Latin America is fast emerging as an important source market for South Africa as some traditional markets struggle to recover to pre-pandemic numbers. Brazilian travellers, in particular, are showing growing interest while tourist arrivals from Central and South America from January to May 2025 are up by 16.6% compared with last year.
Inbound operators note growing demand across segments such as families, FITs, and groups and incentives. While travel from Brazil continues steadily throughout the year with few seasonal fluctuations, operators report that Brazilian clients have distinct preferences and logistical requirements.
Tourvest returned to the Brazil market in September 2024, and has since focused efforts on building relationships through in-country workshops, fam trips and sales activations.
“Our focus has been on selecting a key partner in the market and working closely with them to develop business,” said Suzanne Benadie, Sales Director at Sense of Africa, South Africa.
“Brazilian Portuguese is a non-negotiable requirement for travellers when they need a guide,” Benadie explained. “People also love good food and wine, and like to see busy areas at night such as Nelson Mandela Square or the Cape Town Waterfront. For leisure travellers, they also enjoy shopping time built into itineraries.”
Culture and connection
From a broader regional perspective, André Laget, MD of Akilanga DMC & Events, who has been working in the Brazilian market since 2002, said cultural ties to Africa play a significant role in how travellers from the region engage with destinations like South Africa.
“Brazilian travellers bring a unique curiosity and emotional connection to Africa,” said Laget. “Unlike some traditional markets that view safaris purely as a luxury or wildlife tick-box experience, Brazilians tend to seek a more emotional, immersive journey. They are open to combining wildlife with cultural discovery, culinary exploration and meaningful human connections.”
Laget noted that, post-pandemic, Brazilian travellers are more selective and experience-driven. Preferences have shifted toward private travel, exclusive-use accommodations and boutique lodges with curated, story-rich offerings. “There is a preference for flexible terms and seamless planning,” he said, adding that multi-generational travel and small affinity groups are also on the rise.
While price remains a consideration, decisions are often made based on safety, emotional storytelling and personalised itineraries. “A passionate local guide, an Instagrammable moment in the Winelands or Kruger, or an inspiring story behind a community lodge can be deciding factors,” said Laget.
Challenges persist
Despite the growing interest, several structural and service-related gaps remain. These include a lack of Portuguese-speaking staff, limited language signage and repetitive culinary offerings in more remote regions. Laget also noted that destinations like Johannesburg could benefit from more creative storytelling, especially around arts and culture.
In terms of industry response, operators suggest improvements in language capacity, food experiences and people-led storytelling to better meet expectations. “Brazilians respond to human connection – meeting winemakers, artists and community leaders adds soul to the trip,” said Laget.
Infrastructure such as air access and visa processing also remain barriers. To address these issues, Laget recommends several partnerships, including airline codeshare agreements, investment in Portuguese-speaking staff, and training and collaboration with Brazilian media influencers. “Joint marketing campaigns between SA Tourism and experienced inbound operators like Akilanga could position South Africa better against emerging competitors in Africa and South America,” he said.
As South Africa looks to diversify its long-haul source markets, stakeholders agree that the region presents strong long-term potential, provided operational and cultural gaps are addressed. “Brazil has great long-term growth opportunity,” Benadie added, noting that direct flight access, a skilled pool of language guides and ongoing product training will be essential for sustained growth.
