The Covid-19 pandemic has had a robust influence on the tourism business in Brazil and globally, difficult beforehand present market ideas and traveler consumption habits. Restoration plans and targets must be reviewed or we’ll see the enterprise, or what’s left of it, succumb to the truth of the details.
It reveals us up to now that the demand is inadequate to ensure the sustainability of the present initiatives and people but to return. Vacationer locations that rely on the inflow of foreigners will take a number of years to get well. And home tourism, with rising poverty, document family debt and a shrinking center class, will be unable to ensure quick outcomes for everybody.
It is time to react. We must always make the most of these tough instances to attract up a brand new plan for the event of Brazilian tourism. A daring plan based mostly on the growth of the sector, which has the flexibility to boost the nation’s tourism exercise to a brand new degree within the post-pandemic interval.
And what would that plan be? This may, after all, be a restructuring of the Ministry of Tourism, which might be strengthened by the inclusion of three necessary vectors of tourism growth and sources of enterprise, employment and earnings: 1) administration of areas for public use in protected areas; 2) administration of particular areas of vacationer curiosity, particularly territorial, sea and river waters; 3) and administration of historic and cultural heritage, particularly previous public buildings, museums and collections.
All these areas, at present fragmented, could be united, performing synergistically, below the coordination of the Ministry of Tourism, strengthened and with a strengthened technical physique, with the attitude of attracting personal funding and creating a brand new sustainable growth agenda for the nation.
Brazil is likely one of the world’s champions in pure magnificence, but it surely has not been in a position to flip all this wealth into financial alternatives. Environmental companies have up to now demonstrated little skill to make nationwide parks necessary allies for the sustainable growth of communities whereas conserving biodiversity.
The identical might be mentioned for many who take care of historic and cultural heritage. There is no such thing as a nationwide coverage for the restoration of those buildings, deserted and consumed by time. Though this kind of tourism is the eleventh nation with the best variety of World Cultural and Pure Heritage websites, declared by Unesco, it attracts few guests to Brazil exactly due to the shortage of funding and partnership with the personal sector.
The Secretariat of Union Heritage – SPU, linked to the Ministry of Financial system, is taken into account the most important actual property company on the planet. Answerable for the administration of 600,000 federal public properties, SPU can be accountable for marine land administration in strips alongside rivers and waterfronts. Why not permit the Ministry of Tourism to evaluate the potential for higher use of those areas along with states and municipalities?
Each the allocation of public areas of nationwide parks and properties that harbor historic and cultural heritage and particular areas of rivers and seas have to be accompanied by a brand new regulatory framework for environmental licenses, incentive legal guidelines or tax exemptions. entice personal funding.
Brazil is a rustic of continental dimensions. The event of home and worldwide tourism is due to this fact essentially associated to the growth of air connectivity. The civil aviation business was one of many hardest hit by the pandemic. With this angle in thoughts, the brand new plan ought to embody an aggressive coverage of lowering taxes and so-called Brazilian prices, together with ICMS on gas, in addition to a overview of tax advantages geared toward supporting the creation of regional hub-and-spokes. .
This air hub regime is managed by the Nationwide Council for Monetary Coverage – Confaz. Earlier than the pandemic, the factors for the creation of regional hubs must be reviewed, as they’re an impediment to the complete restoration of the sector and make it tough for low-cost airways to enter. It might additionally embody stress-free the principles that at present forestall cabotage flights.
With regard to promotion overseas, tourism must be included within the Brazilian export agenda. Our diplomacy has already demonstrated that it acts with nice competence in opening markets. And it has a protracted custom of negotiations with the World Commerce Group – WTO. Why not use the construction and capillarity of Itamarata’s community of consulates and embassies all over the world to maneuver Brazilian tourism to the primary outbound locations?
On this context, it could even be acceptable to mix the experience of Embratur and the Brazilian Commerce and Funding Promotion Company (Apex-Brasil) not solely to revive the picture of Brazil overseas, but in addition to advertise our greatest vacationer sights in strategic markets. This may require a technical restructuring of Embratur and Apex-Brasil to behave in an built-in, much less institutional and extra business means.
Tourism is predicated on picture. Due to this fact, the sum of the efforts of Embratur and Apex-Brasil, along with consulates and embassies, could be very efficient to put our services and products within the showcase of world tourism with clever digital media campaigns and cooperative actions with journey companies, airways and OTAS.
Lastly, we’re a land of hospitality that welcomes its guests. Nonetheless, we nonetheless have rather a lot to develop on this regard and we must always prioritize the qualification of the workforce, entry infrastructure, security and certification of vacationer locations.
A grandiose plan with daring targets and a brand new purpose for Brazilian tourism. It is time to make it occur, as a result of because the poet Helena Kolodyová mentioned, “for many who journey for the solar, it all the time dawns.”
Gilmar Piolla is a journalist, former Secretary of Tourism, Business, Commerce and Strategic Tasks in Foz do Iguaçu.
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