National Tourism Plan Brasil

HERI TAGE A JOURNE
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A Journey Towards Inclusion

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National Tourism Plan

TOURISTS, MORE JOBS
2007-2010
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Tourism
A Journey Towards Inclusion
AT ION OF CU LTU RA LH ER ITA GE A
S N IO US CL IN DS AR O OW N YT NE TIO VA UR ER JO RES NP USIO INCL WARDS BLE TRIP A JOURNEY TO TS, MORE JOBS A SUSTAINA RE TOURIS NMO USIO NCL DS I WAR Y TO RNE JOU OU RISM FOR ALL A
FC C IN UL DS TU AR RA OW L HE RITAGE A JOURNEY T
2007-2010 National Tourism Plan
LU SIO DS INCLUSIO EY TOWAR NG NS JOURN ENE TRE ISM A R RAT NGTH C TOU E JO ENING OF DOMESTI BS A
TR EN GT HE NIN GO FD US OM ESTIC INCL RDS TOURISM A JOURNEY TOWA
Y TOWARDS INCLUSION M ORE FO RE IG N
TO JOU EY RNE URN Y TO A JO WARDS INCLUSION

HANGE FOR B RA XC E ZIL A JO URN EY TOW
AI UST SAS RE JOB URISTS, MO E TO OR
U E TOURI STS, M LT CUORE JOB TU S A SU UL STAIN FC ABLE NO TRIP A TIO JOURN ERVA EY TOW S ARDS INCLUSION PRE S E
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Contents
RA SIO LH LU ERI INC TAG DS R E A JOU RNEY TOWA
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ST RE NG TH ENI
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Message from the President of the Republic Message from the Minister of Tourism Preface
The Growth Acceleration Program and Tourism
Diagnosis
18
12
Decentralized Management of Tourism
Goals for Tourism 2007-2010
Macro-Programs and Programs
46 56
42
Bibliography
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VA TI O
TU ION MORE TOURI WARDS INCLUS STS, MO UL RNEY TO RE JOB R ALL A JOU S A SU STAIN ABLE T RIP
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Members of the National Tourism Council
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GE N
IC TOURISM A JOURN EY TOWA RDS I CH ANG N N EX EF CLU OR E IG SIO N OR RA GE N Z ER IL AJ AT OU EJ RN O EY T BS OWA A R JO U RN EY DS T AR OW A TOW RDS I NCLUSION A JOURNEY
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President of Brazil
JOU RNE Y TO WA RD SI NC L
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Message from the
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hen we decided to create the ministry of tourism, few people could imagine how far this measure might take us or the importance of making tourism an official priority. Four years later, Brazilian tourism has made qualitative leaps and become one of the countrys main economic activities. tourism is now the fifth largest source of foreign exchange for Brazil, close behind automobile exports. results so far show a promising future, as the sectors top 80 companies had r$ 29.6 billion in turnover in 2006, up 29% over 2005. Besides giving Brazil greater foreign and domestic visibility, tourism brings huge opportunities for job and income generation nationwide. in 2006 we had a record number of visitors, who spent us$ 4.3 billion in our country, up almost 12% over 2005 revenues and 116% above 2002. this exceptional performance also helped airlines operating here, as more than 46,300,000 passengers boarded regular and charter flights in Brazil, an increase of over 7% in arrivals in the nations airports. the strength of tourism increases our responsibility to expand infrastructure to support this growth in the coming years. to this end, our Growth acceleration Program envisages investments of r$ 504 billion by 2010, with r$ 6 billion earmarked exclusively to expanding and modernizing the countrys 20 largest airports as well as four cargo terminals, in order to better serve local and foreign tourists. these funds will allow us to increase airport capacities and enable another 40 million arrivals a year. my desire for the coming years is to boost opportunities for millions of Brazilians to take a closer look at Brazil. While still promoting our natural beauties abroad, the idea now is to include tourism in the consumption habits of Brazilian families, and strengthen domestic tourism. this is the goal, for example, of bringing retirees into the domestic tourism circuit, by creating more affordable and easily-financed vacation and tour packages. men and women who have dedicated their lives to their families and to Brazil, will thus have the right to enjoy the country they helped to build. the joy of actually visiting places they had only dreamed about since their childhood will also help
raise occupation rates in hotels, besides assuring greater stability for workers in the service sector, even during the off season. a new personal loan program with installments deducted from social-security payments has benefited 16 million retired Brazilian tourists, and is only one of the contributions to the ongoing expansion of domestic tourism. Getting to know our country better is a democratic right. specific promotional packages will also be launched for workers and students. Besides strengthening domestic tourism, we will continue the actions that have brought good results over the past four years. Decentralization, participatory management and promotion of Brazil abroad are essential to further increase tourisms share of the Brazilian Gross Domestic Product (GDP). the potential for this is quite high. the 21st Century will be known as the century of sustainable development and environmental preservation. Ecoand sustainable tourism in Brazil have a potential matched by few other nations in the world. our natural beauties, rivers, forests, springs, beaches and mountains are unbeatable attractions in a world threatened by global warming and the destruction of nature. the ultimate goal of this 2007-2010 National tourism Plan is social inclusion. it is about building bridges between the Brazilian people and the federal, state and municipal spheres of government, as well as between private enterprise and nongovernmental sectors, in order to enable leisure activities that also share visions of our land, our people and our immense economic, cultural and environmental vitality. it will be a major stimulus to domestic tourism, which will pay back in jobs, development and social inclusion. more than just doing business, we hope to give everyone the right to know our country and our identity.
2007/2010 NatioNal tourism PlaN
N IN G O
TOWARDS INCLUSION G IN RNEY ENE CL JOU RAT US SM A I E JO ION OUR T BS STRE ESTIC A JO NGTHENING OF DOM U
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Minister of Tourism
OF DOMES NING TIC HE TO T
Message from the
AR DS INC LUSI ON S TRE NG
JOBS A JOURNEY TO ATE WA ER RD GEN NEY TOWARD S ION S INCLUS

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ourism in Brazil is going through an extraordinary moment. the work of the ministry of tourism in the four years since its establishment has allowed Brazil to make qualitative strides in the international market. today, Brazil is respected abroad and is becoming a top international tourist destination. as a priority mission, this work will be consolidated and expanded. However, the main task of the ministry of tourism for the next four years will be to strengthen the domestic market. in addition its great economic impact, strengthening domestic tourism is a powerful tool for job and income generation, as well as for social inclusion. the 2007-2010 National tourism Plan, entitled a Journey towards inclusion, presented in this publication, sets forth strategies and measures to stimulate the domestic market. they open the doors of the national tourism market to benefit all Brazilians, as tourists, employees, service providers and entrepreneurs, through professional training courses, new jobs, bringing in low-income tourists, and through policies targeted at the retired, at workers and at students. in short, domestic tourism will be stimulated and will open new doors to social inclusion. the Plan highlights how the successful path Brazil has already taken to become one of the worlds most sought-after destinations will be reinforced, expanded and consolidated. as i promised when i took office, the 2007-2010 National tourism Plan will maintain and improve the initiatives underway at the ministry, which were discussed and launched in agreement with the tourism industry, other federal authorities, universities, states and municipalities. strengthening the domestic market is a step long awaited by all. around the world, domestic tourism is the main source of vitality and performance of this economic sector. We will dedicate special attention and efforts to the domestic market. Currently, we have excellent occupation rates during high seasons. in some cases, however, they drop dramatically for the rest of the year. Government and the business community need to work together for a more balanced market.
the full implementation of the set of programs we have launched will usher in a new era for the domestic market. one of many such measures, with a major impact on off-season tourism markets, is the launching of special promotional packages affordable to pensioners, low-income workers and students. the federal government is doing its part to bring development through policies that enhance our workers skills. to welcome new customers such as the elderly, our airports, taxis and restaurants will need staff prepared to cater to this audience. this means thousands of new jobs. However, for things to go well, we need industry, which has always been an ally of the government, to contribute with investments and rates targeting this new audience of off-season pensioners, workers and students. the priority on social inclusion strengthens the domestic market and is good for everyone. it is good for pensioners, who will find it easier to travel and enjoy themselves as they deserve. it is good for workers, who will be able to offer their families the new horizons opened by tourism. it is good for students, who will be able to visit places, monuments, buildings and cultural expressions they only knew from books and the media. it is good for the industry, which will have a booming domestic market year round. it is good for the unemployed, offering them training and income opportunities. it is also good for government, which will be strengthening its socialinclusion policies. the tourism sector, even during difficult moments we experienced recently, displayed vigor and commitment to the future of the country. in addition to the well defined strategies in the macroprograms of the 2007-2010 National tourism Plan, our goals clearly show how tourism will gradually fulfill its promise to become an important player in the national economy, both through its share in the GDP and as a strong job generator. Brazil offers an amazing range of options. We have unmatched potentials for sustainable eco-tourism, with our beaches, natural beauties, rivers, and forests. But we also have very rich cultural itineraries
that will certainly interest both foreign and Brazilian tourists. our treasury of baroque architecture, our cultural expressions like carnival, June festivals and the Parintins festival, our architectural and cultural heritage all delight tourists. travelers seek leisure, but also knowledge and culture. tourism plays an important role in the education and cultural development of society. over the next four years, we will improve the national tourism infrastructure, defining and preparing 6 world-class tourist destinations throughout the national territory. We will reach the historical mark of 217 million trips to domestic destinations. this will generate 1.7 million jobs and bring in us$ 7.7 billion
in foreign exchange. Brazilian tourism will expand its line of products for low-income consumers, as well as for middle-class and high-income tourists. above all, tourism is going to fulfill its social function. the time has come for inclusive tourism in the broadest sense of the word: inclusion of new customers for the domestic market, inclusion of new destinations, inclusion of new segments of tourists, inclusion of more foreign tourists, inclusion of more wealth for Brazil, inclusion of new investments, inclusion of new opportunities for professional qualification and inclusion of new jobs for the population. inclusion to reduce regional inequalities and to make Brazil a country for all.
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Preface
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he 2007-2010 National tourism Plan (Plano Nacional de turismo/PNt) a Journey towards inclusion is a planning and management tool to help tourism induce development and generate jobs and income. the PNt arises from a consensus of all tourist segments that share the goal of making tourism an important mechanism for the countrys betterment and a major tool for social inclusion. this inclusion can be achieved through two approaches: production, by creating new jobs, employment and income; and consumption, bringing new tourists to the domestic market. the 2007-2010 PNt advances in the perspective of expanding and strengthening the domestic market, with special emphasis on the social function of tourism. But it is also a commitment to the continuity of actions already carried out by the ministry of tourism and the Brazilian tourism institute (Embratur) to consolidate Brazil as a major world tourist destination. it also ensures that activities in other federal agencies will be continued. more than a letter of intentions, it is a strategic action tool, structured into macro-programs and goals for the next four years. the National tourism Plan fulfills the promise to consolidate and systematize the countrys National tourism Policy. a stronger domestic market will generate 1.7 million jobs by 2010 and increase the number of domestic trips to 217 million. investments in infrastructure and professional training will allow the organization of 65 world-class tourist destinations distributed throughout the country. all this will generate us$ 7.7 billion for Brazil.
the 2007-2010 PNt integrates the cooperation and participation of several government sectors, private enterprise and NGos, as well as of institutional members on the National tourism Council (Conselho Nacional de turismo CNt). it began to be drafted in 2006 with the preparation of the reference document tourism in Brazil 2007-2010, at the Councils request. the PNt preparation process mobilized the technical staff of the ministry of tourism the National secretariat for tourism Policies, National secretariat for tourism Development Programs and Embratur and used reference studies and research by Brazilian academics and expert consultants. it also reflects important contributions by the Commission for regional Development and tourism of the Federal senate, and the Commission for tourism and sports of the House of representatives. the 2007-2010 National tourism Plan also translates the contributions of tourism to the 20072010 Growth acceleration Program, aligning their respective actions. some of the actions that make the 2007-2010 National tourism Plan an important tool for development and social inclusion are: strengthening of domestic tourism, promotion of tourism as a factor for regional development, making access affordable to pensioners, workers and students, investing in professional training and job and income generation and ensuring further promotion of Brazil abroad. June, 2007.
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The Growth Acceleration Program and Tourism
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etween 2003 and 2006, the government of President luiz incio lula da silva implemented a new development model for the country that combines economic development with income distribution, and provides for the incorporation of millions of Brazilians into the labor market and consumer society. as a result of those policies, Brazil now sports positive economic and social indicators and has laid the ground to accelerate its economic growth. Brazil reduced its dependence on foreign loans and is now much less vulnerable to international crises than in the recent past. in these years, the country has substantially expanded its participation in international trade and accumulated record trade-balance surpluses. this good performance also allowed the accumulation of record international reserves and enabled the Brazilian government to pay its debts to the international monetary Fund and the Paris Club. 1 on the basis of this stability and prospects for increased economic activity, the federal government launched the Growth acceleration Program (Programa de acelerao do Crescimento/PaC), which sets forth actions, goals and a comprehensive set of investments in infrastructure, as well as measures to encourage private investment, while also enhancing the quality of public spending. the Growth acceleration Program seeks to combine growth with development. such growth should be able to generate wealth for all rather than profits for a few, and consider investments in infrastructure works as a means to distribute economic and social benefits to all regions of the country. the program is organized into six groups of actions: infrastructure; credit and finance; improvement of the investment climate; less taxes and bureaucracy; long-term fiscal measures; and fiscal consistency. tackling these issues with effective actions that assure concrete results will consolidate
an ideal environment for comprehensive development of tourism in the country. tourism is closely related to economic growth, which intensely affects its potential for growth. tourism is a multifaceted activity interfaced with several economic segments. it requires a complex set of sectoral actions for its development. only by means of integrated, multi-sector actions in the three spheres of the public administration and partnerships with the private sector, as proposed by the Growth acceleration Program, will tourism resources in the various regions of the country be effectively turned into tourism products and sustain the sectors development, with the appreciation and protection of natural and cultural heritage and respect for regional diversity. the goals, macro-programs and programs of the National tourism Plan are integral parts of the Growth acceleration Program, both in terms of who will reap the benefits from of the countrys tourism development program and also in terms of aligning policy initiatives for this sector with the governments overall management plans. the Growth acceleration Program proposes a partnership between the public sector and private investors, with ongoing coordination among federal, state and local authorities. investments in infrastructure will concentrate on the three areas of logistics infrastructure (construction and expansion of highways, railroads, ports, airports and waterways); energy infrastructure (generation and distribution of electric power; oil production, exploration and transportation; natural gas and renewable fuels); and urban social infrastructure (urban sanitation, electric power, housing, subways, urban trains and water supply infrastructure). in four years, the PaCs investments in infrastructure will bring direct benefits for tourism, with the building, renovation, duplication and recovery of 42,000 kilometers of roads and 2,518 kilometers of railroads, the
1 Secretaria de Imprensa e Porta-Voz da Presidncia da Repblica, Programa de Acelerao do Crescimento PAC
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expansion and improvement of 12 seaports and 20 airports, water supply and sanitation for 22.5 million households, water infrastructure for 23.8 million people and expansion and construction of subways in four tourist cities, in Table 1 Planned investments logistics infrastructure Energy infrastructure social and urban infrastructure Total
addition to other indirect benefits from energy infrastructure and better housing conditions for four million families. the PaC envisages a total of r$ 503.9 billion in investments between 2007 and 2010 (table 1).
2007-2010 (in r$ billions) 58.3 274.8 170.8 503.9
in addition to actions related to infrastructure for development, the PaC envisages a group of measures to stimulate private investment that will have further positive impacts on the development of tourism: Credit expansion, especially for housing and long-term loans for investments in infrastructure. Improvement of the regulatory framework and the quality of the business environment, as well as the creation of the Brazilian system of Competition Defense. Tax burden reduction combined with actions towards more modern and expeditious tax administration, such as reducing bureaucracy and modernizing and rationalizing tax collection and contributions. Control the growth of federal payroll expenditures and implement a long-term policy for the minimum wage, with rules for adjustments to be granted every four years. Spending policies that maintain fiscal responsibility and the gradual reduction of the public-debt/GDP ratio. the PaC envisages a tax burden reduction of approximately r$ 6.6 billion in 2007, benefiting the sectors of industrial goods, infrastructure and civil construction.
2 Dollar/real exchange rate on april 30, 2007 (buying rate), Central Bank of Brazil.
this set of investments and economic measures will enhance the development of tourism between 2007 and 2010. this development, in turn, will also help accelerate the countrys growth, in a virtuous cycle, with benefits for the entire society and all regions of Brazil. among the most significant contributions of expanding tourism in the 2007-2010 period will be its major impact on the countrys socio-economic development, including the generation of us$ 25.3 billion in foreign exchange and the creation of 1.7 million new jobs, in accordance with the goals of the National tourism Plan. the PNt envisages investments of r$ 983,4 million 2 in federal budget funds for domestic and overseas promotion activities, in addition to r$ 5.63 billion in tourist infrastructure. these figures do not include investments in infrastructure planned by regional tourism Development Programs (ProDEtur) and ProECotur and financed by the interamerican Development Bank (iDB) together with state and federal matching funds. r$ 6.78 billion in private investments are also expected for new lodging facilities alone, in addition to r$ 12.55 billion for new ventures, improvement and increase of working capital,
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in different categories of tourist services, with financing from federal banks (Banco do Brasil, Table 2 Planned Investments investments in overseas promotion with mtur budget funds
Federal savings Bank (Caixa), BNDEs, Northeast Bank and amazon Bank) (table 2).
2007-2010 r$ 689.22 million r$ 294.32 million r$ 5.63 billion r$ 6.78 billion r$ 12.55 billion
investments in domestic promotion with mtur budget funds investments in infrastructure with mtur budget funds Private investments in lodging facilities Financing granted to the private sector by federal banks
the governments priority on tourism development is based on the sectors positive impacts, mainly related to the following factors: Tourism is a growth multiplier, always above average economic growth rates.
Tourism is labor-intensive, with positive impacts on crime reduction in the country. Tourism is an entry way to the labor market for youth at different skill levels. Tourism helps strengthen peoples identity and contributes to peace by integrating different cultures.
Guidelines for the Development of Tourism

