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it might be useful to target marketing campaigns

to their friends and relatives living in the
destination country.
Since emerging-market
travellers will be spending most of their time with
their friends and family, the latter has the ability
to influence spending, activities and interests.
Travellers might even rely on their friends and
family to organise tours and visits to tourism
sites, restaurants, shopping areas, etc.

1.9

Conclusion and Summary

Emerging markets, while new to the travel and

tourism industry, are a force to recon with.
They are big and getting bigger and
They are rich and getting richer.
They are travelling farther and farther away from
home and
they are engaging in the mainstream tourism
product but more importantly they are forging a
new tourism path of their own influenced by
culture, education and a hunger for status.
They are thirsting for new cultural experiences
while their predecessors hungered for the sun and
the sea.
They are travelling from the East to experience
the cities and cultures of the West while the more
experienced tourists travelled from the North to
the South in search of the warmth of the sun.
Their travel budget is generally small relative to
many mainstream markets but it is growing.
They are young and active and shop and go
sightseeing.
A summary of some of the key differences
between traditional and emerging travel markets
is presented in the table overleaf.

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Table 1:5
Factors Influencing Travel and Tourism Growth
in Traditional and Emerging Markets
Traditional Markets

Emerging Markets

Slow economic growth

Rapid economic growth

Slow growth in the number of

millionaires

Double-digit growth in the number

of millionaires

Wide and even distribution of

income

Emerging middle class

Cheap oil

Expensive oil

Slow population growth

Rapid population growth

Old and Aging

Young and Happening

High but slowing income levels

Low and rising income levels

Experienced and sophisticated

Inexperienced and curious

Highly educated with a lust for the

exotic

Highly educated with a lust for

experiencing new cultures

Group travel

Group travel also but not afraid to

travel alone

From longer to shorter trips

From shorter to longer trips

Well-established online travel

market

Growing online travel market

Sun, sand and sea

Shopping, sightseeing and statusseeking

Warmth of the sun

Warmth of the people/culture

Travelling from North to South

Travelling from East to West

To visit a destination

To experience a destination

In conclusion, while emerging markets possess

many similarities with traditional markets, it is
quite obvious that they are creating a unique and
interesting travel and tourism scenario when no
doubt change the face of travel and tourism as we
know it. Dont be surprised if many destinations
start opening up more Chinese-styled hotels and
restaurants. Dont be surprised if street signs are
in English and Hindi. The point is that traditional
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markets shaped and reshaped what we know as

tourism today and it would be errant on our part
to assume that the status quo will be maintained,
especially when the new emerging markets begin
to take the lead in travel and tourism demand,
which may not be as distant in the future as we
tend to think.

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Chapter 2

BRAZIL

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2.1

Tourism Intelligence International

Introduction

The United Nations Statistical Division considers

South America to consist of the following countries
and territories:
Argentina; Bolivia; Brazil; Chile; Colombia;
Ecuador; Falklands Islands; French Guiana;
Guyana; Paraguay; Peru; Suriname; Uruguay; and
Venezuela.
This definition is used in the present report. The
Falkland Islands, including South Georgia and South
Sandwich Islands, are claimed by Argentina, and
known as Islas Malvinas in that country.
The focus of the report is on outbound tourism
originating from these countries, not their inbound
tourist arrivals. In terms of size, the main outbound
markets are Brazil, Argentina, Chile, Peru and
Colombia. For the purpose of this chapter however,
Brazil will be the primary focus.
Figure 2:1
Map of South America

Source: Lonely Planet, 2008

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