7th CLIA Brazil Forum: Global Panorama - Company Strategies for Brazil and the World

Among the participants, important names from the global industry, such as Bud Darr, President and CEO of CLIA Global, Dario Rustico (Costa Cruises), Adrian Ursilli (MSC Cruises), Estela Farina (Norwegian Cruise Line), Renata Lazari (Royal Caribbean) and Marco Ferraz (CLIA Brazil), on the panel

Global Panorama: Company Strategies for Brazil and the World, mediated by André Coutinho, communicator for Grupo Bandeirantes, attracted attention by detailing the challenges and opportunities of the Brazilian market.

Untapped Potential: Bud Darr's Global Vision

For Darr, Brazil has all the ingredients to become one of the most important cruise tourism destinations. "It has a large population, a growing middle class, a robust economy, a stunning coastline, and strategic ports. The potential is enormous," he stated.

The executive emphasized, however, that regulatory issues and operating costs could make the country less competitive compared to other international destinations. "If I'm a company with 20 ships, the most viable itineraries are prioritized. It's important to think about the entire ecosystem, not just an isolated port," he added.

Darr concluded with a warning and a hope: “It’s difficult to bring ships back, but I believe the government, community, and industry want to make it happen.”

Opportunities and Action: Dario Rustico's Vision

For Dario Rustico, Executive President for the Americas at Costa Cruises, the current situation demands more than analysis: "We know all the data, we know all the problems, but what makes the difference is taking action. If opportunities arise and we don't develop them, the country loses." Rustico emphasized that the key is to transform challenges into concrete solutions, harnessing Brazil's enormous potential.

Training to Compete: Adrian Ursilli's Analogy

Adrian Ursilli, Managing Director of MSC Cruises in Brazil, used a sports metaphor to illustrate the situation: "You can have the best equipment, but if you don't train, you won't advance. Brazil needs to improve port costs, regulations, taxes, and other indicators to be more competitive." Ursilli reinforced MSC's commitment to investing in the country, highlighting the importance of working together to transform opportunities into real growth.

Luxury and Proximity: Estela Farina's Perspective

Estela Farina, General Manager of Norwegian Cruise Line in Brazil, offered an insight into the luxury segment: "Brazil has everything it needs to offer authentic and exclusive experiences, and our companies recognize this. There is a clear opportunity for growth, especially in high-end international tourism." Farina highlighted the positive impact of international cruises on the appreciation of Brazil as a destination.

Competitiveness and Expansion: Renata Lazari on Royal Caribbean

Renata Lazari, General Manager of Royal Caribbean in Brazil, reinforced the need to make the country more accessible and business-friendly: "Brazil competes with other destinations. Our challenge is to work to reduce costs and simplify processes, making the country more attractive for global cruise operations." Lazari also highlighted the company's plans to expand operations in Latin America, including Panama and Colombia.

2025/2026 Season: Marco Ferraz's preparation

Marco Ferraz, CEO of CLIA Brazil, confirmed the start of the season on October 21st, with the arrival of the first long-haul ship in Salvador. "We will have 674,000 beds, a decrease of almost 200,000 compared to last season, but I'm confident: it will be a fantastic season for all Brazilian ports," stated Ferraz. The executive highlighted the collaboration of local authorities and operators to ensure efficient and attractive operations.

Global innovations and long-term planning

In addition to the domestic market, the executives shared international news. Lazari detailed Royal Caribbean's expansion into new markets, including ship launches and Beach Clubs. Farina highlighted Norwegian's long-term strategy, with 13 ships scheduled through 2036, expanding itineraries in the Caribbean and Asia. Darr reinforced that the future of cruising in Brazil depends on regulatory clarity, improved port fees and costs, and collaborative efforts between the government and industry.

"We have all the ingredients for a magnificent feast in Brazil, but we need a chef to orchestrate it all just right," summarized Bud Darr, concluding the panel with cautious optimism, but confident in the resumption of sustainable growth in the cruise sector in the country.

Report and photo: Mary de Aquino.