MarketScan Brazil The Hague, April 2013

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1 MarketScan Brazil 2013 The Hague, April 2013

2 NBTC Holland Marketing NBTC Holland Marketing (NBTC) NBTC is responsible for branding and marketing the Netherlands nationally and internationally. Using the 'Holland' brand, NBTC puts the country on the map as an attractive destination for holidays, business meetings and conventions. We carry out marketing activities in 13 markets, under the name of NBTC Netherlands Board of Tourism & Conventions. In cooperation with public and private partners, we attract visitors who spend money in Holland. We cultivate countries and regions that supply the most visitors to the Netherlands. Based on this philosophy, NBTC is active in Europe, North America, Asia and South America (Brazil). MarketScan Brazil 2013 Inside knowledge of the Brazilian travel market is essential in order to gain access to this market. The MarketScan Brazil 2013 offers relevant information about this country and its travel market to organisations in the travel industry and others. In this MarketScan, you will find a brief overview of the travel market as well as an insight into trends and developments. Inhoud MarketScan Brazil in a nutshell 3 Outbound travel market 5 Internet and travel 6 Incoming tourism to Holland 7 Holland as a vacation spot 9 Image of the Dutch people 10 Trends and developments 11 Destination Holland: SWOT 12 References 13 Contact 14 This MarketScan was put together by NBTC Research. 2

3 Brazil in a nutshell (1) Population Brazil has a total population of around 194 million people, with the South-East region accounting for the highest number of habitants (81 million) due to big cities Rio de Janeiro and Sao Paulo (7 th largest metropolitan area in the world). Together with the other regions North (16 million), North-East (54 million), South (28 million) and Central- West (14 million), numbers show that around 84% of the total population lives in an urban area. (www.ibge.gov.br, 2012) The main language is Portuguese. 68% of the Brazilian people are aged 15-64, 25% are aged 0-14 and only 7% is aged as 65+. A diversity of cultures can be found in the country. (The World Factbook, 2012) 55% of the population are European ancestors (mostly Portugal, Italy, Germany and Eastern Europe). (ETC Market Insights: Brazil, 2009) Economy The Brazilian economy is booming with forecasts of 2,7% in 2011, 1,5% in 2012 and 4% in (www.imf.org, October 2012) Exchange rate Euro-BRL 1=2,60 Brazilian Real (BRL) (www.valuta.nl, April 2013) 3

4 Brazil in a nutshell (2) The economic development of Brazil Since the mid 1990s, the economy of Brazil has improved. After record growth in 2007 and 2008, the GDP shows a decline in 2009 due to less export because of the global financial crisis. The economy recovered rapidly in 2010 but slowed down again in 2011 and 2012 because of global uncertainties and previous policy tightening. From 2013 until 2017, the economy is expected to grow with 4% every year. (www.imf.org) In February 2013, the unemployment rate was estimated at 5.6 percent. Overall the unemployment rate decreased over the years from 2001 until 2012 (averaged unemployment rate 9.1 percent, reaching the lowest rate of 4.7 percent in December (www.ibge.gov.br) Global events in Brazil force the country to invest in infrastructure and tourism FIFA World Cup Olympics 4

5 Outbound travel market Outbound travel is increasing Outbound travel from Brazil has increased to 4.5 million in 2010 (+28%). 67% of all outbound trips in 2010 were long haul trips. Most visited destinations are Europe and North America. Destination outbound travelers 5% 27% 4% 4% 32% Europe North America Asia Pacific Central America Other Most outbound travelers come from São Paulo (41%), Rio de Janeiro (15%) and the South of Brazil (17%). The average length of stay for long haul flights is ten nights. Brazilian spend 1,940 euro on average per person per long haul trip. (IPK International, 2011) International tourism expenditure (US$ billion) 2012* Brazilians expenditure on travel abroad reached 22.2 US$ billion in With this result, Brazil has shifted from 29th place in 2005 to 12th place in 2012 in the ranking of international tourism spending. * Preliminary results (UNWTO, April 2013) United States and Europe are popular After United States, European destinations are most popular long-haul destinations. The top 6 is presented on the right. Most popular destination in South-America is Argentina and Uruguay. (ETC, Market Insights: Brazil 2009) Outbound travelling expected to grow Brazilians spending on outbound travel is expected to grow 20% in 2013, reaching US$ 7.1 billion. At this moment, domestic business travelling is dominating the business-travel market, but that may change by the growing economy as well as the World Cup and Olympic Games coming up. Brazil takes the 8 th place in the global business travel ranking and will probably surpass Italy, France and the UK over the next two years. (Global Business Travel Association, March 2013) * estimation: France does not measure/publish Brazilian visits (ETC, Market Insights: Brazil 2009) 5

