CTC News

Brazil’s middle class drove increased long-haul travel demand in 2012.

Rapid economic growth and social transformation mean opportunities and challenges for Canada, says CTC’s latest Global Tourism Watch report.

04 September 2013

Brazil has never had it so good: rapid growth has propelled the South American giant into the elite as the world’s seventh-largest economy. That development has been matched by a quickly expanding middle class, all itching to travel abroad, according to the latest Global Tourism Watch (GTW) summary report just published by the Research department of the Canadian Tourism Commission (CTC).

Some more trends and statistics to note:

  • Brazilians love to hit the road: the country’s outbound travel market has grown almost fourfold since 2002, going from 2.2 million trips to an estimated 8.3 million in 2012.
  • The US is the top destination for Brazilian travellers, followed by Argentina, France, Uruguay and Spain.
  • Although visitation to Canada has surged from 35,000 in 2002 to around 80,000 in 2012, our country’s slice of the pie in Brazil remains small.
  • Brazilian travellers intending to visit Canada within the next two years have three big provincial faves: British Columbia (86%), Ontario (83%) and Quebec (79%).
  • Value for money is a major consideration for Brazilian travellers. The cost of coming to Canada is the most cited barrier to taking a trip.
  • Different product interests from other GTW markets get the Brazilian pulse racing, with cultural and urban activities leading the way. Seeing beautiful scenery, often Canada’s calling card, does not make the top three.
  • The bulk of recent Brazilian visitors to Canada are aged 35 to 54, well-educated, well-off and from the upper echelons of society, while those expressing future interest tend to be younger.
  • Brazil is another GTW market where travel agents play a crucial role: 75% of tourists seek an agent’s advice with 50% also booking a trip through an agent.
  • More than 90% of Brazilians have used a social network in the past three months, including Facebook, Twitter, YouTube and Orkut.

TNS conducts the Global Tourism Watchsurveys for CTC. The company asks thousands of participants aged 18 and over from around the world for their views on Canada and CTC’s Canada. Keep Exploring tourism brand. The 2012 reports look to identify shifts in each market since 2007 via a substantially revised questionnaire. 

Read the Global Tourism Watch 2012 Brazil summary report.


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