Promotion of Brazil in the 1st semester generates R$ 16.5 million in business expectations

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Promotion of Brazil in the 1st semester generates R$ 16.5 million in business expectations
Source: Embratur
August 01, 2022

Advertising campaigns, international fairs, press trips and other promotional initiatives by Embratur contributed to the attraction of more than 1.2 million tourists in the first six months of 2022


Embratur has intensified the initiatives that present to the world a Brazil of incredible and sustainable destinations. This year, the Brazilian Agency for International Tourism Promotion partnered with Sebrae to strengthen the international promotion of Brazilian tourism. The initiative expanded the scope of the actions carried out by the Agency, which resulted, in the first half of 2022 alone, in three advertising campaigns in strategic countries, participation in six major international fairs and the organization of five press trips with foreign journalists.

These are actions that promote the economic and social development of the country. To give you an idea, the mere participation in the main international fairs can generate business in excess of R$ 16.5 million. In addition, there was an increase of more than R$ 48.5 million (US$ 9.4 million) in travel packages to Brazil and accommodation in the country, purchased from Online Travel Agencies (OTA's). Also noteworthy are the public relations actions with the foreign press, which recorded a Return on Investment (ROI) of around R$ 7.7 million.

“The various actions of Embratur in the world were of great importance for the resumption of international tourism in Brazil in 2022. In just six months, we more than doubled the number of foreign visitors compared to all of 2021, exceeding 1.2 million visitors. foreigners still in June. We are sure that with the promotion of our destinations we will return to the level of 2019 as soon as possible”, says the president of Embratur, Silvio Nascimento. The entry data of foreign tourists are from the International Transit System (STI) of the Federal Police.

The promotion of Brazilian products, services and tourist destinations abroad by Embratur also had other important actions. The reinforcement of advertising implied the realization of roadshows, workshops, sponsorship of large-scale events, as well as meetings, encounters and alliances signed with national and international commercial agents.

Advertising campaigns in strategic markets
In the first half of the year alone, Embratur promoted three advertising campaigns. The pieces were broadcast on the most diverse commercial platforms in strategic markets for Brazilian tourism and, together, generated 1.6 billion hits (TV, foreign media and Internet), with more than 9 thousand tickets sold (Expedia, Skyscanner and Hotelbeds) for Brazil, in addition to 28,255 rooms reserved during the action period. This result represents an increase of US$ 9.4 million in trips to Brazil and a 20% increase in Visit Brasil's social networks during the broadcast period of the pieces, with more than 421,000 visits.

Two took place in the United States: “Brazil is visa-free. Come visit us!”, broadcast between November 2021 and February 2022, and “Visit Brasil. A WOW EXPERIENCE”, between May and June 2022. The initial piece included actions on television, internet and foreign media, with the aim of reinforcing the ease of arrival in Brazil due to the absence of a visa. Alone, it generated an increase of US$ 5.7 million in trips to Brazil from the United States using only Expedia, in addition to having a positive impact on the search for the “visitbrasil” website, with a growth of 78%.

The campaign, promoted between May and June 2022, which had an alliance with Sebrae, aimed to consolidate Brazil as the best nature/ecotourism and sun and beach destination for North American tourists. With a fun theme based on American slang and customs, it generated an increase of US$ 3.7 million in trips to Brazil (Expedia, Skyscanner and Hotelbeds) from the United States, with more than 3 million views of the videos of Visit Brazil social media campaign.

In South America, the campaign had the theme “One, two, three, Brazil!”, between December 2021 and January 2022. Broadcast in Argentina, Chile, Uruguay and Paraguay, the action aimed to promote Brazil as a great travel option in the high summer season. Also active on multiple platforms (internet, TV, magazines and open-air digital media), the initiative generated more than 246,000 accesses to the “visitbrasil” website, an increase of 281% in searches for the words “Brasil” and “Visit Brasil”. Brazil” on Google and reached 120 million views of the campaign videos.

Presence in the main international tourism fairs
Participation in the main world fairs has once again become one of the main channels for the international promotion of tourism in Brazil, after cancellations, suspensions and postponements due to the Covid-19 pandemic . In the first half of the year alone, Embratur had its own stand at six events: Fitur – Madrid, ANATO – Colombia, BTL – Portugal, BIT – Italy, IMEX – Germany and Fiexpo – Panama. Together, the shares add up to a business expectation of around R$ 16.5 million.

