With the creation of the Ministry of Tourism, the Brazilian Tourist Institute – Embratur – will exclusively take care of the…
With the creation of the Ministry of Tourism, the Brazilian Tourist Institute – Embratur – will exclusively take care of the promotion of Brazil abroad. According to the National Tourism Plan, launched last April 29th by Brazilian President Luiz Inacio Lula da Silva, in the coming four years Embratur will be responsible for:
- elaborating and implementing the marketing plan for Brazilian tourism;
- defining and executing a promotional action policy and the support for the trading of touristic products;
- formatting and organizing new products and integrated touristic routes;
- elaborating studies and surveys for orientation at the decision taking processes, as well as for the evaluation of the impact of the touristic activity on national economy.
The promotion of Brazilian tourism in the international market will have as its strategic concept the diversification of the country`s image. The marketing work will orientate the construction of Brazil`s image as a modern touristic destiny, with credibility, joyful, young, hospitable, being capable of providing quality leisure, new experiences to visitors, making business, developing events and incentives and being able of international competitiveness. The essence the Brazilian culture, its ethnical, social and natural diversity will be integrated into the promotion and marketing program.
There will be a program for repositioning Brazil Trademark for tourism, which will build and consolidate a new touristic image for Brazil, integrated into its cultural, ethnical and social diversity, in the international market.
The promotion and support for trading of Brazilian touristic products will be carried out by means of various actions. Among others: participation in international touristic trade fairs (enlarging the existent calendar, focusing not only on leisure tourism, but also on business and events tourism); carrying out and participating in promotions (partnership with Brazilian companies in product and event launching campaigns); opportunity actions (taking part in big Brazilian events abroad, as an opportunity of promoting tourism); events captivation and promotion; and promotion of international events.
Moreover, a program for generation and dissemination of information about Brazilian tourism will be created, aiming at getting acquainted with the national and the international markets, the impact of tourism on the country`s economy, orientating investments in tourism and promoting the communication of the results obtained to the market, press and official tourism organs, as well as orientating public and private policies.
There are five areas of activity: generation of tourism indicators; conduction of studies and surveys (international touristic demand, study on the domestic market, events market, etc.); evaluation of the impact of tourism on the economy; inducing investments (diagnosis of lodging possibilities, events and convention centers and business opportunities for small and micro investors); and information dissemination (yearbook, bulletins and a national tourism information network).
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
