RIO DE JANEIRO--Anguilla is positioning itself to capture a greater share of Brazil’s lucrative outbound tourism market, where international travelers spent US$21.7 billion in 2025, as the island intensifies efforts to attract high-end Brazilian visitors through targeted marketing, travel industry partnerships and media outreach.
According to figures released by Brazil’s central bank in January 2026, international travel spending increased by 10.4% in 2025 compared to the previous year, reaching its highest level since 2014. The figures highlight the potential of Brazil as a source market for Caribbean destinations seeking to diversify their visitor arrivals and attract travelers with significant spending power.
The Anguilla Tourist Board (ATB) is moving to capitalize on this opportunity, targeting Brazilian travelers interested in luxury accommodations, privacy, personalized experiences, romance and culinary tourism.
As part of this strategy, the tourist board completed a sales and media mission in Rio de Janeiro from October 30 to November 3, following its participation in Virtuoso On Tour Latin America, held October 27 to 29.
The initiative was designed to strengthen relationships with Brazilian travel advisors, tour operators and media representatives while creating opportunities to position Anguilla as a preferred Caribbean destination.
Deputy Director of Tourism Chantelle Richardson led the delegation, supported by the tourist board’s South American representative agency, EM Marketing & Communication. The team included Alfredo Pacheco, trade relations representative for Brazil, and Julieta Peyrás, trade relations manager.
Chantelle Richardson, right, deputy director of tourism for the Anguilla Tourist Board, meets with journalist Beatriz Waehneldt of Mercado & Eventos during the Anguilla Tourist Board’s sales and media mission in Rio de Janeiro.
During the mission, the delegation conducted five trade meetings and agency visits with New Time Boutique Travel Agency, Orinter Tour & Travel, Goya Travel, RioTravel Turismo and Travel Place.
Discussions centered on improving travel advisors' knowledge of Anguilla's accommodations and tourism offerings, while identifying opportunities to introduce the island to Brazilian clients seeking exclusive Caribbean vacation experiences.
“Our engagement in Rio de Janeiro provided a valuable opportunity to strengthen relationships with Brazil’s travel trade and media, while sharing the experiences that make Anguilla distinctive and exclusive,” Richardson said. “Through continued collaboration and destination education, we are focused on converting this interest into sustained awareness and demand for the island.”
The delegation also met with media outlets Mercado & Eventos, Veja Rio and Amabilices to explore opportunities for increased coverage of Anguilla's beaches, culinary offerings, luxury resorts and hospitality.
The tourist board said its next steps will include additional destination training for Brazilian travel advisors, encouraging the inclusion of Anguilla in travel itineraries and maintaining relationships with media organizations capable of reaching potential visitors.
The initiative forms part of Anguilla's broader strategy to expand its presence in Latin America and reduce reliance on traditional visitor markets.
While Brazil's US$21.7 billion in international travel spending does not indicate how much of that expenditure reaches the Caribbean, the size and growth of the market present an opportunity for destinations such as Anguilla to compete for a larger share of high-value international travelers.
Top photo caption: Chantelle Richardson, left, deputy director of tourism for the Anguilla Tourist Board; Marja Amina de Oliveira, center, CEO and managing partner of New Time Boutique Travel Agency in Brazil; and Alfredo Pacheco, right, trade relations representative for Brazil, EM Marketing & Communication
