World Travel Market 2013 has confirmed it will focus on Brazil’s and Japan’s travel and tourism potential in its Origin Markets programme.

The programme, organised by the European Tour Operators’ Association, starts on Tuesday November 5th at 14:30 in Platinum Suite 1, asking Where Next for Japan?

Outbound tourism from Japan has grown from 128,000 in 1964 to a record 17 million last year.

ETOA will unveil results from specially-commissioned research looking at how Europe can return to being the number one destination for Japanese tourists.

That session is quickly followed at 15:45 by The Growing Pains of Brazil which will debate if Brazil is an underperforming source market for Europe.

The country’s burgeoning middle class has seen it singled out as one of huge potential; furthermore it offers a visa-free regime with Europe alongside a number of cultural and linguistic ties.

ETOA will again unveil specially-commissioned researched on the Brazilian tourism market to Europe.

Reed Travel Exhibitions, director, World Travel Market, Simon Press said: “The Origin Market programme will give a fascinating insight into two of the world’s most important tourism source markets – Japan and Brazil.

“Japan has grown to be an established tourism source market and it is important for Europe that it continues to attract a large percentage of Japanese tourists.

“While all the focus on Brazil at the moment is around inbound tourism and the potential hosting the football World Cup and Olympic back-to-back over the next three years will create.

“This has seen the country’s potential as source market somewhat forgotten about, however its fast growing middle class with a greater disposable income makes it a very important market.”