# UK Tourism Market Research Data: Brazil

**Publisher:** VisitBritain  
**Published:** 2026-04-17  
**Category:** Destinations, NTOs & DMOs  
**Type:** Report  
**Access:** Free  
**Official source:** https://www.visitbritain.org/research-insights/inbound-markets/brazil  
**Canonical:** https://tourismintel.ai/reports/uk-tourism-market-research-data-brazil

## At a glance
- UK welcomed 310,000 visits from Brazil in 2024, generating £309.0 million in total expenditure, averaging £996 per visit.
- Brazilian visitors are younger than market average: 44% aged 16–34 versus 33% across all markets; 56% travel for holidays.
- London accounts for 47% of nights spent by Brazilian visitors; almost one in five nights occur in England's North Country.
- Direct flight capacity from Brazil to UK recovered to 100% of 2019 levels in 2025; all flights arrive at London Heathrow.
- 91% of Brazilian visitors report being 'extremely' likely to recommend Britain; UK ranked tenth by Brazilians in 2025 Anholt Nation Brands Index.

## What the report covers
VisitBritain's market intelligence report profiles inbound tourism from Brazil to the UK, drawing on 2024–2025 data from the International Passenger Survey (ONS) and supplementary sources including Oxford Economics and the Anholt-Ipsos Nation Brands Index. The report details visitor demographics, spending patterns, regional distribution, accommodation preferences, and business-to-business context to inform destination and hospitality sector strategy.

## Key findings
In 2024, the UK received 310,000 visits from Brazil, with visitors spending £309.0 million total and an average of £996 per visit. Brazilian outbound tourism reached 9.8 million visits globally in 2025, with US$20.60 billion total expenditure, positioning Brazil as a significant but emerging UK market relative to its global tourism scale.

Brazilian visitors skew significantly younger than the market average. According to the report, 44% were aged 16–34 in 2024, compared to a 33% market average. Over half (56%) travelled for holiday purposes, exceeding the 41% market average, indicating leisure-focused travel patterns distinct from other major source markets.

London dominates the Brazilian visitor experience, capturing 47% of all nights spent. However, the report highlights that almost one in five nights occur in England's North Country, above the market average, suggesting potential for regional dispersal marketing. Most visitors originate from São Paulo (47%) and Rio de Janeiro (14%), and the majority are first-time UK visitors.

Accommodation preferences reveal specific operational requirements for UK hoteliers. Brazilians favour spacious rooms with storage, ultra-clean interiors without carpeted floors, and separated shower/bathtub facilities. Four and five-star guests avoid properties with stairs due to luggage handling difficulty. Continental breakfast inclusion is expected, and Portuguese-speaking staff or language options significantly enhance satisfaction.

Air connectivity has fully recovered post-pandemic. In 2025, direct flights from Brazil totalled 22 weekly departures with 7,366 weekly seat capacity, split between São Paulo Guarulhos (68%) and Rio de Janeiro (32%), all terminating at London Heathrow. This concentration of connectivity shapes visitor flow patterns and destination accessibility.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Visits from Brazil to UK | 310,000 visits | 2024 observed data from IPS |
| Total expenditure by Brazilian visitors | £309.0 million | 2024 observed, IPS |
| Average spend per visit | £996 | 2024 observed, IPS |
| Brazilian visitors aged 16–34 | 44% | 2024 observed; market average 33% |
| Nights spent in London | 47% of total | 2024 observed distribution |
| Likelihood to recommend Britain | 91% 'extremely' likely | 2024 survey finding |
| Weekly direct flight departures | 22 departures | 2025 observed; capacity 7,366 seats |
| UK rank in Anholt Nation Brands Index | 10th of 50 nations | 2025 Brazilian perception ranking |

## Why it matters
**DMOs & destinations** — Brazil represents a high-value, leisure-focused market with strong repeat-recommendation potential. The concentration of visitors in London and gaps in regional awareness present targeted opportunity to distribute Brazilian traffic beyond the capital using cultural and heritage messaging. Understanding São Paulo and Rio de Janeiro source markets enables precise trade relationship investment in Brazil's evolving travel trade consolidation.

**Hotels & hospitality** — Brazilian guests have distinct operational and service requirements: spacious rooms, ultra-clean standards, separated bathroom fixtures, included continental breakfast, and Portuguese language capacity. Four and five-star properties should review staircase accessibility and luggage handling. High likelihood of recommendation (91% extremely likely) underscores the commercial value of meeting these expectations, particularly as the demographic skews younger and leisure-focused.

**Travel tech & distribution** — Full recovery of direct air capacity (100% of 2019 levels) creates distribution opportunity through London Heathrow-centric connectivity. The young, first-time visitor demographic and strong recommendation intent suggest potential for digital engagement, loyalty and referral platforms. Trade consolidation in Brazil (CVC Corp, BeFly, TP Group) requires B2B platform adaptation to serve multi-brand conglomerates rather than dispersed operators.

## Methodology and limits
The report draws primarily from the International Passenger Survey (IPS), conducted by the Office for National Statistics (ONS), supplemented by Oxford Economics, UNWTO, Apex, and the Anholt-Ipsos Nation Brands Index. 2024 IPS data is badged as 'official statistics in development' and subject to revision; the ONS does not endorse year-on-year comparisons. Air connectivity and seat capacity data sourced from 2025 operational schedules. The publicly available extract covers visitor counts, spend, demographics, regional distribution, and destination perception.

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© VisitBritain for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://www.visitbritain.org/research-insights/inbound-markets/brazil