The primary main challenge of Brazilian Academy of Occasions and Tourismor Brazil 2030¹, is 5 years previous and is talked about within the article² in Evaluate of the Academy n.8do the professor Eduardo Mielkeits supervisor:The examine was carried out in 2017/8, on the request of director Sergio Junqueira, in the course of the administration of the late Sérgio Pasqualin. Within the examine, we utilized a Delphi (qualitative analysis technique) the place the aim was to seek out out from teachers and consultants how they perceived the way forward for the tourism and occasions sector within the nation. The principle benefit of making use of this type of methodology is the connection. Consensus-seeking by connecting with those that are on the entrance traces, on the forefront and who’re privileged to see the trade like no different. An outline, strong and profound”.
5 years later, lots of his conclusions stay legitimate, some denoting the little area we have now gained. Listed below are a few of them:
“Though there’s a Ministry of Tourism, the sector shouldn’t be acknowledged as a strategic instrument for financial growth.”
“The angle on the significance of Municipalities for the occasions and tourism trade should be saved, regionalization solely works on paper”.
“Associativism has by no means been so essential as on this present state of affairs, made up of mistrust and insecurity”.
“Given the true state of affairs of Tourism Insurance policies, it’s important to renew the dialogue on institutional strengthening and on the position of our consultant organizations within the occasions and tourism sector! So long as we’re scattered, every taking a look at his navel, we won’t advance ”.
Reported by Shin Suzukion BBC Information Brasil, study³ by prof. Alessandro Panosso Nettonice companion of the Brazilian Academy of Occasions and Tourism and of the LAB Academia, brings some conclusions according to the state of affairs outlined in “Brazil 2030”.
“The survey notes that, even in the course of the worldwide tourism increase of the final decade, Brazil remained at simply over 6 million international guests a yr. Throughout this era the nation nonetheless had the uncommon alternative to host a World Cup and an Olympic Video games inside two years, however the progress between 2014 and 2019 was negligible: a slight enhance (which may also be seen as stagnation ) from 6.31 million to six.35 million”.
“Brazil shouldn’t be even on the World Tourism Group’s checklist of the 50 international locations with probably the most vacationer arrivals. For comparability functions, a single location in Vietnam, Ha Lengthy Bay, obtained almost the equal of Brazil’s complete quantity: 6.2 million, in accordance with Euromonitor. Vietnam as a complete accounts for 18 million worldwide vacationers every year.” The evaluation carried out by the Particular Secretariat for Productiveness and Competitiveness, linked to the Ministry of Economic system, final yr states that: “Brazil shouldn’t be a part of the worldwide tourism routes, in Brazil 93% of tourists are native”.
For Alexandre Panosso Netto, Postgraduate Coordinator in Tourism on the College of São Paulo (USP), this growth path doesn’t change into a severe state coverage for a couple of causes: “the competitors of the assorted fields and the misunderstanding of the constructive sides of tourism as a vector and lever of social inclusion, enhancement of tradition and diversification of pondering and studying“.
“Violence, corruption, a hostile surroundings for ladies and the LGBTQ+ public, added to the deterioration of the nation’s picture lately in fields such because the surroundings and the administration of the coronavirus pandemic, don’t create a really engaging state of affairs to think about for vacationers Brazil as a vacation spot”, says Panosso Netto.
The researcher additionally says the nation’s hyperlink to tales involving corruption”affect the way in which home and worldwide vacationers see Brazil as a vacation spot. If it’s a vacation spot with studies of corruption, it may also be assumed that it’s an unsafe vacation spot“.
The examine cites an index created by journalists Asher and Lyric Fergusson(4) which ranks probably the most harmful international locations for solo feminine travellers. Brazil occupies the second place, behind solely South Africa.
Even the change of the official Brazilian tourism slogan in 2019 didn’t assist the Brazilian picture. The phrase used for the promotion, “Visita e amaci” (Go to e ame, within the literal translation), was thought-about to be of poor fluency and strange building in English, in addition to ringing with sexual connotations.
In an article within the e-book Vacation spot Advertising and marketing (5), Bruno WendlingSecretary of Tourism of MS, additionally offers with the problem of Marca Brasil: “The dearth of continuity of public insurance policies that, up to now, have been deliberate and carried out, is without doubt one of the fundamental bottlenecks of the shortage of positioning and administration of the Vacation spot and Model Brazil. Talking of Marca Brasil, I can’t fail to precise my indignation on the change of the model that represents our nation, exactly as a result of a query of ideology, lack of technical and managerial expertise and the unilateral choice of the president of Embratur”.
An announcement according to the examine by Panosso Netto: “Particular tourism insurance policies should be based mostly on an ongoing planning course of. For a extra sustainable growth of the sector, the Ministry of Tourism and Embratur should have nice technical high quality, with long-term planning”.
Returning to Wendling’s article, “the absence of a structured public coverage is the results of an absence of expertise, data and a focus, it doesn’t prioritize tourism as an financial exercise, utilizing the portfolio solely as a coverage instrument. This isn’t a direct criticism, simply an commentary, which sadly is the fact of most locations in Brazil. Senior leaders (president, governors and mayors) nonetheless don’t connect significance to the tourism portfolio within the composition of the federal government. It continues to function a political bargaining chip, the place individuals who do not have the profile to be there are assigned, resulting in an absence of planning, course, and consequently, limiting the vacation spot’s capacity to develop.”.
And, Wendling continues: “The absence of administration and advertising within the Brazil vacation spot has been recognized for years. That is a simple assertion to make. The numbers, the absence of a transparent positioning, methods and actions aimed on the market, the lack of picture of a beautiful vacation spot are among the factors that lead me to this conclusion”.
“Just a few years in the past, Brazil already had a well-defined technique, be it nationwide promotion with the Ministry of Tourism or worldwide with Embratur, engaged on the segmentation of provide and demand, with campaigns designed ranging from a clearer and extra investments (though at all times under what we would have liked) accomplished with a minimal of technical consistency. There’s now a administration chasm, with no clear market-aligned public coverage, no governance on the nationwide degree. This demonstrates the ineffectiveness of the Nationwide Tourism Council, which in the course of the pandemic has not met even as soon as to stipulate widespread methods aimed on the restoration of the sector, in addition to the shortage of clear programming, with concrete goals and targets, to information actions of the Brazilian states and locations”.
At this second through which the States and Brazil are getting ready to resume their management, we hope that the ruinous discovery of Bruno Wendling and Panosso Netto won’t be repeated by the newly elected. It’s crucial that the positions within the Ministry of Tourism, in Embratur and within the Secretariats of State are crammed by individuals with a profile that permits them to know the significance of the occasions, tourism, journey and leisure trade as an financial issue , but in addition for the cultural growth and transmission of data.
² “The place are our key shifts for 2023 – 2026”, Dr. Eduardo Mielke, Revista Academia n. 8 – http://bit.ly/3WQBnH8
5. Vacation spot Advertising and marketing – Dr. Eduardo Mielke and others – 2022 – https://www.editorareflexao.com.br/universidades/grupo-conecta-eventos/marketing-de-destinos