MarketScan Brazil 2016
The Hague, October 2016
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 2016
Inside knowledge of the Brazilian travel market is essential in order to gain access to this
market. The MarketScan Brazil 2016 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.
Contents MarketScan Brazil
• Brazil in a nutshell
• Outbound travel market
• Internet and travel
• Incoming tourism to Holland
• Holland as a vacation spot
• Image of the Dutch people
• Trends and developments
• Destination Holland: SWOT
• Holland Marketing in Brazil
• References
• Contact
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This MarketScan was
put together by NBTC
Research.
Brazil in a nutshell (1)
Population
Brazil has a total population of approx. 206 million people
(estimation September 2016), with the South-East region
accounting for the highest number of habitants (42%) due to
big cities Rio de Janeiro and Sao Paulo (7th largest
metropolitan area in the world). Together with the other
regions North (9%), North-East (28%), South (14%) and
Central-West (8%).
(www.ibge.gov.br)
The main language is Portuguese. 23% of the Brazilian
people are aged 0-14, 60% are aged 15-54 and only
16% is aged as 54+. A diversity of cultures can be
found in the country.
(The World Factbook, est. 2015)
55% of the population are European ancestors (mostly
Portugal, Italy, Germany and Eastern Europe).
(ETC Market Insights: Brazil, 2009)
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Brazil in a nutshell (2)
The economic development of Brazil
Currently, Brazil is in an economic recession. Political
uncertainty and corruption scandals have a negative
impact on the consumer and business confidence. The
recession is expected to continue in 2016 and 2017. This is
due to high inflation and low business investment partly
reflecting low business confidence.
Economic growth is projected to rise over the medium
term, if the structural reforms are being implemented
successfully.
(www.imf.org & www.oecd.org)
GDP growth
2014
2015
2016*
2017*
0.1
-3.8
-3.3
0.5
Overall the unemployment rate decreased over the years
2002 until 2013, but from that moment it started rising
again. According to the National Survey of Household the
unemployment rate was 11.2% in the period February,
March and April 2016. The unemployment rate is highest
in Northeast and lowest in South Brazil.
4
€ 1=3,61 Brazilian Real (BRL)
(www.valuta.nl, September 2016)
(www.imf.org, *forecast)
(www.ibge.gov.br & IBGE)
Exchange rate Euro-BRL
Outbound travel market
Outbound travel is increasing slightly
Overnight
outbound visitors
2010
2011
2012
2013
2014
6.498
7.805
8.466
8.666
8.824
Overall, a total of 8.8 million Brazilians travelled abroad in 2014, recording a
2% rise from the previous year. The growth in number of outbound trips has
slowed down since 2013 due to an economic slowdown.
(OECD, March 2016)
United States is popular
After United States, most popular is the South-American destination
Argentina. Also the European destinations Portugal and Spain are
represented in the top 5 which is presented on the right.
(OECD, March 2016)
Portugal is very popular because of the strong connection with Brazil; Brazil
once was a colony of Portugal. Many Brazilians live in Portugal and the
countries share the same language. France, Italy, UK and Germany are also
popular destinations to visit for Brazilian travelers.
(ETC, Target Market – Brazil, 2014)
* (OECD, March 2016)
Most long haul travelers (outside of South America) come from São Paulo
(42%) and Rio de Janeiro (15%). These long haul travelers mentioned
visiting historical sites, experiencing an interesting culture, visiting friends
and relatives, and trying different cuisines as motivating factors for visiting
Europe. The most important motivator for visiting the US is shopping.
(Global Tourism Watch 2012, The Canadian Tourism Commission)
Number of trips to Europe expected to grow
ETC forecasts 4 million Brazilian trips to Europe in 2019. This equals a
growth in the number of trips to Europe of approximately 1% per year.
(ETC, Target Market – Brazil, 2014)
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Internet and travel
Use of mobile internet expected to grow
eMarketer estimates a total of 64 million smartphone users in Brazil in 2016. This
equals almost one third of the population in Brazil. Economic difficulties in the
country slowed down the growth of the number of smartphone users in 2015 and
2016. Nevertheless, Brazil still is the fifth largest smartphone country in the world.
(eMarketer, June 2016)
Brazil top social media users of the world
Brazilians are heavy social media users. Brazil is the global leader when it comes to
spending time on social media (approximately 21 minutes per session on social
media in 2015). Facebook is the most popular social media platform and the number
of fans is still increasing.
