Major global sporting events provide unique tourism opportunities for host destinations. And, as host to both the 2014 World Cup and the 2016 Olympic Games, Brazil is in a distinct position to achieve new heights in its efforts to promote tourism to a global audience as a leading South American and emerging world destination.
The Brazilian Ministry of Tourism, through EMBRATUR, today 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.
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 boost its economy, transform its cities and change or improve 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 neighboring 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).
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