BRIC markets are teased by all destinations especially because they are seen as active shoppers. But is it a fact or a cliché?
Based on its reference global benchmarking survey TRAVELSAT© Competitive Index, TCI Research confirms that over 25% of BRIC tourists mentionshopping as main purpose of visit: it is twice as much as for other markets! The survey also reports that more than 7 BRIC visitors out of 10 regularly shop during their stay, which is also 30% more vs average visitors.
Analyzing destinations’ brand experience however, countries and cities may need to extend shops’ opening days and hours if they wish to fully meet their expectations and emerge from competition:
Commenting the results, TCI Research CEO Olivier Henry-Biabaud adds: “BRIC tourists are not only the fastest growing outbound markets: they also represent valuable visitors in terms of economic impact for destinations who will be able to attract them and meet their expectations better than others. The “shopping fan” cliché usually associated to these markets is confirmed however marketing the “BRICs” as a uniform segment is risky: each of the four markets has very specific expectations related to the shopping experience and other facets that drastically impact destinations’ competitiveness (visa and accessibility issues, safety feeling, accommodation, food, environment…).
