With a potential market of more than 180 million people, predominantly urban, modern industry, up to date technology, world-class hotel infrastructure, rich gastronomy, varied entertainment and shopping, Brazil has become more and more serious and professional in the MICE market (Meetings, Incentives, and Congress & Events). Embratur (the Brazilian Tourist Board) plays an important role on this process, promoting the country’s main destinations abroad…
With a potential market of more than 180 million people, predominantly urban, modern industry, up to date technology, world-class hotel infrastructure, rich gastronomy, varied entertainment and shopping, Brazil has become more and more serious and professional in the MICE market (Meetings, Incentives, and Congress & Events). Embratur (the Brazilian Tourist Board) plays an important role on this process, promoting the country’s main destinations abroad, providing information for foreign companies, entities and incentive houses, supporting the bidding of international meetings and congresses by national associations and promoting in advance the events scheduled for the Brazil.
Since 2006 Brazil is consolidating as a top 10 destination in the ranking of the ICCA (International Congress and Convention Association), the most important entity in the segment of event tourism. The country holds the highest classification in Latin America and the second position in the American continent, only coming behind the United States.
From 2003 on, when it was host to 62 international events, according to the criteria of the ICCA, Brazil has advanced 12 positions in the ranking. In 2006 it reached the 7th position after holding 207 events. Since then Brazil has been among the 10 best ranked and in 2007, achieved the 8th place after holding 209 events.
Jeanine Pires, president of the Brazilian Tourist Board, explains that Brazil shares space alongside with the most noticeable countries in the ICCA’s ranking having even two more events than the total registered in 2006. “The dispute in the first division of the international events is always pretty tough. There is mobility of positions and one single event may mean a place ahead in the list. But what really matters is being in the front row. So our place is a great achievement. It is reason for celebration, to keep the good work and to take it further”.
Another important conclusion taken from the analysis of the most recent ICCA’s ranking regards the locations where the international events took place in Brazil. Sao Paulo is the city that holds most international events in the Americas and is 23rd in the world ranking. Following, Rio de Janeiro, Salvador, Porto Alegre, Florianopolis, Foz do Iguacu, Ouro Preto and Campinas were the seven principal event hosting cities. However, another 31 Brazilian cities had also hosted at least one event in Brazil throughout 2007.
This fact shows the amount and diversity of Brazilian destinations able to host events of an international nature, being associative events, commercial congresses, conventions or expos. This is a competitive differential if taking into account that the ICCA’s ranking of leader countries possesses the majority of internationally hosted events concentrated across a few cities.
A survey made by the company Accenture in partnership with Oxford Economics and recently published by the World Travel & Tourism Council (WTTC), shows that in 2008 Brazil should lead the ranking of countries that grow most in the area of business travel. The country appears ahead of markets that are also growing fast in this sector, like China and Russia, and next to Chile (8th), the only other representative in the Americas.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
