Tourisme

EMBRATUR now has new focus

The institute will be responsible for the promotion, marketing and support to the commercialization of Brazilian products abroad.

On the creation of the Tourism Ministry, the Instituto Brasileiro de Turismo – EMBRATUR (Brazilian Tourism Institute) will be exclusively responsible for the promotion of Brazil abroad. On the introduction of the Plano Nacional de Turismo (Tourism National Plan), on April 29th., Brazil’s president, Luiz Inácio Lula da Silva, spoke about the role the sector will play on his government: "tourism will be now our great big shot".

According to PNT, on the next four years EMBRATUR will responsible for performing:

- the elaboration and implantation of the marketing plan to the Brazilian tourism;

- the definition and execution of promotional actions policies and support to the commercialization of tourist products;

- the formation and organization of new products and integrated tourist programs and

- the elaboration of studies and researches to guide the processes of decision making and to evaluate the impact of tourist activity on the national economy.

The promotion of Brazilian tourism on the international market will have the diversification of the country’s image as a strategic concept. The marketing process will organize the construction of Brazil as a tourist destination modern, with credibility, happy, young, hospitable, able to provide good leisure, new experiences to the visitors, place to make businesses, events and incentives, and will make the country internationally competitive. The essence of the Brazilian culture and its ethnical, social and natural diversities will be integrated to the promotion and marketing program.

There will be a replacement program of the Marca Brasil (Brazil Brand) to tourism, creating and consolidating a new Brazilian tourist image on the international market integrated to the cultural, ethnical and social diversity of the country.

The promotion and the support to the commercialization of Brazilian tourist products will be based on a lot of actions, including: attendance on international tourism fairs (with the extension of the existing agenda, focusing not only the leisure tourism, but also the business and events tourism); realization and attendance on promotions (partnership with Brazilian companies for the introduction of products and events); opportunity actions (attendance on big Brazilian events abroad, like opportunity of tourism promotion); capitation and promotion of events and promotion of international events.

Also will be created a generation and dissemination program about Brazilian tourism whose purpose will be to know the national and international markets, the impact of tourism on the country’s economy, to guide the investments on tourism and promote the communication of the results provided to the market, press and official tourism institutions, as well as to guide the public and private policies.

There are five actuating areas: generation of flags to tourism; realization of studies and researches (international tourist demand, study about the domestic market, events market, etc); assessment of the impact of tourism on economy; inducting of investment (diagnostics of accommodation places, convention centers and events and business opportunities to small and micro investors); and the dissemination of information (yearbooks, bulletins and national net of tourist information).

Link to EMBRATUR