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Menumixx.com is a newly developed on-line international restaurant guide complete with menu translations. Our website targets international travelers therefore its content is published in English, the universal language of travelers and the Internet.

The first edition of menumixx.com focuses on Brazil, a country whose extraordinary rise has captured the attention of the world. Ahead of major international events that will further catapult the country into the world spotlight bringing millions of foreign tourists to the country, menumixx.com has chosen Brazil as the first stop on its culinary tour of the world.
An Online Restaurant Guide for International Visitors to Brazil

Why Brazil? Simply because this is Brazil's big moment. This continent-size country has now realized its potential as a global player. The country's booming economy has transformed it into an important business and tourist destination. It is today the 6th largest economy in the world and is expected to surpass France in the near future to become the world's 5th largest economy. Brazil has delivered impressive growth over the last decade and has for the most part weathered the global financial crisis that hit world economies in 2008. Oil discoveries, a commodities boom, sound financial management, political stability, the World Cup in 2014, the Olympics in 2016 and mega infrastructure projects combined contribute to the allure of the South American superstar that is Brazil. This euphoria is luring unprecedented numbers of foreign travelers, business executives and tourists alike, to Brazil and more and more people are discovering the beauty, culture and business opportunities this country has to offer.

EMBRATUR Brazil’s tourist board reported that the country received 5.16 million foreign visitors in 2010, a 7.8 percent increase over 2009. Foreign visitors spent a total of USD$5.9 billion in Brazil in 2010 representing an 11% increase from the previous year. The number of visitors to Brazil is expected to increase dramatically in the coming years as the country is scheduled to host a series of high profile international events. Some of these events include:

2013 FiFA’s Confederation Cup
2013 Rio Papal Visit/International World Youth Day
2014 FiFA’s World Cup
2014 TEDGlobal Conference
2015 Rock in Rio – World’s largest international music festival
2016 Summer Olympic Games

This impressive line-up of international events is guaranteed to bring millions of tourists to Brazil specifically for these events. Sustaining tourism growth after the 2016 Summer Olympic Games is a high priority for the country. In 2010 the Brazilian government and EMBRATUR launched the country's latest international marketing campagne, the Aquarela Plan 2020, which aims to expand worldwide consumer awareness of Brazil and sustain tourism growth to year 2020. Key quantitative targets of the Aquarela Plan 2020 are:

• Achieving a 113 percent increase in international tourist arrivals by registering 11.1 million inbound foreign visitors.

• Achieving a 304 percent increase in foreign currency derived from foreign tourist spending within Brazil, garnering US$17.6 billion.

• Achieving an increase in the number of foreign visitors to Brazil by 500,000 in 2014 (in comparison to 2013) when the country hosts the World Cup, and by 15 percent in 2016 (as compared to 2015), when the Olympic Games are held in Rio.

• Sustain tourism growth at a rate of at least 1 percent above the average yearly growth rate for South America.

Culinary Tourism is one of the fastest growing industries in the world. Evidence of this phenomenon is the recent growth of food shows on television travel channels and travel shows on television food channels - not just in the US but around the world. Dining out is common among tourists and food is believed to rank alongside climate, accommodation and scenery in importance. Whether traveling for business or pleasure, tourists will always partake in some form culinary tourism. Culinary tourism or food tourism is defined as the pursuit of unique and memorable eating and drinking experiences. It is the act of experiencing the food of a country, region or area. Culinary tourism is a subset of cultural tourism (because cuisine is a manifestation of culture) and is now considered a vital componant of the tourism experience. Culinary tourism is not limited to fine dining and gourmet foods. This is perhaps best illustrated by the notion that culinary tourism is about what is "unique and memorable" not necessarily "pretentious and exclusive". In 2007, the International Culinary Tourism Association (ICTA), in partnership with the Travel Industry Association of America and Gourmet Magazine, commissioned the first culinary tourism research ever done in the United States. While the research focused on Americans, the findings were comparable to culinary tourism research performed in other countries, notably Canada, Australia, Switzerland and the United Kingdom. An overview of the findings of these studies suggests that culinary travelers are similar in demographic and psychographic profiles in almost every country for which studies exist. The ICTA identifies the following as the top six reasons why culinary tourism should be of interest to you and your business:


It may seem obvious, but because of the ubiquity of eating, we often overlook the simple fact of how often we eat. Travelers buy lodging once per day, perhaps one or two souvenirs per trip, but meals they buy three times per day. Cuisine is an attraction that has the potential to reach the largest possible customer base for your business or destination.


