Is Brazil on track to resume travel?

ForwardKeys’ latest analysis of Q1 inbound air travel to Brazil confirms the relevance of casting a wider net during the pandemic – in terms of air connectivity and promotions in source markets. Meanwhile, the domestic travel market could be what keeps the ship afloat as the number of new cases rises.

ForwardKeys’ latest analysis of Q1 inbound air travel to Brazil confirms the relevance of casting a wider net during the pandemic – in terms of air connectivity and promotions in source markets. Meanwhile, the domestic travel market could be what keeps the ship afloat as the number of new cases rises.

Main international markets in Brazil

When reviewing the latest ticketing data for confirmed arrivals to Brazil from January to March 2022, the total number of international arrivals is -54% compared to 2019.

The three most resilient markets are Portugal, Spain and the United States. Portugal (+40%) and Spain (+4%) with reported growth compared to the pre-pandemic period.

The role and importance of the US and Portuguese market for the travel and tourism sector in Brazil is even more relevant for Rio Grande do Norte, where confirmed tickets for arrivals in the first quarter of 2022 are 71% higher than the levels before the pandemic.

“Emprotur has always been in contact with DMCs and tour operators in Europe, especially Portugal. But, from the moment we received the news of the resumption of the road linking our State to Lisbon, we have redoubled our efforts. It is almost an individual project with tour operators in Portugal and Spain to design the best strategies to attract travelers to our destinations. Essentially, this involves a strong relationship with tour operators and cooperative tactical marketing campaigns to raise awareness,” says Emprotur Brazil President Bruno Reis.

domesticatedvs Tourism, Brazil’s savior during Covid-19

As evidenced by other parts of the world, pent-up travel demand is real. So when people can’t travel overseas, they seek to explore their backyard.

This has been the case with avid Brazilian travelers ready to explore. Confirmed tickets for domestic arrivals in Brazil are currently down just 3%, while domestic arrivals in Rio Grande Do Norte are up 41%.

“Our work is based on a data-driven, results-driven threshold aimed at increasing tourist flow. We have defined customized strategies for each tour operator, retail agency, OTA and airline in the domestic and international market. These actors are key collaborators in bringing tourists back to Rio Grande do Norte. Just to give an example of the consequences of our hard work, Natal, our state capital, was recently ranked 7th by Trip Advisor’s Travelers’ Choice 2022 – it was the only destination in South America. This means our work promoting the region is paying off,” adds Reis.

According to another recent study by ForwardKeys for the first quarter of 2022 examining the most resilient destinations in Latin America, Brazil ranks fifth, down 54% from 2019 levels. However, the 2022 results show still growth for Brazil, as it was down 70% in the first quarter of 2021.

“What all of this demonstrates, and highlights, is that people want to travel, despite the pandemic. And that destinations like Ecuador and Colombia have only fared better because of their open borders and their tourist-friendly policies, unlike tighter restrictions in the rest of South America, including Brazil,” says Juan Gomez, Head of Market Intelligence at ForwardKeys.

This article originally appeared on ForwardKeys.

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