Tourism Institute Launches New Actions to Promote Brazil as Tourist Destination

RIO DE JANEIRO, BRAZIL – Aiming to promote Brazil as a tourist destination abroad, the Brazilian Tourism Institute (EMBRATUR) introduced yesterday, September 5th, the body’s new visual identity and projects for new marketing promotional campaigns to attract tourists to Brazilian destinations and to promote tourism abroad.

One of the actions is the “Honorary Ambassador of Brazilian Tourism” program. According to EMBRATUR, the work of the Tourism Ambassadors is entirely voluntary.

The representatives, chosen for their relevance in their area of operation, will be provided with materials for the international promotion of Brazilian tourism in order to sway international tourists to visit Brazil.

Former soccer player Ronaldinho Gaúcho and singer Amado Batista will be tourism ambassadors and were present at the ceremony. The singer said he was proud to be able to promote the country’s natural wonders.

A second project will be focused on the Southern Cone countries. According to Gilson Machado Neto, president of EMBRATUR, “the goal is to attract tourists, mainly from Argentina and Chile, with a focus on (Brazil’s) Northeast Region”. According to the institute, Argentines and Chileans top the list of tourists who visit Brazil the most.

Gilson Machado said the new administration has changed the focus of the country’s promotion and will prioritize natural resources and six biomes: the Amazon, the Atlantic Forest, the Pantanal (Marshland), the Pampa (Lowlands), the Caatinga (Scrubland), and the Cerrado (Savanna).

He added that another destination to be promoted is the “Blue Amazon with more than 800 islands”. On the agency’s new visual identity, the president of EMBRATUR said the goal was to rescue “the strongest brand the country has, which is the national flag”.

Yet another project is the “Brazilian, bring +5”, which seeks to encourage Brazilians living abroad to promote the country as a tourist destination. EMBRATUR has also prepared the “King of Rolê” campaign, a kind of reality show in Brazil. The idea is to select a foreigner to visit the most diverse destinations for 30 days.

The winner, by meeting all the competition’s requisites, such as the number of followers on their social media, will travel around the country. He will be joined by an EMBRATUR team, who will record everything from the moment he leaves home up to the end of the tour.

The footage will be shown on social media specifically developed for the show, in addition to having content shown on the winner’s media, EMBRATUR, and the international press.