored question included on theInternational Passenger Survey we can see (Chart 9.13) that one ofthe key characteristics defining visits from Brazil is the extent t owhich tr ips to Britain are combined with other destinations.
As can be seen two-thirds of all holiday visits to Britain from Brazilinclude time spent in other countries, with t his being true for half of
all VFR trips and more than two-fifths of business visits.
While there has been an increase in direct air capacity from Brazil it isapparent that, either through choice or necessity, for many Brazilians
Chart 9.13 Propensit y t o combine Bri tain wit h otherdestinations
0% 10% 20% 30% 40% 50% 60%
Other
Coach/Bus
Tube
Train
Taxi
Hired Car
Own/Friends/Family Car
Air
Bicycle
Brazi l Al l Markets
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Holiday Business VFR
Brazi l Al l Markets
0%
10%
20%
30%
40%
50%
60%
70%
Holiday Business VFR
Brazi l Al l Markets
8/2/2019 Market and Trade Profile Brazil
38/53
Brazil Market and Trade Profile | January 2012
10. Visit orCharacteristicsKey Insights
Visitors are overwhelmingly young, are equally likely tobe male as they are female, and are nearly all Braziliannationals
Half of all holiday visitors are travelling wit h their spouseor partner
The majority of visitors are making their f irst trip toBritain
8/2/2019 Market and Trade Profile Brazil
39/53
Brazil Market and Trade Profile | January 2012 3
visitbrit ain.org/ research | Follow us on Twitt er: @VisitBritainBiz | VisitBritainGroup LinkedInvisitbrit ain.org/ research Follow us on Twitt er: @VisitBritainBiz VisitBritain Group LinkedIn
10. Visitor Characterist icsVisitor DemographicsAs can be seen from Chart 10.1t here are similar numbers of male andfemale visitors in each age cohort though by far t he most strikingfeature of the chart is the dominance of t he 25-34 cohort indicating
zil. Thedemographic composition of the resident population of Brazil isshown in Chart 3.2.
Chart 10.1 Visitor demographics
Taking a look at t rends by age cohort (Chart 10.2) it is plain t o seethat there has been rapid growth in the number of visitors aged 25-34, but with modest increases in ot her age groups apart from 0-15.
Chart 10.2 Age group t rend (000s of visit s)
Travelling CompanionsBased on a VisitBritain sponsored quest ion asked on theInternational Passenger Survey (Chart 10.3) we can see that half ofholiday visitors are travelling with their spouse or partner but one-in-five are holidaying on their own. It is interesting to see that althoughmore than half of business visitors are travelling alone, one-in-threeis with other business colleagues when they visit Britain.
For VFR visitors nearly six-in-ten will be on their own, but a sizeableproportion is travelling with adult f amily members.
each journey purpose will sum to more than