South America is a vast continent and it’s difficult to generalize about how to dress or behave; ultimately, you should try to behave unobtrusively and dress modestly if not at the beach.
People usually shake hands upon introduction and women generally kiss acquaintances on one cheek or two (dependent on the country), although you can defer to a handshake if you prefer. It is common to wish people you meet on the street “buenos días” (“bom dia” in Brazil) or “buenas tardes” (“boa tarde” in Brazil). Politeness is a way of life in South America, and pleasantries are always exchanged before getting to any kind of business. Dress with respect in official or religious buildings.
Remember that in many South American countries, locals have a lax attitude to time, so expect people to arrive late in social situations and don’t get annoyed if they do.
Tipping is generally common in restaurants and cafés but is lower than the norms in Europe and the USA. If in doubt, ask a local (and not a waiter!).
Shops and markets in South America tend to offer a wide range of beautifully crafted goods and antiques for the visitor. Prices are usually reasonable; you can bargain in markets and outside the tourist drags, but only do so if you really think the item is worth less than its asking price. If you decide to buy something, be firm – ask the price and confirm it before offering cash. Be polite to street vendors, no matter how annoyed you get with them. Remember that this is their livelihood and smile, saying “no, gracias” or “não, obrigado”. Check that you are not purchasing objects plundered from the jungle or made from endangered species.
As a rule of thumb, native crafts are usually of the best quality and cheapest when bought close to the source. Buying such items, rather than mass-produced alternatives, is a good way to help local artesania and give something back to the communities you’re visiting.
Travelling through South America entails negotiating a variety of public holidays (feriados in Spanish and Portuguese) that differ from country to country. Bear in mind as well that, particularly in more remote areas, some towns and villages celebrate saints’ days and other local holidays that shut down businesses and make travel difficult. Check with local tourist information offices (where they exist) for more details. South Americans are not known for passing up an excuse to celebrate.
Every country in South America has a take on Carnival (known in Spanish and Portuguese as Carnaval); the exact time varies, but official celebrations usually take place on the days before Ash Wednesday and Lent. There are national variations, of course: in Ecuador, for instance, the festivities are most visibly represented by the water fights throughout the country. There are a couple of locations where Carnaval has become famous internationally, such as Oruro in Bolivia and Encarnación in Paraguay. The most famous Carnaval of all, however, is in Rio de Janeiro, Brazil, which lasts for weeks before and after the “official” Carnaval time and is an extravagant mix of dance, sweat, drink, laughter and colour.
South America remains largely a devoutly Catholic continent, although Argentina and Uruguay are the most secular nations – expect lots of festivals around Semana Santa (Holy Week in Easter). Show respect and dress modestly when entering a church or religious site.