the development model proposed by the government includes and harmonizes a strong, growing market with income distribution and greater equality, integrating solutions in the economic, social, political, cultural and environmental fields. this project responds to expectations that go beyond profit and business results, to prioritize social wellbeing. the tourism sector must pave roads to effectively be accessible to all, regardless of social, political, religious, cultural and gender conditions, respecting differences and giving greater value to people and to their environment. tourism can be an important tool for achieving the millennium Development Goals, particularly in regards to the eradication of extreme poverty and hunger, the guarantee of environmental sustainability and the establishment of a global partnership for development. the behavior and practice of the activity must be guided by ethical standards and comply with the general principles of the Global Code of Ethics for tourism (GCEt), of the World tourism organization (uNWto). ministerial action must give priority to protecting children under the uNWtos sustainable tourism and childhood initiatives. tourism for young people strengthens the sense of citizenship through knowledge of Brazils natural and cultural wealth. Brazilians should be the main beneficiaries of tourism development in their country. to this end, it is important to increase the domestic market and move inland, in order to generate economies of scale and scope and to allow families to spend more on tourism. the goals, macro-programs and programs of the 2007-2010 National tourism Plan are based on the guiding principles expressed in the vision and the general and specific goals presented as follows.
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Vision
tourism in Brazil will always bear in mind regional diversity and create markedly Brazilian products, allowing the domestic market to expand and positioning Brazil on the world tourist scenario. the creation of jobs and occupations, income generation and distribution, the reduction of social and regional inequalities, promotion of equal opportunities, respect for the environment, protection of our historical and cultural heritage and generation of foreign exchange are some of the horizons to be attained by the programs strategic actions.
General goals
Develop high-quality Brazilian tourist products, taking into consideration our regional, cultural and natural diversity. Promote tourism along with social inclusion, by generating jobs and income and by making it a consumption item for all Brazilians. Foster the competitiveness of Brazilian tourist products on national and international markets, and attract foreign exchange to the country.
Specific goals
Strengthen and guarantee the continuity of the National tourism Policy through decentralized management.
Structure destinations, diversify supply and add quality to the Brazilian tourist product. Increase the competitive positioning of our tourist products on national and international markets and provide favorable conditions for investment and expansion by the private sector. Help recover and adapt infrastructure and facilities in tourist destinations, guaranteeing accessibility to persons with special needs. Expand and increase the skill level of the labor market in all the different sectors that make up the tourist industry. Increase and diversify tourist consumption options for the national and international markets, encouraging longer stays and higher per-capita tourist spending. Consolidate a tourist information system that enables the monitoring of social, economic and environmental impacts of the activity, facilitating decision making for the sector and promoting the use of information technology to enhance competitiveness. Develop and implement strategies to coordinate transportation logistics that enable the integration of regions and of tourist destinations and that promote the countrys sovereign connections with the rest of the world.
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Tourism in the International Context

n recent years tourism has become one of the worlds major socio-economic sectors, including business trips, visits to family and friends and travel for reasons of studies, religion, health, sports events, conferences and exhibitions, in addition to traditional trips for holidays and leisure. tourisms potential for job and income generation makes this an extremely positive scenario. international economic data shows a strong link globally between the economic environment and tourism growth. GDP growth enhances the growth of tourism. From 1975 to 2000, tourism grew at an average of 4.4% a year, while average economic growth, measured by the worlds GDP, was 3.5% a year. 3 in 2006, worldwide, there were 842 million international tourist arrivals, which mean an average yearly growth rate of over 6% since 1950, when 25 million international arrivals were took place. in 2004, the travel market represented approximately 30% of the total international exchanges of commercial services, constituting one of its major components. 4 From 1995 to 2000, international tourist flows grew 4.8% per year. this growth rate declined thereafter, due to the september 11 tragedy in New York and, in the 2000/2005 period, was only 3.4%. Between 1995 and 2005, the average world growth rate was 4.1%. in recent years, there has been a recovery of global international tourist flows, with growth of 5.2% from 2004-2005, and 4.5 % from 2005-2006. 5 in this scenario of rapid world-wide growth, one recent trend has been the decentralization of international tourist flows, with the inclusion of new destinations
on the tourist routes. in 1950, only 3% of international arrivals took place outside the 15 main receiving countries (Europe, united states, Canada and mexico). in 2004, 43% of all international arrivals took place outside those 15 main receiving countries. Chart 1 shows the evolution of international tourist arrivals from 1950 to 2004, for the five major receiving countries in the world, and for the group of countries ranked after the 16th position, including Brazil. setting aside the unsatisfactory results in the us, due to the negative impacts of september 11, figures in other parts of the world indicate strong growth for countries in asia, the Pacific, africa, the middle East and Brazil 6 , especially when compared to much lower growth rates in Europe. according to table 3, while worldwide international arrivals grew around 56.5% from 1995 to 2006, in Brazil they grew by 150% in the same period, despite the reduction from 2005 to 2006, due to a drop in seats on international flights as a result of the Varig crisis. this is a strong indicator of prospects for further growth of new destinations, in the expectation that competition among regions to attract visitors will intensify in coming years, with the objective of generating jobs and sustainable, responsible economic development. New players are likely to join the competition for travel and tourism on a world scale, intensifying competition among destinations and travel operators. those who are better suited to market demands and can most successfully present their geographic features and unique destinations, related to landscapes, culture, heritage and services, will
3 omt, Proyecto de libro Blanco una mirada al futuro del turismo de la mano de la organizacin mundial del turismo. outubro 2005. 4 ibid. 5 omt, Barmetro omt del turismo mundial, Vol 5, 2007. 6 Except for 2006, for reasons explained in this document.
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Chart 1 Market Trends
80 71% 60 43% 40 20 3% 0 1950 1970 Five largest 1990 16th onwards 2004 33% 25% 33% 38% 43%
Source: World tourism organization.
Table 3 International Tourists Arrivals (in millions) Period World Europe asia and Pacific americas south america Brazil africa middle East 1995 538.0 309.0 85.0 109.0 12.0 2.0 20.0 14.0 2003 697.0 408.6 114.2 113.1 13.7 4.1 30.7 30.0 2004 766.0 425.6 145.4 125.8 16.0 4.8 33.3 35.9 2005 806.0 441.0 155.4 133.5 18.3 5.4 37.3 39.2 2006* 842.0 458.0 167.1 136.6 19.6 5.0 40.3 40.8 % 2003-06 20.8 12.1 46.3 20.8 43.1 22.0 31.3 36.0 % 1995-06 56.5 48.2 96.6 25.3 63.3 150.0 101.5 191.4
Source: World tourism organization uNWto 2006; Anurio Estatstico Embratur (*) Preliminary data.
be more successful in consolidating the activity. it is a time to draw attention to traditional destinations, and an opportunity for new ones. this will surely lead to less concentrated world development, reshaping and reconfiguring the globalization process, and contributing to the universalization of benefits arising from the right to development for all. this may be an important dimension of initiatives to reduce regional inequalities, both nationally and internationally, and to
promote a favorable climate for development, especially in the areas of trade and finance. it also means putting tourism on anti-poverty strategies and making it part of efforts to achieve the millennium Development goals. Yet this can only be achieved in communities receiving tourist flows based on responsible management practices to achieve a balance among environmental, economic, social and cultural aspects of the sustainable development of tourism. otherwise, tourism becomes vulnerable and susceptible to
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problems of degradation and fragmentation that can ultimately mean its self-destruction. responsible management practices can reproduce positive impacts for domestic tourism, with two-way benefits for the development of domestic markets. on the production or supply side, new jobs are created and incomes rise. on the consumption or demand side, more domestic tourist/consumers are included from a variety of income scales.
according to analyses by the World tourism organization, it is estimated that domestic tourism is ten times 7 greater than the volume of international tourism. a survey of our own domestic market 8 shows that this ratio is even higher in Brazil and raises prospects for greater consolidation of the countrys tourist industry, creating opportunities to improve the quality of services and to contribute to the balanced development of the economy as a whole.
Tourism Outcomes in Brazil in Recent Years

ue to favorable national and international environments and to the governments efforts, its priority on tourism and the shared and decentralized management system proposed by the 2003/2007 National tourism Plan implemented with the support of the National tourism Council, state Forums, and private partners Brazilian tourism has achieved record growth rates, well above the world average. the 2007-2010 federal Growth acceleration Program, by programming infrastructure investments and stimulating private investments, creates a very positive context for developing tourism in Brazil over the next few years, if we capitalize on results achieved and provide the necessary conditions to consolidate the sector as a driving force for the countrys economic and social development. the implementation of programs and actions set forth in the 2003-2007 National tourism Plan, which was part of the Governments 2004-2007 multi-Year Plan, the efficient budgetary execution of the period and a favorable external environment, all contributed to excellent results in recent years, better than any in the sectors history.
in the context of these positive outcomes and the good performance of the tourist industry in recent years, the second semester of 2006 was affected by the Varig crisis, which reduced the availability of domestic and international flights, with a particular impact on the entry of foreign tourists but not, however, on the entry of foreign exchange. this strategic area for the development of both international and domestic markets requires short- and medium-term actions to assure the sectors consolidation and sustainable growth.
Tourism Management
the decentralization of management for the National tourism Plan has led to the creation of a network of agencies and institutions throughout the country, involving federal, state and local authorities, the private sector and NGos. this community of players in the tourist sector has organized several discussion and policy-making fora on National tourism Policy in many local and regional groupings. Chart 2 shows the number of players mobilized in all Brazilian regions through tourism-related institutions that sit on the National tourism Council, the National Forum of state secretaries and Directors of
7 omt, Proyecto de libro Blanco una mirada al futuro del turismo de la mano de la organizacin mundial del turismo. outubro 2004. 8 mtur/FPE, Caracterizao e Dimensionamento do turismo Domstico no Brasil, 2006.
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Chart 2 Decentralized Management Program Participation of Private organizations and Public Institutions in State Forums / Councils
NORTH MACRO-REGION PUBLIC % PRIVATE 21 63.6 12 54 67.5 26 40 57.1 30 11 37.9 18 10 45.5 12 37 71.2 15 12 42.9 16 185 58.9 129 MIDWEST MACRO-REGION PUBLIC % PRIVATE 20 43.5 26 27 48.2 29 26 54.2 22 08 17.0 39 81 41.1 116 NORTHEAST MACRO-REGION PUBLIC % PRIVATE 75 75.0 25 38 46.9 43 15 31.3 33 44 78.6 12 13 48.1 14 13 37.1 22 10 50.0 10 11 31.4 24 10 50.0 10 229 54.3 193 SOUTHEAST MACRO-REGION PUBLIC % PRIVATE 17 38.6 27 06 21.4 22 18 47.4 20 12 46.2 14 53 39 83
STATE ACRE AMAZONAS AMAP PAR RONDNIA RORAIMA TOCANTINS TOTAL
% TOTAL 36.4 33 32.5 80 42.9 70 62.1 29 54.5 22 28.8 52 57.1 28 41.1 314
STATE DISTRITO FEDERAL GOIS MATO GROSSO M. GROSSO DO SUL TOTAL
% 56.5 51.8 45.8 83.0 58.9
TOTAL 46 56 48 47 197
STATE ALAGOAS BAHIA CEAR MARANHO PARABA PERNAMBUCO PIAU R. GRANDE DO NORTE SERGIPE TOTAL
% 25.0 53.1 68.8 21.4 51.9 62.9 50.0 68.6 50.0 45.7
TOTAL 100 81 48 56 27 35 20 35 20 422
STATE PARAN R.GRANDE DO SUL SANTA CATARINA TOTAL
SOUTH MACRO-REGION PUBLIC % PRIVATE 16 38.1 26 32 42.7 43 51 67.1 25 99 51.3 94 PUBLIC % 40.0 PRIVATE
% TOTAL 61.9 42 57.3 75 32.9 76 48.7 193 % TOTAL 65 27
STATE ESPRITO SANTO MINAS GERAIS RIO DE JANEIRO SO PAULO TOTAL
% TOTAL 61.4 44 78.6 28 52.6 38 53.8 26 61 136
NATIONAL COUNCIL FOR TOURISM NATIONAL FORUM OF STATE TOURISM SECRETARIES AND DIRECTORS TOTAL GERAL BRAZIL PUBLIC 700
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39 60.0 -
27 100.0
% 51.7
PRIVATE 654
% TOTAL 48.3 1,354
Source: mtur.
tourism and the state tourism Forums and Councils in the 27 states participating in this decentralized management process, sharing experiences and joining efforts to consolidate domestic tourism. all together, there are 1,358 representatives who participate directly plus another 12,000 indirectly, all of them related to public institutions and private tourist-sector organizations from all parts of the country. this group should enjoy stronger and broader spaces for discussion and participation in the
process of managing tourism development throughout the country.
Domestic Tourism Flows

the sustainable consolidation of Brazils tourist sector depends on a stronger domestic market, without underestimating the importance of foreign tourist arrivals, which generate foreign exchange for the country. it is domestic tourism, through, whose gains in competitiveness provide the dynamism needed to put Brazilian tourism on the international market.
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Brazils domestic market does reveal great potential for development. according to data from the 2005 survey on the Nature and Dimensions of Domestic tourism in Brazil 9 , 139.59 million domestic trips were made. the concept of domestic trips used by the survey counted non-routine, domestic trips with at least one overnight stay. the number of trips per household in 2005, compared with the same survey done in 2001, grew 26.5% in four years. out of this number of domestic trips, 25% of the tourists stayed in hotels, inns or resorts in 2005, generating a total of 54.87 million overnight stays. in 2001, the percentage of tourists who stayed in hotels, inns and resorts had been 22.2%, indicating an increase in the use of tourist accommodation in domestic flows. similarly, another improvement in the quality of domestic trips was in terms of the transportation used. the use of airplanes increased from 10.8% to 12.1%, and the use
of excursion buses increased from 6% to 8%, between 2001 and 2005. significantly, the domestic trips counted in those surveys did not include routine trips or excursions with an average stay of less than 24 hours.
National arrivals
in the past four years, the use of air transportation in Brazil has become popular and presented exceptional growth. From 2003 to 2006, 156.7 million domestic arrivals were reported in the country, a 23% increase over the previous four-year period (1999/2002). in 2006, there were 46.3 million passenger arrivals on domestic flights, 7.54% above the same period of the previous year, when the number of passenger arrivals was 43.1 million. in 2005, domestic flight arrivals totaled 43.1 million passengers, a 17.75% growth over the 36.6 million reported in 2004 (Chart 3).
Chart 3 National Arrivals (millions) 46.3
43.1 32.6 26.5 16.8 19.5 21.3 27.7 28.5 33.0 36.6 30.7
1995
Source: infraero
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
9 Fundao Instituto de Pesquisas Econmicas FIPE, Caracterizao e Dimensionamento do Turismo Domstico no Brasil, So Paulo, FIPE, 2006. 10 omt, Proyecto de libro Blanco una mirada al futuro del turismo de la mano de la organizacin mundial del turismo. outubro 2005.
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Job and Income Generation

tourism is vital to the countrys economic growth, not only due to its major contribution to higher GDPs, but also to its potential for job, occupation and income generation, as well as enhancing the populations quality of life. according to the World tourism organization, tourism generates 6 to 8 percent 10 of the total jobs in the world. moreover, it is one of the economic activities with the lowest ratio of investment per new job. according to a recent survey by the Foundation of the institute of Economic research FiPE 11, hotels, which are a labor-intensive segment and weigh in significantly in the tourist sector, require around r$ 16,198.60 worth of production in the sector to generate one job. this is much less than what is required in other economic sectors, such as the textile industry (r$ 27,435.20), civil construction (r$ 28,033.00) and steel mills (r$ 68,205.90).
according to data from the Yearly list of social information (rais), published by the ministry of labor and Employment mtE, and considering the Characteristic activities of tourism aCt, on the basis of a matrix covering 12 economic sectors, using uNWtos 12 methodology, Brazils formal labor market in tourism grew from 1,716 people employed in 2002, to 2,013 employees in 2006, a 17.3% growth in four years (table 4, Chart 4). this number of jobs generated in the formal market can be extrapolated to an evaluation of the informal market, considering studies that indicate a ratio of three total jobs for each formal job 13. as the sector is labor intensive, with a predominance of informal labor, the use of this multiplier to assess the number of jobs and occupations generated by tourism, in the formal and informal markets, shows results that can be considered conservative, in table 5.
Table 4 Evolution of the Number of Formal Jobs in the Tourist Activity (in millions)
2001 1.50
2002 1.72
2003 1.73
2004 1.83
2005 1.94
2006 2.01
Source: mtE/rais. (*) preliminary data. deriving from CaGED; may be altered due to the publication of the final 2005 rais.
Chart 4 Evolution of the Number of Formal Jobs in the Tourist Activity (in million) 2.5 2 1.5 1 0.5 0 2001 2002 2003 2004 2005 2006 1.50 1.72 1.73 1.83 1.94 2.01
10 omt, Proyecto de libro Blanco una mirada al futuro del turismo de la mano de la organizacin mundial del turismo. outubro 2004. 11 FiPE, meios de Hospedagem: Estrutura de Consumo e impactos na Economia, 2006. 12 the definition of activities characteristic of tourism follows the guidelines of the World tourism organization for the construction of the tourism satellite accounts (uNWto, 2000a, 2000b) and is in accordance with the definitions provided in specialized literature, as per lage and milone (1991), lundenberg et al (1995) and Espanha (1996). 13 according to a study carried out by CEt/unB, according to Pastore (2005), in 1985 there was one formal job for every 2.7 total workers (formal + informal). in 2002 this proportion went up to one formal job for three total workers. using this ratio, one can estimate the total amount of tourism workers, as shown on table 5. it should be pointed out these values are reached through an approximation, and it is not possible to affirm that these numbers fully reflect the situation of the tourism labor market. thus, specific studies on the labor market for tourism become crucially important for the diagnosis of the sectors influence in relation to the generation of new jobs.
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in 2003 and 2006, 891,000 jobs were generated by the tourist activity in Brazil, formal and informal, which indicates that the goal
defined in the 2003/2007 National tourism Plan of generating 1.2 million jobs and occupations by 2007 will certainly be achieved.
Table 5 Total Number of Jobs in the Tourist Activity Formal and Informal (in millions of people employed)
2002 5.15
2003 5.18
2004 5.48
2005 5.81
2006 (*) 6.04
Accumulated 2003/2004/2005/2006 (occupied people) 891,000
Source: mtE/rais/unB. (*) 2006 data were estimated taking as a reference the number of jobs on December 31. 2005. plus CaGEDs balance (hired dismissed) from January to December 2006.
Chart 5 Evolution of the Number of Jobs in the Tourist Activity Formal and Informal (in millions of people employed)
6.200 6.000 5.800 5.600 5.400 5.200 5.000 4.800 4.600 2002 2003 2004 2005 2006 5.15 5.18 5.48 5.81
6.04
New High-Quality Products

