The
“Watercolor Plan - International Tourist Marketing”, a study
aimed at helping Brazil better promote itself as a global
tourist destination, challenges us to reach US$ 7.7 billion
of tourism income and 7.9 million international visitors in
2010. The inflow of foreign exchange in 2007 is a great
incentive for us to reach these goals, especially when
considering that the 2007 figure is 44.1% greater than in
2003 – the year in which the Ministry of Tourism was created
and Embratur took over the international promotion.
Today, tourism is an
increasingly important economic and social development tool
for Brazil. It is therefore a government priority and has a
serious promotion program targeting 24 strategic countries,
with the goal is of consolidating Brazil as a competitive
tourist destination abroad.
According to a recommendation from the Watercolor Plan, the
United States is considered a market of ‘extremely high
priority’ in our effort towards international promotion.
This does not happen by accident: the US is the second
largest sender of tourists to Brazil (only after neighboring
Argentina), having been responsible for 14.4% of the
international visitors' total flow in 2006, or 721,633
tourists.
The Watercolor Plan also indicates that 6.7% of the 57.9
million Americans that travel abroad annually have a great
interest in visiting Brazil. What may at first seem like a
small percentage actually means a potential 3.9 million new
tourists. It is this section of the public that we will work
with to pursue our goal of 1.2 million Americans visitors in
Brazil in 2010.
Our main promotional message will continue to emphasize the
rich diversity of Brazil’s natural and cultural heritage, as
well as the happiness and lifestyle of the Brazilian people.
Besides the “Discover Brazil” concept (which focuses on five
segments promoted overseas – Sun and Beach, Ecotourism,
Sport, Culture, and Business and Events), niches such as
gastronomy, luxury, adventure, afro-ethnic, and GLBT tourism
also gain a special promotion in the US market.
To echo these messages, Embratur’s budget and its programs
in the United States have been consistently increasing. This
year, we shall invest more than US$ 16 million in
promotional actions, versus US$ 10 million in 2007. In 2008
Brazil’s presence is expected in 18 international commercial
and tourism oriented fairs in the United States. When we
installed the first Brazilian Tourist Office (BTO) in 2004
in New York City, only 6 fairs were included in the agenda.
The Brazilian tourist promotion in the United States has
clearly evolved, having become stronger and having
established a relationship of confidence with the market
through the permanent presence of the BTO.
We have reached a point where we have placed our green and
yellow national flag all over the United States’ map, in
numerous different fields of promotion. In 2008, for
instance, the calendar includes events such as the Mercedes
Benz Fashion Week; the fairs PGA (Golf), and IT&ME
(business); the Brazilian Festival of Movies (culture); and
the ATTA (adventure) and IGLTA (GLBT) conventions.
It does not stop there. The array of promotional activities
and events planned for 2008 is massive. Strategies include a
sequence of seminars, training courses, and road shows in
partnership with large American tourism companies including
SITA, TIA, and Globus; “Brazil Caravan” trips that take
operators to visit national destinations; and new editions
of the “Brazil-expert Travel Agent” e-learning program.
Looking back to 2007, two actions had special prominence -
and, evidently, are confirmed to be repeated in 2008. They
are the “Discover Brazil” event and the “Brazil, Become a
Fan” publicity campaign. The first event is already a
traditional action promoted in June in the Grand Central
Terminal, New York’s busiest station through which half a
million people pass daily. The second campaign, which
occurred between September and December of 2007, involved TV
(CNN), printed, and external media, and the Internet. For
example, 16 buses cruised around the island of Manhattan
displaying prominent images of Brazil on their side panels.
Brazil has a golden opportunity in its hands in 2008. With
Embratur’s support, the United States Tour Operators
Association (USTOA) chose Brazil as the host for its annual
board meeting. In the first semester of the year, Rio de
Janeiro, Salvador, and Florianópolis will receive the visit
of 48 members of the USTOA board, all of them owners of
large American operators. The expectation is that Brazil may
qualify itself as one of the main tourism destinations for
2008 and 2009.
According to the “2006 International Tourist Demand”, the
American tourist is the one that spends the most in Brazil,
both for leisure (US$ 145.1/day) and on business (US$
202.8/day), staying an average of 17 days. Americans also
show an extremely high rate – 96.5% - of intention to
return, surpassing the general average of 86% shown by
surveys on the Watercolor Plan. Brazil is a destination that
keeps its visitors coming back, and it has its arms open to
receive more and new American tourists. |