6 Internet and travel Use of (mobile) Internet expected to grow The use of fixed and mobile broadband, mobile telephony, smart phones and mobile applications is expected to rise. Not only due to increasing spending power, but also because of the upcoming FIFA World Cup in 2014 and the Olympics in 2016 which will take place in Brazil. 293 million mobile phone subscribers The penetration of mobile phones is 145% because people own multiple SIM cards. It is estimated that more than one out of four have no mobile phone at all. (www.budde.com.au, 2011/2012) Brazil top social media users of the world 74% of the Internet users in Brazil is active on one or more social-networking sites. This number is expected to rise to 82% in Facebook is now the Brazils top social network (until 2011, Orkut was number 1). Besides that, Brazil has the highest percentage Twitter users of all users of non-english speaking countries. (www.newmediatrendwatch.com) Friends and relatives important source for inspiration Research points out that friends and relatives is by far the most important source of inspiration when choosing a travel destination (48%). This source is seen as most reliable. Also articles and magazines (38%) and advertisements on television/in newspapers or magazines and internet are used by many Brazilian for inspiration (37% each). (ETC, Market Insights: Brazil 2009) The internet usage is relatively higher amongst young Brazilian years 75% years 81% years 67% years 48% years 30% 60+ years 12% (www.newmediatrendwatch.com, June 2012) 6

7 Incoming tourism to Holland (1) 2012 record year Brazilian visits to Holland After three years of stabilization, the number of Brazilian visitors to Holland increased with 40% in 2010, 20% in 2011 and 7% in 2012 to 109,000 guests. The number of Brazilian visitors is expected to increase to visitors in 2013 (+5%). (CBS, 2012 and analysis & forecast NBTC) Average stay of two nights The average stay of Brazilian in Holland is 2.1 nights, which makes Holland mainly a destination for short stays. (CBS, 2012) 12 direct flights a week from Brazil to Amsterdam The flight capacity (both number of flights and seats) increased a lot in This makes further growth of the number of Brazilian guests to Holland possible. 5 KLM flights a week from Rio de Janeiro 7 KLM flights a week from Sao Paulo Amsterdam Airport Schiphol (Source: CBS, 2012) Seats Development number of guests from Brazil Flights (departures) Source: Capstats.com Please note: the figure above gives insight into the total capacity in terms of seats and flight departures, but not into the occupation (Amsterdam Airport Schiphol, April 2013) 7

8 Incoming tourism to Holland (2) Stay mainly in Amsterdam 8 out of 10 visitors stayed in Amsterdam. Rotterdam, The Hague, Utrecht and Maastricht receive very few visitors (in total 4%). (CBS, 2012) Almost 6 out of 10 stay in three or four star hotels Most Brazilian stay hotel guests stay in three or four star hotels. (CBS, 2012) Number of hotel stars (source: CBS, 2012) Brazilian visitors % 2% 8% 31% 30% 8% (Source: CBS, 2012) Brazilian guests by quarter okt-dec 21% jul-sept 30% jan-mrt 20% apr-jun 29% 8

9 Holland as a vacation spot The Brazilian* consider Holland as an easy going country which offers good quality and as a country that has a lot to offer in terms of art and culture. More than half of the Brazilian* thinks Holland is an expensive destination. offers a lot in terms of nature (reserves) lots of (window) shopping possibilities offers a lot to be active\sporty short breaks 100% 90% 80% 70% 60% 50% hospitable country family-friendly expensive Especially non-visitors are less aware of the fact that Holland has many things in close proximity. *Brazilian from Rio de Janeiro and Sao Paulo Holland image study, % high quality culinary range good price/quality ratio in hospitality 30% 20% 10% 0% well accessible surprising destination Brazil visitors Brazil non-visitors mainly tulips, windmills and clogs easy going many things in close proximity offers a lot in terms of architecture and design offers a lot in terms of art and culture more to offer than A'dam variety, diversity good quality good service For more information on this image study, visit for the summary and infographic. 9