in april 2004, the ministry of tourism launched the tourism regionalization Program, entitled roteiros do Brasil (Brazilian itineraries), presenting new prospects for Brazilian tourism through decentralized management, structured around the principles of flexibility, coordination and mobilization. one of the goals of this Program is to disperse Brazils tourism supply, predominantly located along the coast, and bring tourism to the interior of the country, including new destinations in the itineraries marketed on the domestic and international markets. this regionalization aims to increase specific actions focused on municipal units, as presented in the 2004 regionalization map,
composed of 219 tourist regions, including 3,203 municipalities. that study revealed the need to show the country new tourist products, based on the programs guidelines. at the time, the roteiros do Brasil tourism Fair was created by the ministry of tourism as a strategy to stimulate regionalization actions. the first edition of the event, held in 2005, presented 451 tours covering 959 municipalities in 134 tourist regions. after the first tourism Fair, many states identified the need to reorganize the national tourism supply. since then, in 2005 and 2006, official state tourism agencies and the ministry of tourism held a number of meetings,
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seminars and workshops and also updated the regionalization map to highlight 200 tourist regions in 3,819 municipalities (Chart 6). Participatory management was also adopted for the selection of 396 tours (in 149 regions and 1,027 municipalities) presented at the 2nd tourism Fair, in 2006. out of these, 87 were
selected (in 116 regions and 474 municipalities) to be worked up to international quality standards. in its second edition, the Fair was consolidated as a milestone for the development of tourism in Brazil. the results described in Chart 6 are a new benchmark for the expansion of tourism, opening up prospects for social and economic development in all the countrys regions.
Chart 6 Process of Regionalization and Itineraries of the Tourism Regionalization Program
2004/2005 219 tourist regions 3,203 municipalities
116 itineraries visited Preparation of Plano Cores (National marketing)
451 itineraries 134 regions 959 municipalities Roteiros do Brasil Tourism Fair 2005
87 itineraries for the national market
396 itineraries for the national market 2005/2006 200 tourist regions 3,819 municipalities Roteiros do Brasil Tourism Fair 2006
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main results of the 2 nd Roteiros do Brasil tourism Fair: Audience: 109.400 visitors. Area of the event: 35,844 m 2. Itinerary fair: presentation of 396 tours (87 aiming for international quality standards). Vitrine Brasil: 30,900 pieces sold at Handicraft Exhibition / Houses of Brazil, 53,400 meals sold at the Gastronomy Fair, and 77 shows with the participation of 1,009 artists at the arts show. Business meetings (source: FGV survey): total of r$ 135.4 million in new business expectations: National meetings: r$ 58.9 million (buyers/ sellers) in 12 months; international meetings: us$ 34 million in 24 months (r$ 76.5 million) 14 Knowledge Nucleus: 8,000 people enrolled and 61 lectures given. Promotional Missions: Caravana Brasil: 66 participants, of whom 60 were international operators from argentina, uruguay, Paraguay, Chile, Bolivia, Peru, Colombia and Ecuador. Press trip (guided visit for invited journalists): 22 journalists from 17 states, and 6 journalists from Portugal, argentina, Peru, Chile and Colombia. to further enhance new tourist products, other complementary products must also be promoted, to develop and strengthen natural, cultural and social aspects of tourist destinations. as a result, the economies of local communities can be invigorated, with more income and jobs, as well as distribution of tourist-sector benefits. as a result of the promotion of tourism-related products, there is a greater appreciation of arts, beliefs, ceremonies, language, fashion and architectural heritage, which have returned to peoples daily lives in addition to becoming typical attractions and the subjects of tours and activities full of local flavor. to this end, the ministry of tourism has supported projects that directly benefit approximately 900 artisans with
14 Exchange rate at us$ 2.25.
courses on organization-building and business skills. to promote tourism-related products and move them onto the market, artisans were sponsored to participate in more than 10 tourist fairs and events. the quality of tourist products must be supervised by creating regulatory mechanisms that cover minimum quality requirements as well as through the registration and oversight of tourism companies, programs, facilities and professionals. under the coordination of the ministry of tourism, this work is being done in a decentralized manner, through agreements with state tourism agencies throughout the country. a proposal on new regulations is under analysis, to consolidate existing federal rules and create basic references for the regulation fn the sector.
Generating foreign exchange

Four years after the creation of the ministry of tourism, one indicator of the exceptional performance of Brazils tourist sector on the international market is revenue from tourismrelated foreign exchange, which has helped to enrich the country and make it more competitive internationally. in 2006, Brazil recorded us$ 4.32 billion in revenue from overseas tourists, 11.78% more than the us$ 3.86 billion earned in 2005 (Chart 7). 2005s revenue was 19.87% higher than in 2004 (us$ 3.22 billion). the first four years of this administration accumulated us$ 13.88 billion in foreign exchange from tourists. the monthly historical series from January 2003 to December 2006, also shows consistent growth in foreign-exchange revenues from tourists. also, in every month from 2003 to 2006, except for september 2006, spending by foreigners in Brazil increased in relation to the same month in the previous year. in December 2006 the monthly spending figure was us$ 400 million (Charts 8 and 9).
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Chart 7 Currency Exchange Revenue from Tourism (in US$ million)
3,861 3,222 1,998 2,479
4,316
1,586 972 840 1,069
1,628
1,810
1,731
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
Source: Banco Central do Brasil.
o the trade balance was positive in 2003 and 2004 (Chart 10) after more than ten years of deficits through 2002. these deficits totaled us$ 4.38 billion and us$ 4.15 billion in 1997 and 1998, respectively. in 2005 and 2006, even with significant growth of revenues, the trade balance presented deficits of us$ 858 million and us$ 1.45 billion, respectively, due to
economic stability and Brazilian currency valuation in relation to dollar, which motivated many Brazilians to travel abroad.
Foreign Tourists Arrivals

arrivals of foreign tourists in the country, after a downward trend in 2001 and 2002,
Chart 8 Comparison of Monthly Expenditures and Revenue with Foreign Exchange 2003 and 2004 (in US$ million)
Revenues
Expenditures
335 279 239 194 168 139 122 173 157 169 231 181 229 193 204 191 229 236 207 178 196 211 181 180 296 275 250 240 255 241 248 222 247 308 257 269 248 220 228 313 289 294 292
217 169
203
218
218
Jan
Fev
Mar
Abr
Mai
Jun
Jul
Ago
Set
Out
Nov
Dez
Jan
Fev
Mar
Abr
Mai
Jun
Jul
Ago
Set
Out
Nov
Dez
2003
2004
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Chart 9 Comparison of Monthly Expenditures and Revenue with Foreign Exchange 2005 and 2006 (in US$ million)
Revenues
538 468 424 341 296 341 311 260 294 360 328 292 275 298 319 309 486 495 463 433 413 348 360 439 397 402 397 359 435 453 414 344 432 371 342 295 326 341 314 400 367 491 539 473
Expenditures
554 514 481
327
Jan
Fev
Mar
Abr
Mai
Jun
Jul
Ago
Set
Out
Nov
Dez
Jan
Fev
Mar
Abr
Mai
Jun
Jul
Ago
Set
Out
Nov
Dez
2005
2006
Chart 10 Net Foreign Exchange Balance from Tourism 1990 to 2006 (in US$ million)
218 (90) (293) 351
(338) (794) (1,182) (1,457) (2,084) (2,420) (1,468)
(398) 858 (1,448)
(3,598) (4,377) 90 91 92 93 94 95 96 97 (4,146)
98
99
00
01
02
03
04
05
06
began to recover and grow in 2003, in a trend that held through 2005. in 2006 the drop in the entry of foreign tourists in the country
was due to a reduced supply of seats on international flights, caused by the Varig crisis (table 6).
Table 6 Entry of Tourists in Brazil (number of tourists) Ano 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2,849,750 4,818,084 5,107,169 5,313,463 4,772,575 3,784,898 4,132,847 4,793,703 5,358,000 5,019,000
Source: DPF/mtur/Embratur.
in 2005, international flight arrivals (both Brazilians coming back from abroad and foreign tourists) rose to 6.8 million passengers, up 11.28% over 2004 (Chart 11). in 2006, the
country received around 6.4 million passengers from international flights, i.e., 5.90% less than total arrivals in 2005, for the reasons mentioned above.
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Chart 11 International Arrivals (in millions)
4.9 3.4
5.5
5.5
6.1 5.0 5.2 5.0 4.6 5.4
6.8
6.4
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
Source: infraero.
Tourism Support Infrastructure

tourism in the country is deficient in support infrastructure to help it develop with quality and sustainability, particularly in terms of accessibility and environmental hygiene, despite resources earmarked to this end in recent years. infrastructure to support tourism depends on other sectors of government and requires a systematic, inter-sectoral coordination among federal, state and local authorities. the PNt prioritizes crosscutting actions to implement infrastructure for tourist destinations. investments under the Growth acceleration Program will promote a major qualitative leap and progress to overcome this bottleneck, particularly investments in social, urban and logistics infrastructure works. to support infrastructure for tourism, the inter-american Development Bank (iDB) is funding the regional Programs for tourism Development (ProDEturs) underway around the country. For the 2 nd phase of ProDEtur in the Northeast (ProDEtur NE ii), us$ 400 million are
earmarked for investments, of which us$ 240 million are from iDB loans and us$ 160 million in federal matching funds, complemented, wherever needed, by state funds. ProDEtur NE ii covers all nine states of the Northeast region and the northern part of the states of minas Gerais and Esprito santo, comprising 14 hubs and involving 113 municipalities. up to 2006, five of these states (Piau, Cear, rio Grande do Norte, Pernambuco, Bahia and minas Gerais) obtained sub-loans from the Northeast Bank, the institution that internalizes iDB resources. in 2006, the ministry of tourism transferred to these 11 states, including those without iDB resources, a total of r$ 26 million as the federal counterpart to the program. also under ProDEtur NE ii, studies are underway to improve regional programs aiming at poverty reduction in the region, funded by a World Bank grant. the south ProDEtur covers all three states of southern Brazil as well as mato Grosso do sul, encompassing four hubs and 39 municipalities. the program has earmarked investments worth us$ 250 million, of which
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us$ 150 million come from iDB loans, us$ 40 million from the federal matching funds, and us$ 60 million from state matching funds. the ministry of tourism carried this program out with federal funds, investing r$ 5 million in 2006 to help draft municipal master plans, to strengthen tourism management at state and municipal levels and in public works, maps and infrastructure. Phase i of ProECotur, for the legal amazon region, is being concluded, having been executed in partnership with the ministry of Environment mma. During this phase, the ministry of tourism has transferred resources to the state of amazonas to prepare the strategic Plan for tourist Development in the Parintins region. the three most important studies to feed into Phase ii, named ProDEtur North by the ministry of tourism, are being concluded. the implementation of ProDEtur North will be coordinated by the ministry of tourism and supported by the ministry of Environment mma. PRODETUR JK covers the Mid-West and southeast regions of the country, and is being initiated with the preparation of the strategic Plan for tourism Development and the strategic Environmental assessment (aaE)
for the development of tourism in the Brazilian savannah (Cerrado) region, with the support from the World Bank. in addition to intermediating and institutionally supporting ProDEturs financing, the ministry of tourism works directly with federal budget funds for tourist infrastructure per se. in 2006, r$ 736.24 million in federal budget funds went to investments in tourist road signs, the recovery of historic sites, the creation of nautical ports, railroad stretches and tourist information centers, all this separate from investments in tourism Development Programs ProDEtur as shown in table 7. Besides those budget funds, an agreement between the ministry of tourism and infraero will increase and modernize airport infrastructure in 11 municipalities: Brasilia, Boa Vista, Fortaleza, Goinia, Guarulhos, Joo Pessoa, macap, rio de Janeiro, salvador, so Paulo and Vitria. the increase of national and international tourist flows at rates above the world average in 2005 was one of the major factors for the ministry of tourism to participate directly in restructuring Brazilian airports. in 2006, the ministry of tourism earmarked 350 million for these works
Table 7 Investments in Infrastructure 2003 SPENT (in R$) 20,908,857

Source: siaFi/stN
2004 SPENT (in R$) 187,435,717
2005 SPENT (in R$) 419,738,000
2006 SPENT (in R$) 736,242,017
Credit and Investment

a survey done by the ministry of tourism showed that federal public banks (Banco do Brasil, Caixa Econmica Federal, BNDES, Banco do Nordeste e Banco da Amaznia), made loans worth r$ 2.2 billion to tourism entrepreneurs in 2006. Compared to 2005, this was a 10.5% increase in the volume
of funds for tourist investment projects to expand, modernize and launch tourism ventures and for working-capital operations. Compared to 2003, when the ministry of tourism was created, this is a 100% increase. in four years, from 2003 to 2006, r$ 6.65 billion was loaned to the sector, as shown in Chart 12.
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as for private investments planned for the coming years, r$ 3.6 billion were identified in projects for the hotel segment (table 8), with conclusion estimated by 2009, which will mean an increase of 26.300 lodging units in the country, in 138 new ventures.
Despite the prospect of increased hotel capacity and the progress indicated by loans from federal banks, the promotion of tourism is an important challenge to be overcome for tourism to be fully development in the country.
Chart 12 Financing for Tourism Federal Public Banks 2003 to 2006 (in R$ billions)
2 .5 2 1 .5 1 .094 1 0 .5 0 2003 2004 2005 1 .396 1 .979
2 .186
2006
Source: DFPit-mtur.
Table 8 Investments Planned for Tourism Investments in lodging Beginning of Operations 2007 to 2009 / Per Region region midwest Northeast North southeast south Total
Source: mtur.
Estimated investment Value (in r$ ) 209,553,000 1,954,409,000 225,375,000 1,108,695,000 133,800,000 3,631,832,000
Ventures
accommodation units Quantity 2,422 10,964 2,251 9,797 890 26,324 share (%) 9.2 41.7 8.6 37.2 3.4 100 8.0 39.1 11.6 37.0 4.3 100
Direct jobs Quantity 1,122 8,955 1,001 4,800 410 16,288 share (%) 6.9 55.0 6.1 29.5 2.5 100
share (%) Quantity, share (%) 5.8 53.8 6.2 30.5 3.7 100 11 54 16 51 6 138
Professionalization of personnel
tourism is a growth sector in Brazil and plays an key role in reducing regional and social inequalities. the sector involves thousands of small businesses around the country: taxis, stores, tour guides, inns, restaurants, lodging, artisans and travel agencies, among others. making tourist destinations more competitive
and improving the quality of services must be priorities, to be achieved through professionalization and a greater number of products and services throughout the tourist supply chain. the National Program for Professional and Entrepreneurial Qualification launched in
32
2006 invested r$ 15.3 million to assist 46,000 people in the country, in partnerships with states, municipalities, the private sector and non-governmental organizations, consolidating actions carried out during the 2003-2005 period. to make Brazilian tourism more competitive, the priority was to certify individuals working in adventure tourism as well as the sustainability of accommodations, with 19 Brazilian standards written in 2006. the safe Food Program in tourism, in partnership with the Agncia Nacional de Vigilncia Sanitria (aNVisa) and the Associao Brasileira de Bares, Restaurantes e Similares (aBrasEl), trained 5,632 food technicians and assisted 662 companies. also, several projects were supported for the professionalization of youth in tourism, with a goal of 140,000 students of the public school network and 11,000 socially-vulnerable or working youth.
of its major exports abroad. the symbol is being incorporated into all Brazilian programs for promotion, dissemination and support to marketing of products, services and tourist destinations on the international market. Beginning in 2003, the ministry of tourism adopted the strategy of publicizing the country abroad through more participation in international fairs and events. in 2005, the agenda for Commercial Promotion of Brazilian tourism on the international market was launched, increasing the countrys visibility at events abroad. in 2006, the ministry participated in 41 international tourism fairs and 21 commercial fairs (Chart 13). according to the 2006 ranking of the international Congress & Convention association (iCCa), Brazil holds the 7th largest number of international events in the world, up in the charts from the 19th position, as recently as 2003 (Chart 14). in this ranking, Brazil was the top latin american country and second in the americas.
Promotion and Marketing

