Brazil considers fam trips in bid for UK visitor growth

Brazil is considering fam trips this year as it targets increased visitor numbers from the UK.

South America’s largest country welcomed 5.9 million visitors from around the world last year, almost equalling pre-pandemic numbers, with the UK contribution being 130,239.

Increased figures are now being sought for this year and beyond, with Brazil’s tourism chiefs drawing up plans for “impactful promotional activities” aimed at the UK market.

Celso Sabino, Brazil’s tourism minister, said: “We are beyond the recovery stage from the pandemic, and now seeking to push on to new heights.”

He described the UK as one of the most sophisticated European markets and a “trendsetter”.

“For this reason, we are considering a combination of impactful promotional activities aimed at the UK market, including potential press and fam trips, strategic partnerships and more, including creative activations,” Sabino said.

Outlining Brazil’s attractions, he pointed to its “natural, urban and cultural beauty” throughout the country and also encouraged visitors to find the “little-known treasures”.

“Brazil is a ‘must’ for anyone who loves travel,” said Sabino. “This is enabled by a highly developed tourism sector which provides all options imaginable for visitors, in a framework of stability and security.”

The country is already thinking about plans for its stand at the World Travel Market in London in November.

The Brazilian Tourist Board said it had worked successfully in the past year to attract new international flights, leading air connectivity to increase by 40%.

Argentina is the main source market, sending 1.9 million visitors last year, followed by the United States (668,500), Chile (458,500), Paraguay (424,500) and Uruguay (334,700).

France (187,500) is the number one European country, with the UK in ninth place.