ETOA & NTC Webinar | The Brazilian and Latin American Markets – An exciting future!

Join this webinar to discover the potential of the Brazilian and Latin American markets to Europe. How have the markets recovered in Europe post pandemic, and how important are European destinations in Latin American outbound tourism?

We will look at the particular patterns of the market, including booking times, seasonality, FIT vs Groups, and we will discuss which European destinations are “hot” at present and how best to approach the markets from Europe.


  • Gisela Abrahao, CEO, Global Vision Access
  • Carlos Alberto Mascarenhas Antunes, Director of Americas, TAP
  • Roberto Haro Nedelciu, Owner, Raidho Viagens Turismo
  • Artur Andrade, Chief Communication Officer e editor-chefe, Panrotas
  • Fabiano Camargo, Proprietário, CT Operadora
  • Moderated by Paul Wagner , NTC


A link to the webinar presentation can be found below:

Latin America: Opportunities Ahead


One of the webinar participants made the following observations that the NORDIC TOURISM COLLECTIVE would like to share with you.

The biggest mistake that the European tourism market makes in relation to Brazilian travelers who visit Europe is the homogenized perception of the profile of these tourists and their travel motivations. Tour operators and service providers in Europe often tend to see Brazilian tourists from a limited perspective, focusing on stereotypes or a simplified view of their preferences and behaviors. This mistake can lead to an offer of tourist services and products that do not fully meet the expectations and desires of Brazilians, impacting the travel experience and customer satisfaction. Below, I detail the main aspects of this misconception and how they can be addressed:


  1. Diversity of Interests

Misconception: Brazilians are often seen as only interested in shopping and the main tourist attractions.

Reality: Brazilian travelers have a wide range of interests, including culture, gastronomy, history, sports and nature. They seek authentic experiences that go beyond traditional tourist itineraries.


  1. Variety of Profiles

Misconception: There is a tendency to treat Brazilian tourists as a homogeneous bloc, without considering differences in age, purchasing power, cultural interests and travel motivations.

Reality: The Brazilian market is diverse, with families, young people, honeymoon couples, retirees, and groups of friends looking for different experiences in Europe. Each segment has distinct preferences that must be considered when offering tourism products.


  1. Search for Deep Cultural Experiences

Misconception: Underestimating Brazilians’ interest in deep and educational cultural experiences.

Reality: Many Brazilians travel to Europe in search of cultural immersion, wanting to understand local history, art, and traditions. They value tour guides who offer deep insights and personal connections to the places they visit.


  1. Cost Sensitivity

Misconception: Believing that Brazilian tourists are not sensitive to prices and travel costs.

Reality: Although there is a market segment willing to spend more for luxury experiences, many Brazilians plan their trips with careful budgets, seeking the best possible value for their expenses.


  1. Communication and Language

Misconception: Assuming that all Brazilians speak English fluently or ignoring the importance of offering services in Portuguese.

Reality: The availability of information, services, and support in Portuguese is an important differentiator for Brazilian travelers, significantly improving their travel experience.


Recommendations for Addressing This Mistake:

  1. Cultural Sensitivity and Inclusion:

Understanding and respecting Brazilian culture and making efforts to include Portuguese language services can make a significant difference. Simple gestures like having Portuguese-speaking staff, offering guides or brochures in Portuguese, and understanding Brazilian holidays and preferences can enhance the travel experience for Brazilian tourists.

  1. Personalized Marketing Strategies:

Developing marketing strategies that specifically target Brazilian travelers by highlighting aspects of European destinations that align with their interests can be more effective. For instance, showcasing European football culture, historical sites with connections to Brazilian history, or regions known for their culinary delights can attract more Brazilian tourists.

  1. Tailored Travel Packages:

Creating travel packages that cater to the diverse preferences of Brazilian tourists, such as family-friendly vacations, adventure sports tours, culinary tours, or cultural immersion programs, can address the gap in personalized travel experiences.

  1. Collaboration with Brazilian Tour Operator:

Partnering with Brazilian tour operators to create customized travel experiences can be beneficial. These agencies have a deep understanding of the Brazilian market and can provide valuable insights into the types of experiences that Brazilian travelers seek when visiting Europe.

By addressing the need for more personalized and culturally sensitive travel experiences, the European tourism market can better cater to Brazilian travelers, enhancing their satisfaction and potentially increasing repeat visits. Understanding and adapting to the unique needs and preferences of Brazilian tourists not only fosters a more inclusive and welcoming atmosphere but also opens up opportunities for deeper cultural exchanges and mutual appreciation.