Travel South USA sustained its market momentum in Brazil through active media outreach, strategic trade meetings, and targeted messaging. May saw 16 trade and 8 media engagements, including coordination with Brand USA and the U.S. Consulate to align on major events like FIFA World Cup 2026. The team promoted TSUSA’s “Luxury Experiences for Under $100” campaign through newsletters and a dedicated training, attracting 108 professionals to the Rhythms of the South seminar.
Trade & Media Engagement
Trade & Media Engagement:
Top Brazilian operators such as Queensberry, Agaxtur, and Interep expressed strong interest in incorporating Southern states into tailored itineraries. Joint efforts with Brand USA emphasized positioning the region as culturally rich and visitor-friendly, particularly for major upcoming international events.
Market Trends & Travel Demand
Visa issuance is down 19.1% YOY, reflecting normalization post-pandemic peaks, yet Brazil remains the 4th highest visa market globally. Concerns over stricter U.S. immigration checks and rising financial barriers (e.g., IOF tax increase to 3.5%) have created a cautious booking environment. However, demand remains high, especially for new offerings like Universal Orlando’s Epic Universe. Airlift remains strong, with Azul and Gol airlines navigating Chapter 11 processes while maintaining U.S. service.
Key Takeaways & Next Steps
- Promote planning and transparency to counter visa/travel anxiety
- Support financial literacy around new IOF costs
- Highlight affordable luxury and new experiences
- Align campaigns with key events (e.g., Epic Universe, FIFA 2026)
- Leverage air partnerships and training to reinforce destination appeal
Brazil remains a resilient, high-value market for Southern states.
