Embratur and the Brazilian Chamber of Commerce and LGBT Tourism signed an agreement to boost international promotion and support for the marketing of Brazilian destinations classified as strategic for the LGBTQIA+ segment.
The document was signed during the 7th International Conference on Diversity, which took place in São Paulo, and provides for the consolidation of a work plan with the joint participation of the public and private sectors. The premise will be to guarantee safety and a good reception to all people, regardless of their sexual orientation or gender, thus consolidating the image of Brazil as a diverse, inclusive and welcoming destination.
"We will draw up a very effective work plan in the short, medium and long term so that this segment grows even more in Brazil," said Bruno Reis, Embratur's Markets, Fairs and Events manager.
LGBTQIA+ tourism has great potential and is constantly growing. According to a survey by the Brazilian LGBT Tourism Association (ABTLGBT), this market niche grows approximately 11% per year in the country, while conventional tourism increases 3.5%.
The World Tourism Organization (UNWTO) estimates that the LGBT community represents 10% of all international tourists, with an annual spending of more than 165 billion dollars in the world, the segment with the highest annual growth rate in the business. .
As part of its inclusion strategy, Embratur confirmed that next year the country could host the Brazil Pride Games, inspired by the Gay Games, a sporting event that has been held for 40 years in different parts of the world. This is one of the largest multi-sports events of the LGBTQIAP+ community globally, and it would take place in November 2024, in the city of Curitiba (Paraná), and for the first time in the South American country.
Jaqueline Gil, director of Marketing, Intelligence and Communication at Embratur, highlighted that sport is an inclusion tool for LGBTQIAP+ people, since many athletes have experienced situations of prejudice and social exclusion. Gil received the project from the games' executive director, Edgar Hubner.
The forecast is that the Brazilian Pride Games will be held between November 14 and 17, 2024, with an estimated concentration of 2,500 athletes from various countries. "We are organizing a competition that will receive teams from countries such as Argentina, Mexico, Chile, Uruguay, the United States, among others, in 12 sports: athletics, beach tennis, dance, soccer 7, handball, jiu-jitsu, judo, swimming , table tennis, volleyball, beach volleyball and chess," Hubner explained.
In addition to the athletes from the sports teams, the organization of the event estimates the participation of another 4,200 accredited people to follow the Pride Games.
The tourism policy of the current Lula da Silva government is in stark contrast to the position of his predecessor. In April 2019, then-Brazilian President Jair Bolsonaro warned: "We cannot let this place (by Brazil) be known as a paradise for gay tourism. We have families," unleashing a strong controversy at the time and accusations of homophobia among his critics.