seeking to establish sound references for promotion and marketing actions for Brazilian tourism, two plans were developed: the domestic tourism marketing Plan (the Colors of Brazil), and the international tourism marketing Plan, proposing an investment strategy for the ministry of tourism in the main outbound markets. as a first direct result of the aquarela Plan, the Brazil trademark was launched in 2005, to project an image of Brazilian tourism and
Chart 13 Participation of Brazil in International Tourism Fairs and Commercial Fairs 62 49
51 27
2003
Source: ministry of tourism
2004
2005
2006
33
Chart 14 2006 ICCA Ranking / Hosting of International Events TOP 10 COUNTRIES 1 united states 2nd Germany 3rd United Kingdom 4th France 5th spain 6th italy 7th Brazil 8th austria 9th australia 10th Holland
st
414 334 279 269 266 209 207 204 190 187
Brazils position Position in iCCa ranking 207 62 2003 106 145
19th place
14th place
2004
11th place
2005
7th place
2006
Source: International Congress & Convention Association.
the cities of so Paulo and rio de Janeiro, with 54 and 48 events respectively, lead the way in hosting events in the country, but other cities also show up in this list, such as salvador, Fortaleza, Brasilia, Florianpolis, Curitiba and Campinas, showing that this activity is not concentrated in few locations.
in 2006, r$ 1.409 billion was spent to support tourism actions, excluding the cost of active and inactive personnel (r$ 30.5 million), up 96.8% over the previous year (r$ 716.3 million). Considering the yearly limits set by financial programming decrees, the ministry of tourism has made use of almost 100% of the available limits, as shown in table 9. the sector was favored by the largest volume of budget funds ever spent on actions to promotion Brazilian tourism products, especially to promote Brazil abroad as a destination for foreign tourists. overall, in
Budget
the priority of tourism for the federal government is reflected in official yearly budget appropriations. in terms of actual spending, from 2003 to 2006 the ministry of tourism invested r$ 2.61 billion in tourist-sector activities, actions and projects (Chart 15).
Chart 15 Budgetary Execution of the Ministry of Tourism 2003/2006 (in R$ million) 1,730.6 1,409.6 1,042.2 716.3 366.2 127.1 2003 508.3 357.9
2004
LOA Executado
2005
2006
Source: siaFi/stN
34
Table 9 Budget Ceiling and Actual Spending by the Ministry of Tourism 2003. 2004. 2005 and 2006 limit (a) 134.9 2003 % spent (b) c = (b/a) 127.1 94.22 2004 % limit spent (a) (b) c = (b/a) 360.3 357.9 99.33 2005 2006 % % limit spent. limit (*) spent (a) (b) c = (b/a) (a) (b) c = (b/a) 717.6 716.3 99.82 1,410.4 1,409.6 99.94
Source: siaFi. excluding spending on personnel (2003 = r$ 19.9; 2004 = r$ 23.1; 2005 = r$ 23.7; 2006 = r$ 30.5). (*) limit set by administrative rule (Portaria) 416. December 29. 2006 (Publication: Federal Gazette [Dou]. January 11. 2007).
Brazil and abroad, r$ 522.5 million were invested between 2003 and 2006, in the promotion, marketing and support for the sale of tourism products, services and destinations,
and to support the organization of events that attract tourists and present the Brazilian peoples artistic and cultural expressions (Chart 16).
Chart 16 Promotion of Brazilian Tourism Products Including Parliamentarians Amendments (in R$ millions)
250 200 150 100 50 0 2003 2004 2005 2006 40.2 115.0 166.7 200.6
Source: siaFi/stN system
Results Sector
Achieved
by
the
Private
tourism-related companies have been achieving positive results since 2003. these results, presented below, show how the various segments of the tourist sector are becoming stronger and more consolidated in the context of the world economy. according to the Fundao Getlio Vargas (FGV), in its Pesquisa Anual de Conjuntura Econmica do Turismo 15, recent years have been positive for tourism-related activities, with growth prospects in 2007.
this survey considered the 80 largest companies, whose total turnover was r$ 29.6 billion in 2006, a year when the average growth rate of the tourism sector rose to 29.3%, led by travel agencies, car rentals, airlines and operators. that growth stimulated entrepreneurs to increase their staff by 21.6% in 2006, mainly in the segments of travel agencies, airlines and fairs and events, which is one of the factors responsible for the increase in costs (up 7.9%, on average) partially transferred to prices (6% increase).
15 EBaPE/FGV/mtur, Boletim de Desempenho Econmico do Turismo, 2007.
35
the turnover gains achieved in 2006 are expected to be repeated in 2007, with a 29.8% increase on the average. if this forecast holds, all segments should push the tourism economy upwards in 2007, except for inbound operators, who expect a 7.4% decline. increased profits will certainly lead to more staff hiring in 2007 (an average rise of 14% over 2006), especially for airlines and car rentals. Estimates for 2007 point to a new cost increase (7.1%, on average, for the tourism sector as a whole), with the biggest rise foreseen in the segments of travel agencies and inbound operators. as for prices, the forecast average hikes
of 5.8% in 2007 once again show how hard it is for entrepreneurs to fully pass on expected cost increases to prices. the highest price increase is expected to come in the segment of inbound operators, followed by car rentals. surveys of the private sector confirm that the tourism sector in Brazil is beginning to reach economic maturity, with a rising share of the international market and a sectoral growth above the overall growth rates of the economy. table 10 presents the main figures of the survey for the overall tourism market. Data on each of the seven segments interviewed are included in the publication.
Table 10 Average Variation of Main Sectoral Indicators 2004. 2005. 2006 and 2007* (%) 2004 Turnover Prices Costs Jobs 24.1 7.4 5.4 12.9 2005 17.3 -1.8 11.7 14.3 2006 29.3 6.0 7.9 21.6 2007* 29.8 5.8 7.1 14.0
Source: EBaPE FGV. Embratur and ministry of tourism. *Estimated value.
Evolution of Regular Air Traffic

the tables and graphs below (tables 11 and 12, Charts 17 to 19) show the evolution of air traffic, domestic flights and international flights of domestic airlines operating scheduled flights, according to data from the Agncia Nacional de Aviao Civil (aNaC). international flights, as we see in the following table, grew significantly in 2004 and 2005, in terms of kilometers flown, seats offered and passengers carried. in 2006, a dramatic
reduction occurred in kilometers flown, seats offered and passengers carried, caused by the cut-back in international flights and the consequent reduction (26.9%) of seats offered, due to the Varig crisis, as already mentioned. regarding domestic flights, it can be observed that the impact of the Varig crisis were partially made up for by other Brazilian airlines. there was even a significant growth in 2006, both in kilometers flown and in seats offered and passengers carried, according to table 12.
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Table 11 Evolution of International Air Traffic 2000 to 2006

Year 2000 2001 2002 2003 2004 2005 2006
International Air Traffic km flown % growth Seats-Km Offered (in thousands) % growth Passengers-Km Carried (in thousands) % growth
Source: aNaC.
160,684,836
161,712,577 0.64 33,095,204 -0.28 22,287,921 11.86
143,528,933 -11.24 30,811,016 -6.90 21,658,401 -2.82
132,966,858 -7.36 28,570,466 -7.27 21,253,260 -1.87
145,743,187 9.61 30,583,274 7.05 22,904,423 7.77
153,633,208 5.41 32,457,380 6.13 24,598,291 7.40
123,901,570 -19.35 23,744,103 -26.85 17,318,001 -29.60
33,188,744
19,924,103
Table 12 Evolution of Domestic Air Traffic 2000 to 2006

Year 2000 2001 2002 2003 2004 2005 2006
Domestic Air Traffic km flown % growth Seats-Km Offered (in thousands) % growth Passengers-Km Carried (in thousands) % growth
Source: aNaC.
404,294,663
420,115,305 3.91 45,313,616 9.03 26,527,419 29.45
404,073,821 -3.82 47,013,166 3.75 26,711,136 0.69
338,432,576 -16.24 41,850,561 -10.98 25,195,821 -5.67
337,841,157 -0.17 42,756,200 2.16 27,962,571 10.98
364,549,465 7.90 48,739,597 13.99 34,143,487 22.10
400,925,460 9.98 55,296,946 13.45 39,289,418 15.07
41,562,143
20,493,072
Chart 17 International Air Traffic Seats International Air Traffic 35,000,000 30,000,000 25,000,000 20,000,000 15,000,000 10,000,000 5,000,000 0 2000 2001 2002
Seats Offered
Source: aNaC.
2003
2004
Passengers Carried
2005
2006
37
Chart 18 Domestic Air Traffic Seats Domestic Air Traffic 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 0 2000 2001 2002
Seats Offered
Source: aNaC.
2003
2004
Passengers Carried
2005
2006
Chart 19 Kilometers Flown (Domestic and International) Km Flown 450,000,000 400,000,000 350,000,000 300,000,000 250,000,000 200,000,000 150,000,000 100,000,000 50,000,000 0 2000 2001 2002
Domestic Traffic
Source: aNaC.
2003
2004
International Traffic
2005
2006
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Major Challenges for the Development of Tourism

the figures presented here on development of tourism in Brazil indicate that the sector has made significant progress in recent years, but still faces major limitations to achieving its potential, on both domestic and international markets. in the domestic scenario, tourism has much to contribute to social inclusion and socioeconomic development while, internationally, it is far from playing the role it could, compatible with its potentials and vocations. the ministry of tourism has held broadranging discussions with representatives of different sectors represented on the National tourism Council (private and public sector) and with other players related to the tourism sector. Considering its current stage of development in the country, and based on the data presented in this discussion, major challenges to the development of tourism over the next few years have been forecast and identified. these points are synthetically presented below, as the crucial issues to be addressed for the development of tourism in the country, in order to guarantee continuity and improvement of results already achieved, as well as the expected progress towards its sustainable consolidation. they guide the proposals contained in the PNt macro-programs and programs. in relation to management, much has been done to consolidate an environment of discussion and reflection on the activity through the decentralized management proposal of the National tourism Plan, which established discussion fora between the public and private sectors, at the federal and state levels. in addition to an effort to integrate the results of the various fora, this integrated management environment must be extended to the tourism authorities in the tourist regions and municipalities, in order to reach all tourist destinations in the country. Decentralized management should be coupled with monitoring and evaluation of tourism policies and plans and of their impacts throughout the country, adding and incorporating the contribution of each region. to this effect, it is crucial to consolidate a tourism information and data system that incorporates the advances of information technology and stimulates research. Encouraging e-commerce practices facilitates the organization of tourist agents and stimulates cooperation amongst them, making the sector all the more competitive. Despite the advances achieved by the roteiros do Brasil tourism regionalization Program, tourism is still very concentrated in geographic terms. Decentralization must continue to expand towards the interior of Brazil, together with quality standards that can be adjusted to regional diversities, while keeping them competitive on an international scale. the consolidation and organization of benchmarks and standards for the sector are basic requirements for the qualification of products. this proposal of expansion and diversification of tourism supply and of taking tourism to inland parts of the country faces a major bottleneck in the capacity to promote private investment and enhance access to credit and financing. micro and small companies, which provide most of the countrys tourism services, face great limitations in access to credit for investment. the sectors growth will depend on the ability of development-promotion agencies to understand the complexity of the tourism sector, thus facilitating analyses of proposed
39
operations and expansion of their capacity to provide services. For these agencies to provide better services to this sector, they must be willing to establish new paradigms and, at the same time, give clear guidance to potential beneficiaries regarding procedures for processing their requests. another major challenge to the growth of tourism in the country, particularly for its desired expansion, diversification and de-concentration, is the lack of infrastructure in general. the lack of infrastructure to support tourism refers particularly to access and sanitation, as well as tourism infrastructure per se, particularly regarding tourist street-signs and reception facilities such as tourist reception and information centers, convention and fair venues, passenger terminals, wharfs, etc. the Growth acceleration Program will promote the implementation of social, urban and logistics infrastructure. We must take this opportunity to map out infrastructure demands for Brazils tourist destinations and to integrate priorities among these demands for all the different players responsible for managing specific areas. there is a group of institutions in the country active in the area of professional training in general, and in training for tourism in particular. their work, however, is not always carried out in an integrated manner, leading to overlapping efforts and wasted resources. moreover, diagnostic analyses aimed at quantitatively and qualitatively identifying needs for professional and entrepreneurial skills in tourism are quite weak. another shortcoming of these institutions is that they do not respect minimum standards
set in Brazilian technical norms that have incorporated demands of entrepreneurs and workers, in line with public policies designed for tourisms development needs. Despite efforts by the ministry of tourism and its partners and the progress made in recent years, professional training initiatives along have been unable to assure excellence in service delivery, since the workforce employed in tourism has little schooling, low wages and a high turnover rate. the perception of professional skills training as an investment is in fact still incipient in the countrys business culture. one limitation to assuring the quality of tourism services refers to differences in the adoption and enforcement of quality standards, so as to take regional differences into account, as well as the specificities of tourist market segments. this has serious implications for promotion and marketing, especially in the international market, which adopts globallyrecognized criteria and standards. moreover, current legislation has not kept up with the recent evolution of the tourist industry, meaning serious limitations for the organization and effectiveness of oversight, which is vital to control the quality of service. one last challenge to be faced is the low degree of internationalization of Brazils tourism supply, particularly its airlines and tourism operators. in a highly competitive and increasingly globalized market, it is important that domestic companies become stronger and expand overseas, especially to the worlds main sources of outbound tourism. this is a strategic thrust that can have a significant impact on making Brazilian tourism more competitive internationally.
40
VA TI O
TU ION MORE TOURI WARDS INCLUS STS, MO UL RNEY TO RE JOB R ALL A JOU S A SU STAIN ABLE T RIP
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Decentralized Management of Tourism
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he creation of the ministry of tourism in January 2003 was a milestone for the new government, which made this sector one of its ten top priorities, so that tourism could face up to the challenge of designing a new style of decentralized and participatory public administration, to generate foreign exchange, create jobs, help lower regional inequalities and enable the inclusion of many more social agents. the ministry of tourism was thus mandated to develop tourism as a tool for transformation and a source of economic wealth and social development, through the quality and competitiveness of tourism products, the expansion and improvement of infrastructure and commercial promotion of Brazilian tourism products on national and overseas markets. the ministry of tourism was also created to respond to a direct demand from the sector. as part of the executive branch, the ministry has the power to work in a cross-cutting manner with other ministries, state and municipal governments, the legislature, the Permanent Commission for tourism and sports of the House of representatives and the Permanent Commission for regional Development and tourism of the Federal senate, as well as with the private sector and organized civil society, integrating public policies and private enterprise. the ministry plays a liaison role, maximizing results and rationalizing expenditures. internally, the ministry has offices that provide direct and immediate assistance to the minister, as well as the following front-line agencies: a) National secretariat for tourism Policies: responsible for formulating, developing, evaluating and monitoring the National tourism Policy, in compliance with guidelines from the National tourism Council, as well as ensuring the necessary institutional and international relations for the implementation of this Policy.
b) National secretariat for tourism Development Programs: responsible for encouraging public and private promotion initiatives, enabling investments together with the ProDEtur programs, as well as supporting and promoting the production and marketing of products associated with tourism and service improvement. c) Brazilian tourism institute (Embratur): responsible for promoting, disseminating and supporting the overseas marketing of the Brazils tourism products, services and destinations. the ministry of tourisms actions are based on guidelines set forth in the National tourism Plan, which structures a coherent set of macroprograms and programs that, in line with the Programs and actions of the Governments multi-Year Plan, enable the implementation by the federal government as a whole of the National tourism Plan. the ministry of tourism has decided to base its actions on the National tourism Plans conception of decentralized and participatory public administration. this means integrating various levels of public administration and the private sector, though fora for reflection, discussion and definition of overall guidelines to develop tourism in the countrys various territorial and management units. the model covers all Brazilian regions and all tourismrelated sectors, in order to legitimize and contribute to the actions of the ministry and its partners. this management model led to the constitution of a nationwide tourism management system, whose strategic core is composed of the ministry of tourism, the National tourism Council and the National Forum of state tourism secretaries and Directors. the National tourism Council is a collegiate body charged with helping the minister of
43
tourism formulate and implement the National tourism Policy, as well as related plans, programs, projects and activities. the Councils members include representatives of the federal government and the various segments of tourism. Currently, the Council has 65 members from tourist institutions and entities around the country. thematic Chambers were instituted to provide technical advice for the National tourism Councils efforts to identify and discuss the sectors basic issues, and to propose actions to overcome problems and impediments to the achievement of the National tourism Policy. these Chambers are made up of members of the National Council who identify with a specific theme, and by others who are appointed and approved by council members. During the first administration of the ministry of tourism, 10 thematic Chambers were created, as follows: thematic Chamber on legislation thematic Chamber on regionalization thematic Chamber on Professional Qualification thematic Chamber on Finance and investment thematic Chamber on market segments thematic Chamber on infrastructure thematic Chamber on Promotion and support for marketing thematic Chamber on Qualification of superstructure thematic Chamber on sustainable tourism and Childhood thematic Chamber on information technology the National Forum of state tourism secretaries and Directors is an advisory body, which, within the decentralized management process, has the role of assisting in the identification of problems and solutions and helping to focus demands from states and municipalities. state-level tourism Forums and Councils also complement this decentralized management network. they are made up of public officials,
including representatives from tourist municipalities and regions, the private sector and NGos, as well as other organizations linked to tourism in each state. as parts of the national tourism system, state Forums and Councils play a key role in the decentralization and implementation of policies and recommendations. they are a channel for dialogue between the federal government and destinations in tourist regions and municipalities. thus, state Forums and Councils must be also aware of the local needs of municipalities and tourist regions, and are responsible for: Contributing to the formulation and implementation of the National tourism Plan, facilitating and coordinating joint actions. Designing programs, projects and strategic actions, providing resources and management capacity, taking co-responsibility for the construction of new realities. Creating partnerships and links with the various players, to implement and evaluate proposed programs and projects. at the intermediate level of decentralized management, there are representations of tourist macro-regions, which discuss and make decisions on issues and matters related to tourist-sector activities, covering areas that go beyond the borders of specific states. in order to inter-link this whole web of relations, decentralized management (Chart 20) is complemented by the regions and municipalities where tourist activity actually happens. municipalities are encouraged to create municipal tourism councils and to organize public and private regional representations, enabling the creation of discussion and reflection fora appropriate to their respective territorial scales, thus complementing the national tourism management system. the decentralized management model for tourism (Chart 21) lays out communication
44
channels among the various spheres of public administration and the different representatives of the private sector and NGos. this allows programs and actions proposed by the National tourism Plan to be integrated with those of states, macro-regions, tourist regions and municipalities around the country. the operation of this decentralized management process requires modern technology and the availability of information technology for all members of this institutional network. i.t. is an important tool for effective management and its use facilitates communication and organization of public and private agents that are part of tourism at its various levels of representation, besides being an important incentive for cooperation among different players.
Chart 20 Decentralized Management Coordination Structure

