The Increasing Value of the Brazilian Market

man with brazil flag draped on back like a cape on the street while on the phone

In 2021, Brazil was the seventh highest spending outbound market globally, with an average expenditure of $2,177 per outbound tourist. This is projected to grow to $2,325 by 2025, coming in sixth behind Australia, the US, Iceland, Singapore and Mauritius.

According to GlobalData, the Brazilian market's high average overseas expenditure, coupled with the fact that affordability and accessibility are not the primary factors influencing travel choice, there is a significant scope to attract these tourists to long-haul or luxury destinations.

The leading data and analytics company's latest report revealed that the increasingly valuable Brazilian source market goes against global travel trends, with recommendations from friends and family taking precedence over affordability and accessibility. 

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According to the survey, 60 percent of Brazilian respondents reported recommendations by friends and family being an influencing factor in destination choice, which far exceeded the global average of 47 percent. In contrast, 51 percent of Brazilian consumers considered accessibility key for travelling, such as direct flights, and 49 percent of the Brazilian market considered affordability an influencing factor when deciding where to go on holiday, far below the global average of 58 percent.

"Savvy industry players will harness the power of personal recommendations to help build a repeat customer base and create a community of powerful advocates around their product, service or destination," commented Hannah Free, Travel and Tourism Analyst at GlobalData.

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

Further defying conventional travel trends, Brazil's outbound destination mix was dominated by Europe (68.2 percent), followed by North America (28.3 percent) and South and Central America (3.3 percent).