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For international tourists, Brazil is a modern and democratic country that is deve-
loping rapidly. A young, cheerful, welcoming nation on the rise not only in tourism
but in highly competitive areas in the world, such as industry and technology.
According to the Ministry of Tourism, this image is the result of hard work
by EMBRATUR in recent years.
“After the World Cup, satisfaction among international tourists was even
clearer. In a survey conducted during the World Cup, about 85% of inter-
national tourists who came to Brazil said that the visit has exceeded or fully
met their expectations. In addition, 95.3% of them said they intend to re-
turn. So, the conclusion is very simple: everything that was already known
and thought about Brazil was tested and proven,” celebrates Lages. “Our
Cup of Cups was praised unanimously, resulting in an undeniable gain to
our image, which increases our responsibility to improve even in what are
already great at,” he adds.
He also thinks it important to emphasize that international tourists know
why we remain a benchmark in beach tourism - “a natural vocation con-
sidering our 8,000 kilometers of coastline with at least 2,000 beaches”
- but they have learned that Brazil goes far beyond that. “Here they find
ecotourism (we have 69 national parks), business tourism (we rank ninth
among countries that host international congresses and conventions), rural
tourism, fishing tourism, sports tourism, cultural tourism, religious tourism,
and so on down the list,” concludes Lages.
The best image
According to the Ministry of Tourism, international visitors have praised the country and said they intend to return
With planning, when a trip is taken most of the costs
have already been paid.
The Minister explains: “I do not think that traveling
abroad is not great, because traveling is always a unique,
constructive and even a challenging experience. But there
is a tendency to compare prices and quality, forgetting -If
the main thing: we have the most original things here
that are found nowhere else in the world. The Northeast
is a tropical version of paradise itself; the North has some
of the most amazing and exotic cuisine in the country;
the South is bursting with history, culture, originality and
traditions; the Southeast is an example o the best in
Brazil, from samba to business; and the Center-West has
rich are rare areas of conservation for flora and fauna. We
cannot complain about diversity, for sure,” he says. He
says that luxury is to know your own country.
“I could list a lot of reasons why I think it is fun
and authentic to travel around Brazil. There’s one more
that I must mention - it is our identity that places us in
the world. We need to show Brazilians that there is a
whole world to visit within our country,” he concludes.
Talking more about the prospects of tourism for
this year, Lages says, “The federal government wants
to boost tourism’s share in the economy, to improve
the connections between air, sea, river and land travel;
to form strategic cross-sector partnerships and to
build closer relationships between the private sector
and local governments.” Also parts of the plan are
change to the investment model and the promotion
of Brazil as a destination, a new look at education and
skills in the sector, and the opening up of new markets
and business.