top of page

WEBINAR Brazil and LATAM markets
An exciting future for the Nordics and Europe

Discover the potential of the Brazilian and Latin American markets to the Nordics and Europe. Hear how the markets recovered post pandemic and of the importance of Nordic and European destinations in Latin American outbound tourism.  We are joined in the discussion by a panel of tourism professionals from Brazil and the LATAM market.

This webinar was streamed  on Tuesday 30th April 2024  


  • Gisela Abrahao, CEO, Global Vision Access

  • Fabiano Camargo, President, Braztoa

  • Carlos Alberto Mascarenhas Antunes, Director of Americas, TAP

  • Roberto Haro Nedelciu, Owner, Raidho Viagens Turismo

  • Artur Andrade, Chief Communication Officer e editor-chefe, Panrotas

  • Paul Wagner moderator

Screenshot 2024-05-01 at 09.05.36.png
Brasil &LATAM by Gisela Abrahao, CEO, Global Vision Access
Additional comments from Roberto Haro Nedelciu, Owner, Raidho Viagens Turismo

Q: What is the biggest misconception to be addressed and clarified about the Brazilian Travel industry?


RHN: The biggest mistake that the European tourism market makes in relation to Brazilian travelers who visit Europe is the homogenized perception of the profile of these tourists and their travel motivations. Tour operators and service providers in Europe often tend to see Brazilian tourists from a limited perspective, focusing on stereotypes or a simplified view of their preferences and behaviors. This mistake can lead to an offer of tourist services and products that do not fully meet the expectations and desires of Brazilians, impacting the travel experience and customer satisfaction. Below, I detail the main aspects of this misconception and how they can be addressed:


1. Diversity of Interests

Misconception: Brazilians are often seen as only interested in shopping and the main tourist attractions.

Reality: Brazilian travelers have a wide range of interests, including culture, gastronomy, history, sports and nature. They seek authentic experiences that go beyond traditional tourist itineraries.


2. Variety of Profiles

Misconception: There is a tendency to treat Brazilian tourists as a homogeneous bloc, without considering differences in age, purchasing power, cultural interests and travel motivations.

Reality: The Brazilian market is diverse, with families, young people, honeymoon couples, retirees, and groups of friends looking for different experiences in Europe. Each segment has distinct preferences that must be considered when offering tourism products.


3. Search for Deep Cultural Experiences

Misconception: Underestimating Brazilians' interest in deep and educational cultural experiences.

Reality: Many Brazilians travel to Europe in search of cultural immersion, wanting to understand local history, art, and traditions. They value tour guides who offer deep insights and personal connections to the places they visit.


4. Cost Sensitivity

Misconception: Believing that Brazilian tourists are not sensitive to prices and travel costs.

Reality: Although there is a market segment willing to spend more for luxury experiences, many Brazilians plan their trips with careful budgets, seeking the best possible value for their expenses.


5. Communication and Language


Misconception: Assuming that all Brazilians speak English fluently or ignoring the importance of offering services in Portuguese.

Reality: The availability of information, services, and support in Portuguese is an important differentiator for Brazilian travelers, significantly improving their travel experience.



Recommendations for addressing these mistakes


Cultural Sensitivity and Inclusion:

Understanding and respecting Brazilian culture and making efforts to include Portuguese language services can make a significant difference. Simple gestures like having Portuguese-speaking staff, offering guides or brochures in Portuguese, and understanding Brazilian holidays and preferences can enhance the travel experience for Brazilian tourists.


Personalised Marketing Strategies:

Developing marketing strategies that specifically target Brazilian travelers by highlighting aspects of European destinations that align with their interests can be more effective. For instance, showcasing European football culture, historical sites with connections to Brasilian history, or regions known for their culinary delights can attract more Brazilian tourists.


Tailored Travel Packages:

Creating travel packages that cater to the diverse preferences of Brazilian tourists, such as family-friendly vacations, adventure sports tours, culinary tours, or cultural immersion programs, can address the gap in personalized travel experiences.


Collaboration with Brazilian Tour Operator:

Partnering with Brazilian tour operator to create customized travel experiences can be beneficial. These agencies have a deep understanding of the Brazilian market and can provide valuable insights into the types of experiences that Brazilian travelers seek when visiting Europe.


By addressing the need for more personalized and culturally sensitive travel experiences, the European tourism market can better cater to Brazilian travelers, enhancing their satisfaction and potentially increasing repeat visits. Understanding and adapting to the unique needs and preferences of Brazilian tourists not only fosters a more inclusive and welcoming atmosphere but also opens up opportunities for deeper cultural exchanges and mutual appreciation.

Roberto Haro Nedelciu, Owner, Raidho Viagens Turismo

bottom of page