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Brazil Tourism Boosts Property Investment Potential

With the slogan ‘Sensational Brazil' the Ministry of Tourism in Brazil has just announced a brand new marketing strategy for tourism. The ambitious campaign aims to bring Brazil to the forefront of international tourism by 2020, adding extra potential to investment in Brazil real estate.

The campaign, called Plano Aquarela 2020, was recently unveiled by Jeanine Pires, the President of EMBRATUR (Brazil's official tourism institute) at the world's leading travel and tourism event, ITB Berlin. Plano Aquarela sets out the goals and objectives for tourism in Brazil over the next decade.

Unsurprisingly, Plano Aquarela is largely influenced by the 2014 World Cup and 2016 Olympics, both events that are expected to catapult Brazil into the international tourist arena. Brazil aims to capitalise on both events to the maximum to build the foundations for one of the strongest tourist industries in the world. This can only be good news for owners of property in Brazil planning to increase their investment returns by letting to holidaymakers.

Plano Aquarela's main objectives are ambitious. It aims to increase visitor figures by 500,000 during 2013 and 2014 in preparation for the World Cup and by a further 15% in 2016 when the Olympics are held in Rio de Janeiro. Plano Aquarela's overall goal is for a 113% rise in international tourist arrivals by 2020 when Brazil expects to welcome 11.1 million visitors. In addition, Plano Aquarela intends to achieve an increase of over 300% in foreign currency earnings from international tourists over the next ten years.

According to the World Travel Monitor Forum, the tourist industry in South America has been thriving and unlike many parts of the world, the travel and tourism sector on the continent has been weathering the recent economic downturn with relative ease. The Forum comments that Brazil is a country that "very much looks to itself for its holiday and business travel requirements". Brazil's myriad of options for family sun and beach holidays mean that most Brazilians choose to holiday at home. The spectacular coastline also means that many Argentineans and Uruguayans look to Brazil when it comes to holiday choices. As a result, Brazil has a thriving domestic tourist market as well as an international market with the potential to hit the big time with the forthcoming world class sporting events.

The World Travel and Tourism Council report, ‘Travel and Tourism: Economic Impact', ranks Brazil in 13th place out of a total of 181 countries in terms of the importance of tourism for GDP, employment creation and public and private investment. Over the next decade, Brazil is expected to enter the world's top ten countries in several categories such as growth of earnings from international tourism (3rd place), creation of jobs (4th place) and volume of investment in the tourist sector (9th place). Commenting on these rankings, Ms Pires said that they show "Brazil is set to become one of the biggest emerging markets in international tourism".

At Obelisk, we are well aware of Brazil's huge potential for growth in tourism. Much of the country's stunning landscapes and shorelines are picture-postcard holiday destinations and many are, as yet, undiscovered by the international tourist community. The World Cup and Olympic Games will infinitely enhance the appeal of Brazil and ensure the country is firmly placed on the world holiday map. Growth in tourism is always positive for property investment and under Plano Aquarela, those who choose their location well can expect greater potential for returns from their investment in Brazil.

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