São Paulo – Brazil is planning to advertise itself further as a tourist destination in the Arab world. The Brazilian Tourism Institute (Embratur), tied to the Ministry of Tourism, should begin working in tandem with other government organizations to attract Arab tourists to Brazil. The information was supplied by Tourism minister Vinicius Lages in an exclusive conversation with this ANBA reporter, this Thursday (25th) at the 42nd Abav Expo, a fair sponsored by the Brazilian Travel Agencies Association.
Presently, Brazil’s tourism promotion is largely focused on Latin American and European countries, plus the United States. According to Lages, a broader publicity in Arab countries is already on the ministry’s agenda. “We have discussed the issue this morning in a workshop about the new plans for Embratur and the new promotion strategy for the country. I think Brazil is well poised as a tourist destination. The World Cup has showed this very clearly, and we must sustain this position,” said Lages.
When asked about the actions being devised for the Arab market, the minister mentioned partnerships with other government organizations. “At this time, Embratur does not work with Brazilian diplomacy in Arab countries, nor with the Apex (the Brazilian Export and Investment Promotion Agency) in the region,” the minister said.
“The Apex is active in the Middle East; it has an office in Dubai I have been to on three occasions. We can join forces and create synergy. Just like Brazil promotes its coffee, food and manufactured goods in Arab countries, we could also promote tourism. These are some of the ideas we have discussed today as part of the plans for months to come,” he revealed.
At the fair, Lages gave a presentation to the press to mark the launch of Agência de Notícias do Turismo (Tourism News Agency), a website designed to release information to other media outlets. The site will air news about tourism in Brazil, plus an image bank, videos, a radio newscast and other promotional materials on Brazilian tourist destinations.
According to Lages, the site was launched in Portuguese and will have versions in English and Spanish. However, the minister did not rule out the possibility of an Arabic version. “We are very much interested in the Arab world. Of course, our site will not be that segmented at first, but eventually, who knows? In addition to sustaining cultural ties through immigrant presence, Brazil and Arab countries also share air routes,” the minister remarked.
“As our relations evolve, we customize our information so we can have the best possible tourism news agency and serve the interests of end users,” said Lages, adding that being in good terms with journalists in the Arab world is crucial.
Arabs at the fair
For their part, Arab countries are also interested in attracting Brazilian tourists. The Moroccan Tourism Delegation, for instance, is featured at Abav Expo for the first time, with its own stand.
“We have a 100 square-metre booth to showcase the potential of tourism in Morocco. We have brought 30-plus operators to the fair,” said the delegation’s joint director Fouad Bouchama.
According to him, Morocco’s main tourist attraction is its diverse geography, ranging from snowy mountains to a large desert. He also mentioned the imperial cities of Rabat, Fez, Meknes and Marrakesh, all of which major tourist sites.
According to Bouchama, 16,000 Brazilians visited Morocco in 2012 and over 26,000 last year, when the country hosted a FIFA Club World Cup match between the local team Rajah Casablanca and Brazil’s Atlético Mineiro. “In 2014, we are expecting to exceed 30,000 [Brazilian tourists],” he said.
Palestine
Palestine is another Arab country looking to attract Brazilian tourists at the Abav fair, especially religious ones. “We are showcasing several pilgrimage programs, catholic and evangelical, because Brazil is a major issuer of religious pilgrims. Presently, Palestine receives roughly 30,000 Brazilians per year, at four- and five-star hotels,” said Ali El-Khatib, who coordinates the Palestinian stand and represents tour operator Net in Brazil.
At the Palestinian stand, visitors will find four operators introducing destinations in the country and in neighbouring nations such as Jordan. According to El-Khatib, Palestine’s hotels are one of its highlights.
“Hotel industry executives are deeply concerned with quality. Every three or four years, the hotels undergo renovation, adaptation and modernization,” said El–Khatib, adding that the cuisine is another highlight.
Etihad
The United Arab Emirates’ Etihad Airways has designed its stand mostly to strengthen its ties with local travel agencies.
The company is also advertising the main tourist spots in Abu Dhabi, such as Ferrari World Abu Dhabi. Visitors at the airline’s stand can also take pictures wearing typical Arab attire.
Operator Egípcia Tours, which offers trips to Egypt, also has a stand at the event. The Abav fair will continue until next Sunday (28th).
42nd ABAV International Tourism Expo
Anhembi Park – Av. Olavo Fontoura, 1209 – São Paulo – SP
Until September 28th, 2014
For industry professionals only, from September 24th to 26th (Wednesday to Friday), from 10 am to 6 pm
Open to the general public on September 27th and 28th (Saturday and Sunday), from 2 pm to 8 pm
Information: www.abavexpo.com.br
*Translated by Gabriel Pomerancblum
