Parquetur at the National Tourism Fair: Challenges and Achievements of Concessions

During the National Tourism Fair, Pedro Cleto, executive director of Parquetur, and Isaías Júnior, the company's marketing manager, presented a comprehensive overview of achievements, discoveries, and bottlenecks.

The National Tourism Fair held its 9th edition in São Paulo, in the Anhembi District, between August 21 and 23, 2025.

With the theme “Diversity, Inclusion and Sustainability in Tourism”, the event was promoted by the Ministry of Tourism in partnership with the state government and the city hall.

Concessions: the missing infrastructure

According to Cleto, concessions represent an inevitable step toward transforming the visitor experience. "Today, 48% of Brazilian parks don't even have bathrooms," he warned. He points out that Brazil started this process late: "The first park concession was in 1999, at Iguaçu Falls. In the United States, Yellowstone had already been granted concessions in 1875."

From 2018 until now, around 50 parks have been included in this model—an unprecedented acceleration. "It's still a new tool, but absolutely necessary for increasing visitation," said Cleto.

Historical heritage within the parks

Monument conservation is also on the radar. Cleto mentioned Caminhos do Mar Park, just 50 minutes from São Paulo, which houses nine monuments built over a century ago in honor of the centennial of Independence. "They were abandoned, and we completed 100% of the restoration," he noted.

Another example is Itacolomi Park in Ouro Preto, which houses a Bandeirante house linked to the collection of the "fifth of the gold." "It's essential to open these spaces to visitors so that the public can understand the history and take ownership of it," said Cleto.

Itatiaia and scientific and archaeological tourism

The director highlighted recent discoveries in parks like Itatiaia. "We found sites with cave paintings dating back 3,500 to 4,000 years. We're working with researchers from the National Museum to understand their grandeur and structure visits," he explained.

Cleto emphasized that the idea is to integrate archaeology and science into the tourist experience, creating opportunities for education and leisure. "We want visitors to have access to historical discoveries in an organized and safe manner," he said.

Tourism as a structured product

Although icons like Lençóis Maranhenses are already featured in international campaigns, the country still fails to transform parks into clear tourism products. "You see an image on the Paris metro, but you still don't know how to get there, where to stay, or how to get around," explained Cleto.

At this point, he emphasized the importance of initiatives like those of Embratur president Marcelo Freixo, who advocates for the creation of organized packages. "When we can package parks as a product, the impact will be dramatic across the entire tourism chain," he emphasized.

Security: from Chapada to the visitor

The issue of safety was also addressed. In Chapada dos Veadeiros, arson is a common occurrence. Cleto explained the limits of Parquetur's operations: "Firefighting is ICMBio's responsibility. Our role is to inform visitors about risks such as fires, flash floods, and accidents."

He highlighted that there are clear protocols, such as the Security Management System (SGS), for rapid service to tourists.

Chapada dos Guimarães: between works and expectations

Regarding access to Chapada dos Guimarães, Cleto was blunt: "The park road between Cuiabá and the municipality is under construction and does not yet offer full visitor conditions." Parquetur will be the concessionaire for public use, but operations will only begin after the renovations are completed. "We hope it won't be closed, because the potential is enormous," he concluded.

Marketing: Educate before you delight

Marketing manager Isaías Júnior detailed how communicating with the public is one of the biggest challenges. "Today, 70% of marketing energy goes toward raising awareness. Visitors ask: How do I get there? Is there a place to stay? Is it safe? The initial work is educational," he said.

For him, once inside the park, the experience speaks for itself: "Looking at a huge waterfall, sleeping under the starry sky, having one of the most peaceful nights of your life. That's the enchantment that keeps tourists coming back."

The challenge is to transform potential into reality

Brazil receives an average of 16 million annual visitors to its parks. In the United States, the number is over 300 million. This disparity highlights the magnitude of the opportunity. As Cleto summarizes, "Tourism has a strong potential in Brazil, but parks need to be structured as complete products that combine preservation, experience, and positive economic impact."

Report and photo: Mary de Aquino.