If your business or destination targets a specific ethnic group, try overlaying a travel or culinary "template" in your marketing mix. This will allow you to promote your product to all demographic and psychographic groups.

Many businesses focus on baby boomers and dual income no kids (or "dinks") target market groups. While these individuals are numerous, savvy marketers should not overlook the importance of two additional groups: the growing senior market, which is more active than ever before, and the younger student/generation Y group, which will become tomorrow's high income and highly sought middle aged target market.

Old stereotypes of who should play cook in the kitchen, who decides where to eat, and who pays for dinner are long gone. Men and women today are equals in the decision making process.


Research shows that culinary travelers tend to be well educated.


Culinary travelers are explorers who tend to have higher levels of disposable income. Therefore, it should be of no surprise that culinary travelers have the financial wherewithal to explore new culinary offerings while traveling. Serious culinary tourists spend up to 50% of their travel budgets on food-related activities (compared to 20-30% for non-culinary travelers). Culinary travelers also spend more on other travel activities making them the ideal type of tourist for your business or destination to target.

Menumixx.com is the first and only on-line English language restaurant guide complete with menu translations for international travelers. Our website targets international travelers therefore its content is published in English, the universal language of travelers and the internet.

The Brazil edition of menumixx.com targets business and leisure travelers to Brazil. With almost 6 million inbound foreign visitors in 2010 and an anticipated 11 million by 2020, the Brazilian tourism industry will experience significant growth in the coming years. Spending by our market target group is expected to grow over 300 percent between 2010 and 2020 to almost $18 billion. We speak directly to this lucrative audience and can help you to sell your products, services and destinations by making them aware of your brand.

The Market

Millions of foreign visitors are expected to travel to Brazil in the coming years. They will spend billions of dollars on travel related expenses and will purchase billions of dollars of merchandise both at home in preparation for their trip and during their visit to Brazil.

While visiting Brazil, international tourists are likely to spend money on:

Visiting Historical Places
Visiting museums and cultural sights
Excursions/side trips to destinations other than their point of entry
Special events (World Cup Games, Olympic Games, carnaval, music festivals, etc.)

The Demographics

The following demographics for international visitors to Brazil are based on the latest statistics published by the Brazil’s Tourism Ministry (MTUR). Figures presented herewith are for year 2011

Click here for official MTUR visitor statistics
Click here for official MTUR visitor arrivals by country of origin

Total number of inbound foreign visitors:

Top international tourist arrivals by countries of origin:
1. Argentina – 1,593,775 (29.33%)
2. USA – 594,947 (10.95%)
3. Uruguay - 261,204 (4.81%)
4. Germany – 241,739 (4.45%)
5. Italy – 229,484 (4.22%)
6. Chile – 217,200 (4.0%)
7. France – 207,890 (3.83%)
8. Paraguay – 192,730 (3.55%)
9. Spain – 190,392 (3.5%)
10. Portugal – 183,728 (3.38%)
11. UK – 149,564 (2.75%)
12. Others – 1,370,701 (25.23%)

Male – 61.6%
Female – 38.4%

Age groups:
18-24 – 10.3%
25-31 – 20.2%
32-40 – 24.7%
41-50 – 23.0%
51-59 – 12.9%
60+ – 8.9%

69.1% have university or post graduate degrees

Average annual household income:
USD$ 55,698.00

Reasons for visit:
46.1% Traveled for leisure
25.6% Traveled for business
28.3% Traveled for other reasons

Travel groups:
39.1% Traveled alone
24.1% Traveled with Family
17.9% Traveled with no children
10.7% Traveled with friends
8.2% Traveled with others

Average length of stay:
Leisure: 12.2 days
Business: 14.1 days
Other: 28.8 days

First time or return visitor:
31.0% Were first time visitors
69.0% Were return visitors

Intent to return:
95.4% intended to return
4.6% does not intend to return

The Medium

The Internet is the primary source of travel information for tourists and business travelers.

Nearly 80% of travelers use the internet to search for travel content, compare prices, and make online travel transactions.

74% will use the internet to purchase airline tickets
72% will use the internet to make hotel reservations
40% will use the internet to book car rentals
60% will use the internet to explore travel destinations 
29% will use the internet to research travel agents and tour operators

Advertising on menumixx.com will help you reach our highly targeted audience of international travelers. We offer traditional banner and button advertising to help you get your message to this lucrative audience.
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