Tourism in Brazil Hannah Mayor - 15597976

Introduction - mobilities and the experience

Brazil is the 5th largest country in the world (GeoHive, 2016) offering a diverse cultural experience for visitors to appreciate. In addition to Brazil's stunning scenery it also offers many natural and cultural resources. The main characteristic of Brazil include climate, coastal resources and cultural resources which all create an appeal for tourists to want to travel Brazil.

"The concept of Mobilities encompasses both the large-scale movements of people, objects, capital and information across the world" (Hannam, Sheller & Urry, 2006). Mobilities is linked to tourism because without the movement of people and inanimate objects tourism/events would not be remotely possible. As movement is the key element in tourism. The experience economy is crucial in tourism to ensure tourists receive the highest amount of satisfaction from their travels which is made possible by different services and staged experiences emerged together to make a memorable experience. Without reaching a high level of visitor satisfaction many visitors will go on to create bad publicity through the circulation of bad reviews.

Included in this website will be multiple different aspects of tourism/events, showing the success of this industry within Brazil to present a solid conclusion on whether Brazil is the ideal location for a large cultural event.

Aims of website

• Analysing Brazil’s Resources, Events and Tourism

• Conclusion on level of potential for large cultural Event

• Discover Brazil's travel trends and flows

South America

Domestic travel trends

Domestic travel has increased significantly over the past decade due to the change in Brazilians quality of life; higher income. With 53% of Brazil’s population belonging in the middle class in comparison to 38% in 2002 (Rio Times, 2012). Therefore enabling them the opportunity to explore Brazil, capturing the stunning scenery that Brazil offers. The Brazilian Tourism office have revealed statistics that “60 million Brazilians travel around the Country, but there are still 70 million ready to enter that market”. There is extreme strength in domestic tourism in Brazil, it comes in multiple forms; business, ecological, sporting, cultural, religious (Ministry of Tourism, 2016). This proves that domestic tourism within Brazil is on the incline and hosting a cultural event will help boost tourism for both domestic and international visitors contributing to a boost in participation in events in Brazil.

Domestic tourism has crucial beneficial factors for the economy in 2014 alone domestic travel expenditure generated 94.7% of direct Travel & Tourism GDP compared with 5.3% for visitor exports” (World travel and tourism council, 2015). These figures show Brazil rely on domestic tourism to help their economy as foreign visitors only account for 5.3% towards Brazil’s GDP.

Figure 1 (Tourism Contribution to GDP, Source: World Travel and Tourism Council, 2015)

Travel flows

For a developing country tourism is crucial to help boost the economy. Especially hosting mega-events as it creates a catalyst for growth in the country in regards to their tourism industry. Brazil is visited by international arrivals from all over the world, USA topping the statistics with 2.22 million visitors travelling from USA to Brazil in 2015 (Statista, 2016). USA is high in generating arrivals due to the diverse levels in their cultures therefore want to travel to experience it. Tourist can experience the climate and the cultural aspects of Brazil which they do not have in North America for instance. Over the past years, Brazil has been in the spot light across world due to hosting two of the most prestigious sports events in the world; FIFA World Cup and the Olympics. During 2014 and 2016 tourist’s arrivals numbers increased due to spectators coming to watch events.

During June 2014, the month of the FIFA tournament, Brazil welcomed 1,018,876 international visitors “a number nearly triple the 350,025 tourists that visited the country in 2013” (Rio Times, 2015). Mega-events help promote countries to the world and leave a legacy. Also hoping to contribute to a yearly increase of international tourist’s.

fifa world cup 2014

Figures below show international arrivals into Brazil from 2013 to 2014, arrivals increased by over 10.6%. Reasoning behind this being 2014 was the year Brazil hosted the FIFA World Cup, this is a one-off event in Rio compared to Rio carnival which is a recurring event hosted in the city.