NATIONAL TOURISM COUNCIL
NATIONAL COORDINATION
MINISTRY OF TOURISM NATIONAL FORUM OF STATE TOURISM SECRETARIES AND DIRECTORS
STATE COORDINATION
OFFICIAL STATE TOURISM AGENCY STATE TOURISM FORUM OR COUNCIL
REGIONAL COORDINATION
REGIONAL GOVERNANCE BODY PARTICIPATING MUNICIPALITIES
MUNICIPAL COORDINATION
MUNICIPAL TOURISM BODY LOCAL COLLEGIATE
Chart 21 Decentralized Management of Tourism
DECENTRALIZED MANAGEMENT
MINISTRY OF TOURISM
NATIONAL FORUM OF STATE TOURISM SECRETARIES AND DIRECTORS
MTUR
Goals
Promote 217 million trips made on the domestic market Create conditions for generating 1,700,000 new jobs and occupations Qualify 65 municipalities for the international market
NATIONAL COUNCIL FOR TOURISM
STATE TOURISM FORUMS AND COUNCILS

Acre Amap N Amazonas Par
THEMATIC CHAMBERS
Legislation Regionalization
Rondnia Roraima Tocantins Pernambuco Piau Rio G. do Norte Sergipe
Generate US$ 7.7 billion in foreign exchange
MACRO-PROGRAMS
Transportation Logistics Planning and Management Tourism Information and Studies
Tourism Macro-regions
Alagoas Bahia NE Cear Maranho Paraba CO SE
Professional Qualification Market Segments Infrastructure
Mato Grosso Distrito Federal Mato Grosso do Sul Gois So Paulo Rio de Janeiro Minas Gerais Esprito Santo Santa Catarina NATIONAL SECRETARIAT FOR TOURISM DEVELOPMENT PROGRAMS Incentives for Private Sector
Regionalization of Tourism
Promotion and Support for Marketing
Public Infrastructure
Qualification of Tourist Facilities and Services
Promotion and Support for Marketing
Qualification of Superstructure Sustainable Tourism and Childhood Information Technology
Paran S Rio Grande do Sul
NATIONAL SECRETARIAT FOR TOURISM POLICIES
BRAZILIAN INSTITUTE OF TOURISM -EMBRATUR
Source: ministry of tourism.
THEMATIC WORKING GROUPS 45
Finance and Investment
SU ST AIN AB LE
EY TOWARDS INCLUSIO URN NP O RE AJ SE IP R TR
LTU F CU NO TIO VA
URNEY TOWARD S
LL A
JO
STRENGTH USION L DS INC OF CULTU Y TOWAR RAL HERITAGE A JOURNE OR ,M TS RIS U E TO R MO ON I LUS NC SI RD WA TO EY RN U
EJ OB SA
Goals for Tourism 2007-2010

JOURNE Y TOW AR DS INC LU S IO NG AJ ENE RATE JOBS
A JOURNEY TO USION W ARD INCL SI DS NC AR LU OW SIO N
M OR E FO RE IG NE XC HA NGE FOR BRAZIL A JOURNEY TOWAR
O UR N EY TO WAR DS IN C LUSION MOR E
UR N EY T
FOR EIG N
TOWARDS INCLUSIO NM RNEY ORE OU FO AJ RE IG N
he challenge for Economic Policy from 2007-2010 is to use the favorable historical conditions to stimulate the growth of GDP
tourism must be a strong inducer of social inclusion and, in this sense, the National tourism Plan has set the goals of an increase in domestic trips, more new employment and occupation, greater qualification of tourist destinations and more foreign exchange.
and of employment, furthering social inclusion and income distribution in Brazil. the tourism sector has gained strength year by year and shown consistent growth. it
this is a challenge that joins all segments: the federal government, states and municipalities must push this strengthening process by providing credit, professional training and basic
is a very favorable time for it to improve the performance of the Brazilian economy: National and international economic scenarios: high international liquidity and low external interest rate; world economy in a growth trend; downward trend of nominal interest rates in Brazil; favorable external accounts; fiscal surplus; inflation under control. Even with the difficulties faced last year, tourisms results were very positive. Significant growth rates in domestic air transportation, which is going through sustained, structural change. Advances in public administration of tourism with the institutionalization of decentralized management. Sustainable growth achieved by the private sector in national tourism and investment prospects, as indicated by surveys of the business sector .
16
infrastructure. the private sector will contribute by investing, adjusting to the new tourists and creating jobs. Consumers will certainly contribute when they realize that there are policies, strategies, affordable conditions and a desire to welcome them with open arms. the goals presented here will move us towards solid growth in tourism. major methodological modifications will also change some of our earlier goals. For example: instead of counting domestic arrivals, we began to count the number of domestic trips to measure domestic tourist flow. also, the generation of foreign exchange through tourism is now measured exclusively by official data from the Banco Central do Brasil. the goal of enhancing the quality of tourism products is going through a conceptual adjustment. For the 2007-2010 period, it will focus on selected tourist destinations, to foster the development of regional tourism and tourist itineraries, generating models and benchmarks for other tourist destinations in Brazil, according to the mapping presented by the roteiros do Brasil tourism regionalization Program. With new, more consistent and reliable data, Brazilian tourism is prepared to enter a new stage, with more investments, more qualification, more consumers, more jobs and more social inclusion.
it is undeniable that there are still adjustments to be made, especially to increase seat supply on international flights, transportation logistics, air, land and water transportation infrastructure, professional and business qualification and urban sanitation. Yet, notwithstanding the challenges, Brazilian tourism is at a good moment to begin strengthening itself domestically, with the incorporation of new destinations, new customers and the promotion of Brazil abroad, which was, is and will continue to be one of the main strategies for the success of the tourism sector.
16 Boletins de Conjuntura EBaPE/FGF/mtur/Embratur.
47
Reach 217 million trips in the domestic market

2007 163 million 2008 179 million 2009 197 million 2010 217 million
Goal 1:
this goal, related to domestic trips, is a step towards the construction of an indicator that is closer to the reality of domestic tourist flows, compared to the goal indicated in the 2003/2007 PNt, which counted domestic arrivals including tourists and non-tourists. Domestic travel data is based on a survey carried out by FiPE, for 200517. the concept refers to domestic trips per person, even when traveling in groups, inside Brazil, with at least one overnight stay. this concept does not include routine trips. it is also significant that in these trips tourists use several types of accommodation, such as homes of relatives and friends, camping sites, etc.
the survey on domestic tourism was carried out for 2001 and 2005, but it does not allow us to compare the total number of trips, since there is no information for 2001 about the number of people per household who took trips. in face of this limitation, we have adopted a percentage of projected growth of 10% a year, a little above the observed expansion of number of trips, as reported per household and not per person, but incorporating an expectation based on the planned expansion of the domestic market and the increase of domestic air travel flows in the past three years, which was 51% between 2003 and 2006 18 .
Indirect indicators Description total overnight stays generated (in millions) average length of stay (days) Per capita expenditure / day (in r$ ) Domestic flight arrivals (in million)
Collective highway transportation regular and charters (in millions of passengers)
2007 9 39.36 52.00 74.73 7.67 1.51 36.72
2008 9 41.14 57.20 78.47 8.43 1.67 44.06
2009 9 42.99 61.30 82.39 9.28 1.83 52.87
2010 9 44.92 65.80 86.51 10.20 2.02 63.45
398.17 437.99 481.79 529.97
Car rental for tourists (in thousands of vehicles rented) tickets for parks and tourist attractions Brazilians (in millions of visitors) tickets for parks and tourist attractions foreigners (in millions of visitors) Credit to consumers / value authorized (in r$ million)
120.72 130.38 140.81 152.06
indirect indicators for domestic flows refer to a set of measurements that help evaluate the circulation of tourists in the country, as shown in the table above.
17 FiPE, 2007. 18 the numbers were adjusted in 2010 for the rounding of the goal.
the overnight stays generated in all types of accommodations, as well as average length of stay and per capita expenditure, come from the FiPE survey on 2005. the average length
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of stay of nine days has been maintained for the coming few years while a 10% growth of overnight stays was assumed, equivalent to the projected growth of trips carried out. regarding per capita expenditures per day, growth was projected to parallel GDP growth. Domestic arrivals, which were a goal in the 2003/2007 PNt, became indirect indicators and were projected based the CEt/unB study for the document tourism in Brazil 20072010 (at the upper limit), with an adjustment proposed for 2007 as a result of the Varig crisis, which influenced the figures for domestic arrivals in 2006. For collective highway transportation (mostly regular and charter buses) for distances above 75 km, a modest growth rate of 5% a year was assumed, although it is actually rather bold considering the reduction in the number of passengers between 2002 and 2005 19 . the
reversal of this sectors contraction trend is based on the expectation of improvement of the national highway system, with investments from the Growth acceleration Program. the other indirect indicators refer to car rentals to tourists, according to the records of Associao Brasileira de Locadoras de Automveis (aBla), projecting an 8% growth rate for the next years, according to the institutions 2006 forecast; and the records of Sindicato Nacional de Parques e Atraes Tursticas (siNDEPat) on entries of Brazilians and foreigners in 13 parks and tourist attractions in the country, with a projected growth of 10% a year, a lower rate than the growth actually recorded from 2005 to 2006, which was over 20%. the indicator related to consumer credit refers to the value of authorizations of the CaiXa tourism Card, projected at a 20% growth rate, according to the institutions own optimistic view.
Necessary Conditions Description investments in domestic promotion (in r$ million) air traffic / seats/km offered (scheduled flights /000 thousand) Air traffic / Pass. Km. paid (scheduled flights /000 thousand) locations served by regional aviation 2007 68.28 2008 71.70 2009 75.28 2010 79.05
64,764 68,222 73,107 78,473 46,015 48,472 51,943 55,756 141 157 176 197
the necessary conditions include investments in promotion of the national market, projected to grow at the same rate as the GDP. air traffic figures for seats/km offered and passenger/km transported on scheduled flights, using to aNaC data, were projected based on growth rates indicated by the CEt-unB study for domestic flight arrivals20 .
another necessary condition for the expansion of domestic travel is the number of destinations served by regional airlines (128 locations in 2005), with a projected growth of a little over 10% a year, according to estimates by the Associao Brasileira de Empresas de Transporte Areo Regional (aBEtar).
19 ANTT, Anurio Estatstico 2006. 20 Turismo no Brasil, 2007/2010
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Create 1.7 million new jobs and occupations

2007 335,000 2008 400,000 2009 449,000 2010 516,000
Goal 2:
this is a cumulative goal that proposes the creation of 1.7 million new jobs and occupations from 2007 to 2010. the table above presents the projected numbers of jobs and occupations generated in each year from 2007 to 2010. the concept of the goal refers to the number of direct jobs and occupations, formal and informal, generated by tourism - based on the categories of the CNaE for tourism Characteristic activities, as recommended by the uNWto and ministry of labor official statistics (mtE/ rais) as a data source on the formal labor market. to arrive at the total number of jobs and occupations generated, including informal
jobs, it is assumed that each formal job post generated by Characteristic tourism activities as recorded by the rais leads to the creation of three other jobs and occupations in the sector as a whole, based on the CEt/unB study 21. Projections for this goal come from studies carried out by CEt/unB during the preparation of the document tourism in Brazil 2007-2010 22. these studies use an aggregate supply-anddemand model of for tourism, considering variables such as exchange rate, economic growth of the country and private investments in tourism, as well as tourism-related policy actions by the ministry of tourism.
Indirect indicators Description Number of hotel establishments (rais) overnight stays in hotels. inns and resorts (in millions) Planned private investments in accommodations (in r$ billions) Financing for the private sector (in r$ billions) 2007 19,127 71.23 1.68 2.51 2008 20,275 78.36 1.70 2.89 2009 21,491 86.19 1.70 3.33 2010 22,781 94.81 1.70 3.82
the generation of jobs and occupations in an economic activity is related to indirect indicators that allow the performance of such activity to be evaluated. in the case of tourism, indirect, measurable indicators were selected and projected through 2010. the number of hotel establishments refers to rais records, projected at a growth rate of
21 Turismo no Brasil, 2007/2010. 22 the numbers were adjusted in 2010 for the rounding of the goal. 23 FiPE 2007.
6% a year, which was the average growth from 2002 to 2005. the overnight stays come from the survey carried out by FiPE23, for 2005, and project a growth rate of 10% a year up to 2010. this percentage, higher than the growth of the number of hotels, incorporates a positive outlook for higher occupation rates, as a result of prospects for expansion of domestic flows.
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other indirect indicators of the employment goal include private investments to develop new accommodations, to be inaugurated during each year, based on the records of the ministry of tourism, which has indicated the amount of r$ 1.6 billion for 2007. this level of investment, at around r$ 1.7 billion, is expected to be maintained until 2010. another indirect indicator is finance, also in the initial phase, granted to private sector Necessary conditions Description Growth rate of GDP (%) Nominal sEliC (Brazilian prime) interest rate (% p.a.) iPCa inflation rate (%)
companies by official credit institutions (BNDEs, BB, CaiXa, Basa and BNB) to various kinds of tourism enterprises, which may be new, expanding or in the process of improvement, as well as for working capital. according to the records of the ministry of tourism, the figure for 2006 was r$ 2.18 billion. a projected growth rate of 15% a year was adopted for the following years, since support for private companies is one of the sectors basic demands.
2007 4.5 12.2 4.1
2008 5.0 11.4 4.5
2009 5.0 10.5 4.5
2010 5.0 10.1 4.5
the necessary conditions for job and occupation generation refer to, among other factors, a positive environment for private investments, represented by the GDP growth rate, a gradual decline of interest rates (sEliC, the Brazilian prime rate), and control of inflation as measured by the iPCa index. the projections of these indicators used here are the same ones adopted by the Growth acceleration Program 24.
in addition to a positive environment for private investments, specific conditions for the expansion of the activity and, consequently, for the generation of jobs and occupations, include issuing the regulatory decree to implement the law on micro and small companies and producing studies on the informal market in tourism, as a basis for actions to enhance more formal labor relations.
24 PaC 2007/2010.
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Bring 65 tourist destinations up to international quality standards

2007 2008 15 2009 20 2010 30
Goal 3:
the Program of regionalization of tourism mapped out 200 tourist regions in the country through the joint efforts of state tourism Bodies and Forums, and selected the itineraries and regions capable of being developed to international quality standards. in order to prioritize destinations along the 87 selected itineraries, going through 116 Brazilian tourist regions, the ministry considered evaluations and values attributed by the international tourism marketing Plan (aquarela Plan), the Domestic tourism marketing Plan (Cores do Brasil Plan) and other studies and surveys of federal investments and potentials of these destinations. Based on this study, 65 tourist destinations were picked to induce development along the respective itineraries and tourist regions, in all of Brazils 27 states. these destinations will be developed, by 2010, to serve as models for regional tourism development. their successful experiences and
practices will be multiplied for other destinations in the countrys tourist regions. it is intended that, by the end of 2008, 15 of these destinations can be structured to reach this quality standard, through work by the ministry of tourism and its national, state, regional and municipal partner institutions. this work will be based on the principle of environmental, socio-cultural and economic sustainability, in a participatory, decentralized and systemic fashion, encouraging the integration and consequent organization and expansion of tourism supply. the concepts of tourist Destination structured to international Quality standards and institutionally organized tourist region, which describe this goal, and the indirect indicators mentioned below, have been established by the ministry of tourism to guide actions for their achievement.
Indirect Indicators Description institutionally organized tourist regions tourism companies registered at the ministry of tourism the other tourist regions need to be institutionally organized and prepared for qualification and structuring processes to begin, using the model products indicated by the goal as references. this means that they will also be strengthened to absorb the impacts of the development of tourism in their territories, by 2010.
25 mtur.
2007 31,830
2008 65 36,604
2009 85 42,095
2010 116 48,410
another indicator of achievement of this goal is the number of companies registered at the ministry of tourism 25 , including travel agencies, hotels, flats, organizers of fairs, organizers of events, venues for events, thematic parks and tourist transporters. the registry will enhance the formalization of the sector, which is an
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prerequisite for quality. the increased number of registered companies is expected to grow
15% a year, slower than the 30% growth observed between 2005 and 2006.
Necessary conditions Description investments in infrastructure by the ministry of tourism (in r$ billion pledged) Qualified personnel Certified professionals Certified companies 2007 1.32 51,340 1,960 290 2008 1.39 56,474 2,254 2,899 2009 1.46 62,121 2,592 3,334 2010 1.53 68,334 2,981 3,834
an important condition to bring tourist destinations up to international quality standards is investment in tourist infrastructure at these destinations. taking as a reference the ministry of tourism budget for tourist infrastructure, including parliamentary amendments, which was r$ 1.27 billion in 2006 26, the projection for the coming years grows at the same rate as the GDP assumed by the Growth acceleration Program.
actions in the areas of professionalization of personnel, professional certification and certification of tourist enterprises 27 are also crucial for raising tourist destinations to international quality standards. Expected results for 2007 to 2010 were projected considering actual results of the actions of the ministry of tourism in recent years, as we see in the table above.
26 mtur. 27 mtur.
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Generate 7.7 billion dollars in foreign exchange

