The latest country market profile from U.S. National Travel and Tourism Office (NTTO) shows how Brazil has repeatedly regrouped and re-started after setbacks. In its latest collection of country market profiles—INBOUND has focused thus far on Germany and the UK—one is able to take a look at how Brazil has fared over the first 20 years of this century.
While there are enough fall-flat-on-your-face bad years, the country’s outbound overseas tourism industry has enough strength that it should come back, again—probably next year. (A note: for purposes of meaningful comparisons, one should use 2019 as a base year, and ignore 2020 and 2021.)
Take a look at what has happened in a recent five-year window, just as Brazil was headed at what looked like permanent inclusion in the Top Ten, even Five, country source markets for the USA.
Brazil has been in recession five times in the past 20 years. Before a 2020 recession, the last one beforehand, in 2015-16, was one of the worst recessions in the country’s history. And the impact of the 2020 recession was intensified by COVID 19-driven global pandemic. Even so, there have been enough economic signals, as well as scattered reports of activity in the tourism industry, coming out of Brazil that a hoped-for recovery in 2022 just might occur.
If so, sales and marketing professionals might want to take a look at what the 20-year window highlighted in “Market Profile: Brazil” and see what it tells them.
● For instance, in survey data contained in the Market Profile, one will find that, when given the opportunity to provide multiple answers to a query, about four out of every five Brazilians said that they want to take a trip for a vacation or holiday.
● When leisure and VFR markets are combined into a single market, it tells us that nearly nine out of every 10 (88.8 percent) Brazilians visit the USA for leisure or VFR purposes.
● Also—and this is very important for travel marketers eager to host high-spend visitors, one will see right below that, in terms of total travel spending—Brazil spend less that than the UK, but substantially more than Germany.