Samenvatting

Despite the current recession, Brazilian outbound travel continues strong. Long-haul travel beyond South America tripled between 2002 and 2012. When travels to Africa are taken into consideration, the preferred destination is South Africa. Between 2003 and 2008, 150,188 Brazilians travelled to South Africa, contributing with R1.5 billion (above U$$ 94 million) to the country’s economy. Zambia is however not recognised yet as a popular tourist destination in Brazil. The few travellers from Brazil who visited Zambia, did it in combination with other destinations, always including South Africa in their trips. Moreover, all flights to Zambia, departing from Brazil, have a stopover in South Africa. According to the South African Tourism board, only 2.8 percent of the arrivals in South Africa were of travellers who also visited Zambia.
With the depreciation of the Brazilian Real, there is a search for destinations who also have a depreciated currency. Inbound tourism grew in Brazil and, despite, the decline of the outbound tourism there is still great potential for this emerging country of people that love travelling.
There is no direct flight departing from Brazil to Zambia. Flights to Africa are either departing from São Paulo (Brazil) or Buenos Aires (Argentina), with a stop in Johannesburg (South Africa). There are daily flights from São Paulo to Johannesburg with South African Airways.
The image of Africa in Brazil is directly connected to South Africa, as Brazilians barely know about other countries in the continent. There is a hidden potential in other countries as Zambia and, therefore, there is an image to be build. One reason for that could be the non-visa requirement for Brazilians travelling to South Africa. The fact that Zambia does require a visa for Brazilian travellers could be a threat to Zambia, reducing travellers’ arrivals in the country. On the other hand, it could turn Zambia into a more exclusive destination.
The national travel and tourism office of the USA indicates that in Brazil 50% of the travellers book their trips through travel agencies. The USA is the preferred destination of the Brazilian market. Regarding trips to other destinations, booking through a travel agency is expected to be even higher in percentage, especially when considering new destinations. Brazilians likes to feel safe when booking a trip, and a travel agent gives the traveller this extra safety feeling. This makes travel agencies important distribution channels in Brazil. Social Media also play a very important role in the Brazilian’s life. Travellers like to share their trips on sites like Facebook, Twitter or even in WhatsApp groups.
Brazil is still considered an emerging market. However, there is a trend for new destinations arising, in which South Africa is not everything one is looking for in Africa anymore and a trend in which there will be a constant search for new experiences and new destinations. Zambia should look into this market and give the first step, before the competitors.