“The Brazil that Embratur will promote is the Brazil that we are building, that fights poverty, fights racism, is sustainable and will join efforts to face the climate crisis, and the world will understand it and want to join. The message is: help us to be the Brazil that the world admires”, invited Freixo. “For us, tourism is part of the solution because it generates employment, wages and development, and for this reason the sector is a central part of the federal government’s economic and social growth strategy,” he concluded.
The new Embratur board of directors created the Sustainability and Climate Action Management to give centrality to this issue in its management, formulating policies and negotiating international alliances in favor of the neutralization of carbon emissions in the country’s tourist destinations. The technical team will also act to induce these destinations to incorporate sustainability practices.
The president of ApexBrasil, Jorge Viana, highlighted that the great concentration of biodiversity and natural wealth in Brazil, together with climate responsibility, create a great opportunity to promote Brazilian tourism internationally. “This will make a difference when Brazil is once again on the planet’s positive agenda and as a solution to the climate crisis. We have to introduce sustainability, in all its manifestations, into our daily lives,” invited the official.
SUSTAINABILITY
During the presentation of the “Brand Brazil”, the Minister of Environment and Climate Change, Marina Silva, assured that tourism is one of the alternatives so that “Brazilian forest reserves become instruments of environmental protection, but also of development economic and social inclusion. The official listed the priorities of the joint action between the Ministry of the Environment, the Ministry of Tourism and Embratur, such as the promotion of the Natural Heritage of Humanity recognized by UNESCO and the improvement of the infrastructure to visit the national parks, following the example of similar practices in countries such as Argentina, Chile and South Africa.
Silva highlighted the importance of the joint action of the public powers for the organization and promotion of community tourist destinations, “to improve the visit experience of traditional indigenous and quilombola (Afro-descendant) communities, but not exclusively, in the Amazon.” For the official, this type of tourism has a very high growth potential, especially due to its ability to generate inclusion. “State action is required to guarantee business advice, professional qualification, financing and promotion, in order to support these communities to organize themselves as international tourist destinations, ensuring that the social impact is minimal, generating income for the families, with chains and local production agreements”, said the Minister of Environment and Climate Change.
MEANING AND CHANGE OF BRAND
Created in 2005 by designer and illustrator Kiko Farkas and last updated in 2010, the Brazil Brand is the result of Brazil’s first international marketing plan abroad, the Aquarela Plan. The Brazil Brand was conceived to revalue the color of the Brazilian identity. From its conception, it incorporated the green of the forests; the yellow of the sun, the light and the beaches; the blue of the sky and the waters; red for popular festivals, and white for clothing and local religions. The project was inspired by a drawing by Roberto Burle Marx (1909-1994), a renowned Brazilian artist and landscape painter.
The Brazilian tourism logo manual explains that “nothing represents Brazil as well as the curve. The sinuosity of the mountains, the oscillation of the sea, the design of the clouds, of the beaches. The joy of our people is loaded with subjectivity , and subjectivity is curved, as well as
objectivity is right. The curve envelops and shelters, it is receptive; Anyone who comes to Brazil immediately feels at home because Brazil is also a bright, bright and colorful country.”
“These precedents were discarded by the previous government, which created a country brand without a technical study and whose slogan was inappropriate in its message, which suggested a reference to sex tourism. The formulation and creation of the Brazil Brand was a milestone in history of the country, carried out through a contest based on market studies and strictly technical selection criteria, and for this reason we resumed it,” added Marcelo Freixo.
Source: Ambito
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