(comScore, May 2015)
Approximately 80% of Brazilians social media users indicate that they look for special
offers via social media. Blogs, forums, and social networks have become important
platforms for social media users in Brazil for sharing thoughts and opinions about
travel destinations.
(ETC & UNWTO, 2013)
This is why many ecommerce sites (61%) in Brazil make use of social media for sales
and marketing purposes.
(PayPal, April 2016)
Internet and friends and relatives important source for inspiration
The top three factors that influence consumers to make a purchase online are:
information which they research online (57%), friend’s opinions (42%) and opinions
found on price comparison websites (41%).
The internet usage is relatively
high amongst young Brazilian
<15 years
15-24 years
35-44 years
Travel sales have and will continue to play a major role in the country’s e-commerce
landscape. eMarketer estimates that over 41 million people in Brazil will make at
least one purchase via a device that is connected with the Internet in 2016 (+10%
compared to 2015). This number is expected to increase over the next years as
more Brazilian people are comfortable with making online bookings.
45-54 years
6
22%
25-34 years
(eMarketer, 2014)
(eMarketer, March 2016)
17%
23%
21%
12%
55+ years
5%
(www.statista.com, March 2015)
Incoming tourism to Holland (1)
150,000 Brazilian visits in 2015
150,000 Brazilians visited the Netherlands in
2015, which is an increase of 8% compared to
2014. The number of Brazilian guests visiting the
Netherlands is forecasted to decline with 18% in
2016, because of the deep economic recession
that Brazil is facing.
(CBS, 2016 & forecast NBTC)
Average stay of five nights
The average stay of Brazilian in Holland is 5.0
nights.
(NBTC Statistics Incoming Tourism, 2014)
Main travel purpose is leisure
Of all Brazilian visits to Holland, 73% has a
holiday motive. Trips with a business motive
account for one quarter of all trips.
(NBTC Statistics Incoming Tourism, 2014)
Development number of guests from Brazil
Travel motive
(x 1,000)
60
2007
2008
2009
2010
2011 2012* 2013
0
guests
(CBS, 2016)
* Change in research design
7
nights
2014
150
291
139
119
241
102
61
2006
85
60
123
38
75
50
117
100
121
172
150
116
200
208
250
257
300
321
350
Other
3%
Business
25%
Leisure
73%
Incoming tourism to Holland (2)
Stay mainly in Amsterdam
83% of the total number of Brazilian visitors stayed in one of
the five big cities in 2015 (125,000 guests). Most of them
stayed in Amsterdam in 2015 (117,000 Brazilian guests).
(Source: CBS, 2015)
Almost two out of three stay in three or four star hotels
99% of the Brazilian visitors stay in hotels during their stay in
Holland. They stay mainly in three and four star hotels (59%).
Number of
hotel stars
Brazilian
visitors
No star
28%
3%
4%
Brazilian guests by quarter
27%
32%
20%
22%
Apr-Jun
7%
Jul-Sept
Oct-Dec
(Source: CBS, 2016)
Spring and Summer most popular periods
Holland received the most Brazilian guests in the period April up
to and including September. May and June were the most
popular months for a visit (both months registered 11% of the
total number of Brazilian guests to Holland).
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Jan-Mar
27%
(Source: CBS, 2016)
29%
Incoming tourism to Holland (3)
Flight capacity increases
The flight capacity (both seats and departures)
keeps on increasing. The number of seats was
228,000 in 2015 and increased with almost 9%
compared to 2014. The number of departures
was 653, which is an increase of approximately
6%. The increasing capacity makes further
growth of the number of Brazilian guests to
Holland possible.
6 KLM flights a
week from Rio Amsterdam
Airport
de Janeiro
Schiphol
7 KLM flights a
week from
Sao Paulo
Departures
Seats (x 1,000)
300
606
532
250
200
150
615
478
370
177
193
210
653
228
600
500
154
400
120
300
100
200
50
100
0
2010
2011
(Source: RDC Apex, 2016)
0
2012
2013
2014
(Amsterdam Airport Schiphol, September 2016)
700
2015
Spending Brazilians in Holland (2014)
Per person per day: € 298
(Average all incoming visitors: € 213)
Per person per stay: € 1,017
(Average all incoming visitors: € 726)
Total spending Brazilians: 141 million
(Source: NBTC Statistics Incoming Tourism, 2014)
Please note: the figure above gives insight into the total capacity in
terms of seats and flight departures, but not into the occupation.