Figure 2 – International tourist arrivals (UNWTO, 2016)

Transport

Transportation is a key element within the events/tourism industry for visitor, without suitable and efficient transportation links it slows down the active movement of visitors. Creating a lack of mobility and affecting the experience of the individual. Firstly, the most ideal mode of transportation for visitors who are transporting across Brazil is air travel due to the large land mass of Brazil. Travelling by air is the quickest method to allow visitors to experience fully what Brazil must offer by travelling from a highly-developed Rio de Janeiro to the Amazon rainforest. A common method to explore the cities of Brazil is the local bus services, this is affordable and travels to multiple destinations helping visitors get to know the city and venture into rural destinations. Brazil has “an extensive network of long distance bus and coach services on offer” (World destinations, 2016). Hosting the 2016 Olympics Games has made Rio develop their metro links in the city to allow for a higher volume of visitors not only for the Olympics but future events in the city (Guardian, 2016, A). Fares are cheap and regular services are run to make it accessible for both locals and tourists. Each of these methods are relevant for tourism and events as it shows that the city can cope with a high demand of people using public transport which is a crucial element when planning an event.

Metro service - Rio de Janeiro

Destination resources/ Key events

Brazil is renowned for its large-scale events celebrating its culture, attracting many from across the globe. Brazil has also had the opportunity to host some of the most prestigious events in the world; The FIFA World Cup and the 2016 Rio Olympics/Paralympics. These events helped bring publicity to Brazil, helping to benefit future tourism and events prosperity in the near future as it brought many international visitors to Brazil with the hope they will return in the future.

The most famous event being the Rio Carnival which attracts thousands over the 5 days each year. Brazil approximately welcomes “977,000 tourists” (Rio Time Online, 2015). Rio carnival is an exhilarating event attracting domestic and international visitors who want to experience first-hand the culture of Brazilians through the interpretation of music, dance and lots of partying spread across the week of festivity. Brazil has such a diverse culture and by hosting this event which date backs to the late 19th century helps educate whilst at the same time entertaining visitors.

Brazil is rich in cultural resources however has a breathing taking array of natural resources which has high appeal to visitors especially international. The main vocal point of Brazil’s cultural resources is the Amazon rainforest spread over “1.4 billion acres of dense forest” reaching into a total of 9 countries in South America (World Wild Life, 2016).

The Christ the Redeemer statue located in Rio de Janeiro is an iconic religious symbol which many travel from around the world to visit. It is situated on the peak of Corcovado mountain, which allows for there to be a visible view point from many locations in Rio de Janeiro of the monument which is now considered one of the 7 new wonders of the world (World New 7 Wonders, 2016).

A main natural resource which international visitors come to observe in Brazil is the coastal resources. Brazil is known for its miles of stunning beaches, the most popular being Copacabana beach which host celebrations for New Year’s amongst one of the best new year’s parties in the world. “Brazil attracts an astonishing two million people each year” for a night of cultural festivities’ (Rio, 2016). This event appeals to international visitors to branch away from their traditional New Year celebrations at home and witness what Brazil offers, especially experiencing the cultural aspects as Brazilians believe in starting a prospective new year with traditional celebrations. For instance, Brazilians and visitors wear white to represent hope and prosperity for the future. Other popular beaches in Brazil include Ipanema, Bahia State and Rio (Guardian, 2009, B).

Christ the redeemer

Case study

Rio Carnival is a distinctive event, known all around the world as a display of Brazilian culture celebrated 40 days before Easter at the beginning of Lent. The city transforms into a showcase of samba dancing and elaborate floats all created my local manufactures. Rio carnival proves that Brazil has the capability to host large cultural events as there has never been any issues surrounding this event apart from minor crimes which is common in this part of South America which has given the city a negative outlook for potential tourists (BBC News, 2014). Rio welcomes 920,000 international visitors as well as domestic visitors (Guardian, 2014).

Around 200 samba schools take part in the 5-day celebration showing how the recurring event is helping locals by getting them involved and contribution to the economy by year on year continuingly preparing and hosting the event which attracts so many people from around the world.

