Gov’t works to promote Brazil as tourist destination

Aiming to promote Brazil as an international tourist destination, the Brazilian Tourism Institute (Embratur) unveiled its new visual identity and marketing campaigns today (Sep 5).

One of the initiatives is directed at nations of the Southern Cone. Embratur President Gilson Machado Neto said “the idea is to attract tourists, especially from Argentina and Chile, with a focus on the Brazilian Northeast.” Argentines and Chileans are reported among the tourists who visit Brazil most often.

The institute also created the position Honorific Ambassador of Brazilian Tourism, whose work is completely voluntary. Representatives are selected according to the relevance in their fields, and will receive material for the promotion of international tourism. Among the ambassadors is former football star Ronaldinho Gaúcho, who has played for several European clubs.

Gilson Machado also said the new administration changed the way the country is advertised and should focus on natural resources and the country’s six biomes: the Amazon, the Atlantic Forest, the Pantanal, the Pampa, the Caatinga, and the Cerrado. He added that another destination to be covered is the Blue Amazon (Brazil’s territorial waters), which boasts over 800 islands.

Another project is dubbed Brasileiro, traga +5 (“Brazilian, bring another five”), which urges Brazilians living overseas to stimulate tourism in Brazil.

Embratur also prepared the campaign Rei do rolê (“king of the gig”), something like a reality show in Brazil. A foreigner is chosen to visit a number of destinations in 30 days.

The winner, after meeting all requirements—like the number of followers on social media—will travel the country accompanied by an Embratur team documenting the whole story. The footage will be published on a dedicated social networking site, as well as on the contestant’s social media, on Embratur’s website, and on news outlets the world over.