Aquarela Plan 2020 International Tourism Marketing - Brazil Network

New Plan
for a New
Phase
The diagnosis work
and preparation to
build a strategy of
touristic marketing
in the decade
of the World Cup
and the Olympic
Games s in Brazil
fulfilled a series of
stages. Since 2008,
the Embratur has worked
with its professional team,
accomplished studies, trips,
meeting and is preparing to know
the functioning and calendar of the World
Cup. When Rio de Janeiro was chosen to
host the Olympic Games in 2016, it
incorporates a great challenge, preparing
the actions of international promotion of
the Brazilian tourism.
A balance of the results achieved was made
for the international promotion carried out
by the Embratur since 2005, and under
the guidelines of the Aquarela Plan, a new
research with various people was made to
trace the future scenario. The challenge is
to build a Marketing Plan that is capable to
correspond to the necessity of promoting
the country, to take advantage of the
chances brought for the great sporting
events and at the same time carry on
the marketing of the products and Brazilian
touristic destinations abroad.
Aquarela Plan 2020 must be up dated
yearly, according to the evolution of
the external and internal scenario, as
well as in function of the realization of
the annual goals.
Strategic Aims
The Aquarela Plan 2020 was conceived to
answer to the following objectives for the international
tourism in Brazil:
To improve and to have a good result of a
long deadline in the work of international
touristic promotion of Brazil.
To involve the public and private institutions
of the national tourism in a unified strategy
of the country to take advantage the future.
To promote Brazil as global touristic destination
of professional way, based on studies,
research and goals of results beyond 2014
and 2016.
To advantage of the great worldwide sporting
events to make Brazil be know by the
world as touristic destination.
Performance Axles
To learn with the previous experiences of
the countries that has already carried out
these sport events, more than anything else
the way they had integrated the chances
for the tourism and the image of the country.
The participation in the programs of the
South Africa World Cup and of the Olympic
Games of London will bring new possibili-
21
ties to the work of international promotion of
Brazil, allowing bigger approach with sports
directors, relationship with the international
press and the establishment of a platform of
high-quality in the partnerships with FIFA,
COI and the committees Brazilian organizers
of the events.
To innovate, maximizing the results for
the Brazilian tourism, building a Brazilian
experience, observing the particularities
of the country and the historical opportunity
to accomplish, during three
years (2013-2016), the two most famous
events of the planet.