Brazil Global Reps

Trade & Media Engagement

Training and event initiatives were impactful, including an online session with Queensberry spotlighting New Orleans and Baton Rouge, and an in-person Louisiana-themed breakfast seminar with Diversa Turismo. These events inspired travel advisors to position Louisiana and other Southern destinations as rich in culture, history, music, and cuisine.

Market Trends & Travel Demand

A major market trend is the surge in interest tied to the FIFA Club World Cup and the upcoming 2026 World Cup. Brazilian search traffic for U.S. cities like Philadelphia and Charlotte spiked as football fans plan travel, often favoring road trips and motorhome experiences. The newly released “Copa & Motorhome Guide 2026” features Southern cities like Atlanta and Kansas City and aims to capitalize on this momentum.

Key Takeaways & Next Steps

However, economic headwinds persist.

• Brazil’s new tax reform could increase airfares by 25%, potentially impacting demand.
• Brand USA’s $80 million budget cut also raises concern about maintaining U.S. destination visibility.

Despite these challenges, Brazil remains a strong market for the South, especially among Millennials and high-value travelers seeking immersive, road-based experiences.

Next steps include maintaining media momentum, supporting agents with training and content, and leveraging World Cup interest to drive future bookings.

📈 1. Market Overview & Metrics

• Trade & Media Outreach:

  • • FY24–25 saw 158 trade meetings and 62 media meetings (Feb report) with 2,224 agents trained and 347 articles published, generating ~30 million impressions by March.

    • Monthly breakdown: July through May included training sessions in SP, trade missions in Rio/São Paulo, and participation in forums like PANROTAS and WTM Latin America

• PR Campaigns & Newsletters:

  • Themes rotated monthly—e.g., “Avoid the crowds,” “Instagram-able Spots,” “Eating Your Way Through the South”—sent to ~12k+ recipients, achieving open rates of 20–30% and click-through rates up to ~26%.

🎯 2. Key Programs & Events

• Brazil Mission 2025 (Feb 17–20):

  • Held in Rio and São Paulo; included 60+ trade meetings, 20+ media appointments, cultural showcases (Super Chikan), Brand USA collaboration, and regional market insights.

  • Confirmed robust interest in immersive experiential travel, music-driven itineraries, gastronomy, and luxury segments.

• Training & Webinars:

  • Online training series like “Rhythms of the South” (108 agents in May) and state-focused sessions (e.g., Louisiana in Feb, Kentucky in Apr) educated and inspired Brazilian agents.

• In‑Market Events:

  • Participation in PANROTAS, IMM Travel Media, and WTM Latin America, targeting deeper connections with operators and content creators.

🌐 3. Market & Industry Insights

• Visa Issuance & Border Entry:

  • Q1 2025 saw 237.8k B1/B2 visas, a YoY drop of ~19%, yet Brazil still ranks 4th globally in issuance.

  • Note: Entry interviews grew stricter—travelers advised to have clear documentation and plans.

• Flight Connectivity:

  • The Brazilian international network saw ~15% growth; Azul entered Chapter 11 but secured restructuring with US carriers (United, American), while Gol exited Chapter 11.

• Economic Environment:

  • IOF tax hike on foreign purchases (from 1.1% to 3.5%) may raise travel costs slightly; however, Brazil’s high real interest (~9%) supports outbound travel.

  • Growing luxury travel trend, especially among Gen Z, with 15% projected growth in luxury segment in five years.

• Destination Trends:

  • Orlando welcomed ~75.3 million visitors in 2024 (+1.8%), with Brazil ranking #4 internationally (697k visitors, +0.2%).

  • Top US arrival points for Brazilians in 2024: Miami (30.6%), Orlando (16.7%), New York (12.2%), Ft Lauderdale (7.1%), Atlanta (5.3%).

• Consumer Preferences:

  • Strong appetite for luxury, culture, music, and value-driven experiences (e.g., Universal’s Epic Universe).

  • Brazilians respond well to experiential travel and are motivated by well-structured itineraries and reliable travel organization.

🔑 4. Key Takeaways & Opportunities

1. Market resilience: Despite visa slowdowns and tax hikes, strong trade engagement and stable travel growth show Brazil’s continued importance.

2. High-impact trade missions: Hands‑on programs in Rio/São Paulo have significantly boosted narrative and partnerships.

3. Luxury & experiential focus: Growing demand among affluent travelers—Gen Z included—underlines opportunity areas.

4. Strategic connectivity: Enhanced air service (Azul, Gol, Azul-US partnerships) aligns with tourism product interest.

5. Narrative clarity matters: Address visa/border scrutiny via real‑world guidance (“what to pack, expect”) to reduce travel friction.

✅ FY25 Recommendations

• Expand luxury experience packages (e.g. music, gastronomy, cultural routes) with Brazilian tour operators.

• Keep online training series strong, especially showcasing state-level stories with virtual quizzes & interactive content.

• Counter-entry stigma: Develop content to guide Brazilians on visa docs and border procedures, possibly supported by the US Consulate.

• Co‑promote with airlines: Leverage Azul and Gol’s US partnerships via codeshare or bundled offers.

• Smart marketing around Epic Universe: Continue positioning Orlando (and new parks) as prime destinations for Brazilian families.

🧭 Conclusion

FY24–25 demonstrates Brazil’s durability as a Travel South USA market: robust trade/media presence, consistent outbound travel, and immersive product demand. Strategic focus on luxury, experiential themes, strong agent training, and clear messaging around travel logistics will help convert momentum into tangible visitation growth in FY25.