Success of London Olympics boost tourism hopes for Brazil

Published on : Monday, November 18, 2013

wtm_industryreport_coverThe success of London Olympics in 2012 has had a positive impact on the industry’s view of Brazil and Rio as a tourism destination in the upcoming sporting events. Brazil is one of the world’s fastest emerging travel and tourism economies. The country’s rapid growth has now given Brazil the opportunity to host the 2014 FIFA World Cup and then the 2016 Olympic and Paralympic Games.



Brazil is targeting 500,000 more visitors to the country in the World Cup year, compared to 2013, and a further 15% increase in visitors for the Olympic year, compared to 2015 arrival numbers.



The success of London 2012 has had a positive impact on the industry’s view of Brazil and Rio as a tourism destination during the Games. Four out of ten (39%) senior industry executives say they are more likely to commit capacity and sell holidays to coincide with the Rio Games.

Furthermore, more than a quarter (26%) are so confident of Rio’s potential as a successful and popular host city that they will commit capacity to Rio for the games regardless of the success of the 2014 football World Cup.


A further 28% are willing to increase capacity to Rio for the games but will wait until after the football World Cup before deciding.


Additionally, almost a quarter (18%) of UK holidaymakers say London 2012 has made them more inclined to make the trip to Rio for the games in 2016. Almost one in ten (8%) say they would be ‘much more likely’, with 10% ‘a little more likely’.


Only 155,448 British people visited Brazil in 2012, so the World Travel Market 2013 Industry Report’s findings would indicate there is a significant increase in interest from UK holidaymakers to Brazil, especially during Rio 2016.


Source: World Travel Market 2013 Industry Report.

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