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Is this Brazil?
Is this Brazil?
Is this Brazil?
Is this Brazil?
Is this Brazil?
About Brazil
About Brazil!
- Language: Portuguese
- Currency: Real (R$)
- Exchange rate (EURO): R$ 3,15 (Oct/2014)
- GDP evolution in Latin America
source: Research – Oxford Economics
Real GDP (% y/y)
2003-12 2013 2014
Argentina 6.2 4.9 -1.1
Brazilië 3.5 2.3 1.4
Chile 4.3 4.2 3.0
Colombia 4.3 4.3 4.5
Mexico 2.4 1.3 3.4
Peru 6.1 5.0 5.2
Venezuela 5.6 1.6 -1.8
LatAm 3.9 2.9 2.4
7,5%
2,7%
1,0%
2,3%
6,9%
4,1%
3,2%
2,3%
0,0%
1,0%
2,0%
3,0%
4,0%
5,0%
6,0%
7,0%
8,0%
2010 2011 2012 2013
Brazilian GDP year on year change, real, local currency
Brazilian consumer spending year on year change, real, local currency
Population
- 202,656,788 inhabitants
- Age structure
- 0-14 years: 23.8%
- 15-24 years: 16.5%
- 25-54 years: 43.7%
- 55-64 years: 8.4%
- 65 years and over:7.6%
source: Estimate 2014 CIA factbook:
https://www.cia.gov/library/publications/the-world-factbook/geos/br.html
source: Research – Deloitte on CPS/FGV data
Population - Economic class evolution
source: IBGE
CLASS Minimum
Salary (Brazil)
Household Income
Distribution
A over 20 MS EUR 4.600 or over
B 10 to 20 MS EUR 2.300 to 4.500
C 4 to 10 SM EUR 920 to 2.300
D 2 to 4 MS EUR 460 to 920
E Until 2 MS Until EUR 460
54.8
49.9
43.438.9
34.4
33.2
37.641.8
46.950.4
53.6
55.1
7.6 8.39.7 10.6
12.0 11.8
2003 2005 2007 2009 2010 2011
Economic classes evolutionPopulation composition (%)
E/D - Lower Class C - Middle Class B/A - Top Class
Source: Research - Deloitte (based on CPS/FGV data).
Outbound trips
Outbound trips
Ranking 2009 Ranking 2013
1 Germany 1 China
2 United States of America 2 United States of America
3 United Kingdom 3 Germany
4 China 4 Russian Federation
5 France 5 United Kingdom
… 21 Brazil … 10 Brazil
Ranking of markets in terms of total outbound travel expenditure (excl
transport)
Source: UNWTO
Outbound trip
More than 513.000 of Brazilians travelling to Europe in 2013
International destinations 2011 2012 2013
North America 563.000 519.000 545.000
Central America 240.000 216.000 384.000
South America 411.000 425.000 394.000
Europe 471.000 435.000 513.000
Asia, Africa & Oceania 28.000 59.000 61.000
TOTAL 1.713.000 1.654.000 1.897.000
Outbound trips
Brazil Travel & Tourism Distribution System
- Wholesalers are key travel distributors
- Brazil has 10,000 travel agencies and 60% of which issue
international tickets
- Many tour operators began as travel agencies so many do
both
source: Interamerican Network Study 2013
Brazil Travel & Tourism Distribution System
Associations are important in Brazil’s travel industry too:
Main association of tour operators, with more than 90 operators
Has approximately 3,500 members/travel agencies
OTA’s : huge source of research on destinations and prices. Main
OTA’s in Brazil: Decolar.com and B2W.
source: Interamerican Network Study 2013
How Brazilians book their trips
Tour Operators and Travel Agents: especially for international trips
and exotic destinations
Brazilians still prefer to purchase packages through a travel agent or
tour operator
OTAs are mostly used for point to point trips
Internet is mostly used for trip search and not for final purchase,
unless it is only air ticket or hotel, separately (54% do so)
source: Interamerican Network Study 2013
Brazilian traveler
source: Panrotas – Brazilian Overview
Brazilian traveler
- Poor knowledge of English
- ROPO: Research Online, Purchase Offline
- Have little knowledge about Europe in general but also about Belgium
and Flanders
Be present in the internet
source: ETC Travel Outbound study 2014
Netnographics
Who is the Brazilian outbound traveler?
- Status seeker
- Experience seeker
- People man
Source: Understanding Brazilian Outbound
tourism, ETC, 2013
Traveler 1: The status seeker
- Visit as many places as possible
- Very active on their social media
channels: selfies
- Love shopping: malls, outlet,…
- Looking for exclusivity
- Are very sensitive to what celebraties are
doing (actors, royal families, singers,
bands,…)
Traveler 2: The experience
seeker
- Looking for specific types of experiences
- Gastronomic experiences
- Cultural or historical endeavours
- Religious tourism
- Have some traveling experience
Travel 3: People man – Back to the roots
- Looking for social connections
- Travels with friends and relations
- Looking for their roots
- Visit family and friends
Tips to win over the brazilians
- Emphasise promotions
- Offer premium services
- Learn Portuguese
- Show them the best restaurants
- Offer new experiences
- Be friendly
VisitFlanders in Brazil /2015
Arrivals in Flanders
0
10.000
20.000
30.000
40.000
50.000
60.000
2008 2009 2010 2011 2012 2013*
Brazilië
Argentinië
Mexico
Chili
Colombia
Evolution and forecast of arrivals
Overnights in Flanders
59,3% of Brazilians know Flanders in a broad (= heard the name) sense
28,8% of Brazilians know Flanders in a strict (= have an imagine of it) sense
Brazilian overnight stays in Flanders: 18th market
Source: FDP Economy, GDS
Source: Toerisme Vlaanderen
0
20.000
40.000
60.000
80.000
100.000
120.000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
+281%
65%
29%
0%
6% Brussels
Historic Cities(excl Brussels)
Coast
Flemishcountryside
• Reputation Flanders & Brussels
• BtoB travel trade & press: training, partnership, joint promo’s, …
• Increase media presence: TV and online
• Increase qualitative offers to destinations in Flanders & Brussels
• Explore and promote Flanders & Brussels through specific
topics 2015
• Beer
• Flanders is a festival
Goals
Tools
BtoB Trainings
Fam /Press
Trips
Special Events
Digital
Marketing
Coop Campaigns/
Joint promotions
Sales Calls
PR
Newsletters
Best Practice: Braztoa trip 2014
- 1 & 2 November 2014
- 35 tour operators
- 1 journalist
- Cooperation with
ETC, ETOA and
Braztoa
- Visit to Brussels and
Brugge
Toerisme Vlaanderen Katrien Dejonghe tel: +32 (0)2.504.25.03 [email protected] Interamerican Network Vera Archcar [email protected]
