Plano Aquarela calls for a closer look at Brazil’s global status and perception after the two global sporting events, when the country’s image and infrastructure will have achieved greater accomplishments, and stipulates targets for inbound, foreign visitors and international revenue through 2020. Various strategies and tactics which leverage enormous exposure for a country before, during and after large events ultimately boosts its economy, transforms its cities and changes or improves its image as a tourist destination. Officials present at the plans’ launch in Rio de Janeiro included Minister of Tourism Luiz Barretto and Embratur President Jeanine Pires. UK visitor figures are steadily increasing more than 181,000 British tourists went to Brazil last year which represents a growth of over 2.3% compared to 2007 when almost 177,000 tourists visited the country.

The new Aquarela Plan includes the UK among the top eight markets worldwide for Brazil. The international tourist marketing strategy sets forth goals and objectives over the next decade outlining work highlighting five key areas: sun and beach, eco-tourism, culture, sports and business/events. The Brazilian Ministry of Tourism, through EMBRATUR, has unveiled its Plano Aquarela 2020 to key public and private players in the tourism sector. With Increased British and International Visitor Numbers and Revenue Goals, EMBRATUR’s Strategic Plans are Set for International Outreach Throughout the Next Decade.

Milian aquarelo