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Publicação sobre Turismo Rural de autoria da área de Comercialização de Agronegócio do Instituto interamericano de Cooperação para a Agricultura (IICA)
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Editor Chefe Marco Ortega - marco.ortega@iica.int Vice-Editor Daniel Torres - daniel.torres@iica.int
Assessoria de ComunicaçãoCaroline Esser - caroline.esser@iica.int
Diretora de Arte Caroline Esser - caroline.esser@iica.int
DiagramaçãoCaroline Esser - caroline.esser@iica.int
Foto: Free Vetor
TuralerTAlertas do turismo rural
Dezembro 2012
If you wish to make suggestions for subjects or themes for the next edition send an email tocaroline.esser@iica.int, or like of CERAGRO page on Facebook
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We hope you reader, enjoy this novelty we prepared especially for you.
Have a good read!
CAROLINE ESSER
FONTE: AGÊNCIA AMIGO
IDESTUR LAUNCHES RURAL TOURISM YEARBOOK
Idestur will present its Rural Tourism Yearbook at the Third Edition of the Rural Tourism Conference, the most recent study containing information
on this segment and its challenges.
Source: Agência Amigo
The Brazilian Institute of Rural Tourism Development (Idestur) will launch one more publication: Anuário de Turismo Rural – Ruralidade e a Copa de 2014. The book will
be launched at the Third Edition of the São Paulo Rural Tourism Conference, an event supported by this organization and held on November 29 in the city of São Roque.The Rural Tourism Yearbook is intended to enhan-ce sustainable development initiatives, to provi-de technical information and knowledge, and to strengthen intervention strategies. It also aims to provide more democratic economic, social and cul-tural opportunities and to take actions to support the rural tourism segment. At the special conference dinner, Andreia Roque, the President of Idestur, will present academics, guests and tourism professionals with this publica-tion. “Rural tourism is a dynamic economic activity that will face major challenges in the future. The
publication contains important technical informa-tion, mainly for investors and workers”, reveals the executive. According to Idestur, Brazil’s rural tourism sector is growing at a surprising pace, so a survey like this was needed. “The Rural Tourism Yearbook provides an analysis of the segment, highlighting the poten-tial, sites, benefits and projections of the sector in the development of non-farming activities, as they help reduce migratory pressures to traditional tou-rist centers”. Yearbook contents show, for example, that rural tourism development has increased significantly in regions like the Northeast and in parts of the North, with promising destinations like Roraima and Pará states, excellent islands in the South, and progress in talks with tourism-related companies in the Southeast and Center-West. “This process is the result of mature sector and a long-standing development strategy”, says Andreia.
AUTHOR: CAROLINE ESSER
So far tourist activities for people with special needs have
been limited. However, with major upcoming sports
events in Brazil, increasing attention is being given to
social matters. Tourist practices facilitating urban acces-
sibility and activities adapted to people with special needs are
called accessible tourism or adapted tourism by the Ministry of
Tourism.
Tourism-related activities have grown above the average growth
of the economy. According to the Brazilian Institute of Geography
and Statistics (IBGE), the actual increase in these activities was 32
percent. In spite of the growth of tourism, the lack of training and
of adapted infrastructure prevents adapted tourism from becom-
ing more popular.
One of the places most visited by people with special needs, says
travel agent Ricardo Shimosakai, are shopping malls because
they have reserved parking spaces, adapted restrooms and an
area with good circulation, flat floor and elevators. Still, tourism
should provide this kind of infrastructure in hotels, restaurants
and transport. “Services are very important too, because it is no
good getting beautiful attractions like Bonito’s underwater
INCLUSIVE TRAVEL
Foto
: Arq
uiv
o P
ess
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No good getting beautiful
attractions like Bonito’s
underwater views, in
Mato Grosso do Sul state,
if there’s no qualified
guide or instructor to lead
disabled people. If a blind
person wants to visit the
Corcovado, he can’t unless
there’s someone who can
provide an audio descrip-
tion of the wonderful
landscapes”
Ricardo Shimosakai
views, in Mato Grosso do Sul state, if there’s
no qualified guide or instructor to lead dis-
abled people. If a blind person wants to visit
the Corcovado, he can’t unless there’s some-
one who can provide an audio description of
the wonderful landscapes”, he states.
