Brazilian Holidays Showcased in London

brasilobserver - Nov 10 2014
Destination: Brazil (Photos: Divulgation/Visit Brasil)

(Leia em Português)

Tourism Minister Vinicius Lages tells Brasil Observer that the “World Travel Market is a great opportunity to expand knowledge about the country’s cultural diversity and attractions”

By Gabriela Lobianco

One of the main meetings of the tourism sector, the annual World Travel Market (WTM) held in London celebrates its 35th edition between 3 and 6 November. The event, which is aimed at tourists, along with operators and companies in the industry, features more than a hundred events showcasing the best that the world travel industry has best to offer.

Embratur, the organisation responsible for promoting tourism to Brazil abroad is participating in the World Travel Market for its 19th time  this year with the presence of 46 co-exhibitors.

If in 2013 Embratur’s main focus of was the World Cup, this year, this has shifted to the 2016 Olympics in Rio de Janeiro. Their job has been helped by the success of the World Cup in Brazil when according to to the Ministry of Tourism, more than one million foreigners travelled to the country across 491 municipalities. Of these tourists, 95% said they would to return to the country, citing the Olympics as the main reason.

“We have great expectations for the Olympics, especially if we can take the opportunity to make the 2016 an Olympic year for tourism. That means taking advantage of the 365 days of the year around that Olympic spirit. The whole country stands to win by planning themed events, fairs and a cultural olympiad geared to tourist attractions like sports, wellness, technologies, and more. Brazil is a major producer of food and can associate sports, health and wellness into this strategy,” Vinicius Lages, Brazil’s Minister of Tourism, told Brasil Observer.

The minister argued, however, that fairs like WTM alone will not solve the whole strategy of positioning the Brazil as a top holiday destination, nor are they the only channels of market relations, although they occupy an important space. “The World Travel Market is one of the most important tourism fairs in the world and we have a fruitful partnership. Brazil was chosen to host the WTM Latin America, which will have its third edition in Sao Paulo in April 2015. This year, the event raised expectations of businesses of £213 million”.

Vinicius Lages concluded by saying that “World Travel Market is a great opportunity to expand knowledge on the countrie’s cultural diversity and attractions”.

Improvements for All

The Ministry of Tourism indicates that the achievement of hosting the World Cup was a big boost for the tourism sector in Brazil and has accelerated a number of investments in urban mobility, airports, ports, security and telecommunications.

Regarding specific improvements for the Olympics in Rio, there are 27 projects with a total projected expenditure of the £6 billion funded by the public and private sectors. These works include the revitalisation of the port region, a major extension of the metro system, implementation of a tram system, improved sanitation, specialist sports training centres, laboratories, accommodation and others.

The Minisitry of Tourism has also made investments in the city, providing £3.66 million to provide the city with bilingual tourist signs to help the large number of foreign visitors expected in the city in two years.


Brazil’s nomination as one of the best destinations in 2014 by specialised social network Minube, is promising news and should help promote domestic tourism before the Olympics.

However, promoting tourism for the Games will be a more challenging task as the event does not take place across the country. With the numerous World Cup host cities, it was easier to publicize and promote the diversity of many regions to different audiences. Although most travellers to Brazil like to visit the iconic tourist sites of Rio, agencies have also been keen to remind travellers that during the Olympics, cities like Brasilia, Belo Horizonte, Salvador and São Paulo will also put their new and improved stadiums to use by shooing Olympic football.

It is with this idea of rejuvenation and continuity that a lecture, “Brazil: the ongoing mega events legacy” will be held at the WTM with the aim of outlining the impact and benefits that the World Cup brought the country and the goals for the Olympics.

In all, there are 51 stands representing Brazil at the WTM. Exhibitors offer varied packages including cruises in the Amazon rainforest, rural expeditions to cultural city breaks. Beaches, ecotourism, culture, sport and business are the main themes to attract tourists.


  • £ 3.4 billion

    was spent by foreign tourists in Brazil from January to September 2014 – this number is 7.76% higher than that recorded in the same period last year.


  • £ 1.5 billion

    was spent by Brazilian tourists abroad in September 2014, a figure 11.1% higher compared to the same month a year ago.


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