The return of flights between Brazil and South Africa has driven significant increases in passenger demand and enquiries from South American travellers wanting to visit the Rainbow Nation.

South African Airways started flights to São Paulo from both Johannesburg and Cape Town, with flights from Cape Town having kicked off on October 31, and Johannesburg on November 6 last year.

Brazilian airline LATAM also relaunched its São Paulo-Johannesburg route on September 3 last year after a three-and-a-half-year break.

Around 16 800 passengers had made their way to and from Brazil during the first 90 days of SAA operating its new route, SAA Spokesperson, Khaya Buthelezi, told Tourism Update.

She added that, since the launch, the flights had a more than 60% load factor, which is expected to grow.

“According to the tourism authorities in the Western Cape, for the first three months following the inaugural flight from Cape Town, there has been a 370% increase in two-way passenger traffic between Cape Town and Brazil. These numbers speak volumes regarding the latent demand between the two destinations,” said Buthelezi.

Dinky Malikane, South African Tourism’s Regional General Manager: Americas, said the agency was highly optimistic and delighted by the substantial increase in travellers from Brazil.

“Arrivals from Brazil experienced a 149% rise from January to April this year when compared with the same period in 2023. This uptick signifies a robust recovery of the Brazilian market post-pandemic, driven by strategic marketing efforts and the reintroduction of direct flights,” said Malikane.

She further noted that SA Tourism anticipated reaching pre-pandemic arrival numbers by the 2025/2026 financial year for the Brazilian market. Brazilian tourist arrivals prior to the COVID-19 pandemic hit a record of 79 261 arrivals.

The increases have also been felt in Brazil, with tour operator Flot Viagens’ Director and co-owner Tiago Barbosa saying the return of SA flights had resulted in a 200% increase in enquiries and sales.

Barbosa said many Brazilians were still unfamiliar with South Africa as a tourist destination. It is for this reason that Flot Viagens has, as a first experience, prepared an offer with group departures accompanied by a guide from Brazil. The trip includes visits to popular destinations such as Johannesburg, Kruger National Park, and Cape Town.

In addition, the Brazilian tour operator offers a wide range of private safaris in South Africa, as well as packages for the Garden Route and Wine Route.

“Our customers perceive South Africa as a destination that is very well prepared. It offers an incredible combination of nature and culture. The cost-benefit perception is also very attractive to Brazilians. We promote and recommend the destination with great confidence and always receive positive feedback from those who return. I am certain there is a lot of growth potential,” Barbosa told Tourism Update.

He did, however, admit that one point that occasionally came up from Brazilians was the capacity to accommodate children. “Many families want to travel with children, and not all offerings cater for this type of audience.”

Furthermore, Barbosa believes the tour operator needs to strengthen its promotional efforts and gain support from tourism organisations.

“Those who return from these destinations provide excellent word-of-mouth publicity, but we are competing with traditional destinations that have a constant presence in media channels. With more support, we can certainly increase our numbers significantly.”

Marketing SA’s offerings

Malikane said SA Tourism had implemented a multi-faceted approach to market South Africa's offerings to Brazil:

• Digital engagement during the pandemic: Throughout the COVID-19 pandemic, SA Tourism kept the Brazilian market engaged via digital channels and social media platforms, ensuring continuous visibility and connection with potential tourists.
• Networking events: In March 2023, a major networking event with about 150 participants, including media, trade stakeholders, and influencers, was organised to leverage the excitement of the direct flight resumption and re-engage traditional trade partners.
• Trade shows: In September 2023, the sixth edition of the annual SA Tourism trade show in São Paulo featured the participation of 33 exhibitors showcasing over 200 products, including those from SMMEs. The event attracted more than 200 trade and media professionals.
• Training initiatives: Extensive training initiatives as part of the trade show in September for more than 1 200 trade professionals across Brazil were conducted both in person and online, particularly gaining traction after the direct flight reinstatement.
• Press and fam trips: In February/March this year, SA Tourism hosted press trips for journalists to rediscover and promote South Africa, alongside trade fam trips for high-end tour operators, aimed at creating new travel packages and promoting SA within the Brazilian market.  
• Influencer collaborations: SA Tourism has engaged with high-profile Brazilian influencers and celebrities such as Virginia (46m followers), Paolla Oliveira (37m), Leo Santana (22m), and Lore Improta (16m) to showcase South Africa’s attractions to millions of Brazilians.

“With the exciting new direct flights from Brazil, South Africa is now closer than ever. While the distance might seem vast for some, the ease and convenience of these new travel options open the door to an unforgettable South African adventure,” Malikane concluded.