Brazil has seen minor benefit to Brazil’s economy, quality of life and ability to cope with the demand of hosting a large event. Due to the rising number of international visitors to carnival, the economy is being boosted by the amount tourists are spending especially on accommodation. In 2015 the city saw 85% levels of occupancy across hotels showing how high in demand the event is (Rio City Council, 2016). The infrastructure and development is giving the city the regeneration needed to appeal to tourists from all around the world. As a destination which has been regenerated will entice visitors to travel to Brazil because the city has been given a new lease of life.

Rio carnival

SWOT Analysis

Brazil is a unique destination facing multiple strengths in addition to weaknesses in terms of events/tourism. Brazil offers a wide range of attractions, resources and events throughout the year to attract international visitors which also appeal to locals.

Strengths

Brazil is culturally diverse compared to many developed countries in the world. Brazil have used the Amazon Rainforest to their advantage in relation to tourism by combing tourism successfully with conservation and development by offering tours into the Amazon. Brazil is also seen as politically stable apart from the high levels of crime and homicide in the capital in the shanty towns. The landscape and rich wildlife in a main appeal when tourists choose to travel to Brazil. The expansion of the metro service in 2016 improves transportation links in the city, also a safe method of transportation for tourists.

Weaknesses

Crime is a common reoccurring problem in Brazil, with muggings amongst tourist’s happening daily due to their vulnerability in the city. This is a common trend as to why people don’t want to travel to Brazil.

Opportunities

Brazil has a large land area and a relatively small population in regards to ratio, giving Brazil the opportunity to expand and build new infrastructure to help widen its tourism and event appeal. Move into the religious tourism/events market more incorporating the Christ the Redeemer statue to appeal to a new type of tourist.

Threats

Due to the nature of the amazon rainforest preservation is essential that tourism does not have any environmental impacts on the rainforest as it is a delicate wildlife system so Brazil needs to ensure daily visits are limits are not exceeded and crowd control is monitored so the habitat is not destroyed due to tourism. Climate change can also be a potential threat to tourism and events within Brazil. Especially the weather changes as tourists will not want to travel to a destination in cold temperatures. Crime is also a possible threat as gangs in Rio can potentially begin harming tourists to make money.

Recommendations for client

Brazil is a country with outstanding scenery and an array of potential for further development especially in the aftermath of the FIFA world cup and 2016 Olympics. These events are the starting point for Brazil to put themselves back on the map for tourism and events. Hosting a cultural event in a destination with a selection of resources creates an appeal to global visitors but also domestic tourists. Brazil is an ideal location to host a cultural event due to the development in intrastate especially the expansion of the metro lines. The only issue would be high levels of crime but addition police control at events can help solve this issue in order to ensure visitors are kept safe.

Conclusion

Overall looking at information presented throughout the website, Brazil has the potential to host a large cultural event as there is already so many successful events happening year on year in this diverse country. Two major factors which influence whether to host a cultural event in Brazil is whether transportation is accessible to all and whether events are welcomed within Brazil. Firstly, transportation links in Brazil are highly developed from previous events hosted in and around Rio making it convenient for a high capacity of visitor’s transport around the cities without hassle and delay. Secondly events are highly popular in Brazil which is highlighted through a use of different sources to gain information on successful events. Therefore, concluding that Brazil is a dynamic location for a cultural event.

Ipanema beach

References

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Credits:

Created with images by charlesmackaycm - "christ the redeemer rio de janeiro brazil" • WikiImages - "south america continent land" • Alexandre Breveglieri - "Belgium vs Korea - SP - FIFA World Cup Brasil 2014" • Rodrigo_Soldon - "Metrô do Rio de Janeiro" • dany13 - "DSC00035/Brazil/Rio de Janeiro/Christ The Redeemer" • sfmission.com - "Grand-Rio-31.JPG" • over_kind_man - "Mike Vondran, Ipanema Beach, Rio de Janeiro, Brazil January 3 2009."

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