The first was held in Madrid, Spain, in January this year. The traditional Fitur ended with more than a thousand meetings and contacts made, of which 920 with members of the public sector and another 319 with representatives of the private sector. Fitur, alone, generated business expectations of R$ 7.8 million.

In February, Embratur was at the ANATO Tourist Showcase – Colombia. The Agency and its co-exhibitors held 1,200 meetings or contacts with local operators, in addition to 244 with members of the private sector. Only in this action, which lasted three days, the business is expected to reach R$ 4.5 million.

Between March 16 and 20, it was the turn of the Lisbon Tourism Board – Portugal to have a stand for Embratur and its co-exhibitors. In total, 891 meetings/contacts were held with the public sector and another 907 with the private sector. The business expectation of BTL Lisboa is R$ 1.4 million.

In April, Embratur arrived in Italy to participate in the Borsa Internazionale del Turismo (BIT), in Milan. During the three days of the event, the Agency and its co-exhibitors met with 761 business representatives (611 from the public sector and 150 from the private sector). The business expectation for participation in the Italian fair is R$ 307.2 thousand.

Embratur's penultimate participation in fairs in the first semester was at IMEX – Germany, in Frankfurt, between May 31 and June 2. On that occasion, there were 56 contacts with agents from the public sector and 278 with representatives from the private sector. The business expectation of the share is R$ 1 million.

To culminate its participation in the main international tourism fairs in the first half of the year, Embratur was also present at Fiexpo Latin America, in Panama, between June 14 and 16. The itinerant fair is among the main events aimed at promoting infrastructure and the provision of services related to the business, events and incentives (MICE) segment in South America, Central America, the Caribbean and Mexico. In total, 239 meetings and contacts were held (29 with the public sector and 210 with the private sector), which generated business expectations of R$ 1.4 million.

Presence in thematic fairs
In addition to the main international tourism fairs, Embratur was present in strategic and thematic events. In May, the Agency promoted the National Parks of Brazil during Adventure Elevate, in the United States, which brought together the main leaders and professionals of ecotourism and adventure tourism in North America. For three days, Embratur delivered promotional material (ecotourism and adventure maps), made available a QR Code to download the e-book "National Parks of Brazil" and held 22 meetings with participants, including operators, agencies and media specialists.

In July, the Agency was at the International Convention of Allied Sportfishing Trades (ICAST), the world's largest sportfishing fair. Between the 19th and the 22nd, 21 meetings were held with operators specialized in sport fishing, in addition to meetings with the General Consultation of Brazil in Orlando, with the International Sport Fishing Association (IGFA), with the ICAST presidency, with the -Chamber of Commerce and Airlines of Central Florida.

Press trips present Brazilian beauties to foreigners
To show Brazil and its beauties to strategic markets, Embratur carried out five press trips in the first half of 2022. Journalists and influencers from Spain, Chile, Paraguay, the United Arab Emirates, the United States participated in the actions. United and Portugal. The groups visited four Brazilian regions, passing through 17 municipalities and visiting destinations such as Caraíva (BA), Lençóis Maranhenses (MA), Porto de Galinhas (PE), Bonito (MS), Manaus (AM) and Rio de Janeiro (RJ).

The actions, carried out in partnership with Sebrae, resulted in more than 1,700 publications between articles and content for social networks, generating a return on investment of R$ 3.72 million.

The program carried out by Embratur led professionals from Portugal to discover the beauties of Bahia, while the Spanish were pioneers in the Route of Emotions, passing through Maranhão, Piauí and Ceará. Chileans and Paraguayans have already visited Pernambuco, discovering and promoting destinations such as Porto de Galinhas and the São Francisco Valley. The group from the United States experienced the beauties of Mato Grosso do Sul, while the representatives from the United Arab Emirates were introduced to a luxury tour of Rio de Janeiro and Manaus.

Brazil in the world press
Serving the press of several countries in the first six months of 2022, Embratur achieved a return on investment of approximately R$ 40 million. 1,181 articles were published in 12 different markets (Germany, Argentina, Chile, United Arab Emirates, Spain, United States, France, Italy, Panama, Paraguay, Portugal and Uruguay).