Ricardo usually travels and visits new places,
but after he was quicknapped and shot, he
became paraplegic, so he started to see life
differently. “Sitting in a wheelchair, one of the
things I missed most was travel and leisure, so
I began to think of how I could get back those
pleasures”. Ricardo then realized that other
people with disabilities who knew about his
trips went up to him to ask for information,
advice and requests to organize special trips
with more people. Thus, he decided to go to
college and study tourism, and make a profes-
sion out of leisure.
Although people with disabilities are more
associated with accessibility, this initiative also
serves other audiences, like elderly and obese
people, or individuals with temporary issues.
With the signing of Federal decree No.
5296/2004, people with disabilities or reduced
mobility get the right to do tourism as a form of
social integration.
With important upcoming sports events in
Brazil, like the 2014 World Cup and the 2016
Olympic Games, tourism in this country may
reach 73 million domestic arrivals in 2014
according to a paper for 2011-2014 devel-
oped by the Ministry of Tourism (Documento
Referencial Turismo no Brasil 2011/2014).
The stadia where the matches will be played
are going through reforms. FIFA has set acces-
sibility requirements, and there is a commit-
tee in each city to prepare it for the World
Cup. Nevertheless, Ricardo Shimosakai is con-
cerned about the quality of accessibility. “As
this is relatively new, it should be managed by
a more experienced committee for all stadia.
The same will happen at the Paralympic Games.
Everything will need to be built, although
accessibility in Rio de Janeiro is very poor. A
lot of hotels, restaurants and other facilities
consider themselves accessible: they put up a
ramp and think that’s it, but accessibility takes
much more than that”, he claims.
There are several disability-friendly compa-
nies, NGOs and associations in Brazil. They are
focused on sports, work, education or law.
Those oriented to tourism are limited. Some of
them follow their own sector segmentation, i.e.
they work only with adventure tourism or visits
to museums, among others.
CHARMING RURAL BRAZIL
“Just take photos, just leave your footprints, and just take home your memories”
The day starts early, without the
usual noises, like cars honking
and people talking. You can only
hear birds singing and tree leaves
rustling in the wind. The breakfast table
is laden with food: coffee made at the fire-
place, season fruit, cheese bread, cakes,
home-made bread, farm-fresh jam and jelly.
For those seeking to escape from big cities,
to get in touch with nature and animals, and
to see country life first hand, rural tourism is
a great option. According to the Ministry of
Tourism, agritourism or rural tourism is a set
of tourist activities developed in rural envi-
ronments, closely related to farming, adding
value to products and services, recovering
and promoting the community’s cultural
and natural heritage.
The World Tourism Organization estimates
that nearly three percent of tourists in the
world prefer rural destinations for vaca-
tion. The important sports events to be
held in Brazil, like the World Football Cup,
the Confederations Cup and the Olympic
Games, are expected to lead to increased
demand for this kind of tourism.
However, the sector needs to be prepared
and equipped with the adequate infra-
structure to receive tourists. According to
the Brazilian Service for the Support of
Micro and Small Enterprises (Sebrae) and
the Getúlio Vargas Foundation, tourism and
related operations hold the third and fourth
positions respectively on the list of sectors
taking the most advantage of these sports
events, behind only civil construction and
information technology.
Every tourist will spend an average of
11,400 reais in Brazil, and the country will
receive around 600,000 tourists for the 2014
World Cup, as expected by the Ministry
of Tourism. According to the Director of
Research of the Ministry of Tourism, José
Francisco de Salles Lopes, tourists coming to
these sports events will be relatively young,
“which means that we’ll have new opportu-
nities to attract them to Brazil again in the
future. They will be Brazil’s best advertisers
abroad”, he says.
Brazil is the fourth country in this mar-
ket, behind Portugal, Spain and Argentina.