(figures are including stopping flights)
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Incoming tourism to Holland (4)
Most Brazilians make a city tour
Of all Brazilian visitors to Holland, 73%
walks through a town/city and for 16% is
this the most important activity during
their stay. 71% visits a museum and for
15% is this the most important activity.
Other popular activities are walking
(75%), visiting a bar or café (80%),
walking (75%) or visiting the Red Light
District (70). However, these activities are
seldom the most important activities
during the visit.
Top 5 undertaken activities of
Brazilian in Holland 2014
Top 5 most important activity
of Brazilian in Holland 2014
1. Visit a bar or café (80%)
1. Walk through a town/city (16%)
2 Walking (75%)
2. Visit museum (15%)
3. Walk through a town/city (73%)
3. Walking (14%)
4. Visit museum (71%)
4. Visit buildings or places of
architectural interest (10%)
5. Visit the Red Light District (de
Wallen) in Amsterdam (70%)
5. Visit notable places/places of
interest (6%)
(NBTC Statistics Incoming Tourism, 2014)
Intention to visit Holland again
probably not
2%
maybe
4%
probably
12%
definitely
83%
(NBTC Statistics Incoming Tourism, 2014)
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Almost two thirds are city trips
Of all visits by Brazilians to Holland with a
leisure motive, 62% defines the type of holiday
as a city trip, 14% as being a cultural holiday.
Majority visitors has the intention to visit
Holland again in the future
Of all Brazilian visitors in the Netherlands, 83%
said that they definitely have the intention to
visit the country again in the future. Twelve
percent stated to probably return for a visit.
Four percent answered with maybe and only
2% said probably not.
(NBTC Statistics Incoming Tourism, 2014)
Incoming tourism to Holland (5)
Future perspective Destination Holland 2025
Following an earlier future perspective in 2008, NBTC Holland
Marketing has published an updated outlook for the future for
the destination Holland. Stakeholders from within and outside
the industry have contributed even more to this update than to
the previous edition, through round-table discussions, via the
Internet and social media. The Future Perspective Destination
Holland
2025, available as
a digital
magazine
on
www.nbtc.nl/2025 (in Dutch), indicates the market perspective
with respect to international visitors and their spend towards
2025.
Development incoming tourism from Brazil
Over 16.6 million international visitors in 2020, of which
approx. 140,000 from Brazil
With the exception of a few slumps, the number of inbound
tourists to Holland continued to increase over the last decades.
In 2015 over 15 million tourists from abroad visited our country
for a holiday or for business. Inbound tourism will continue to
grow in the coming years, with an expected average growth of
2% annually until 2018. After 2018 this growth will level off to
an average annual growth of 1%. The growth percentages are
higher for Brazil: 3.5% in the first period (2012-2018) and
2.5% in the second period (2018-2025). However, based on a
declining number of visitors from Brazil in 2016, we expect
around 140,000 inbound visitors from Brazil in 2020. For more
information on the future of this market, please check out the
digital magazine on our website and the report Tourism in
perspective available on nbtc.nl.
(Source: NBTC, 2016)
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Source: CBS, forecast NBTC
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.
lots of (window) shopping
possibilities
offers a lot to be active\sporty
offers a lot in terms of nature
(reserves)
More than half of the Brazilian*
considers Holland as an expensive
destination.
short breaks
100%
90%
80%
hospitable country
family-friendly
70%
expensive
60%
50%
Especially non-visitors are less
aware of the fact that Holland has
many things in close proximity.
40%
high quality culinary range
well accessible
30%
Brazil visitors
20%
Brazil non-visitors
10%
good price/quality ratio in
hospitality
surprising destination
0%
mainly tulips, windmills and
clogs
easy going
* Brazilian from Rio de Janeiro and Sao Paulo
(Holland image study, 2012)
many things in close
proximity
good service
offers a lot in terms of
architecture and design
offers a lot in terms of art and
culture
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good quality
variety, diversity
more to offer than A'dam
For more information on
this image study, visit
www.nbtc.nl for the
summary and infographic.
