19 May 2010

Brazil beating out China as US tourist market?

Overseas travel to the US is beginning to rebound, creating renewed interest in a market that is expected to more than double in the next six years -- Brazil.

"China is emerging, but Brazil is hot right now," said Ana Donato, the CEO of Imaginadora, a Sao Paulo-based strategic marketing and event firm that specializes in the Brazilian travel market. She adds:

"By 2014, Brazil is likely to move past both France and Germany in the number of people visiting the US, and American businesses with an eye on the future are making a smart investment in this market now."

According to the US Department of Commerce, the number of Brazilians visiting this country is expected to exceed 2.2 million in 2015, a 152 percent increase over the 893,000 that traveled here in 2009.

Annual double-digit increases in visitation from Brazil in that timeframe will out-pace the growth anticipated from all other overseas markets, including China (1.3 million visitors forecasted in 2015, a 151 percent increase over 2009).

The upswing in numbers and growth of Brazil’s economy has a number of tourism interests taking a closer look at that market.

Tourism organizations like VISIT FLORIDA, the Miami CVB and the Orlando/Orange Co. CVB as well as Disney and Universal have sustained a long term marketing push even during Brazil’s leaner days.

But that list of suitors recently has expanded to include SeaWorld Parks and Entertainment, Las Vegas, NYC & Company, and Meeting Planners International (MPI), among others.

Donato says the same economic factors that led to Brazil’s successful bids for the 2014 World Cup and 2016 Olympic Games -- a growing GDP expected to rise from 4.1 percent in 2010 to 5.5 percent in 2011 according to the International Monetary Fund and a stabilized currency (Real) are indicators of continued growth in visitation.

Another factor is the improved process involved in getting US visas.

Brazilians have long been known for their fascination with the beaches, theme parks and shopping opportunities found throughout Florida, according to Donato. But she adds they are now showing an interest in experiencing other parts of the US.

"Favorite top US destinations for Brazilians are Florida, California and New York. But we observe that there are a significant repeaters and FIT segments looking for new experiences rather just shopping or amusement parks," Donato said.

Travel from overseas markets as a whole is expected to grow 42 percent in the next six years.

By David Wilkening