With Increased British and International Visitor Numbers and Revenue Goals, EMBRATUR’s Strategic Plans are Set for International Outreach Throughout the Next Decade.

The Brazilian Ministry of Tourism, through EMBRATUR, has unveiled its Plano Aquarela 2020 to key public and private players in the tourism sector. The international tourist marketing strategy sets forth goals and objectives over the next decade outlining work highlighting five key areas: sun and beach, eco-tourism, culture, sports and business/events.

The new Aquarela Plan includes the UK among the top eight markets worldwide for Brazil. UK visitor figures are steadily increasing; more than 181,000 British tourists went to Brazil last year which represents a growth of over 2.3% compared to 2007 when almost 177,000 tourists visited the country.

Officials present at the plans’ launch in Rio de Janeiro included Minister of Tourism Luiz Barretto and Embratur President Jeanine Pires.

Goals for 2020
Various strategies and tactics which leverage enormous exposure for a country before, during and after large events ultimately boosts its economy, transforms its cities and changes or improves its image as a tourist destination.

Plano Aquarela calls for a closer look at Brazil’s global status and perception after the two global sporting events, when the country’s image and infrastructure will have achieved greater accomplishments, and stipulates targets for inbound, foreign visitors and international revenue through 2020.

The estimates in the plan are based on an analysis of tourism growth in past host countries for both the Olympic and Paralympic Games and the World Cup. This analysis also details differentiating points Brazil offers as compared to past host countries. Key categories of differentiation include neighbouring countries, accessibility by air and land, flight time to the country and status as a tourist/event destination in the years before hosting the event(s).

Based on these details and assessments, key quantitative targets for the 2010-2020 period are:

• Achieve 113 percent increase in international tourism, ending with 11.1 million inbound, foreign visitors
• Achieve 304 percent increase in foreign currency derived from foreign tourist spending within Brazil, garnering US$17.6 billion
• Achieve increases in visitors to Brazil by 500,000 in 2014 (as compared 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 growth at a rate at least one percent higher than the growth rate for all other South American countries
• Strengthen Brazil’s leadership in South America, by achieving a 27 percent share of all tourists from the continent

The 2010 work plan and the 2014 World Cup

The scheduled activities for 2010 lay the foundation for seizing opportunities available at the culmination of the World Cup in South Africa. At that point Brazil, as per the International Federation of Association Football (FIFA) rules, is allowed to actively promote itself as the 2014 World Cup host.

The 2010 South Africa World Cup will host a Brazilian exhibition space and public relations events for media, opinion leaders and sports enthusiasts in addition to the British public present at the games and events.

The major challenge Brazil faces in promoting international tourism is achieving a unified message for global distribution. To combat this, EMBRATUR plans to provide host cities with a single, consolidated kit of promotional materials and information bearing a common message and visual identity to be used abroad starting in July 2010.

On a global scale, the plan calls for events promoting Brazil at the FIFA Fun Fest and a greater launch of a worldwide communication campaign - inclusive of advertising and public relations activities within the UK - promoting Brazil’s status as host country of the 2014 World Cup.

To demonstrate Brazil’s diversity and the nation’s elation as host, the programme also includes street performances accompanying the Brazilian national team games and initiatives providing exposure to Brazilian products at shopping centres and cultural events.

Chris Fuzinatto, Director of the Brazilian Tourist Office UK and Ireland, has already announced new travel agent road shows starting in London in May 2010, and EMBRATUR will be carrying a further consumer-facing advertising campaign in the UK media and outdoors.

About EMBRATUR

The mission of the Brazilian Tourism Board, EMBRATUR, is to promote Brazil in the international market as a destination for travellers. The Brazilian Federal Government and EMBRATUR have implemented the Aquarela Plan which calls for generating consumer awareness about Brazil and attracting more tourists. There are nine EMBRATUR offices globally including Lisbon (Portugal), Paris (France), London (U.K.), Frankfurt (Germany), Madrid (Spain), Milan (Italy) and Tokyo (Japan). There is also a Bureau for Tourism for Latin America, based at the EMBRATUR office, in the city of Brasilia. For more information visit http://www.brasilnetwork.tur.brand visit the Newsroom.