Regional connections

the Latin American tourist landscape in Brazil

In this special content, LABS studied the behavior of the region who sent the most visitors to Brazil: Latin America.

Far, “pero no mucho”

Labs - Aqui Hablamos Portuñol

“Nestas férias, coloque o seu portunhol em dia”

A slogan by the Brazilian Ministry of Tourism that tells the population to catch up with their “portunhol” (a Portuguese portmanteau of the words “Portuguese” and “Spanish”) during their summer vacation, as a way of motivating tourism towards the hermanos. If, on the one hand, the majority of the Latin American nations are united by the language (Spanish), on the other hand, these tourists differ greatly in regards to their habits and preferences when traveling across Brazil.

Argentinians

In November 2018, La Nación, one of Argentina’s main newspapers, published a series of four articles about tourism destinations in Brazil: a piece about Fernando de Noronha; a list of the aquatic parks in the country; a special on the Lajedo Pai Mateus, in Paraiba; and, of course, a guide with the best beaches in the South of the country.

According to a report from Embratur, it is precisely from September onwards that Argentinians begin to plan and purchase their summer trips, and during those months, Brazilian destinations are once again on the table.

2.6 million


of Argentinians went
to Brazil in 2017

Even though rivals in soccer, Argentina and Brazil maintain a good and meaningful relationship when it comes to the tourism economy in both countries. The proximity and search for a good time make Argentina the main issuer of tourists to Brazil.

Labs - Ícone

It was something else.
The beaches in the South of Brazil were crowded with Argentinian jerseys, Fernet Cola and yerba mate.

Back then, price increases in Brazil were less significant than the inflation in Argentina, making the trip a more affordable option. That, allied to the second year of tight dollar restrictions in Argentina, made 2017 the year with more Argentinian tourists in the Brazilian history.

Proximity also helped: 934 thousand Argentinians went to Brazil by bus or car through the state of Rio Grande do Sul towards the southern beaches. The road is also the main way for Argentinians to get to the Brazilian side of the Iguaçu Falls, one of the 5 main destinations of the hermanos in the country.

Even though the average spending of the Argentinian tourist is relatively low in Brazil, something around USD56,87 per day, they are the ones that spend more nights in the country and who rent houses for vacation the most.

Labs - Dados Argentina
Labs - Dados Argentina
Labs - Dados Argentina
Labs - Dados Argentina
Labs - Dados Argentina
Labs - Dados Argentina
Labs - Dados Argentina
Labs - Dados Argentina

Throughout 2018, some travel habits changed. According to research from Kantar Millward Brown and Kantar TNS, given the economic situation, 68% of Argentinians changed their travel plans. Still, 80% from those claimed that they will adjust their travel budget to fit a year-end trip. Among these adjustments, the main ones are:



  • 37% traveling less
  • 25% picking a cheaper destination
  • 21% hiring more economical flight and hosting options
  • 12% opting for more flexible payment methods, such as installments

The record hit in 2017 may not repeat itself in 2018, as economic conditions are now completely different. The devaluation of the Argentine currency and the resumption of inflation may influence this holiday season. However, getting to the Brazilian beaches remains a more viable option for Argentinians than going to the Caribbean or Miami, for example.

Chileans

One of the most stable and prosperous nations of South America, Chile stands out for having a fast-growing economy in the region. The increase in the number of Chilean tourists throughout the world is a result of economic improvement.

Different from Argentina, Chile does not border with Brazil.


The easiest way of entering the country is thus by air, mainly through the airport of Sao Paulo, responsible for 52% of 2017 arrivals. According to a survey by Embratur (Brazilian Tourist Board), there are currently 119 direct weekly flights departing from Arturo M. Benitez Airport in Santiago, Chile, and arriving in Brazil (86 for São Paulo and 33 for Rio de Janeiro). In addition, on January 15, 2019, it will be launched 3 new flights making a direct route between Santiago of Chile and Porto Alegre.

Labs - Ícone

In addition to the business segment, Chilean tourists stand out in relation to spending in Brazil.

Among Latin Americans, they have the highest daily spending in the country, something around USD 75.71.

Labs - Dados Chile
Labs - Dados Chile
Labs - Dados Chile
Labs - Dados Chile
Labs - Dados Chile
Labs - Dados Chile
Labs - Dados Chile
Labs - Dados Chile

Paraguayans

The country bordering Mato Grosso do Sul and Paraná has been prominent in the regional economic scenario. With an average increase of 5.8%, economic growth in Paraguay is among the strongest in Latin America, going in the opposite direction of more influential countries in the region. In the last few years, the economy grew an average of 4.5%, way faster than most neighboring nations.

