Having featured in the top ten international arrivals in all the five major economies across South America in 2019, the reduction of this source of market will be detrimental for the travel sector. A proactive approach in engaging US tourists should be considered vital to stimulate recovery for when it is possible, said GlobalData, a leading data and analytics company.
Johanna Bonhill-Smith, travel and tourism analyst, GlobalData commented, “US travellers spent over USD38,8 billion across South America in 2019 with a year-on-year (YOY) growth of 7,3 percent from 2018. This represents a compound annual growth rate (CAGR) of 7,3 percent for the period 2017-2019 (spending was USD33 billion in 2017). This is set to reach USD54 billion by 2024, highlighting that there is clear opportunity for growth post-COVID-19.
Both the US and Brazil are currently identified as holding the highest number of COVID-19 related deaths, as well as the highest number of cases. While both countries have restrictions in place, this does not mean opportunities should be ignored.
Bonhill-Smith explains, “Typically noted as one of the highest spending markets for the region, destination marketing organizations (DMOs) should be proactively launching captivating content to engage US travellers. GlobalData’s survey found that 32 percent of US travellers do plan to reduce their international travel plans, however, if DMOs are able to engage with travellers, and dependent on the progression of COVID-19, this will help South America on its road to travel recovery when possible.”
Bonhill-Smith further indicates that with 30 percent of US travellers browsing social media more, 23 percent spending more time actively watching videos/vlogs about product usage and 24 percent more commonly reading online reviews/blogs (taken from the same survey) there are clearly still multiple opportunities to engage with the US source market.