2007 5.1 2008 5.8 2009 6.7 2010 7.7
Goal 4:
the goal of generating foreign exchange by tourism refers exclusively to the amounts officially registered by the Brazilian Central Bank. the goal indicated in the previous version of the National tourism Plan optimistically projected total foreign-exchange revenues from tourism in the country, including informal currency exchange. Given the limitations in measuring this informal share of foreign-exchange revenue, it was decided to project a goal based exclusively Central Bank records, to assure a more reliable monitoring of its evolution.
the projection of the goal and of other related indicators comes from analyses of domestic and international markets by the ministry of tourism and Embratur, considering the recent expansion of the activity, its prospects and challenges, as well as the possibility of overcoming, in the short term, limitations to the supply of seats in international flights to Brazil. the achievement of this goal also depends on the outcome of other results related to international tourists flows into the country, which constitute its indirect indicators.
Indirect Indicators Description arrival of foreign tourists (millions of tourists) international arrivals (millions of passengers) length of stay of foreign tourists (in days) 2007 5.5 7.0 14.4 2008 6.2 7.9 14.4 2009 7.0 9.0 14.4 2010 7.9 10.0 14.4
the generation of foreign exchange is related to the arrival of foreign tourists, length of stay and average expenditure per capita by these tourists in the country, which are indirect indicators for this goal. taking as a reference the records of the Federal Police Department related to the entry of foreign tourists in the country in recent years, the increase of this flow was projected to reach
7.9 million tourists in 2010. the variable related to length of stay, which is another indirect indicator for this goal, was maintained at 14.4 days, based on figures for 2006 28. another indirect indicator to monitor the foreign-exchange goal refers infraero records on international arrivals, which should reach 10 million passengers in 2010, including scheduled and charter flights.
28 FIPE, Estudo da Demanda Tursitica Internacional, 2006.
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Necessary conditions Description seats offered on international flights (in millions) investments in external promotion (in us$ million) Positive economic environment (exchange rate in r$ / us$) international trade flow (in us$ billion) 2007 8.30 64.00 2.12 244.0 2008 9.38 76.00 2.15 263.0 2009 10.60 92.00 2.30 279.0 2010 11.98 107.00 2.30 285.0
the conditions needed to achieve the foreign-exchange goal include supply of seats in international flights (regular and charter), investments in external promotion and the consolidation of a positive national and international economic environment, represented by stable exchange rates and an
rising international trade flow (imports plus exports), as shown in the table above. the projections of the necessary conditions are drawn from analyses by the ministry of tourism, Embratur and market projections for these prospective scenarios 29 .
29 rates adopted on the basis of projections by the Getlio Vargas Foundation, according to market expectations. the Growth acceleration Program does not make projections for exchange rates or for international trade flows.
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Macro-programs and Programs
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ourisms contribution to development depends not only on the availability of natural and cultural resources, but on effective and integrated planning and management involving both public authorities and the private sector. Based on science and technology, which add real and continuous value, it is necessary to incorporate a set of structuring actions that can make these resources more attractive and competitive, and then turn them into real tourist products. the sectors multidisciplinary features and the economic, social, environmental, political and cultural impacts generated by tourism demand planning and management processes that guide, control and accelerate development in local, regional and national spheres. Decentralized public tourism policies, as recommended by the National tourism Plan, led to the creation of organizational environments, structured around a strategic core of the ministry of tourism, the National tourism Council and the National Forum of state tourism secretaries and Directors. the state tourism Forums and Councils of the 27 states, the regional and macro-regional tourism Development Bodies and the tourist municipalities complete this model of institutional and entrepreneurial management for domestic tourism. several programs and actions are being designed in an integrated manner to improve the performance of the activity in the country, enabling the significant positive results presented in the diagnosis. there is much to be done for Brazil to play its due role in the world of tourism, in the development of both domestic and international tourism. there is an growing need to expand and consolidate relations between the state, the private sector and organized civil society. the 2007-2010 National tourism Plan confers relevance, continuity and depth to the policies adopted and implemented since 2003 in
conjunction with business sectors that share with the government an institutional dimension of cooperation. the Plans proposals, organized in macroprograms and programs, must be addressed in an integrated fashion, as demonstrated in the organization chart on the following page. the macro-programs are aggregated groups of themes, chosen for their potential to help carry out the commitments established in the goals. they are structured into three groups of activities related to the formulation and implementation of the National tourism Policy 30; the establishment of basic references for the territorial breakdown of tourism in Brazil 31; and core actions, activities and support 32 that effectively enable bases to be laid for the sustainable development of tourism. macro-programs are composed of a set of programs that organize the ministrys and its partners various executive activities around similar subjects. Programs, in turn, are subdivided into various actions, which can be detailed into projects and activities that will enable the achievement of the overall goals. the macro-programs and programs, once underway, evolve towards the consolidation of successful processes and incorporate new reflections and modes of action arising from the experience accumulated during four years. the evaluation of the efficiency, efficacy and effectiveness of macro-programs and programs must relate to the goals proposed in this Plan, to the secondary indicators of their achievement and to the conditions required for their achievement. these are also follow-up and monitoring tools for the expected outcomes. the actions interlink the National tourism Plan with the federal multi-Year Plan (PPa), the respective Budgetary Guidelines laws (lDos) and Yearly Budget laws (loas), which
30 macro-programs for Planning and management, of tourism information and studies, of transportation logistics. 31 macro-programs for regionalization of tourism. 32 macro-programs for Fostering of Private sector, Public infrastructure, Qualification of tourism Facilities and services, and Promotion and support to Commercialization.
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define budget allocations with resources from the National treasury and other sources and partnerships, for their effective implementation. in addition to the core
actions, the operational actions that provide support for the ministry of tourisms functions and operations are also part of the PPa, the lDos and the loas.
MACRO-PROGRAMS AND PROGRAMS ORGANIZATION CHART
MACRO-PROGRAM FOR TOURIST INFORMATION AND STUDIES
MACRO-PROGRAM FOR PLANNING AND MANAGEMENT
MACRO-PROGRAM FOR TRANSPORTATION LOGISTICS
MACRO-PROGRAM FOR REGIONALIZATION OF TOURISM
MACRO-PROGRAM TO SUPPORT THE PRIVATE SECTOR
MACRO-PROGRAM FOR PUBLIC INFRASTRUCTURE
MACRO-PROGRAM TO QUALIFY TOURIST FACILITIES AND SERVICES
MACRO-PROGRAM TO PROMOTE AND SUPPORT COMMERCIALIZATION
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MACRO-PROGRAM: PLANNING AND MANAGEMENT
PROGRAM FOR IMPLEMENTATION AND DECENTRALIZATION OF THE NATIONAL TOURISM POLICY
PROGRAM FOR MONITORING AND EVALUATION OF THE NATIONAL TOURISM PLAN
PROGRAM FOR INTERNATIONAL RELATIONS
Description
the development of tourism entails permanent integration among the various public and private sectors related to the activity, and involves sharing decisions, providing timely solutions, reducing bureaucracy and facilitating the participation of stakeholders in the sectors growth process. the ministry of tourism is responsible for planning and management interfaces with the domestic and external environments, including federal, state, municipal, regional and macroregional spheres, international organizations, private agencies and non-government organizations, to strengthen channels for the shared management of tourism. it is crucial to guarantee the continuity and progress of the National Policy, intensifying and strengthening the national system of decentralized management of tourism, composed of the ministry of tourism, the National tourism Council, the National Forum of state tourism secretaries and Directors, the 27 state tourism Forums or Councils, the governance bodies set up in the various tourist regions, tourist municipalities and the macro-regional tourism development bodies. this strengthening process must include greater representation on the tourist regions governance bodies, as well as training for them to enhance sharing, cooperation and integration
of tourism production activities in the different spheres of tourism planning and management in the country. Within the limits of the ministry of tourisms responsibilities, programs and budget, its liaison with the ministries of transportation, Cities, National integration and Defense must be structured and intensified. it is also important to increase the number of integrated activities with the ministries of Environment, Culture, agrarian Development and industry and trade, among others. as a strategic instrument of the National tourism Policy, the National tourism Plan should orient the programs and actions of the multi-Year Plan (Plano Plurianual PPa), which provides the budgetary support for its execution. these two management plans must always be aligned, in order to adjust spending to projects and programs. in all the spheres of management and administration, it is also important to implement more mechanisms to monitor and evaluate the performance of tourism, in terms of the effectiveness of specific actions to achieve proposed goals as well as the effectiveness and sustainability of results. in addition to closer relations between the public and private sectors, other crucial elements are Brazils institutional representation at tourism-
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related international fora, the constant pursuit and sharing of best practices to be adapted and incorporated through the actions of the ministry of tourism and the identification and establishment of technical cooperation mechanisms to assure the necessary legal grounding for bilateral and multilateral knowledge exchange. these actions should include the improvement of legal arrangements that affect the increase of tourism, through negotiations among countries and economic blocks. these three programs and actions structured under the Planning and management macroprogram should be continued and expanded based on the experience of implementing the first four years of the National tourism Plan.
1.1 Program for Implementation and Decentralization of the National Tourism Policy
the programs work encompasses the formulation of the National tourism Policy and its systematization in the National tourism Plan, as well as its implementation, through actions to support implementation of recommendations from the National tourism Council and the National Forum of state tourism secretaries and Directors. it also includes monitoring and integration of the actions of the 27 state tourism Fora and Councils, as well as support for structuring, organizing and integrating actions among regional and macro-regional tourism bodies. all these actions sustain the National tourism Policys system of decentralized and participatory management proposed in the PNt. they also help promote cross-cutting approaches to tourism through inter-ministerial integration, particularly where their interface with other sectors is strategic, such as in air transportation, basic infrastructure, regional development and the preservation of the environment and culture. through this cross-cutting approach, the program should move on proposals and actions from the Environmental agenda for tourism, aimed at orienting public policies for the sector vis--vis environmental sustainability, as well as fighting sexual exploitation of children and adolescents, in liaison with the ministry of Justice.
Objectives
Formulate and implement the National Tourism Policy in a decentralized and participatory manner, following the guidelines of the National tourism Council. Integrate the federal, State, municipal, regional and macro-regional public spheres and the private sector to build Brazilian tourism, promoting the monitoring and evaluation of the National tourism Plan. Decentralize the implementation of actions in the National tourism Plan, in coordination with macro-regional, state, regional and municipal tourism plans. Structure institutional tools and mechanisms to integrate both internal and external planning in the ministry of tourism,. Monitor and evaluate the economic and socioenvironmental impacts of the National tourism Plan and other tourism-related policies. Identify successful practices implemented by other countries that can assist in the development of tourism in Brazil. Defend the interests of Brazilian tourism in international fora and bilateral relations. Establish bilateral and multilateral technical cooperation mechanisms that contribute to knowledge exchange and mutual development.
1.2 Program for Monitoring and Evaluation of the National Tourism Plan
this program comprises the actions related to monitoring and evaluation of results and proposed adjustments in the planning and implementation processes of the National tourism Policy, to help achieve the goals set by the National tourism Plan, in accordance with official planning for the sector. it will
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implement and maintain a system to plan, monitor and evaluate the programs and actions of the National tourism Plan and the multi-Year Plan, incorporating the proposal to decentralize management and the interfaces linking actions, projects and results in the various states and ministries, using geo-referenced mapping of the PNts actions. the monitoring and evaluation of the Plan should help consolidate a system of tourism indicators, to align the actions of the ministry and its partners nationwide with the PNts results and goals, thus enabling not only effective monitoring but also a better understanding and mitigation of external factors that affect the activity.
uNEP, united Nations Conference on trade and Development/uNCtaD, etc.) and the Common market of the south (mercosur). it also comprises actions to identify interfaces between those organizations projects and programs of the ministry of tourism, to obtain support and to coordinate joint actions. the program also seeks to identify best practices in tourism by studying international sources and then to disseminate them among public and private agents. the compilation of results will contribute to the ministry of tourisms policy-making and actions. Finally, the program will monitor and evaluate international policies and decisions related to tourism development; promote close ties with other agents in the international community, with a view to exchanging experiences; implement bilateral and multilateral technical cooperation initiatives to promote job and income generation; and take steps to facilitate the flow of people among south american countries.
1.3 Program for International Relations

this program comprises actions related to Brazils institutional representation in international fora such as united Nations agencies (uN World tourism organization/ uNWto, united Nations Environment Program/
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MACRO-PROGRAM: TOURISM INFORMATION AND STUDIES
TOURISM INFORMATION SYSTEM PROGRAM
PROGRAM FOR THE COMPETITIVENESS OF BRAZILIAN TOURISM
Description
in modern societies, information is a strategic input for work in any activity. in tourism, information plays a key role, both in the programmatic management for investment decision-making on domestic and international destinations and markets and in the functioning of the productive chain, from production to sales. an ongoing program is needed not only to structure destinations based on supply and demand, but also to provide a system to evaluate the activitys socio-economic, cultural and environmental impacts, to assist in decisionmaking and to allow the sector to become much more sustainable. the generation of basic indicators for the analysis of the tourism sector is essential to be able to measure the magnitude of the activity and assess its economic and socio-environmental impacts. Public and private leaders need essential information to make managerial decisions, whether for planning, promotion and qualification, or for infrastructure and implementation of new services and facilities in tourist itineraries. the production and dissemination of information will help a new culture emerge, based on up-to-date and reliable numbers and
studies, in order to facilitate the management and optimization of public and private resources. Data on jobs generated, the entry of foreign exchange and trips is essential to evaluate the impacts of tourism on a countrys socioeconomic development. among other themes, the indicators to be prioritized and addressed systematically are those that allow for the monitoring and evaluation of impacts of tourism on social, economic, cultural and environmental realities of territories, regions, destinations and populations; on employment; on the qualitative profile of national and foreign tourist flows; and on each link of the productive chain and each segment of the tourism market. the production of information and data on tourism must be a systematic, continuous and routine process, to build time series on its behavior and to be able to evaluate its prospects for expansion and development.
Objectives
Structure the national system of tourism statistics. Gather, systemize and disseminate primary and secondary information on domestic and international tourism. Know the characteristics and dimensions of tourism supply and demand on domestic and international markets.
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Evaluate the impacts of the tourist activity on the economy through the national and regional application of the tourism satellite account, as recommended by the uNWto. Do qualitative surveys of tourism sector entrepreneurs. Promote the dissemination of information on tourism to the public sector, the private sector and civil society, facilitating the populations access to data, indicators and analyses on tourism. Organize studies and research on the competitiveness of tourism in Brazil as a contribution to the work of the various areas of the ministry of tourism.
a system of information organization, with the evaluation and hierarchical organization of tourism-related data. the inventory of tourism supply Project is already underway in the country, initially working in priority regions and itineraries. it intends to gather all the information into a single database and to make it available to all interested parties.
2.2 Program for the Competitiveness of Brazilian Tourism

this program aims to evaluate tourism supply at the various links of the production chain, domestically and internationally. Competitiveness is inherent to tourism and is sensitive to dynamic market demands for renewal and improvement. Projects to enhance competitiveness must therefore continuously expand, based on indicators and results of existing studies and research, with a view to developing specific knowledge on the subject and generating effective results for the development of national tourism. the academic sector emerges as a significant factor for the success of this program, since, through the correct integration of theoretical and market studies on competitiveness with existing knowledge on the evolution of Brazils tourism supply, it will be possible to propose new, more locally-appropriate indicators. this will be a major change of approach to implementing production strategies and processes, moving away from the static logic of mass products and production towards one of processes and customization. since change must be constant, the process gains strategic importance, and its flexibility is vital to respond to market changes and the fragmentation of consumption niches, with better customer services and alternatives for continuous cost reduction. Promoting the integration of organizational theory and technological processes is thus essential to achieve competitive advantages, since these processes need to be capable of reinventing themselves through learning and awareness of new market configurations.
2.1 Tourism Information System Program

this program involves actions to produce and disseminate studies and research on tourism, and to compile and systematize administrative records to be used in actions of both the public and the private sectors. Priority should be given to creating databases of tourism indicators based on existing administrative records, such as entry of foreigners, passenger arrivals, foreign exchange revenue and hotel occupation, among others. the program includes the development and implementation of the tourism satellite account methodology 33 both nationwide and regionally, and the production and dissemination of studies and research on tourism supply and demand, formal and informal employment in tourism characteristic activities and the activitys development models, among others. the program also includes inventories of tourism supply through surveys, identification and registering of tourism attractions, services, facilities and supporting infrastructure, as a basic information tool to feed into tourism planning and management. the project will be based on official methodology to inventory the countrys tourism supply, and will produce a database with national coverage. it proposes
33 tourism satellite account: a methodology recommended by the uNWto. it is an instrument to measure the impacts of tourism using an information system on tourism characteristic activities, consistent with National accounts data.
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once competitiveness indicators for Brazilian tourism have been identified and expanded, the program also has the objective of monitoring the competitive process, in line with the ministry of tourisms other public and private programs. By using cyclical models to monitor and evaluate the competitiveness of Brazilian tourism, it will be possible to
develop public policies based on the sectors strategic position in the national market. the program also looks at prospects for internationalizing Brazils tourism supply, proposing actions aimed at exports and increasing the commercial presence of Brazilian tourism services abroad.
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3
PROGRAM TO EXPAND INTERNATIONAL AIR TRANSPORT COVERAGE
MACRO-PROGRAM: TRANSPORTATION LOGISTICS

