This study analyses the impact of destination competitiveness (DC) factors upon the competitive identity of Brazil as a Dutch holiday destination. The identification of a relevant set of DC factors represents an important pre-condition for assessing a specific destination's competitiveness with regard to its competitor set. The findings suggest that Brazil's performance on a range of DC factors is uneven, and significant performance gaps exist between Brazil and its closest competitors. As well as contributing to the currently scarce academic literature on Brazil's competitive identity, this article also indicates a number of directions for related future research.