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Brazil Marketing and Sales Programs

IThe Canadian Tourism Commission(CTC) works to promote Canada as a four-season destination to consumers and the travel trade in Brazil through joint marketing initiatives, travel-agent training and organized visits for agents and media to experience Canada first-hand.

The focus for 2012 is integrating all channels and maximizing opportunities. 

Consumer Read more > Close >

2012 arrived in grand style with two TV shows, both generated days before Christmas in Canada. One featured a tour operator with packages as a call to action, while the other show focused on skiing and snowboarding. Both shows were featured on Brazilian social-media channels. Two major tour operators in different parts of Brazil have also begun to focus on promoting the Calgary Stampede and its centennial celebrations. Accordingly, winter and the Stampede were the focus of the CTC’s Q1 2012 advertising, which is gradually changing to reflect the new look of the Canada brand.

While all destinations want Brazilians, CTC is generating Canada buzz particularly well in social-media channels. As an example, look up #Luizanocanada, the chat around a father of a Brazilian student who mentioned she was in Canada. 

Canada is the subject of trip conversations everywhere in Brazil. The tourism market here is growing, and we expect that 10% of that growth will head to Canada. More than 80 tour operators in Brazil now feature Canadian products, up 166% since CTC’s re-entrance to this market in 2009. CTC’s integrated strategies are generating the demand to Canada, building the platform for partners to be more active in this market.

CTC-Brazil has a presence in the national media all year-round as well; in regional terms, we focus on the strongest markets. The presence of Canada in a marketing campaign is generating a huge buzz. Canada has jumped from seventh to fourth destination wish on Brazilian travellers’ wish list.

CONSUMER

CTC-Brazil has a presence in the national media year-round. Regionally, we focus on the strongest markets. This strategy appears to be working: Canada has jumped from seventh to fourth place on Brazilian travellers’ destination wish lists.

E-marketing and social media

The CTC’s online activities support our more traditional consumer advertising, keeping travellers informed about Canada activities.  

Travel Trade Read more > Close >

Braztoa is scheduled for March 22-23, 2012 in São Paulo. CTC-Brazil will have a presence at the most important B2B fair for tour operators and travel agents in Brazil.

Showcase Canada-Brazil will take place in São Paulo Aug. 20-21, 2012. This CTC-led B2B forum targets key accounts and travel media. The event includes a briefing session with important presentations on the Brazilian economic scenario and a B2B marketplace, as well as network events on both days.

Rendez-vous Canada(RVC) isCanada’spremier international tourismmarketplace. CTC is projecting another excellent turnout for 2012.

Trade Key account initiatives in Q1:

World Agaxtur: Focus on selling Stampede as well as other Canadian experiences.

Abreutur Roadshow: Focus on selling Stampede as well as other Canadian experiences to six Brazilian cities. 

Soft Travel: Focus on selling Stampede to Soft Travel’s clients from São Paulo countryside, plus the south and central regions of Brazil.

Canadá Turismo: Focus on training and selling Stampede in São Paulo’s countryside.

Canada Specialist Program

CTC launched CSP Level 2 and has aggressively marketed it to the Brazilian trade through key accounts. Two winner of a CSP Level 2 contest will visit the Calgary Stampede on a VIP fam tour. 

Media Read more > Close >

Visit Canada programs for media

All media trips begin in the springtime. The focus is on broadcasters as well as print and online media, supporting the consumer advertising and key accounts strategies.

Story packages (b-roll and images of Canada)

Brazilian media receives releases from CTC-Brazil partners monthly.

GoMedia Canada Marketplace

The biggest travel blog in Brazil is attending GoMedia as well as Brazilian web portal companies and broadcasters. 

 

Inbound travel to Canada from Brazil
  2005 2006 2007 2008 2009 2010
Overnight trip to Canada (000's) 55.9 62.5 63.5 70.2 56.8 71.3
Year to year change 30.3% 11.7% 1.6% 10.6% -19.1% 25.5%
Receipts ($M) 70.9 107.5 103.9 109.9 97.5 128.9
Year to year change -9.1% 51.6% -3.3% 5.7% -11.2% 32.2%
Source: International Travel Survey, Statistics Canada.

Quick facts Read more > Close >

  • In 2010, Brazil’s economy outperformed most projections, with GDP growth of 7.5% following a 0.6% decline in 2009. Going forward, solid macro policies aimed at avoiding a boom/bust cycle should enable Brazil’s economy to expand 4.3% in 2011 and 4.8% in 2012. (Source: Oxford Economics, July 2011)
  • In 2010, there were 6.5 million total outbound departures from Brazil, a 28% jump over 2009. (Source: Tourism Economics – Tourism Decision Metrics, July 2011)
  • In 2010, Canada welcomed 71,300 Brazilian travellers, up 25.5% from 2009.
  • Brazilian travellers injected $128.9 million into the Canadian economy in 2010, up 32.2% from 2009.
  • In 2010, Brazilian travellers spent on average $1,807 per person-trip; the average stay in Canada was 21 nights.
  • Brazil overnight leisure travellers spent $112.2 million, a 39.4% year-over-year increase that accounted for 87% of total receipts.
  • The distribution of travellers among age groups is evenly split. However, as in the majority of CTC’s key markets, Brazilians preferred to visit during the summer months (36.7%).
  • In 2010, 55.3% of travellers from Brazil stayed at a hotel, a 161.3% increase over 2009.
  • In 2010, Quebec reported a huge increase in visits from Brazil, up 166% to 26,600.

All Sources: Statistics Canada, International Travel Survey, unless otherwise stated. All Statistics Canada numbers are preliminary. 

Current trends and market considerations Read more > Close >

2011 saw steady growth in visitor numbers. Copa Airlines launched a flight four times per week between São Paulo and Toronto, ON, via Panama, adding almost 500 seats a week to Canada. Talks are underway with other airlines to assist with demand during peak travel months.

Summer continues to be the preferred season for Brazilian travellers. The Brazilian travel trade plays an integral role in helping consumers choose which destinations to visit. . 

Contact our team Read more > Close >

Contact our team for more information:

Sheila Nassar

Director, Brazil

Canadian Tourism Commission representative in Brazil

Phone: 011 55 11 8888 8879

            011 55 11 2861 8298

Latest Campaigns Read more > Close >

A selection of ads from CTC's most recent campaign.

 

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