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.
reliable
sporty
90%
80%
enterprising
70%
pragmatic/result-oriented
60%
innovative
50%
40%
Relatively low scores were given by
the Brazilian* for pragmatic/resultoriented,
internationally-oriented
and businesslike.
30%
internationally-oriented
open
20%
Brazil visitors
Brazil non-visitors
10%
0%
* Brazilian from Rio de Janeiro and Sao Paulo
businesslike
tolerant
arrogant
ingenious/inventive
hospitable/welcoming
helpful
friendly
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(Holland image study, 2012)
For more information on
this image study, visit
www.nbtc.nl for the
summary and infographic.
Trends and developments
 The economy in Brazil is in a recession. The
forecast is that the recession will continue in
the years 2016 and 2017. Over the medium
term, economic growth is projected to rise
over the medium term. The country does
need structural reforms to make this growth
possible.
 The seat capacity from Brazil to Holland
keeps on increasing. This makes further
growth of the number of Brazilian guests to
Holland possible.
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 European destinations remain very popular
amongst Brazilian long haul travelers. This is
because the strong cultural links between
the country and the European continent.
Also Europe offers many cultural/historical
attractions and shopping opportunities which
are very appealing to the Brazilian travelers.
Shopping is a strong motivational factor to
travel abroad.
 Although more and more Brazilian from the
middle class are able to travel, long haul
travelers are still moreover well educated
people from the higher social classes and
from the big cities São Paulo or Rio de
Janeiro.
Destination Holland: SWOT
Strenghts
Weaknesses
• 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
• 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 in hotels, restaurants, bars and
cafes
Opportunities
Threats
• High popularity of European countries, because of
history/origin
• Growing population that is financial able to travel
• Improving infrastructure in Brazil means better
accessibility of the airports
• Growing use of (mobile) internet/social media
• Increased flight capacity
• Expensive (accommodation, transport, guides)
compared to other European destinations
• Limited 3/4 star hotel capacity
• Huge competition between countries in Europe
but also with short haul destinations/US
• Economic recession which is forecasted to
continue in 2017
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Holland Marketing in Brazil
Dutch
masters
Visiting motive: Holland Passions
DISTRICTS
• City
• Traditional Dutch
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flowers
Amsterdam
Storylines
__Mondriaan to Dutch Design
__Van Gogh
__Flowers
EVENTS & MEETINGS
No focus on events and
business meetings
Dutch
heritage
new Dutch
References
 Amsterdam Airport Schiphol, 2015 (www.schiphol.com)
 Brazilian Institute of Geography and Statistics (IBGE), National Survey of Household Continuous,
May 2016
 Centraal Bureau voor de Statistiek, 2016 (www.cbs.nl)
 Central Intelligence Agency. The World Factbook Brazil
 ComScore, 2014
 eMarkter (http://www.emarketer.com/)
 ETC, Target Market – Brazil, 2014
 ETC Market Insights: Brazil, 2009
 ETC & UNWTO, 2013. Understanding Brazilian Outbound Tourism - What the Brazilian Blogosphere
is Saying About Europe
 Global Tourism Watch, 2012. The Canadian Tourism Commission
 IMF, 2015. World Economic Outlook Database (www.imf.org)
 Instituto Brasileiro de Geografia e Estatítica (www.ibge.gov.br)
 Internet Live Stats (http://www.internetlivestats.com/internet-users/brazil/)
 NBTC Holland image study, 2012
 NBTC Statistics Incoming Tourism, 2014
 NBTC The Future Perspective Destination Holland 2025
 OECD, Brazil - Economic forecast summary, June 2016 & OECD Tourism Trends and Policies 2016
 PayPal Brasil company blog, April 2016
 RDC Apex (www.rdcapex.com)
 Statista (http://www.statista.com/statistics/254724/age-distribution-of-internet-users-in-brazil/)
 The World Bank, GDP ranking, 22 July 2016 (http://data.worldbank.org/data-catalog/GDPranking-table)
 UNWTO, 2015
 Valuta.nl, 2016 (www.valuta.nl)
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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 63470
2502 JL The Hague
The Netherlands
T:+31 (0)70 370 57 05
E: [email protected]
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Contact at NBTC
Holland Marketing
Headquarters
Ms. Carola van Rijn
T: +31 (0)70 370 53 89
E: [email protected]