PROGRAM FOR THE INTEGRATION OF SOUTH AMERICA
PROGRAM FOR MODAL INTEGRATION IN TOURIST REGIONS
Description
transportation is an essential component of tourist activities. this new macro-program has therefore been introduced as a specific theme in the 2007-2010 version of the National tourism Plan. issues related to deregulation of the activity, fuel costs and bilaterality must be addressed in discussions on the sectors prospects for the coming years, to overcome obstacles that could undermine its development. the complexity and the time it takes to develop some aspects of these discussions impose an integrated agenda for discussion and negotiations. the correlation between internationalization of tourism demand and of supply must be evaluated based on cases of large international economic groups in the sectors of accommodations, air transportation and travel operators. in a country of continental dimensions such as Brazil, an articulated network of air transportation, which integrates international lines with the long domestic distances and shorter regional trips, will be crucial for the good performance of the sector. several areas to be addressed under this macro-program will include: incentives for efficient use of slots 34 ; definition of clearer criteria for supply control; participation of foreign capital; progress in corporate governance structures; integration of transportation modes; and the constant pursuit of increased supply of international air transport coverage, without loss to domestic airlines.
34 slot: specific time allocated to an airline for flight operation a certain airport or route.
infrastructure limitations for land and water transportation also must be addressed; not only to integrate different transport modes as a complement to air accessibility, but also, and mainly, as a form of access, essential for the expansion of tourism consumption in the country, particularly for regional and in-state trips, which make up a significant share of domestic flows.
Objectives
Expand the countrys international air connectivity, with more scheduled and charter flights. Strengthen domestic airlines. Expand the supply of domestic scheduled and charter flights. Reduce the concentration of air flows in the country, enabling service to the various Brazilian regions, particularly to tourist hubs and destinations indicated by the macro-program for tourism regionalization. Strengthen regional aviation. Improve the network and the quality of passenger infrastructure for the various transport modes serving tourist regions. Integrate the various transport modes in the country. Induce inter-ministerial actions to implement strategies for transportation logistics.
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3.1 Program to Expand International Air Transport Coverage

a countrys air transportation links with the rest of the world are a strategic issue, involving geopolitical aspects that place it on the agenda of affairs of state, since it goes beyond tourism and plays a key role in other areas as well. it is important to guarantee and strengthen the share of domestic companies in the international aviation market, due to its importance in attracting foreign tourists, through actions that enable domestic companies to expand their market shares. the location of the countrys main airports and those that should operate as hubs 35 should also be considered, in order to optimize international connections with domestic and regional flights, to keep the supply of these services welldistributed throughout all the countrys tourist regions. ongoing investments to improve central airports is an important condition for maintaining an efficient and decentralized airport network, as well as preparing new destinations to receive international flights. Forms of incentives and cost reductions must be studied so that more domestic and international scheduled, non-regular or charter airlines can increase their flights to Brazil, in order to make the operations of many airports more competitive. Furthermore, aviation fuel price policies should be reviewed to reduce them to the level of neighboring countries. this is one of the bottlenecks in efforts to make the sector more competitive.
regarding air, land, sea and river accessibility, there is a need to facilitate the processes of customs control, migration, health, documentation, infrastructure, border control and others, in order to turn domestic tourist destinations into south american regional destinations as well.
3.3 Program for Modal Integration in Tourist Regions

the aim of this program is to evaluate the reach and the quality of access infrastructure and its impacts on internalizing tourism and making it competitive in Brazil. the evaluation will map out major highway routes for tourism as well as infrastructure related to sea, land, air and river accessibility, and will propose actions to improve the quality of this infrastructure and related support facilities (gas stations, catering and accommodation services, tourist information etc.), in line with the priorities set by the Growth acceleration Program . the possibility of new hubs in different cities of the country should be studied in partnership with domestic and regional airlines, to prevent concentration in the region of so Paulo and to enable an alternative supply of flight connections and transfers to better serve users and tourist destinations, in addition to promoting greater integration between domestic and regional airlines and better distribution of domestic air traffic. regional air transportation should be considered an important link in the development of domestic tourism. it will require specific measures to address its structural problems, including tariff compensation, financing for the acquisition of regional aircraft, fleet expansion, and the improvement, adaptation, modernization and expansion of regional airport infrastructures. regional aviation will be evaluated under the macro-program to regionalize tourism, strengthening the countrys destinations and tourist regions.
3.2 Program for the Integration of South America

this Program visualizes south american integration using air transportation to promote regional tourism and trade, stimulate the leisure and business tourism industry and enable economically-promising domestic and south american networks through the identification of new tourist destinations and business. the program is also aimed at consolidating and intensifying the use of existing air links and allowing the competitive participation of airlines in the regional integration process.
35 Hub: airport with high concentration and distribution of flights.
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MACRO-PROGRAM: TOURISM REGIONALIZATION
PROGRAM FOR PLANNING AND MANAGEMENT OF REGIONALIZATION
PROGRAM FOR STRUCTURING OF TOURIST SEGMENTS
PROGRAM FOR STRUCTURING OF TOURISM-RELATED PRODUCTION
PROGRAM FOR SUPPORT TO THE REGIONAL DEVELOPMENT OF TOURISM
Description
the regionalization of tourism, launched by the roteiros do Brasil tourism regionalization Program in april 2004, seeks to structure, organize and diversify tourism supply. it is the basis for territorial aspects of the National tourism Plan. regionalization is a management approach to decentralize, coordinate and integrate public policies, following the principles of flexibility, coordination, mobilization, inter-sector and interinstitutional cooperation and synergy in decisionmaking, as a guiding strategy for other PNt macro-programs, programs and actions. the program conceives of territory as a space and place where people interact with the environment, thus allowing various organizational approaches and ways to relate with nature, with culture and with available resources. this notion requires coordination among social organizations, economic agents and political representatives, going beyond a strictly sectoral view of development. the programs concept also confers strategic importance to organizing productive arrangements, since the partnerships, integration and cooperation among different sectors can generate products and services from a great diversity of producers such as formal and
informal small-family businesses, micro and small enterprises, thus increasing the well-being of the population. incorporated into this version of the PNt as the macro-program for tourism regionalization, the proposal is based on the segmentation of tourism supply and demand as a planning and management organizing strategy, aimed at product designs, itineraries and destinations that reflect peculiarities and specificities of each region. tourism supply takes on greater significance and identity through the quality and originality of local handcraft, industrial and farm production, which adds value to tourist products, strategically called tourism-related production. this macro-program encompasses the programs to support financing for regional development ProDEtur and ProECotur which interact in a complementary process. the regionalization map presents 200 tourist regions that include 3,819 municipalities in all 27 states. the most important of these are 149 regions that have produced 396 itineraries, going through 1,027 municipalities. the context of regionalization implies a broad convergence of interests in a network of market-oriented relations and intense economic
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and social integration, able to produce dynamic interaction among different sectors for the sustainable development of tourism. Greater density, integration and coverage of this network 36 are the core mechanisms to strengthen regional dynamics, and are important tools in the PNts shared management process.
itineraries with the greatest potential to meet international quality standards. in an integrated effort with the state governments, the program has therefore identified and is working on 87 priority itineraries that include 474 municipalities in 116 tourist regions.
Objectives
Promote the development and deconcentration of tourist activity. Support planning, structuring and development of tourist regions. Increase and diversify quality tourist products, including Brazils cultural plurality and regional differences. Enable the marketing of new tourist destinations and itineraries. Promote tourism-related production, adding value to tourism supply and optimizing the competitiveness of tourist products. Optimize the benefits of the activity to local communities. Integrate and intensify tourisms productive arrangements. Increase the length of stay of tourists at destinations and on itineraries. Invigorate regional economies.
4.2 Program for Structuring of Tourist Segments

this program is guided by two strategic lines: segmentation of tourism supply and demand, and structuring tourist itineraries. segmentation is one way to organize tourism. it is a strategy for structuring products and consolidating itineraries and destinations, based on components of each regions identity. some of those components characterize the main segments of tourism supply addressed by the program: Cultural tourism, rural tourism, Ecotourism, adventure tourism, sports tourism, Nautical tourism, Health tourism, Fishing tourism, study and Exchange tourism, Business and Events tourism, sun and Beach tourism, among other type 37. as part of this process, social tourism 38 has also been included in a cross-cutting and inclusive manner, to improve the distribution of benefits. the program sets out to regulate and consolidate each segment, organize and strengthen their representative bodies and standardize conceptual references, which, together with the structuring of tourism-related production, will provide the basis for building itineraries. the development of tourist itineraries is geared towards partnership building and promotes integration, cooperation and commitment among local players, more business opportunities and the recovery and preservation of socio-cultural and environmental values of regions, as a way to achieve a more integrated tourism supply. significantly, the preparation and structuring of tourist itineraries are the responsibility of the private sector, while the program plays a role in inducing this process.
4.1 Program for Planning and Management of Regionalization

the program is one of a number of actions for the planning of tourist regions throughout the 27 states. activities range from networking, awareness-building and mobilization, to the design and implementation of strategic planning for tourist regions. it operates through the institutionalization of regional governance bodies, the creation of networks and monitoring and evaluation of the regionalization process in municipalities, state and nationwide, with a special focus on integrated actions with neighboring countries. Given the size of Brazil compared to the working capacity of the players involved, it is paramount to prioritize the integrated tourist regions and
36 With the process of regionalization of tourism, it has been possible to create a network of relationships in the country: the National Network for tourism regionalization. its main goal is to promote relations and build partnerships among the different players involved in the regionalization of tourism in Brazil, in particular through the exchange of experiences and information, in order to contribute to the development of the countrys tourism potential. 37 BRASIl, Ministrio do Turismo. Segmentao do Turismo Marcos Conceituais. Braslia, 2006. 38 social tourism is a way of providing and partaking in tourist activities, while promoting equal opportunities, equity, solidarity and the exercise of citizenship from the perspective of inclusion. thematic segments: Conceptual Frameworks, ministry of tourism, 2005.
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in
regional
integration
strategy,
the
preparation of master plans, strengthening of municipal management, professional and business qualification, studies on domestic and international tourism markets, environmental management plans, marketing plans, interventions in transportation infrastructure,
program supports social inclusion projects for the development of tourism, with a view to promoting the socio-economic inclusion of local populations into tourism-related activities.
4.3 Program for Structuring TourismRelated Production

the programs aim is to identify handcraft, industrial, commercial and service products associated with tourism, as a way to expand and to diversify increase to supply. the it proposes and of ways such opportunities overcome
environmental sanitation and conservation of historical sites, among others. as a way to meet the needs of participating states, the program provides means to facilitate loans from iDB, called National ProDEtur, which will allow faster fund-raising procedures and lower operating costs. the Northeast ProDEtur ii, which covers all the states of the northeast region plus minas Gerais and Esprito santo, is the continuation of the programs Phase i, with institutional support and matching funds for the international credit operation. the south ProDEtur includes institutional support and participation in the preparation of Programs in the states of mato Grosso do sul, Paran, rio Grande do sul and santa Catarina.
challenges
incorporation
products, as well as to adapt them to specific markets and to the tourism sales process. Based on the identification of potential tourism-related mobilized for products, their resources and are to adaptation,
disseminate and promote them in such a way as to strengthen results such as added value, expansion of markets for tourism and associated products and social inclusion through employment and income generation. the program should associate the image of tourism with internationally recognized products and with all products related to tourist destinations, on both domestic and international markets.
The PRODETUR JK includes six States in the midwest and southeast regions plus the Federal District, and is in its initial phase. it involves external financing and local allocation of matching funds. the program
4.4 Program to Support the Regional Development of Tourism

this program is part of the regional tourism Development Programs (ProDEtur), funded by the inter-american Development Bank (iDB). its aim is to ensure sustainable and integrated tourism development, improve the quality of life of local populations, increase the sectors revenues and improve management capacity in areas of tourism expansion and with tourist potential. it is implemented with international funding by actions such as the
has begun an analysis of tourism dynamics in the region, which will be part of a strategic Environmental assessment (aaE). the ProECotur is aimed at generating jobs and sustainable economic activities in the nine states of the legal amazon region. Phase i of pre-investments was carried out with iDB resources and is under the responsibility of the ministry of Environment. Phase ii, called North ProDEtur, will be under the responsibility of the ministry of tourism.
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MACRO-PROGRAM: SUPPORTING THE PRIVATE SECTOR
INVESTMENT ATTRACTION PROGRAM
TOURISM FINANCING PROGRAM
Description
the process of sustainable development in modern societies is linked to the availability of and access to credit for the expansion of businesses that carry out productive activities in each economic sector. tourist activity is mostly carried out by the private sector and involves a wide range of opportunities for the development of services. it is essential that enough affordable credit be available for micro, small, medium and large tourism enterprises. instruments and conditions for credit and financing should be constantly improved, in order to ensure access by entrepreneurs in the tourism sector to the resources available in financial institutions. it is crucial for projects in this area to be analyzed by financial institutions in an environment where the requirements imposed are proportional to the true risk of operations. this allows the institutions to support the sectors growth, improvement of its performance and, as a result, job and income generation. the base for business-support and promotion activities under this macroprogram will be the expansion of partnerships with federal financial institutions, with a view to promoting and disseminating conditions
for financial services and credit, encouraging innovative ways to access resources. incentives to build tourist facilities will not only be provided by new credit facilities, but also through the identification and cataloguing of interesting projects in tourist regions and destinations, for dissemination to potential investors in Brazil and abroad. Credit for final consumers is another tool to promote domestic tourism, by increasing the credit available to workers, retirees and youth to make domestic trips more accessible. How best to bolster business has been identified as a key challenge for agreements between entrepreneurs and the financial system, and it demands a diversified portfolio of solutions to existing bottlenecks. Programs under this macro-program address issues such as funds and credit lines, access to credit, attracting investments and lower taxes for the productive chain. all actions under this business-support macro-program must take for granted the need to guarantee accessibility for people with disabilities or reduced mobility, in all tourist facilities. this will be a requirement for any type of institutional support.
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Objectives
Expand and improve the supply of tourist facilities and services in the country. Stimulate micro, small and medium-size companies, facilitating their access to credit. Generate new jobs through the expansion and diversification of tourist facilities. Strengthen the domestic market through credit to consumers. Generate foreign exchange, attracting investors to Brazil. Attract investors for projects located in remote, as yet undeveloped, potential regions. Disseminate investment opportunities in tourism, sensitizing potential investors to tourist development opportunities in Brazil.
in the country, integrated with PNts other macro-programs and programs, other public institutions and the private sector. the program includes studies, research and analyses of investment opportunities in the Brazilian tourism sector for the purpose of finding investments and providing information and guidance to investors.
5.2 Program for Tourism Financing

the program proposes actions to develop and adapt credit lines and other financial instruments for tourists and tourism companies by promoting partnerships with financial institutions, studying and suggesting new credit lines and improvements in the conditions of existing facilities, in order to make them more accessible. the program also includes the identification, promotion and dissemination of tourism credit lines to specific target audiences, including the General tourism Fund (FuNGEtur), by strengthening relationships with public financial institutions and others in the national financial system.
5.1 Program for Investment Attraction

this program is relates to supporting and mobilizing the private sector to implement the National tourism Policy, attracting and promoting national and international investments and coordinating the identification and dissemination of investment opportunities
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MACRO-PROGRAM: PUBLIC INFRASTRUCTURE
PROGRAM FOR INTER-MINISTERIAL COORDINATION FOR INFRASTRUCTURE TO SUPPORT TOURISM
PROGRAM TO SUPPORT TOURIST INFRASTRUCTURE
Description
Developing tourism in regions where there is supply and demand entails providing municipalities with appropriate infrastructure for the expansion of the activity and improvement of products and services supplied. this is a basic condition for the quality of tourism services and products provided by the private sector. the implementation of projects of interest and relevance to the improvement of tourist destinations will only be possible with investments in tourism support infrastructure and tourist infrastructure. tourism support infrastructure demands a considerable amount of financial resources, which are managed by public agencies not directly linked to tourism. therefore, it is crucial that inter-ministerial actions prioritize the tourism support infrastructure demanded by the sector, both nationwide and regionally, with a priority on tourist regions. these intersectoral actions should be replicated in states and municipalities, seeking to include tourism support infrastructure among the priorities of the other public sectors. Public-private partnerships should also be considered as an alternative for the implementation and maintenance of infrastructure in tourist regions. Endowing a municipality or region with infrastructure to support tourism is to provide
the bases for expansion, by creating conditions for building tourist facilities, for tourist access, improved quality of tourist products and stronger regional economies. actions will be guided by the identification and quantification of infrastructure needs, to enable solutions that can assure improved capacity, security and quality of tourist services. they must consider the needs of people with disabilities or reduced mobility and, at the same time, improve the quality of life in tourist destinations. strategically, regions should be prepared in advance to receive the investments, in order to optimize results and minimize impacts. since a significant share of the funds for tourist infrastructure comes from parliamentary amendments to public budgets, federal, state and municipal authorities must always work with legislators to ensure that programs of the National Plan will be prioritized in tourist regions.
Objectives
Guarantee the quality and sustainability of tourist destinations. Improve the quality of life in tourist regions and destinations. Generate conditions for the creation of tourist facilities. Increase the benefits derived from tourist development.
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Facilitate the access of tourists, including those with special needs. Guarantee adequate conditions for tourism to develop in a sustainable manner.
6.1 Program for Inter-ministerial Coordination for Infrastructure to Support Tourism

this program involves federal management actions to promote inter-ministerial integration, particularly of the ministries of Cities (environmental sanitation), transportation (road system), Culture, Environment, National integration and Defense, as well as others, to foster inter-sectoral partnerships to respond to development needs in tourist regions for federally-funded public infrastructure. it will also work with other spheres of public administration, states and municipalities, thus amplifying federal actions to enhance the basic qualification of tourist regions. inter-sectoral actions will be guided by the identification and quantification of infrastructure needs in the main tourist itineraries, according to the National tourism Policy and the macroprogram for tourism regionalization. the main demands to be considered are those related to investments in air, land and water accessibility, basic sanitation and public safety, integrating
these demands with investments already planned under the Growth acceleration Program, particularly with relation to logistics (highways, railroads, ports, airports and waterways) and social infrastructure (sanitation, urban transportation and water resources).
6.2 Program to Support Tourist Infrastructure

