MUDA! The Brazilian Collective for Responsible Tourism reports that foreign tourists prioritize authentic experiences, connections with local culture and residents, Afrotourism, and creating positive impacts.
June 26th, 2024 – In the first quarter of 2024, Brazil welcomed 2.53 million foreign tourists, a figure nearly 10% higher than that of the same period last year, according to Embratur, the Brazilian Tourism Board. These visitors contributed a record US$ 2.06 billion to the economy. Among the main source markets, Chile, Uruguay, France, Germany, the United Kingdom, and the United States registered significant growth in tourist numbers.
But what are these travelers looking for in Brazil?
According to the president of MUDA! The Brazilian Collective for Responsible Tourism and hotelier, Tatiana Paixão, even before the pandemic, many international travelers started coming to Brazil looking for different opportunities for ecotourism, our biodiversity and contact with different cultures.
“We noticed American and European travelers becoming increasingly concerned about the impacts they leave locally and valuing experiences that give back”, says Tatiana.
According to hotelier Tatiana Paixão, president of MUDA! The Brazilian Collective for Responsible Tourism, many international travelers had already begun seeking out Brazil for its ecotourism opportunities, biodiversity, and cultural interactions even before the pandemic.
“We have noticed American and European travelers becoming increasingly concerned about their local impacts and valuing experiences that give back,” says Tatiana.
Polyana de Oliveira, director of DMC Viare Travel, concurs: “International travelers no longer want ready-made packages, group travel, or mass tourism. They seek exclusive experiences, conscious connections with nature, and exchanges with local residents. This change is gradual, but I believe that, as we offer more responsible and sustainable tourism opportunities in Brazil, this demand will continue to grow.” Polyana adds that she founded Viare Travel to transform the superficial perceptions foreign tourists often have of Brazil. “We propose to enrich and deepen the understanding of our diverse culture,” says the entrepreneur, who has recently developed an itinerary focused on Afrotourism, in collaboration with the British agency Black History Studies.
Recent surveys have demonstrated a growing interest among global travelers in sustainable and responsible tourism. According to Booking.com’s 2024 Sustainable Travel Report, 75% of travelers express a desire to pursue more sustainable travel practices over the next 12 months. However, 45% acknowledge that while they consider conscious travel important, it is not the primary factor in their travel planning. This discrepancy points to a significant gap between intentions and actual behaviors. Additionally, the same survey reveals that 33% of travelers believe the environmental damage already inflicted. is irreversible and that their travel choices will not alter this outcome. Furthermore, 25% of respondents are skeptical about the severity of climate change, and 34% feel that it is useless to adopt sustainable practices in destinations that lack such initiatives.
Marianne Costa, CEO of Vivejar Experiências, observes that Brazil is progressing in responsible tourism, with numerous initiatives investing in sustainability and Embratur leading the country’s international promotional efforts.
“Brazil’s commitment to sustainability has been crucial in bolstering demand and attracting increasingly conscious travelers,” says Marianne. “Many foreign travelers bring their responsible practices and a keen eye for sustainability from their home countries, and they seek to maintain these behaviors during their travels. Our challenge is to diversify their destinations and offer unconventional experiences,” she adds.
At Gondwana Brasil, which has championed positive impact tourism for 23 years, there is a recognition of significant shifts in the international market.
“We’re noticing that both tourism professionals and travelers are realizing the importance of collaborating and listening to our desires and expectations as a host destination,” explains Daniela Meres, a partner at Gondwana. “There’s also a growing openness to exploring alternative routes and experiences that steer clear of large tourist flows and favor properties and activities aligned with responsible tourism principles and practices. Previously, these issues were often merely discussed,” Daniela notes.
She emphasizes that developing a network of genuinely responsible suppliers involves considerable effort and has intrinsic value, but sees this area as evolving positively.
Learn more about MUDA! The Brazilian Collective for Responsible Tourism:
info@coletivomuda.tur.br
https://www.linkedin.com/company/coletivomudatur
https://www.instagram.com/coletivomudatur/