Travel Behavior in Brazil

Brazilians Are Blending Independence With Assistance

In Brazil, 48% of travelers prefer to plan their trips independently, while another 29% combine self-planning with support from travel agencies. This mix puts Brazil between fully self-directed markets like Germany and more agency-reliant markets such as India.

70% book their trips via websites yet 30% still rely on travel agencies. While digital tools are widely adopted, they’re not universally trusted. For many travelers, especially older groups or those planning complex itineraries, speaking to a person remains essential.

Brazil is not a fully digital market, nor a traditional one. Businesses should prioritize platforms that offer digital autonomy while keeping human support within reach.

Most Brazilians Prefer Regional Travel

Brazilian travelers tend to stay close. Twenty-five percent plan to fly within Central and South America, while 23% prefer North America. European destinations are far less favored. Brazilians are choosing destinations that are easier to access, culturally familiar, and require less logistical effort. Language, visa requirements, and flight time all play a role in making regional destinations more appealing.

Relax First, But Watch the Undercurrents

What kind of trips truly resonate with Brazilian travelers? The data shows a clear preference for ease and recovery. Relaxation trips lead with 47%, followed by Cultural and Health & Well-being. These rankings mirror global patterns, where relaxation dominates in regions like Europe and APAC, a consistent signal that travelers everywhere are prioritizing rest over stimulation.

For many Brazilians, travel is one of the few moments to truly disconnect physically and mentally. Travel is most used to reset, not “explore.”. For busineses, Relaxation is the easiest travel style to offer, but also the hardest to differentiate. Most resort or beach packages feel similar, making it difficult for brands to stand out.