Outstanding presence of EMBRATUR at FIEXPO Latin America

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Outstanding presence of EMBRATUR at FIEXPO Latin America
Source: Travel2latam
June 15, 2022

Brazil seeks to strengthen its ties with Panama to boost its tourism industry

Brazil wants to take advantage of the Fiexpo Latin America 2022 fair, which is being held for the first time in Panama from June 13 to 17, to show the quality and variety of its tourist offer and strengthen commercial ties and air connectivity between the two countries.

"Brazil has as a priority the recovery of its tourist activity, which until 2020 represented 8% of the country's GDP, providing employment and guaranteeing the activity of millions of small companies in the sector and for this reason the Latin American market is a priority," said Silvio Nascimento, president of the Brazilian Agency for the Promotion of International Tourism, EMBRATUR.

Having received some seven million foreign visitors per year until 2020, Brazilian tourism is gradually recovering from the disruption caused by the pandemic. After two years of restrictions, tourism in Brazil is recovering: in the first four months of 2022, more than 962,000 tourists entered the country, 60% more than the flow of all of last year, when 596,700 international visitors were registered.

“We are deepening all promotional actions, and since 2021 we are participating in the main tourism fairs in the world, to add new interlocutors. Panama is a confluence destination, a very important hub at a time when the airfrequency map of South America is not yet fully restored”, explained the Brazilian official.

In 2020 alone, EMBRATUR expects to invest more than R$ 100 million (about US$ 20 million) in promotional actions, which represents an increase of 74% compared to the investment in 2020. The resources will be used for advertising campaigns, presence in the main international fairs, roadshows, and press trips, among others.

In 2021, the Brazilian government not only granted more than a billion dollars in aid to companies affected by the curb on tourism forced by the pandemic, but also restarted its international promotion activities with the disclosure of its advances in biosafety and creation of unique health protocols for all tourist establishments in the country. Embratur launched a campaign at the Tokyo Olympics and participated in the tourism fairs in Dubai, ITB China, WTM London and FIT in Buenos Aires. In December, the World Tourism Organization, UNWTO, distinguished Brasilia as the first future headquarters of the organization in American territory.

Until before the pandemic, the countries that sent the most foreign tourists to Brazil were Argentina (close to 40% of the total) and the US, followed by the countries of Paraguay, Chile and Uruguay. Brazil is recovering its growth and in the first four months of 2022 more than 962,000 tourists entered the country, 60% more than the flow of all of last year, when 596,700 international visitors were registered.

The International Fair of the Market for Meetings and Incentive Travel in Latin America and the Caribbean, FIEXPO, is the most important at the regional level for the segment of the Meetings, Events and Incentives industry. On the continent, it is the only Industry Partner of ICCA (International Congress and Convention Association).

For the first time, Fiexpo will take place in Panama City from June 13 to 16, 2022, coinciding with its 15th anniversary, which it celebrates with a great agenda of activities such as the 9th Latin American Political Forum on Meeting Tourism, which will convene the main tourism authorities in the region to discuss issues such as the importance of a destination's brand for its international projection, and investment and promotion as key to capturing events.

There will also be the Convention Bureau One Day Challenge, the Next Generation Summit and a great academic program designed to address the needs of the industry; with free educational sessions open to the public on topics such as the impact of sustainability strategies, the incorporation of disruptive technologies, mindfulness in the post-pandemic era, and business development in the midst of major geopolitical changes.

The activities will take place on June 13 and 14, 2022 at the Sheraton Grand Panama hotel and the Aloft hotel; while the Trade Fair and business sessions will take place in the new Amador Convention Center on June 15 and 16. As in previous years, it is expected to bring together more than 600 tourism professionals, meeting organizers and corporate events from the United States, Canada, Europe and Latin America. For three consecutive years, Panama will be the host country of FIEXPO, as part of the strategy implemented by PROMTUR Panama that seeks to attract the country, through its Incentive Plan, to the main international events.


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