Brazil’s South and Southeast regions stand
out for their activities. In 1998 in Santa
Catarina an association of farmers that is
part of the Accueil Paysan Network (oper-
ating in France since 1987) established
Acolhida na Colonia with the aim of appreci-
ating countryside life-style through ecologi-
cal agritourism. The objective is to share the
know-how, history and culture, and land-
scapes by providing cozy, simple accom-
modation where guests can talk by the fire-
place, sit at food-laden tables at breakfast
and lunch and go for walks in the coun-
tryside. Farmers in Acolhida na Colônia do
and promote organic agriculture, ensuring
a healthy diet for guests.
Acolhida na Colônia’s destinations are
divided into five regions of the Santa
Catarina’s hills, territories in Encosta da
Serra Geral covering the municipalities of
Anitápolis, Santa Rosa de Lima, Rancho
AUTHOR: CAROLINE ESSER
Queimado, Grão Pará and Gravatal, Regional São Joaquim, encom-
passing the municipality of Urubici, Ibirama region with cities
such as Vitor Meirelles, Witmarsum, Presidente Getúlio, Lontras,
Presidente Nereu and Ibirama, Regional de Rio do Sul covering the
municipalities of Agronômica, Agrolândia and Trombudo Central,
Ituporanga region, encompassing the cities of Aurora, Atalanta,
Imbuia, Ituporanga, Leoberto Leal, Petrolândia and Vidal Ramos.
Andreia Roque, the President
of the Brazilian Institute of
Rural Tourism Development
(IDESTUR) and one of the
owners of Brasil Rural, a tour
operator specializing in rural,
equestrian and natural expe-
riences, believes the country
is undergoing innovation,
which will open doors in the
tourism sector. “There are no
major rural destinations, so it’s
our chance to reach this posi-
tion. We’re the world’s leading
agricultural producer, and we
have a lot of stories and cycles
of sugarcane and fruit to talk
about. We’re at the forefront, and we can become the number one
rural destination in less than five years”, says Andreia.
The Rural Tourism Outlook, launched in 2011 by IDESTUR in part-
nership with Sebrae, shows that 30 percent of the customers come
from the same region, 26 percent from the same state and 19
percent from other states. Furthermore, 25 percent of tourists are
foreign, which represents a great potential, particularly considering
the upcoming sports events to be hosted by Brazil.
The Ministry of Tourism, the Ministry of Agrarian Development,
Sebrae and the German Agency for International Cooperation
have launched the Rural Brazil Talents program in view of the 2014
World Cup. The program aims to insert small farming products
and services in the market, adding value to the Brazilian tourism
offer. It is intended to provide bring together family agriculture
and tourist destinations for visitors to know and consume Brazil’s
family agriculture products. Under the program, 125 businesses
and 24 itineraries from all over the country were selected. Another
objective of Rural Brazil Talents is to add value to the country’s tour-
ism supply and to generate income for family farmers, indigenous
communities and peoples.
Still, rural estate owners face a number of issues. Since matches
will be played in several
state capitals and agri-
tourism destinations
are in the interior of the
countries, the challenge
is to show young tourists
that there are plenty of
leisure options around
the cities. Therefore,
these facilities need to
be promoted; however,
as costs are high, rural
businessmen need to
find other alternatives
to attract tourists to the
interior.
Rural tourism in China
has already benefited nearly 15 million farmers with more than
20 billion dollars. To tap the potential of agritourism, many rural
families have invested in accommodation and infrastructure in
farms and ranches to lure visitors. According to the Ministry of
Agriculture of China, over 600 million tourists contribute to the
success of this activity.
Brazil has the challenge to show tourists that its attractions include
not only beaches, Pantanal, Amazonia and Iguazu Falls, but also
hills, Italian and German food, the winery tour in Rio Grande do Sul,
the Tropeiros trail, the fruit circuit, the Italian itinerary, adventure
tourism, ecotourism and equestrian tourism, among others.
Enjoy the quiet of the countryside to renew you energy. Meet a dif-
ferent Brazil than anything you know—go to the countryside!
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