VisitBritain’s latest trade mission is taking place in Brazil, the BRIC country leading on growth of visits to the UK in the last five years.
Since 2007 there has been a 97% increase in visits to Britain from Brazil – markedly higher than China (25%), Russia (2%) and India (1%). So far in 2013, up to and including July, estimates show an increase of 10% in visits from Brazil compared to the same period in 2012.
Shopping-inspired Brazilians are the largest BRIC market for holiday visits to the UK, the biggest outside Europe after US, Australia and Canada. Last year, 260,000 Brazilians visited – two thirds (68%) for a holiday, compared to just over one third of visits from China or India (both 35%), whilst 41% of visits from Russia were for a holiday.
Brazil has seen the highest growth in spend amongst BRIC markets over the last decade at an average of 15% per year, compared to 14% for China and 11% for both India and Russia at 11%. Brazilians have high holiday visit spend – on holiday visits in 2012 they spent £135 million compared to China (£79m), India (£57m) and Russia (£102m). However, overall Brazil is not the biggest BRIC spender. In 2012, total spend from Brazil was £227m, compared to £240m from Russia, £300m from China and £333m from India, the biggest BRIC spenders.
To maximise reach, the three day Brazil Sales Mission is being split across Sao Paulo and Rio de Janeiro (1st – 4th Oct), where a total of 34 visiting delegates representing 28 companies will meet with top Brazilian travel agents during a series of one-on-one business appointments and seminars. Delegates include national and regional tourism boards, major retail groups, city and tourist attraction promotion organisations, travel agencies, hotel groups and specialist tour operators. Companies attending include influential retail groups Westfield UK, Bicester Village and McArthurGlen Designer Outlets, alongside InterContinental London Park Lane, London & Partners, VisitEngland, Warner Bros Studio Tours and Wimbledon Lawn Tennis Museum.
The mission offers Britain a good opportunity to increase Brazilian visitor spend, particularly as they are motivated by shopping, ranking highly when it comes to ‘propensity to shop’. VisitBritain research shows that a ‘shopping’ tourist spends more – an average of £680 per trip – than an ‘ordinary’ overseas tourist, who typically spends £580. Brazilians (73%), Russians (68%) and Chinese (65%) all have a higher than average appetite for shopping, whereas Indians are about average at 58%.
Brazil mission leader and VisitBritain’s Director of Overseas, Keith Beecham said: “With eyes firmly set on Brazil over the next two years as they prepare to host both the FIFA World Cup and Olympic Games, we’re actually finding that more Brazilians are visiting Britain than ever before.
“Brazilians are attracted by our retail offering and till-busting Brazilian shoppers have shown significant growth in terms of holiday visits and spend. Shopping tourists spend big and our mission aims to further strengthen these ties, giving influential British companies the opportunity to promote their products face to face.”