this program will identify tourist infrastructure needs to allow the expansion of the activity and improve the quality of tourist products in the various regions of the country. it is part of a set of actions aimed at identifying historical and cultural sites with potential for tourism, seeking to ensure access, comfort and security, support to tourist road-sign projects, establishment of tourist information centers and support for the sale of local handicraft. in tourist municipalities or regions, actions to support infrastructure facilities will address needs for marinas and nautical ports; (re) urbanization and infrastructure of sea and river shores; improvements in railroad and road accessibility; events centers; exhibition and fair venues; public parks; social and leisure tourism terminals; sea, river, road and railroad terminals; cultural centers; museums; schools for the hotel, gastronomy and hospitality sectors.
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MACRO-PROGRAM: IMPROVEMENT OF TOURIST FACILITIES AND SERVICES
TOURISM STANDARDS AND REGULATIONS PROGRAM
TOURISM CERTIFICATION PROGRAM
PROFESSIONAL QUALIFICATION PROGRAM
Description
the quality of tourism products is intrinsically linked to the improvement of the services provided. Quality standard should be based on client satisfaction and the assumptions of sustainable tourism, which require policies that stimulate the continuous improvement of quality and safety of services. these policies must also modernize the regulatory framework for tourism, adjusting todays monitoring and oversight means to make them more effective and efficient in enforcing established rules. they should also establish a set of reference parameters to stimulate the qualification of professionals and the positioning of companies on domestic and international markets. the incorporation of new technologies into tourism-related business areas demands updating and adaptations to new conditions. the great number of jobs generated by tourism, its seasonality and high turnover rates require additional efforts for the qualification of human resources. a qualification policy is essential. it should guide the institutions responsible for financing, formulating and delivering courses for the various sectors throughout the productive chain of tourism, from management and academic training to the operational levels, also reaching the less skilled personnel. research and higher
education institutions related to tourism should participate in the design and implementation of this policy. the program should map out the tourism labor market to have references on demand, current and future supply, the various levels of training and the geographic location of training centers and other institutions that play a role in the sector. the social and cultural dynamics of tourist destinations should be taken into account, as well as regional specificities, and this mapping should seek to identify the entire productive chain. Professional qualification should be coordinated by the ministry of tourism, through greater integration with institutions already active in the area and working together with the organizations and associations that represent the categories of personnel being trained or qualified. it should consider development of the skills needed for the full development of the work and be based on official Brazilian technical standards for professional skills. the results of these actions must also be monitored, by evaluating the number of people qualified at the various levels and segments, and also by measuring the actual outcomes achieved, considering increased pay scales on the market and the employability of qualified staff.
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other steps will also encourage the improvement of tourism services, such as the development of a manual of good practices for different segments, registries, standardization, classification and certification. they enable the establishment of evaluation parameters for operators, agencies and consumers and also a more competitive marketing of domestic and international tourism products. official oversight should also be considered an important tool for quality control over tourism services. the following should be considered as premises for this macro-program: the pursuit of excellence in services, hygienic-sanitary conditions of attractions and food offered, the guarantee of accessibility for people with disabilities or reduced mobility in all tourist facilities in the country, the fight against child labor and the sexual exploitation of children and adolescents, a commitment to the sustainability of Brazilian tourist destinations, the conservation of historical and natural sites and the promotion and appreciation of artistic and cultural expressions as a heritage of local populations.
Decentralize and strengthen the regulation and oversight of tourist services, assuring that authorities have effective means to control services, based on local peculiarities. Intensify efforts to enforce compliance with rules and regulations for services, facilitating the assurance of consumer-defense rights for tourists
7.1 Tourism Standards and Regulations Program

actions in this program aim to create and deploy standards and regulatory instruments covering minimum quality requirements for products and services, to be fulfilled by service providers, companies, facilities and professionals in the tourism segment. legal instruments related to tourism will be systematized and organized, to resolve conflicts and overlapping jurisdictions, making the law clear and enforceable and reducing excess bureaucracy in procedures to approve tourism projects. Based on these rules, the aim is to catalogue, classify and oversee service providers, enterprises, facilities and professionals in the tourism segment, decentralizing to affiliated agencies the administration of service and product quality control.
Objectives
Promote the quality of tourism products in Brazil. Promote the qualification and improvement of agents operating throughout the tourism productive chain, at all levels of hierarchy, in the public and private sectors. systematize the standards and regulations governing service provision and tourist facilities in the country. Stimulate and support the certification of tourist professionals and facilities. Establish, in cooperation with representative organizations of the tourism segments, rules, standards and regulations related to service delivery, as references for professional qualification programs and to guide the improvement of quality and safety of services delivered to tourists.
7.2 Tourism Certification Program

the aim of this program is to help providers and consumers make their purchase decisions and to encourage good practices, contributing to higher quality standards for services and products in the tourism segment. it is disseminated as a tool for excellence in service provision. the program should support the drafting of Brazilian technical standards and encourage actions to certify people, products and enterprises. tourism certification is voluntary, under the auspices of the Brazilian Certification system.
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the program will also support certification for employed professionals, to help them stay in their jobs and also to advance professionally. it will also help companies develop, by supporting technical assistance actions for certification.
it should also promote the development of methodologies and pedagogical tools appropriate to the development of professional skills and to the market placement of low-income and young people, as well as courses, workshops and seminars that meet demands that arise. the ministry of tourism will coordinate the program in a systemic manner, integrating it with other institutions in the field of professional qualification for all branches of tourist service delivery in the country. Professional qualification in tourism will stimulate continued education and professional training integrated with the ministry of Educations Education Development Plan, as well as professional training programs at the ministry of labor and Employment.
7.3 Professional Qualification Program

this program promotes the qualification of the several types of professionals in the tourism productive chain and other actions to raise the local populations awareness of the importance of its participation for the success and sustainable development of tourism. Professional qualification must respond to quantitative and qualitative market demands, related to tourism sectors, segments and destinations in all regions of the country.
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MACRO-PROGRAM: PROMOTION AND SUPPORT FOR COMMERCIALIZATION
PROGRAM FOR DOMESTIC PROMOTION OF BRAZILIAN TOURISM
PROGRAM FOR SUPPORT TO DOMESTIC COMMERCIALIZATION
PROGRAM FOR INTERNATIONAL PROMOTION OF BRAZILIAN TOURISM
PROGRAM FOR SUPPORT TO INTERNATIONAL COMMERCIALIZATION
Description
the promotion of Brazilian tourism should follow the strategic concepts of consolidating the countrys image and diversifying its tourism products, for both domestic and international markets. marketing actions, which comprise advertising, promotional and public relations actions, based on the Brazil trademark, should consolidate the image of a modern country, that is credible, cheerful, young, hospitable and able to provide quality leisure and new experiences to visitors, to do business, to organize events and to offer incentives, making the country competitive domestically and internationally. their essence should be to achieve positive experiences in the knowledge, integration and appreciation of the countrys cultural and natural wealth, and to disseminate and promote safe, professional, diversified and sustainable tourism. on the domestic market, these actions should promote more travel by including new groups of consumers who had been excluded from this type of consumption, through social programs and affordable products and by overturning the myth that tourism is consumption exclusively for national and foreign elites.
the National tourism marketing Plan (the Cores do Brasil Plan) and the international tourism marketing Plan (the aquarela Plan), are references for the implementation of programs, actions and campaigns to promote tourism on the domestic and international markets, respectively. it is necessary to maintain the ministry of tourisms priority on the promotion of tourism in domestic and international markets, as well as enabling publicprivate partnerships, in line with a world trend in the development of tourism promotion. it is also important to work on institutional marketing, strengthening the Brazil trademark at home and abroad and its use in both domestic and export products that can allude to it. moreover, federal agencies must work together to incorporate the Brazil trademark into international promotion actions and campaigns, in joint efforts to strengthen and add value to the trademark. New information technologies are also important to improve communication and tools like the Brazilian tourism Portal, in order to make it more accessible, friendly and attractive to all types of national and international users, since the internet is currently one of the main ways to search for information and promote tourism.
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the Brazilian tourism Portal is a powerful instrument for tourism promotion at home and abroad. Current international promotion actions must continue to be part of the aquarela Plan, particularly the maintenance of Brazilian tourism offices and their expansion to markets with great potential to send tourists to Brazil and to growing markets; the Brazil Caravan project; the commercialization bureau; the Excellency in tourism Program; on-line training of travel agents; promotional events and business and tourism fairs, events and incentives, which have all presented good results. these actions should seek to increase international tourist flows to Brazil, upgrade the profile of tourists who visit the country, prolong tourists stays and increase their daily spending, resulting in the generation of income and the creation of direct and indirect jobs for Brazilians. Promotion actions for the domestic market should also focus on identifying the main domestic sources of tourists and their respective target audiences, in order to make tourism a consumption item for Brazilians, expanding this market to segments of the population who have always been excluded.
8.1 Program for the Domestic Promotion of Brazilian Tourism

the program integrates marketing, advertising and participation in events that disseminate and add value to the image of the tourist destination, offering it as a product to the Brazilian market and enabling more employment, income and local tourist flows. advertising and marketing actions also include carrying out and supporting promotion campaigns for domestic tourism, to get Brazilians to travel and visit their own country, increasing domestic tourist flows.
8.2 Program for Support to Domestic Commercialization

this program proposes to work alongside operators, agents and other tourist service providers, in addition to state and municipal official tourism departments and agencies, to create closer links between business environments related to the production and supply of services with business environments related to product formatting and commercialization, to include in this network tourism products identified by the macro-program on regionalization in the countrys different tourist regions. another focus of the program is incentives to develop and implement projects and creative solutions to reduce prices of quality tourism products for final consumers, increasing the number of travelers, occupancy rates and other tourist services, with projects such as Vai Brasil that promote the inclusion of new groups of tourism consumers, particularly youth, workers and the elderly, strengthening social tourism in Brazil. a strategy to stimulate and support commercialization and promotion of Brazilian tourist destinations by bringing together operators and providers of different types of tourist services, is the roteiros do Brasil tourism Fair. this event presents to the country the results of regionalization processes and
Objectives
Bolster the domestic market, promoting a larger number of quality products. Enable the increase of domestic trips by supplying affordable, quality products, and including new groups of domestic consumers. Promote Brazilian regions, at home and abroad, by means of cultural and natural diversity, contributing to the reduction of regional inequalities. Increase the flow of foreign tourists to Brazil, by intense promotion in major international markets. Strengthen the segment of business tourism, events and incentives.
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tourist routes. this action also stimulates the organization of state tourism Fairs in different states as a way to strengthen regional tourist destinations and routes, to get them onto the market and strengthen regional tourism with a greater flow of in-state trips.
that are unique to the international market, as recommended by the aquarela Plan, in partnership with official tourism agencies in states, municipalities, the Federal District and Brazilian tourism business community, in order to consolidate Brazils image abroad and position the country among the worlds main tourist destinations.
8.3 Program for the International Promotion of Brazilian Tourism

the program aims to promote Brazilian tourism abroad and to strengthen the Brazil trademark through a series of activities, including an international calendar of tourism fairs and business events and support to bring international events to Brazil, with the participation of states, municipalities, Brazilian tourism entrepreneurs and the establishment of partnerships. Based on the aquarela Plan, this program will also organize promotional actions and campaigns in major markets with the potential to send tourist flows to Brazil. it will also be important to establish a line of communication and a visual identity for Brazil
8.4 Program for Support to International Commercialization

this program includes the planning, consolidation and expansion of the Brazilian offices for promotion of tourism abroad, training and sales seminars, the Caravan Brazil Project and the Program to train travel agents specialized in Brazil, as well as other actions carried out with domestic and international operators and international receptive agents. this group of actions disseminates knowledge about new Brazilian tourism products as a way to expand the commercialization of these products on overseas markets, diversify supply and attract new flows of international tourists to the different regions of Brazil.
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YT OW
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PA TRI BLE NA TAI SUS
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Private Organizations ABAV Associao Brasileira de Agncias de Viagens. ABBTUR Associao Brasileira de Bacharis em Turismo. ABCMI NACIONAL Associao Brasileira de Clubes da Melhor Idade. ABEOC Associao Brasileira de Empresas de Eventos. ABETA Associao Brasileira das Empresas de Turismo de Aventura. ABETAR Associao Brasileira das Empresas de Transporte Areo Regional. ABIH Associao Brasileira da Indstria Hoteleira. ABLA Associao Brasileira das Locadoras de Automveis. ABOTTC Associao Brasileira das Operadoras de Trens Tursticos Culturais. ABR Associao Brasileira de Resorts. ABRACAMPING Associao Brasileira de Campismo. ABRACCEF Associao Brasileira de Centros de Convenes e Feiras. ABRAJET Associao Brasileira de Jornalistas de Turismo. ABRASEL Associao Brasileira de Bares e Restaurantes. ABRASTUR Associao Brasileira de Cooperativas e Clubes de Turismo Social. ABRATURR Associao Brasileira de Turismo Rural. ABREMAR Associao Brasileira de Representantes de Empresas Martimas. ABRESI Associao Brasileira de Gastronomia, Hospitalidade e Turismo. ANTTUR Associao Nacional de Transportadores de Turismo, Fretamento e Agncias de Viagens que Operam com Veculos Prprios. BITO Associao Brasileira de Turismo Receptivo. BRAZTOA Associao Brasileira das Operadoras de Turismo. CNC Confederao Nacional do Comrcio. CONTRATUH Confederao Nacional dos Trabalhadores em Turismo e Hospitalidade. FAVECC Frum das Agncias de Viagens Especializadas em Contas Comerciais. FBAJ Federao Brasileira dos Albergues da Juventude. FBC&VB Federao Brasileira de Convention & Visitors Bureaux. FENACTUR Federao Nacional de Turismo. FENAGTUR Federao Nacional dos Guias de Turismo. FNHRBS Federao Nacional de Hotis, Restaurantes, Bares e Similares. FOHB Frum dos Operadores Hoteleiros do Brasil. Frum Nacional dos Cursos Superiores de Turismo e Hotelaria. Indicao da Presidncia da Repblica Guilherme Paulus. Indicao da Presidncia da Repblica Mrio Carlos Beni. Indicao da Presidncia da Repblica Sergio Foguel. SEBRAE Servio Brasileiro de Apoio s Micro e Pequenas Empresas. SENAC Servio Nacional do Comrcio. SINDEPAT Sindicato Nacional de Parques e Atraes Tursticas. SNEA Sindicato Nacional das Empresas Aerovirias. UBRAFE Unio Brasileira dos Promotores de Feiras
Public Agencies ANAC Agncia Nacional de Aviao Civil. Banco da Amaznia S.A. BB Banco do Brasil S.A. BNB Banco do Nordeste do Brasil S.A. BNDES Banco Nacional de Desenvolvimento Econmico e Social. Casa Civil da Presidncia da Repblica. CAIXA Caixa Econmica Federal. CNM Confederao Nacional dos Municpios. EMBRATUR Instituto Brasileiro de Turismo. FORNATUR Frum Nacional dos Secretrios e Dirigentes Estaduais de Turismo. INFRAERO Empresa Brasileira de Infra-Estrutura Aeroporturia. MD Ministrio da Defesa. MDA Ministrio do Desenvolvimento Agrrio. MDIC Ministrio do Desenvolvimento, Indstria e Comrcio Exterior. MF Ministrio da Fazenda. MI Ministrio da Integrao Nacional. MINC Ministrio da Cultura. MJ Ministrio da Justia. MMA Ministrio do Meio Ambiente. MPOG Ministrio do Planejamento, Oramento e Gesto. MRE Ministrio das Relaes Exteriores. MT Ministrio dos Transportes. MTE Ministrio do Trabalho e do Emprego. MTur Ministrio do Turismo. SECOM Secretaria de Comunicao da Presidncia da Repblica. SUFRAMA Superintendncia da Zona Franca de Manaus.
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N STRENGTH LUSIO DS INC OF CULTU Y TOWAR RAL HERITAGE A JOURNE OR M , TS RIS U E TO R MO ON I LUS NC SI RD WA TO EY RN
EN
IN G
U CULT OF
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HERI TAGE A JOURNE

ESTIC TO URISM A JOUR

A Journey Towards Inclusion

National Tourism Plan

ALL A JOURNEY T F OR OW M AR RIS

AT ION OF CU LTU RA LH ER ITA GE A

2007-2010 National Tourism Plan

TR EN GT HE NIN GO FD US OM ESTIC INCL RDS TOURISM A JOURNEY TOWA

Y TOWARDS INCLUSION M ORE FO RE IG N

TO JOU EY RNE URN Y TO A JO WARDS INCLUSION

AI UST SAS RE JOB URISTS, MO E TO OR

RA SIO LH LU ERI INC TAG DS R E A JOU RNEY TOWA

The Growth Acceleration Program and Tourism

Decentralized Management of Tourism

Goals for Tourism 2007-2010

Macro-Programs and Programs

US URN E Y T INCL OWARDS

A JOUR NEY TOW ARDS IN

Members of the National Tourism Council

STIC TOU RISM A

TO WA INC RUSI LUS LDS INCLU IO ION S NC A JOU SI RNEY TOWARD

Message from the

A SU STA INA BL ET RIP

LH S N ER IO ITA US GE A NCL JOURNEY OWARDS I T

2007/2010 NatioNal tourism PlaN

Message from the

AR DS INC LUSI ON S TRE NG

JOBS A JOURNEY TO ATE WA ER RD GEN NEY TOWARD S ION S INCLUS

NEY TOWARDS INCLUSION MOR

2007/2010 NatioNal tourism PlaN

2007/2010 NatioNal tourism PlaN

URNEY TOWARDS INCLU

ESTIC TOURISM A JOURNEY TOWARDS IN CLU SIO NG EN ER A TE JO BS A

US RNEY TOWARDS INCL

JO UR R NE WA YT TO OW NEY ARDS INCLUSION A JOUR

LUS TOWARDS INC

MESTIC TOURISM A JOURNEY TOWA RD S IN CLU SIO N

TO DS INCLUSION MORE TOURISTS, M UR Y TOWAR NE ISM FOR ALL A JOUR

NEY TOW LUS ARDS INC

ON NG E FO CLUSI R IN S BRA ZIL

ZI LA JO UR NEY A TO J OU R NE YT S OW RD AR WA DS IN CLUSION A JOURNEY TO

AJ OU SIO R NEY LU TOWARDS INC

A J OU R A NE Y TOW AI N ARDSUST MORE TOURISTS, MORE JOBS A S INC

2007/2010 NatioNal tourism PlaN

ON NEY TO USI WARDS INCL

The Growth Acceleration Program and Tourism

JO UR NE YT OW ARD S INCL USIO

1 Secretaria de Imprensa e Porta-Voz da Presidncia da Repblica, Programa de Acelerao do Crescimento PAC

2007/2010 NatioNal tourism PlaN

2007-2010 (in r$ billions) 58.3 274.8 170.8 503.9

2007/2010 NatioNal tourism PlaN

Guidelines for the Development of Tourism

2007/2010 NatioNal tourism PlaN

2007/2010 NatioNal tourism PlaN

EY TOWARDS INCLUSIO URN NP O RE AJ SE IP R R T

INCLUSIO N PRESE RVATION

F JO UR GO NE NIN YT HE OW GT ARD TREN S INCLUSION S

INC LU A S IO GE NP TA RES ERI ERVA TION OF CULTURAL H

Tourism in the International Context

2007/2010 NatioNal tourism PlaN

Chart 1 Market Trends

Source: World tourism organization.

2007/2010 NatioNal tourism PlaN

Tourism Outcomes in Brazil in Recent Years