In addition, the Agency also carried out public relations actions at five fairs in the first half of the year. With participation in ANATO, in Colombia, in BTL, in Portugal, in BIT, in Italy, in IMEX, in Germany, and in Fiexpo, in Panama, more than 400 consultations were carried out, with more than 100 articles published on the participation of the Brazil in events. The return on investments was R$ 4 million.

Roadshows and Workshops
In another alliance with Sebrae, Embratur initiated the Brasil Experience Roadshow, an action that promoted business rounds and trained trade professionals from seven countries. In the first half of the year, the Agency's roadshow was held in Uruguay, Paraguay, Argentina, Chile and Colombia, in South America, as well as in Canada and in four cities in the United States (Chicago, New York, Miami and Los Angeles).

35 co-exhibitors participated in the action, including receptive tourism operators, hotels and hotel chains, municipal and state tourism secretariats, Convention and Visitors Bureaus and airlines. In total, 1,164 agents and operators were trained by Embratur, in addition to 1,925 business roundtables and 13,600 business contacts. The number of affected professionals reached 5,699.

In Brazil, the Agency also initiated a series of workshops in partnership with Sebrae. More than 300 professionals from the tourism sector were trained by the action, which took place in ten Brazilian cities between June and July. The content presented by Embratur brings updates on the market and reflections on the sector. The expectation is that 54 municipalities will be covered by the workshops by 2024.

Sponsorships and collaborations reinforce promotion abroad
Marking its presence and associating the name Embratur with major events, the Agency sponsored three important projects in the first half of the year. The first of them was Gigantes de Nazaré, a global giant wave surfing event, in Portugal. The partnership with the event includes a five-episode webseries (two have already aired on Embratur networks) about Brazilian surf destinations such as Rio de Janeiro, Jaguaruna, Itacaré, Maresias and Fernando de Noronha.

Sponsorships were also carried out with the Ayrton Senna Kart Trophy, which was attended by more than 150 drivers from at least five countries and paid tribute to the Brazilian idol of motorsports; and with the Brazil & Arab Countries Economic Forum, an event that brought together business and political leaders from 22 Arab countries in São Paulo. The ceremony was broadcast live, was attended by the president of Embratur, Silvio Nascimento, and the Vice President of the Republic, Hamilton Mourão, and was attended by more than three thousand people.

In addition to sponsoring and promoting Brazilian products and destinations in the world, Embratur held meetings, participated in meetings and signed alliances to reinforce its mission.

In June 2022, the Agency signed a technical cooperation agreement with the Instituto do Patrimônio Histórico e Artístico Nacional (Iphan). The association's objective is to promote and disseminate Brazil's Historical Heritage internationally, with a validity of 36 months. In practice, the association involves actions to promote the 16 World Heritage cultural sites in Brazil, located in nine states and the Federal District, as well as the 52 cultural assets registered as Cultural Heritage of Brazil, with emphasis on the six included in the United Nations Educational, Scientific and Cultural Organization (Unesco) list as Intangible Cultural Heritage of Humanity.

Other partnerships and shares are being negotiated. In May, Embratur traveled to the United Arab Emirates to strengthen relations with entities, agents and operators in the region. On the occasion, the Brazilian Arab Chamber of Commerce (CCAB) helped the contacts between the parties. There was also a meeting with the Al Rais Group, which served to follow up on the protocol of intentions to establish an association to promote Brazil in the Middle East.

At the beginning of July, during the agenda of a meeting promoted by the Organization for Economic Cooperation and Development (OECD), in Ibiza, Spain, Embratur was invited to become a member of the World Travel & Tourism Council (in English, World Travel & Tourism Council). Municipal) to enhance the dissemination of Brazilian destinations in the world. It is also worth mentioning the holding of meetings and regular meetings with the Ministry of Tourism, municipal tourism secretariats, as well as associations and businessmen linked to the tourism industry, to discuss actions that leverage the development of the sector.

Strategic dissemination actions on YouTube
Another product established in July this year by Embratur ensures the dissemination of the Agency's actions through videos on its YouTube channel. In addition to reinforcing the abundance of destinations and beauties of Brazil, the programs "Embratur News", "Embarque Brasil" and "Redação Turismo" aim to keep the national trade updated on the initiatives of the Agency and its partners in the international promotion of Brazilian destinations and products. 

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