Brazil Global Reps

Outlook Reps

Rua Frei Caneca, 996 – 153 / Sao Paulo / SP / Brazil /

01307-002
P +55 (11) 98899-1551

August 2026 Summary

Outlook Reps logged 14 trade meetings and 8 media meetings in August, training 272 agents/operators across four sessions and generating 38 earned-media placements worth 1.2 million impressions. Coverage skewed heavily toward Tennessee, driven by Dolly Parton tribute stories, while Brazil held its position among the top U.S. long-haul markets.

Trade & Media Engagement

Outlook Reps reconnected with Agaxtur’s Paulo Biondo, newly appointed head of Products and Operations, to discuss destination awareness and tailored Southern product, and met with veteran consolidator Sakura Consolidadora to expand distribution across its agency network. Four trainings reached 272 agents, including a 60-agency Travel Global showcase, a Columbia On-The-Road session with Turismo ETC, a Diversa Turismo breakfast in Belo Horizonte, and a 155-attendee North Carolina online training.

August’s coverage centered on Tennessee, driven by extensive Dolly Parton tribute and Dollywood coverage in CNN Brasil, MSN, Terra, Rolling Stone Brasil, ABC+ and Exame, alongside pieces in PANROTAS, Brasil Travel News and O Universo da TV spotlighting Georgia, Louisiana and multi-state road trips. The month’s 38 placements drove 1.2 million impressions and 2.02 million estimated views, with the trade newsletter set to resume in September.

Market Trends & Travel Demand

Brazil remained one of the U.S.’s top long-haul source markets in August, having sent roughly 1.9 million visitors in 2025 and posting record outbound spending on favorable exchange rates and pent-up demand. Booking behavior split between a growing last-minute leisure segment and advance planning for school holidays. GOL kept its new Rio–JFK nonstop flying three times weekly and expanded Miami and Orlando frequencies, while LATAM secured financing for 11 new aircraft.

Key Takeaways & Next Steps

Takeaways:

Dolly Parton’s death and legacy became August’s dominant editorial hook, driving heavy Tennessee coverage across major Brazilian outlets like CNN Brasil and MSN.
Trade engagement deepened through senior-level contacts, including a leadership change at Agaxtur and continued work with consolidator Sakura Consolidadora.
New and expanded air routes — GOL’s Rio–JFK nonstop and LATAM’s fleet growth — combined with record Brazilian outbound spending to reinforce the South’s growth potential.

Next steps:

Relaunch the trade newsletter and press releases to travel professionals and media in September.
Continue the monthly GNP-partner online training series, building on North Carolina’s 155-attendee session.
Deepen collaboration with Agaxtur and Sakura Consolidadora to convert relationship-building into tailored multi-state Southern product and group business.

Brazil Year-End Report FY25-26

Brazil remained one of Travel South USA’s strongest strategic overseas markets in FY25–26, with activity increasingly focused on moving Southern destinations from awareness into sellable itineraries and day-to-day trade programs. Favorable long-term market fundamentals—including strong U.S. visitation, air connectivity and growing Brazilian interest in experiential travel—aligned particularly well with TSUSA’s strengths in food, music, road trips, culture and multi-state travel.

Marketing Strategy

Brazil remains a high-priority, high-momentum long-haul market for Travel South USA, with strong and growing demand from Brazilian travelers seeking immersive, culturally rich, experience-led holidays in the American South. Brazil’s outbound market continues to show robust intent toward the United States, with travelers prioritizing meaningful, distinctive experiences over mass-market destinations — a preference that plays directly to the South’s strengths in music, food, culture, road trips, and warm hospitality.

The plan targets high-value Late Millennials, Gen X, and Early Boomers, with a focus on urban travelers from São Paulo, Rio de Janeiro, and other major outbound markets who have strong travel intent and the means to travel.

For FY2026-27, the strategy follows a three-pronged approach across travel trade, PR and media, and social and creator content. Trade activity centers on building agent and operator confidence — through operator meetings, product development sessions, agent training and webinars, a cooperative campaign with a high-value Brazilian partner (Diversa/BWT or TBO Holidays Brazil), and International Showcase FAM recruitment — while a new Brazil Roadshow Series across São Paulo, Rio de Janeiro, and other high-volume outbound markets, along with participation in Brazil’s leading trade fairs, deepens face-to-face reach with core decision-makers; connectivity messaging will also lean on Atlanta as a primary gateway to simplify itinerary building for the trade. PR and media efforts continue an always-on press office program with Brazilian journalists and editors, editorial pitching around food, culture, music, and nature, and Global Media Marketplace attendance and FAM recruitment. Social strategy is distinctly creator-led in this market: alongside consistent organic Facebook and Instagram posting, the plan leans on long-term creator partnerships and co-posted content to amplify reach and engagement, reflecting how central influencer trust is to Brazilian travel decision-making, with UGC captured for reuse across social, trade, and PR channels.

Content will continue to be anchored in the South’s core storytelling pillars — music and culture, culinary South, road trips and scenic byways, history and heritage, outdoors and adventure, festivals, the New South, and Southern hospitality (“All Y’all Are Welcome”) — positioning Travel South USA as a dream-trip alternative to better-known USA gateways. KPIs span trade engagement (partner meetings, agents trained, and International Showcase suppliers secured), PR and media output (media meetings, articles generated, earned impressions, and Global Media Marketplace participants), and newsletter performance across both trade and media audiences, giving the market a coordinated, measurable framework for converting Brazil’s already-strong destination interest into deeper trade adoption and visitation.