MTur celebrates one year of Embratur as an International Promotion Agency

A year ago, on May 25, 2020, Law No. 14.002 / 20 was enacted, which makes Embratur a Brazilian Agency for the International Promotion of Tourism. It was the beginning of a historic alliance with the Ministry of Tourism in favor of a common goal: to promote Brazilian tourism.

Initially, Embratur is in charge of promoting Brazil abroad, but the enactment of the Law allowed the interests of the two organizations to be combined in an emergency, as explained by Tourism Minister Gilson Machado Neto. “The new law authorized the use of Embratur resources for national promotion, in cases of promulgation of a state of emergency, as in the current coronavirus pandemic. This was essential for us to join efforts to allow the recovery of Brazilian tourism ”, the minister stressed.

Según la legislación, hasta seis meses después del fin del estado de calamidad pública, que terminó en diciembre de 2020, la Agencia debe utilizar todos sus recursos para promover el turismo interno, asistiendo al Ministerio de Turismo en esta misión. A partir de julio de 2021, Embratur podrá retomar la labor de promoción internacional. “Durante este período nos juntamos aún más y nuestra asociación ciertamente no terminará ahí. Tenemos varios proyectos juntos y cuanto más trabajemos juntos, más efectivo será el desarrollo de nuestro turismo ”, dijo el presidente de Embratur, Carlos Brito.

In April, President Jair Bolsonaro was presented with the result of the campaign “Being Brazilian means always being close to an incredible and safe destination”, created and executed by Embratur with the Ministry of Tourism. Throughout the national territory between November 2020 and March 2021, the campaign promoted internal tourism, safely, during this period. In total, there were 31 million views on television (open and closed channels), 136 million impacted by radio insertions; more than 23 million video views on the Internet and another 316 million impacts on street furniture.

The collaboration of Embratur to develop actions for national and international tourism goes further, such as the active participation of the Agency in the technical group of Tourism pela Águas, which is part of the MTur Tourism Mobility and Connectivity Forum, and which has as objective to develop Brazilian nautical tourism. . Embratur plays a fundamental role in the technical group, such as articulation with commerce, associations and the third sector, as well as the collection of materials and documents.

The two organizations are also working together in the elaboration of the Tourist Safety Program and the Accessible Tourism Program, within the scope of the General Coordination of Responsible Tourism of the MTur. Within the Tourist Security Program, actions will be carried out in the following areas: public safety, relationship with the consumer, prevention of sexual exploitation of children and adolescents in tourism, transportation, health surveillance, civil defense and positive communication.

The Accessible Tourism Program, for its part, proposes a series of measures that aim to promote social inclusion and the access of people with disabilities to the benefits of tourism, allowing access and use of tourist equipment safely and autonomously. The Program seeks to bring together the initiatives and actions related to accessibility existing within the scope of the Ministry of Tourism and Embratur for the construction of a social inclusion policy that can be implemented synergistically between the two partner organizations and institutions.

This May, MTur and Embratur were side by side representing Brazil in one of the most important international tourism fairs in the world, Fitur, held in Madrid, Spain. Together, Minister Gilson Machado Neto and President Carlos Brito met with ambassadors, tourism ministers from other countries, leaders of the most diverse business segments that operate in the sector, as well as members and associations and institutions with global operations, such as the World Organization. Tourism (OMT) and the World Travel Tourism Council (WTTC) to promote Brazil as a promising destination and attract investors to the country.

Also this month they participated in the meeting of Ministers of Tourism of the Americas, promoted by the UNWTO, in Punta Cana, Dominican Republic. On the occasion, the challenges of the resumption of the sector and the unification of protocols between the countries were discussed. Even in that country, the Minister of Tourism and the president of Embratur held working meetings and discussed, for example, actions to promote Brazil by the agencies of the Spanish group Globalia Corporation Empresarial in a meeting with the president of the institution, José Jose Hidalgo.