Destination Canada (DC) works to promote Canada as a four-season destination to consumers and the travel trade in Brazil through joint marketing initiatives, travel-agent training and organized visits for agents and media to experience Canada first-hand.
DC-Brazil targets a wide range of consumers, from students to grandparents, showing that Canada is a multi-generational destination. Most of the Brazilian travellers are the Explorer Quotient® (EQ) type Free Spirits, who crave unique and exciting travel. They also travel often, and enjoy being pampered and having things taken care of so they can relax and recharge.
Advertising and media/PR campaigns
This year’s Rendez-vous Canada in Niagara Falls brought great news for Brazil: the eTA (Electronic Travel Authorization) will be implemented in 2016. That story, combined with new flights and increasing arrival numbers, encouraged many Canadian tourism partners to consider Brazil as a market to invest in.
Tourism Calgary is partnering with Destination Canada for the first time in Brazil, while VIA Rail, Ontario Tourism Marketing Partnership Corporation and Tourism Toronto will continue their activities with increased budgets.
Destination Canada’s Portuguese Facebook page now has more than 300,000 fans, Destination Canada’s-Brazil’s Twitter account has more than 5,000 followers and the Brazilian Instagram account has more than 1,500 followers.
DC-Brazil trade development focuses on the retail and wholesale aspects of selling travel. On the retail side, the in-market team establishes preferred-partner status with various retail travel agency consortia and initiates the Canada Specialist Program.
In March, DC-Brazil carried out a roadshow in three major Brazilian cities, educating more than 500 travel agents on the latest Canadian products and experiences.
Canada Specialist Program
The Canada Specialist Program (CSP) helps Brazilian travel professionals learn about Canada’s distinct experiences by offering engaging training programs, interactive online resources and expert, inside knowledge.
Participating travel agents are offered a range of information and support, including:
- Certified training programs and testing
- Conferences and seminars
- Familiarization (FAM) trips
- Tools and training manuals
- Canada Specialist website and e-newsletter (CSP News every two months).
Training is more important than ever; DC-Brazil uses the Canada Specialist Program and on-site teaching sessions to help Brazilian agents sell Canada better.
Trade FAM trips
Student, leisure and meetings, conventions and incentive travel (MC&IT) tour operators are planning their own FAM trips to Canada. DC-Brazil is helping to make the connections between these tour operators and the Canadian partners, as well as developing its own FAM trips, including a ski trip later in the year. Destination Canada’s Mega FAM trip in September will include seven Brazilian travel agents.
DC-Brazil helps with partnered press trips to send different media to Canadian destinations to help capture the imagination of Brazilian consumers through the resulting stories. In the first half of 2015, DC-Brazil worked on several major projects, including bringing two influencers—Cesar Cielo and Arthur Zanetti—and two leading journalists to Toronto as part of the build-up to the 2015 Pan Am & Parapan Am Games. Two top Brazilian bloggers also came to Canada in April to film for a new Youtube web series. “Webpackers” will feature culinary, cultural and outdoor experiences in Whitehorse, Banff & Lake Louise, Jasper, Vancouver and Toronto. The series is due to start in August. .
|Inbound travel to Canada from Brazil|
|Overnight trip to Canada (000's)||63.5||70.2||56.8||71.3||74.8||78.3|
|Year to year change||1.6%||10.6%||-19.1%||25.5%||4.9%||4.7%|
|Year to year change||-3.3%||5.7%||-11.2%||37.5%||3.9%||9.1%|
|Source: International Travel Survey, Statistics Canada.|
- In 2014, Brazil’s GDP grew a mere 0.2%, a slower pace than a year ago. (Source: Oxford Economics)
- In 2014, there were 9.9 million total outbound departures from Brazil, a 4.1% jump over 2013. This trend in outbound travel was largely driven by a desire to shop abroad, despite the weakening of the real.(Source: Tourism Economics)
- Trips to Canada from Brazil rose 6.6% to 99,900, with total spending totalling $253 million.
- Brazilian travellers spend on average $2,712 per trip and stayed 30 nights in Canada.
- The majority of Brazilian visitors to Canada travelled to visit friends and relatives (37.5%), for pleasure (25.0%) and for other purposes (23.8%), which include educational trips.
- Brazil’s study and educational trip segment is significant and accounts for the largest share of total trips to Canada among the key markets
All Sources: Statistics Canada, International Travel Survey, unless otherwise stated.
- Now that hosting the 2014 FIFA World Cup and the presidential elections (October 2014) are over, the travel market is recovering quickly, with latest arrivals to Canada up 5.2%.
- The low Canadian dollar makes the country an attractive destination compared with other competitive destinations.
- Nearly one million (951,000) long-haul travellers are actively considering a vacation in the next two years.
- Air Canada has started a new service between Rio de Janeiro and Toronto, while TAM has a new service to Toronto via New York City. Other new options for Brazilian travellers looking to get to Canada include AeroMexico’s connection through Mexico City for flights from Rio de Janeiro and São Paulo to Toronto and Montréal, or American Airlines’ connection through Los Angeles.
Contact our team for more information: