Brazilian tourism closes 2021 with 80% of its pre-pandemic activity
Last year Brazil has launched public policies aimed at the recovery of the activity, with investments in infrastructure, tax reduction and guarantee of biosafety practices with the due recognition of the authorities
2021 imposed great challenges on world tourism, affecting the economy of the sector, and the creation of jobs and new companies. Brazil has launched public policies aimed at the recovery of the activity, with investments in infrastructure, tax reduction and guarantee of biosafety practices with the due recognition of the authorities.
Argentina has historically always been the main source of visitors and the expectation is that these numbers will recover as the world begins to control the pandemic.
At the beginning of this 2022, Brazil celebrates the recovery of tourist activity to levels almost identical to those it had until March 2020, with 85% of air traffic restored and 80% of hotel occupancy. Finally, the indicators for 2022 allow us to foresee a solid recovery.
Until mid-2021, the priority of the Brazilian government was the recovery, maintenance and strengthening of its internal market. Within its borders, it created a national certificate of responsible tourism, a quality seal obtained by establishments that comply with biosafety protocols so that visitors have a safe stay.
In addition, it invested US$1,000 million in assistance to tourism for works, tax exemptions, employment subsidies, training and credits at subsidized rates. All this was done in parallel to a vaccination campaign that already reaches 145 million people throughout the country.
“We are optimistic. In partnership with the Ministry of Tourism, we develop a continuous effort focused on strengthening the sector, internally, and promoting Brazilian attractions abroad. With a solid vaccination campaign and the reopening of land and air borders, our expectation is that international travelers return as soon as possible to enjoy the unique riches that we have in Brazil, in all corners of the country”, commented Carlos Brito, president of the Brazilian Agency for International Tourism Promotion (EMBRATUR).
Embratur resumed its international activities in the second half of last year with a campaign focused on promoting Brazil's natural destinations, launched in Japan during the 2021 Olympic Games. It also resumed its participation in fairs and formed strategic alliances in Dubai to promote natural destinations. of Brazil in the Middle East, among other actions aimed at strengthening tourism activity. Following trends and tourism intelligence, the agency has been working to reposition Brazil as a naturally safe destination, where millions of visitors will be able to reconnect with nature, while also avoiding the crowds of large tourist centers.
One of the most significant achievements of the policies carried out by Embratur and the Ministry of Tourism last year was the election of Brazil as the site of the first office of the World Tourism Organization (UNWTO) in Latin America: the official announcement was made at the last meeting of the organization, which took place in Madrid, Spain, in December 2021. The office is expected to become operational at the end of this year and help expand the international presence of Brazil and the region as tourism powers .
Brazil's priority for 2022 is the total reactivation of a sector that, until 2020, represented 8% of the national GDP. In the last quarter of last year, Embratur activated promotional campaigns in the South American countries that send the most tourists to Brazil, such as Argentina, Chile, Paraguay and Uruguay, anticipating that tourist demand will reactivate this summer season. “We also want to work with our neighbors to jointly promote the destinations in the region so that whoever travels to South America visits more than one country; we want to position ourselves jointly among the main global players. We have everything for that,” said Brito.
Before the pandemic, around 1.9 million Argentines traveled to Brazil each year, almost 40% of the total number of international visitors that the largest country in Latin America receives annually. The Brazilian authorities anticipate that, due to the accumulated demand, a majority of Argentines who vacation abroad will choose Brazil during this 2022.
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