10 Image of the Dutch people Brazilian* people are very positive about the Dutch population. Brazilian* consider the Dutch open, tolerant, ingenious/ inventive, helpful, hospitable/ welcoming and enterprising. pragmatic/result-oriented sporty reliable 90% 80% 70% 60% enterprising innovative Relatively low scores were given by the Brazilian* for pragmatic/resultoriented, internationally-oriented and businesslike. 50% 40% *Brazilian from Rio de Janeiro and Sao Paulo Holland image study, % internationally-oriented 20% open Brazil visitors 10% Brazil non-visitors 0% businesslike tolerant arrogant ingenious/inventive For more information on this image study, visit for the summary and infographic. hospitable/welcoming helpful friendly 10

11 Trends and developments The economic growth 2012 was relatively low. In 2013 the economy is expected to show better results again. This will have a positive effect on the outbound travel market of Brazil. More and more Brazilian from the middle class will have the chance to travel abroad/long-haul. Accessibility of/infrastructure in Brazil is being improved for the upcoming global events: FIFA World Cup and Olympic Games. Brazilians are regarded as tolerant, friendly, fun-loving people who are strongly attracted to city life. If Portuguese translations are not available, they prefer information in English. Brazilian travelers to Europe are moreover well educated people, multilingual and from the higher social classes. However, more and more Brazilian from the middle class are able to travel. They are mainly in the age of 30 until 40 years, travel mostly alone or in couples. Preferred activities are shopping, cultural activities and going out. Few Brazilians travel abroad for sun and beach; they have plenty at home. (ETC Market Insights: Brazil, 2009) 11

12 Destination Holland: SWOT Strenghts High popularity of European countries, because of history/origin High popularity of Amsterdam Interest in Dutch culture /folklore Compact: short distances between cities, short travelling time Holland is small, which makes it easy to combine with visits to one or more other European countries No visum required Direct flights from Sao Paulo and Rio de Janeiro Many restaurants, bars and cafes Brazilians have a positive image of Holland & the Dutch Weaknesses Preference for countries where many Brazilian or their ancestors come from (Portugal, Germany, Italy) Holland is less popular for a single destination tour; the average stay is short Quality of service restaurants, bars and cafes Opportunities Growing population that is financial able to travel because of relatively strong economic grow, the currency (Real) is getting stronger Improving infrastructure in Brazil means better accessibility of the airports Growing use of internet/social media Increased flight capacity Threats Expensive (accommodation, transport, guides) compared to other European destinations Limited 3/4 hotel capacity Huge competition between countries in Europe but also with short haul destinations/us Upcoming FIFA World Cup and Olympics can cause more Brazilian to stay at home/decide to spend a holiday in own country during the events 12

13 References Amsterdam Airport Schiphol (www.schiphol.com) Budde.com, 2012 (www.budde.com.au) Capstats.com (www.capstats.com) Centraal Bureau voor de Statistiek (www.cbs.nl) Central Intelligence Agency: The World Factbook Brazil ETC Market Insights: Brazil, 2009 IMF, World Economic Outlook Database, October 2012 (www.imf.org) Instituto Brasileiro de Geografia e Estatítica (www.ibge.gov.br) Internet World Stats (www.internetworldstats.com) IPK International, Analyses of Outbound and Long Haul Travel in Southamerica (2011) NewMedia TrendWatch (www.newmediatrendwatch.com) NBTC Holland image study 2012 UNWTO, 4 april 2013 (http://media.unwto.org/en/press-release/ /china-new-number-onetourism-source-market-world) Valuta.nl (www.valuta.nl) 13

14 Contact Added value NBTC NBTC can offer your organisation tailor-made advice, for instance: - Local network: trade and press - Local market opportunities, cultural expertise - Advice on marketing, communication - Co-marketing opportunity Contact NBTC For further details on the Brazilian market and Holland-marketing activities in Brazil, please contact: NBTC Holland Marketing P.O. Box JL The Hague The Netherlands T:+31 (0) E: Contact at NBTC Holland Marketing Headquarters Ms. Ditte Ooms T: +31 (0) E: 14

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