“The Brazilian Tourist Board Embratur is keen to reap the benefits of the time and money that has been invested, also in tourism,” explains Gracia Caffé of Redondo Events, the organization responsible for the annual Viva Brasil Festival. “We’ve done well; Embratur has been a festival partner since 2014, because together we can do an even better job introducing European people to Brazil and its fantastic holiday potential”.
If the FIFA World Cup taught European tourists anything it’s that Brazil is a gigantic country; that temperatures can vary enormously; that there are lots of different cities, each with its own atmosphere; and that the country, with its world-famous natural beauty, has much more to offer than just beaches, carnival and football – though these three are certainly part of Brazil’s DNA. The World Cup showed Brazil’s diversity to the world; a fantastic boost for the Brazilian tourism industry and for the country itself. Few countries in the world have so many different holiday options. Whether you want to feel the magic of the Amazon, sunbathe on a tropical beach in Bahia, or visit a big metropolis like Rio de Janeiro or Sao Paulo – Brazil’s got everything!
So Brazil is on the rise, though this does have a downside. While Europe has spent the last few years struggling with a financial crisis the Brazilian economy has been growing fast, and more and more of the country’s poorest people have been joining the middle classes. This is good news, on the face of it, but it has also meant that local prices in Brazil have been rising, and that puts pressure on the tourist sector.
Everything has been getting more expensive in Brazil over the last few years, because of economic growth. Thankfully, the Brazilian government is aware of it and has taken steps. Prices have hardly risen at all lately, and that’s good news. However, Brazil will remain a popular destination. After all, over 1.6 million Europeans a year visit Brazil (35% of Brazil’s total tourist arrivals). That’s already an impressive number, but we are convinced that it could, and should, be many more. Viva Brasil’s European-based promotion campaigns around the World Cup and the Olympic Games in 2016 could be able to contribute to it.
As if that weren’t enough, we also know that European visitors to Brazil who come home to tell friends and relations about their experiences are also doing good marketing work. This is because everyone who goes to Brazil becomes a fan; they talk about the country with passion and enthusiasm. And once they’ve been, they keep going back. Clearly, Brazil is much more than just a holiday destination: it’s a feeling, a rhythm, perhaps even an addiction... but a very enjoyable one!