Brazilians are among the biggest spender when traveling abroad and can’t get enough of Europe

Are you also one of those who only read the endless flow of reports about poverty in Brazil, hunger, the favelas, and crime?

You will be amazed to learn that many of the over 210 million Brazilians are among the most popular tourists in the world because they spend much more money on travel than most other countries.

There is a whole other Brazil out there.

The Brazilian market’s high average overseas expenditure, coupled with the fact that affordability and accessibility are not the primary factors influencing destination choice, means significant scope exists to attract these tourists to long-haul or luxury destinations.

The latest report, ‘Brazil Source Tourism Insight Report 2022 Update,’ reveals that the increasingly valuable Brazilian source market largely defies global travel trends, with recommendations from friends and family taking precedence over affordability and accessibility.

With an average expenditure of US$$2,177 per outbound tourist, Brazil was the seventh highest spending outbound market globally in 2021.

This is forecasted to increase to US$2,325 by 2025, to become the sixth highest behind Australia, the US, Iceland, Singapore, and Mauritius.

The survey revealed that 60% of Brazilian respondents reported recommendations by friends and family being an influencing factor in destination choice; this was the most influential factor and far exceeded the global average of 47%.

Meanwhile, 51% of Brazilian consumers consider accessibility key for traveling, such as direct flights, and 49% of the Brazilian market consider affordability as an influencing factor when deciding where to go on holiday, far below the global average of 58%.

Indicative of this and further defying conventional travel trends, Brazil’s outbound destination mix was dominated by Europe.

The continent accounted for 68.2% of international departures from Brazil in 2021, followed by North America (28.3%) and South and Central America (3.3%).

Overall, there is significant scope for international shopping destinations to attract the Brazilian source market due to the high taxes levied on imported luxury goods and the Brazilian market’s willingness to dedicate a significant portion of income to outbound travel.