How Can I Attract Tourists From South America?

This tutorial will analyse and explain the main features that
make up the Latin American tourist profile in order to better
understand their characteristics and serve as a tool to adapt
the tourism offer and increase visits by tourists from these
markets.

How can I attract tourists from South America?

Key economic data from the Latin American market
- Region populated by 960 million people.
- Third largest economy in the world.
- Large variety and diversity of countries when thinking about wealth levels.
- Social sectors that are potential tourists: 2.5% made up of the population with high purchase power, 10% made up of the upper middle class and 20% made up of the middle class with purchase power and savings capacity.

Brazil is the largest economy in the region, followed by Mexico and with Argentina in third place.

Tourism activity occurs between neighbouring countries. The main long haul foreign market is the United States and, in Europe, Spain.

Key tourism data from Brazil's market
• tourism expenditure: 17,000 million euro
• 8.6 million Brazilian tourists travelled abroad in 2012
• Main foreign destinations:
USA
Argentina
Uruguay
• Motivation:
Leisure: 70,1%
Business: 29,9%

Key tourism data from the Argentinean market
Argentinean market
• Tourism expenditure: 4.890 million USD (2010)
• 7,3 million argentine tourists travelled abroad in 2012
• Main foreign destinations:
Brazil
Chile
• Motivation:
Leisure: 50,9%
Business: 29,6%
Visit family / friends: 17,4%
Other: 2,1%

Key tourism data from the Chilean market".
• Motivation:
Leisure
Visit friends / family
Business
• 3.9 million Chilean tourists travelled abroad in 2012
• Main foreign destinations:
Argentina
Peru
• Main European tourism destinations: Spain, France and Germany

Profile of South American tourist who travels to Europe.
Motivation
- Primary motivation: leisure and holidays.
- Travel to Europe: art, culture, shopping, heritage, adventure, folklore and fun.

How travel arrangements are made
- Growth of independent travel.
- Sources of information:
1. Family and friends
2. Travel agencies and tour operators, as well as online information.

When do they travel?
- Long holidays for foreign travel.
- December - January or July.  Diversification away from the seasonal tourism demand
- 14 to 17 days.

Type of consumer
- 30-50 year old bracket.
- Middle to high class social and economic status.
- Middle class is being strongly incorporated into the consumer market.
- It is unusual for them to use organised tours.
- They usually arrange travel independently.

Demanded products
- Travel is organised prior to the journey.
- Once in the destination countries, they usually contract excursions, trips, tours, etc.

The most visited European destinations
- Most South American countries:
1. Spain
2. France
3. Italy.
4. Brazil: Portugal.

How can we attract South American tourists to visit Europe?
How? Offer a quality product; opt for differentiation, offer a customised product; offer experiences, variety: cultural trips, gastronomy, wine tasting, shopping, socialising; offer cultural and urban tourism with lots of opportunities for shopping.