Paraguays see in Brazil the closest way of exploring pleasant beaches throughout the year

Motivated by the coastal landscapes, tourists from Paraguay also prefer to visit Brazil during the summer season. With the tereré always in hand, Paraguayans fill the highways that connect the country to the Santa Catarina and Parana’s coast, which are the main destinations of these tourists, along with Foz do Iguaçu, of course.

Labs - Dados Paraguai
Labs - Dados Paraguai
Labs - Dados Paraguai
Labs - Dados Paraguai
Labs - Dados Paraguai
Labs - Dados Paraguai
Labs - Dados Paraguai
Labs - Dados Paraguai

Uruguayos

Because of its political and economic stability, Uruguay used to be known as the “Switzerland of South America”. According to the World Bank, the country currently stands out in Latin America because of its egalitarian society and largest middle class in the region. These qualities become even more evident when it comes to the numbers of emissive tourism.

Tourism Week in Uruguay


In March, Uruguayans can profit the Tourism Week, a seven-day holiday that corresponds to Holy Week. During this period, they also enjoy visiting the southern beaches in Brazil.

Labs - Dados Uruguai
Labs - Dados Uruguai
Labs - Dados Uruguai
Labs - Dados Uruguai
Labs - Dados Uruguai
Labs - Dados Uruguai
Labs - Dados Uruguai
Labs - Dados Uruguai

Colombia, Bolivia, Peru and Mexico

Little by little, the inhabitants from these four countries are increasing their visits to Brazil. Together, in 2017 they accounted for 7% of the total amount of arrivals.

The main way for Colombians to enter the Brazilian territory is by air, through the airports of Sao Paulo (57 percent of arrivals in 2017) and Rio de Janeiro (24 percent).

Labs - Dados Colômbia
Labs - Dados Colômbia
Labs - Dados Colômbia
Labs - Dados Colômbia
Labs - Dados Colômbia
Labs - Dados Colômbia
Labs - Dados Colômbia
Labs - Dados Colômbia

126 Thousand Bolivian tourists went to Brazil in 2017. 38% of these tourists got to Brazil by road, through Mato Grosso do Sul; 45% got in the country by air, through Sao Paulo.

Brazil registered a 42% increase in the number of Bolivian tourists from 2010 to 2017. Expectations for the next few years are promising, however one of the challenges is connectivity: currently, arriving by air is limited, as the options of direct flights have only Sao Paulo or Cuiaba as destination.

Labs - Dados Bolívia
Labs - Dados Bolívia
Labs - Dados Bolívia
Labs - Dados Bolívia
Labs - Dados Bolívia
Labs - Dados Bolívia
Labs - Dados Bolívia
Labs - Dados Bolívia
Labs - Dados Peru
Labs - Dados Peru
Labs - Dados Peru
Labs - Dados Peru
Labs - Dados Peru
Labs - Dados Peru
Labs - Dados Peru
Labs - Dados Peru
Labs - Dados México
Labs - Dados México
Labs - Dados México
Labs - Dados México
Labs - Dados México
Labs - Dados México
Labs - Dados México
Labs - Dados México



Breaking

barriers

Tourism is able to spread the culture of a country, change stereotypes, promote growing cities and boost the economy.

Brazil, a country with a coastline of 7.5 km2 and the largest biodiversity in the world, has inherent potential. There is no doubt that by increasing the country’s various destinations for tourist demand, the economic indicators of the activity will be even more significant in the coming years. And to increase the destinations and the tourist offer implies to know the public well: where it comes, how they are informed, how they purchase the trip, among other relevant information.

Behaving in different ways and with different habits and preferences, the arrival of Latin American tourists to Brazil indicates a series of opportunities for those who operate - or can begin to operate - in this sector. One can invest in new seasonal attractions in those places that already receive many tourists, as is the case of the southern city of Florianópolis for the Argentinians. Or, given the economic situation in Argentina, to increase family package offers, personalized and more economical, offering different methods of payment.

The bleisure travel trend - an option that combines corporate travel with leisure - can be an opportunity to be explored with Chileans coming to Brazil on business, since they usually spend about a week at the destination and spend an average of USD 116 per day.

1.7 million Uruguayan travelers left the country in 2017. Of these, 328,000 came to Brazil. What could be done to attract more tourists from that region - since there is much potential to be explored? Since Uruguayans already know the beaches of the South of the country, what are the alternatives to promote other cultural experiences or other tourist segments?

The boundaries to be broken are not just physical: better articulating the on and off in the buying process and seizing the use of the internet - main source of destination information - to consolidate the sale of travel and experiences, also appears as a opportunity for growth.

More than breaking borders, tightening ties. The importance of Latin American countries for Brazilian tourism has proven to be unquestionable, and this indicates an increasingly clear path: the possibilities are closer than you might think



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