market and trade profile brazil

8/2/2019 Market and Trade Profile Brazil

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Brazil Market and Trade Profile | January 2012

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Market andTrade Prof ileBrazil


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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
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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_Toc315423957


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1. Market Snapshot


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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

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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


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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


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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


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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


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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


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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.


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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


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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


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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


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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.


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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


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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.


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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



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Brazil Market and Trade Profile | January 2012 2


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


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



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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


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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



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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


0% 10% 20% 30% 40%

Risky

Spiritual

Depressing

Stressful

Boring

Relaxing

Romantic

None of these

Fascinating

Exciting

Educational


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


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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


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



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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


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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


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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


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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)

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100

150

200

250

300

1993 1996 1999 2002 2005 2008 2011 2014 2017 2020

Historic Visits Forecast Visits


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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


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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

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40

60

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100

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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

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15,000

20,000

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Jan-06 Jul-06 Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11


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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


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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


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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.

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1993 1995 1997 1999 2001 2003 2005 2007 2009

Visits (000s) Spend (m, 2010 prices)


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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

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120

140

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Business Holiday VFR Misc Study

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2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Nil nights 1-3 nights 4-7 nights 8-14 nights 15+ nights

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50,000

Holiday Business VFR Study Misc

Ni l nights 1-3 nights 4-7 nights 8-14 nights 15+ nights


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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



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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


0%

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25%

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45%



0%

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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


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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

market and trade profile brazil

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