CVC reinvented the way of doing tourism in Brazil, invented tourist itineraries, created the opportunity for people with low wages to travel. And all of this at a time when people traveled domestically just to visit family members and those with more financial resources would explore the world on international trips.
In this exclusive interview for Travel2Latam, Paulus talks about the difficulty of transforming Brazilian cities into tourist destinations, the development of the market in Brazil, the United States, Latin America and the Caribbean, he also talks about his Castle and wines.
Founder of GJP Hotéis & Resorts, the Web Jet airline that Gol Linhas Aéreas incorporated, Paulus today shares knowledge in lectures, and is a member of the National Tourism Council, and of the Advisory Board of the São Paulo Convention & Visitors Bureau. He builds the Village Iguassu Golf Residence condominium, in Foz do Iguaçu, consolidates the Terroir Wine Experience and the GJP Special Travel, and even mixes work and leisure at his Saint Andrews Castle, in Gramado.
Many in Brazil see you as one of the most important men in the history of tourism in the country. What do you believe to be a fundamental factor within your trajectory?
First of all, I would say that determination is the key factor. I embraced the tourism career very early on. I was an IBM intern when I was 17, working as a programmer. But, I had the opportunity to take a trip to Europe knowing some countries.
From that moment on, I came back with an open mind, at 21 years old. This experience was wonderful, full of culture, which was also very important for the beginning of my career. Still young, and living in São Paulo, I saw a newspaper ad, took the test and was approved to work in the sales area. And selling dreams is an art, isn't it? At the time, there were not many known destinations in Brazil, most were outside the country. And it was a challenge to make other places as beautiful in this country as I wanted people to know, such as Foz do Iguaçu, the Amazon and Rio de Janeiro.
But, it was on a boat trip to Buenos Aires, when I met a congressman who invited me to set up a travel agency on ABC Paulista where it all began, at approximately 23 years old. So, this sum of knowledge, cultural experiences and good relationships are the basis for a successful trajectory.
What advice would you give to destinations, hotels and means of transport in tourism? What are the fundamental points in an approach of transformation, progress and new conquests?
Charter flights are very important, aligned with the ground operator and the hotel industry. Logically, the support of local governments is essential to attract more tourists. And, combined with this, efficient communication, with good campaigns with governments and agents to promote the destination.
You have a highly luxurious castle, with haute cuisine and an award-winning winery in Gramado, Rio Grande do Sul. Why should people visit Saint Andrews Castle?
We are an exclusive hotel, with a lot of sophistication and refinement, gathered in an enterprise with architecture inspired by Scottish castles. I had done a tour of castles in Europe and there I saw a possibility for us to be pioneers, with a differentiated service, butlers and concierges, here in Brazil. Saint Andrews Castle is the country's first and only Exclusive House hotel. There are twenty-two suites reserved for those who wish to enjoy differentiated and totally personalized services. Saint Andrews is a member of the select Relais & Châteaux group, which brings together the best hotels and restaurants in the world. Throughout the year, Saint Andrews Castle prepares themed festivals with extremely rare vintages of wines and champagnes, in partnership with the best brands in the world. The Castle has a large, air-conditioned cellar, and is among the 80 most prominent in the world. Home to the Terroir Wine Experience, dedicated to wine lovers, the space has received several national and international awards, including the Wine Spectator, for its diversity and quality. In addition to the Boulangerie Cigar Lounge, the viewpoint of Castelo Saint Andrews has an unparalleled view of the stunning Vale do Quilombo.
How has the Terroir Wine Experience developed? What is the best wine and winery experience in Brazil and Latin America?
Boutique hotels have the wine experience and we also brought it to the Castle. We are one of the first hotels in Brazil to have this type of experience. Rio Grande do Sul always has something new, and colonization speaks loudly. There are more than a thousand wineries in the state. The hotel's themed dinners also expand this experience. Our experiences range from local culture, such as the traditional gaucho barbecue, to the best in world cuisine.
The Saint Andrews Castle represents the most luxurious of the Serra Gaúcha. How do you see the development of the market in Brazil, the United States, Latin America and the Caribbean?
Tourism in Brazil has been a growth sector in recent years. We have a variety of popular tourist destinations such as the beaches of the Northeast, the historic cities of Minas Gerais, Rio de Janeiro, the famous Serra Gaúcha and much more. Brazil has invested in promoting tourism, seeking to attract foreign visitors and encourage domestic tourism.
The United States is one of the most popular destinations in the world. The country offers a wide variety of attractions, from iconic New York, Los Angeles, Miami and many famous national parks. There, tourism is greatly driven by international visitors, and they clearly have a solid tourist infrastructure.
Countries like Mexico, Argentina, Peru, Costa Rica attract visitors with their rich history and natural beauty. I perceive that tourism in the region has benefited from the increase in air connectivity and the interest of tourists in exploring destinations outside the traditional circuit. The Caribbean is known for its crystal clear waters and the tropical climate is fantastic. Popular destinations like Jamaica, Bahamas, Puerto Rico play an important role in the local economy, generating jobs and driving development. The region has invested in tourism infrastructure and diversification of offers such as cruises, diving, sustainable tourism and even luxury tourism.
These are regions that have developed the tourism market significantly. Each region has its unique features that attract visitors from around the world.
What is the perspective of events at Saint Andrews Castle. Are events also important for the luxury market?
Yes a lot. These experiences of events, weddings, picnics, summer with the hydrangeas of Serra Gaúcha or even in February with the famous Harvest and the experience of treading the grape are fantastic. At Castelo we provide unforgettable moments such as birthday celebrations, 15th birthday parties, shows and concerts, such as Christmas and New Year's Eve, and also at Carnival we have the traditional masquerade ball, inspired by Venice.
What is it like to speak in Brazil? Have you been talking, but also experiencing people's need? How is this exchange?
Having the opportunity for these exchanges is very important, sharing stories, in addition to talking about the trajectory, is very stimulating. I speak to all audiences, from the tourism sector, young entrepreneurs and many others, always about tourism, business and the art of hospitality.
By Mary de Aquino.