Brazilians in Italy: the winning formula for an unforgettable trip? Early bookings and extended stays
PRESS RELEASE
BRAZILIANS IN ITALY: THE WINNING FORMULA FOR AN UNFORGETTABLE TRIP? EARLY BOOKINGS AND EXTENDED STAYS
SECRET COUNTDOWN: TO MARCH FOR EPIC ITALIAN HOLIDAYS
ENIT AT THE WTM 2024
Brazilians know how to organise the perfect holiday in Italy. The countdown begins in March, the month in which most people book a summer holiday in Italy. They book 90 days before departure to visit the Bel Paese between June and September. Their average stay in Italy is 3 weeks. Some 35,000 Brazilians are expected in Italy between April and June 2024. Twenty-five per cent of arrivals from São Paulo are concentrated at Rome airport. Forty-one per cent of the bookings are couples.
In light of these positive data, Italy is strengthening its presence in South America by taking part in WTM 2024 with a 100sqm stand, with several Italian operators participating including ITA Airways. ENIT is in fact in Sao Paulo for the most important international B2B leisure fair in the Brazilian market. A three-day event including exhibitors and industry professionals and speed networking sessions.
In 2023, 220,000 airport passengers visited Italy from Brazil, an increase of about +52% over 2022 according to ENIT based on Data Appeal data on GDS alone. The passengers coming from São Paulo GRU are 43.5% and mainly arrive at Rome FCO (25.5%), followed by Milan (MXP 10.7%; LIN 4.1%) and Venice (3.2%). People mainly travel as couples (36.3% of bookings). In the first 3 months of 2024, there were approximately 45,000 airport arrivals from Brazil, 14.3% more than in the January-March 2023 period. The main routes involve the airports of Sao Paulo and Rome FCO, with a passenger distribution of 28% of the total. During the reporting period, stays in Italy last for at least 17 days.
“Brazilians are creating new milestones and trends for the Italian tourism industry. The consolidation of Italy’s presence in Brazil is an unmissable opportunity for the sector. Through a targeted and effective marketing strategy, we are making Brazilians aware of the many attractions and particular features that Italy has to offer, stimulating a significant increase in the flow from Brazil. This strategic approach not only promotes economic growth in the sector, but also contributes to strengthening the cultural ties between the two countries, offering unique and engaging experiences for Brazilian travellers in Italy, including products related to root tourism,” states Alessandra Priante, ENIT President.