Embratur debate the future of Brazilian tourism with the former WTO Secretary General

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Embratur debate the future of Brazilian tourism with the former WTO Secretary General
Gilson Machado Neto, Embratur
Thu September 19, 2019

The President Gilson Machado Neto meets with Taleb Rifai, today ATTA advisor, to exchange experience and present new actions of the Institute


The President of Embratur (Brazilian Tourism Institute), Gilson Machado Neto, presented, on Wednesday (18), in Gothenburg, Sweden, the new actions of international promotion of Brazil to Taleb Rifai, former Secretary General of the Organization World Tourism Board and special consultant to ATTA (Adventure Trade Trade Association), one of the world's leading ecotourism and adventure tourism promotion organizations.

The Jordanian economist praised the proposals listed and considered the opportune moment for Brazil to reinforce the economic and social importance of tourism. He foresaw major advances with the plan and was willing to contribute to the country's consolidation as a major travel destination. “Visa waiver, as has already been done for Australia, Canada, the United States and Japan, is a safe and agile medium. My suggestion is that it be open to more countries and that there is always a facilitation for the international tourist. Another promising experience is also the increased connectivity ”, warned Taleb Rifai to the president of Embratur, who was accompanied by the head of the Institute's Strategic Management Advisory, Rafael Luisi.

Gilson Machado Neto stressed that the intention of Embratur, together with the Presidency of the Republic, is to consolidate “Marca Brazil” in the international market. “An example to follow is that of India, which created the 'Incredible India'. We believe in the potential of marketing a country through its brand, ”said the president.

During the meeting, Taleb Rifai also suggested actions focused on the final audience. In addition to branding, which involves building the entire image around a brand, he said it is essential that the Institute invest in marketing campaigns, work to facilitate visas, especially electronics, as well as increased air connectivity, hotel promotions. and travel packages.

“Brazil is a continent, it has a lot to offer. A country is represented by its language, its culture, and Brazil has much more than just one, so we need to focus on the 'culturalism' of the nation. In addition, Brazilian domestic tourism is very important. It causes the local economy to move, generating jobs and income. There must also be the facilitation of internal travel, ”said Rifai.

President Gilson Machado Neto invited Taleb Rifai to be a director of Embratur. He was willing to contribute to the consolidation of the country as an important destination for travelers. “I cost a lot of money, so I will do it for free for the love I have for Brazil,” he said.

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