Victor Coelho, Secretary of Tourism for Espírito Santo, highlights the state's natural and cultural diversity and the strategy that is repositioning it on the international stage

A state that gained visibility beyond its borders.

For decades, Espírito Santo was defined as a "hidden treasure." According to the Secretary of Tourism, Victor Coelho, the expression reflects a past of little exposure, now replaced by structured development efforts. "Espírito Santo has always been a hidden treasure, and through these last few years, under the two consecutive terms of Governor Renato Casagrande, we have been making a real revolution in the state," stated the secretary.

This progress is due to public policies that have improved essential indicators. Espírito Santo is now the second state that invests the most in infrastructure in Brazil, a recognition that strengthens its institutional image and creates a solid foundation for tourism.

Infrastructure and quality of life as pillars of tourism.

For Victor Coelho, there is no strong tourism without quality of life for the local population. "If you have better basic sanitation, better health, better education and infrastructure, you benefit the people of Espírito Santo and, automatically, create a more attractive environment for visitors," explained the secretary.

This set of advancements allowed the state to move beyond simply being well-rated in rankings and to strategically promote itself, showcasing its natural, cultural, and gastronomic unique features to the tourism market.

An entire Brazil concentrated in one place.

The state of Espírito Santo offers a variety of experiences within a short distance. "I often say that Espírito Santo is a little piece of Brazil in one place," highlighted Victor Coelho. It boasts over 400 kilometers of beaches, mountainous regions with a mild climate, waterfalls, dunes, whale watching, religious tourism, and renowned cuisine, with the moqueca capixaba as its symbol.

The proximity between destinations is a competitive advantage. In just over an hour and a half, it's possible to go from the coast to the mountains, extending the length of stay and diversifying the tourist's experiences.

Intelligent segmentation to reach specific audiences.

The marketing plan for tourism in Espírito Santo was structured around six priority segments. Each one engages with a specific traveler profile and regions of the state. "We try to segment by niches, by type of cuisine, by climate, by sun and beach, to target precisely these specific cities and the right audience," explained the secretary.

Among the sun and beach destinations are Guarapari, Vila Velha, Itaúnas, Iriri, and Anchieta. Mountain tourism stands out in Domingos Martins, Pedra Azul, Vargem Alta, Alfredo Chaves, and the Caparaó region, where Pico da Bandeira is located.

Pico da Bandeira and experiences in contact with nature.

The main national park in Espírito Santo is Pico da Bandeira, located in Ibitirama, accessible via Dores do Rio Preto, in the Pedra Menina region. Visits are free and require prior booking through specialized tour operators. "There are tour operators that offer the entire tour and organize the ascent to the summit of the peak," explained Victor Coelho, reinforcing the potential for ecotourism and adventure tourism in the state.

Religious tourism as a cultural identity

The state of Espírito Santo also stands out in religious tourism, with three important aspects. The Penha Convent, in Vila Velha, is the state's main tourist icon and the site of the third largest pilgrimage in Brazil. "The Penha Convent is the most visited place in Espírito Santo," the secretary emphasized.

Another highlight is the Anchieta Pass, a trail that retraces the path taken by Father Anchieta between Vitória and Anchieta. In addition, there is the largest Buddha statue in the West, which attracts visitors interested in both spirituality and contemplation.

Safety and infrastructure to welcome the visitor.

Public safety is also treated as a strategic factor. According to Victor Coelho, the results of the "Present State" Program have significantly reduced violence rates. "Today, our rates are lower than those of already established states like São Paulo and Rio de Janeiro," he stated.

Although there is no specific tourist police force, security forces receive ongoing training in visitor assistance, reinforcing the image of a safe destination.

Hotel industry expanding and new investments

The hotel network is mainly concentrated in Greater Vitória, with guesthouses scattered throughout the interior. The secretary highlights the need for greater participation from private investment. "We are bringing in tourists, now private investment needs to keep up," he said.

A recent milestone was the opening of the first resort in Espírito Santo, located in the mountain region. Two other projects are already in the planning stages for sun and beach areas, expanding the availability of high-end accommodation.

Aviation and connectivity as strategic challenges.

The growth of tourism in Espírito Santo also depends on aviation. Vitória Airport is registering a significant increase in flights, in addition to the inauguration of the Linhares regional airport, the construction of the Cachoeiro de Itapemirim terminal, and the tender launched for the airport in the mountain region.

"Currently, we have seen growth of around 15% to 16% compared to last year," highlighted Victor Coelho, citing policies such as the reduction of ICMS (a Brazilian sales tax) to attract airlines.

Although there are still no direct international flights, the state is working to make connections viable, especially with Argentina. "We are already promoting Espírito Santo there and we want airlines to see this market," he said.

Tour operators and agents as the focus of tourism promotion.

Upon completing one year at the head of the Secretariat, Victor Coelho considers the closer relationship with tour operators and travel agencies to be crucial. "The State had never worked directly with tour operators and agencies, and we recognized this deficiency," he explained.

The result was impressive. "The financial return was up to ten times greater than the investment," said the secretary, reinforcing that this strategy proved more efficient than traditional media alone. According to him, São Paulo is one of the markets with the fastest and most consistent return.

Reporting and photo: Mary de Aquino.