Brazil Roadshow in CanadaBrazil Roadshow in Canada

May 19th - MontrealMay 19th - MontrealMay 21st - TorontoMay 21st - Toronto

Plano Aquarela (Watercolor Plan) – Phase IPlano Aquarela (Watercolor Plan) – Phase I

2003• Establishment of the Ministry of Tourism*;• EMBRATUR: International Promotion;• The National Tourism Plan (NTP), with goals until 2007, was launched.

2004/2006• Plano Aquarela (Watercolor Plan) – Brazil’s International Tourist Marketing (Phase I);• Launching of the MARCA BRASIL (Brazil Brand) (2005).• Interviews were made in South America, Europe, North America, Asia and with foreign tourists in Brazil, which defined 18 priority markets.

Reasons to choose Brazil:

• Sun and beach;

• Live Culture;

• Discover new destinations;

• People;

• Natural beauty;

• Recommendation.

The Results – SurveysThe Results – Surveys

The best of Brazil:

• Nature: 75%;

• People (happiness): 52%.

Definition of 5 major Definition of 5 major segments and their niches:segments and their niches:

Sun and Beach Ecotourism Culture Sports Business & Events

+ Discover Brazil+ Discover Brazil

Plano Aquarela (Watercolor Plan) – Phase IIPlano Aquarela (Watercolor Plan) – Phase II

Criteria for priorities per countries:

• Attractiveness of the market;• Larger number of current tourists;• Larger daily expenditure;• Larger average stay;• Growth rhythm;• Market growth potential;• Potential tourist's level of interest.

• Increase of tourists number;• Growth in the foreign exchange inflow;• Increase in the current average stay.

2007/2010 PRIORITIES COUNTRIES

2007-2010 GENERAL OBJECTIVES

Foreign Tourist ArrivalsTOP Markets*

1st Argentina 920.2102nd USA 699.1693rd Portugal 280.4384th Italy 268.6855th Chile 260.4306th Germany 257.7197th France 254.3678th Uruguay 226.1119th Spain 216.373 10thParaguay206.323…1515thth Canada Canada 63.96363.963

*2007

International Arrivals (2003-2008)

Source: Infraero (Airports Management)

20%20%

Total Expenditure (2003-2008)

Source: Brazil Central Bank / US$ milions

132%132%

Air CarrierAir Carrier Flights/WeekFlights/Week

Air Canada 7

TOTALTOTAL 77

Availability of direct flights from Canada to BrazilAvailability of direct flights from Canada to Brazil

Flight Details:Flight Details:

AC 090 Toronto – São PauloAC 090 Toronto – São Paulo

AC 091 São Paulo – TorontoAC 091 São Paulo – Toronto

or connecting flights or connecting flights through USAthrough USA

Actual routes

Coming routes

Availability of Flights from USA to BrazilAvailability of Flights from USA to Brazil

Los Angeles

Dallas

ChicagoNew York/Newark

Atlanta

Orlando Manaus

Recife

Salvador

Belo Horizonte

Rio de JaneiroSão Paulo

Brasília

MiamiHouston

Washington D.C.

Charlotte

THE CANADIAN MARKETTHE CANADIAN MARKET

63,963 thousand Canadian tourists have visited Brazil in 2007

93% intend to come back

16,6 days is the average of stay for leisure

Source: EMBRATUR 2007

Top reasons to choose BrazilTop reasons to choose Brazil

• Excellent infrastructure for leisure tourism;

• Wide variety of destinations and products;

• Positive Image;

• Unique life style (culture diversity);

• Biodiversity (largest biodiversity of the planet).

Rio de JaneiroRio de Janeiro

Santa Catarina State

SalvadorSalvador

Recife and OlindaRecife and Olinda

The Amazon ForestThe Amazon Forest

Minas GeraisMinas Gerais

Iguassu Falls and Parana State

• Recife and Olinda are main historical Recife and Olinda are main historical destinations and hold a very unique form of destinations and hold a very unique form of Carnival;Carnival;

• The paradisiac islands of Fernando de The paradisiac islands of Fernando de Noronha can be reached by a 2 hour flight and is Noronha can be reached by a 2 hour flight and is considered one of the best diving spots in Brazil;considered one of the best diving spots in Brazil;

• Pernambuco has a very unique culture: it is Pernambuco has a very unique culture: it is known for its cuisine and its cultural expressions known for its cuisine and its cultural expressions like “frevo” and “maracatu”;like “frevo” and “maracatu”;

• Home to a rich African heritage;Home to a rich African heritage;

• It holds many historic churches, African-It holds many historic churches, African-originated religions, spicy cuisine and a sort of originated religions, spicy cuisine and a sort of martial art called “Capoeira”;martial art called “Capoeira”;

• Beach resorts located throughout Bahia, Beach resorts located throughout Bahia, which offer numerous activities like water which offer numerous activities like water sports and golf courses;sports and golf courses;

• A variety of attractions like the Christ the A variety of attractions like the Christ the Reedemer, voted as one of the 7 New Wonders Reedemer, voted as one of the 7 New Wonders of the World;of the World;

• Very cosmopolitan city and home to Brazil’s Very cosmopolitan city and home to Brazil’s largest festival - the Carnival;largest festival - the Carnival;

• In its surroundings it is possible to experience In its surroundings it is possible to experience a variety of attractions, from beaches to a variety of attractions, from beaches to ecotourism and culture sites.ecotourism and culture sites.

• History, a rich and unique cuisine, warm History, a rich and unique cuisine, warm hospitality, hill stations & spas, and national parks hospitality, hill stations & spas, and national parks where extreme sports can be practiced;where extreme sports can be practiced;

• The towns of Ouro Preto, Tiradentes, Mariana, The towns of Ouro Preto, Tiradentes, Mariana, Sao Joao del Rey, among others, compose one Sao Joao del Rey, among others, compose one of the the most important historical complexes in of the the most important historical complexes in Brazil; experience countryside life (on their Brazil; experience countryside life (on their “fazendas mineiras”), solidary tourism and “fazendas mineiras”), solidary tourism and religious and natural sanctuaries.religious and natural sanctuaries.

• Estrada Real (the Royal Road), that goes from Estrada Real (the Royal Road), that goes from Paraty, in the state of Rio de Janeiro to old cities Paraty, in the state of Rio de Janeiro to old cities in Minas Gerais, consists of old trails used by in Minas Gerais, consists of old trails used by Indians and explorers called “Bandeirantes”.Indians and explorers called “Bandeirantes”.

• Foz do Iguaçu offers one of the most beautiful Foz do Iguaçu offers one of the most beautiful natural wonders of Brazil: the Iguaçu Falls, natural wonders of Brazil: the Iguaçu Falls, which consist of approximately 275 waterfalls;which consist of approximately 275 waterfalls;

• Foz do Iguaçu is also the final destination of Foz do Iguaçu is also the final destination of Parana’s newest tourism product – The Great Parana’s newest tourism product – The Great Brazil Express train service;Brazil Express train service;

• At Foz do Iguaçu one can visit bird parks, the At Foz do Iguaçu one can visit bird parks, the neighbouring countries of Paraguay and neighbouring countries of Paraguay and Argentina and the Itaipu Dam, the world’s Argentina and the Itaipu Dam, the world’s largest river dam;largest river dam;

• Santa Catarina is a state which had been Santa Catarina is a state which had been greatly influenced by European immigration: greatly influenced by European immigration: Portuguese, German, Polish, Austrian and Portuguese, German, Polish, Austrian and Italian immigrants have left their cultural Italian immigrants have left their cultural heritage in this State’s cuisine, language and heritage in this State’s cuisine, language and cultural expressions;cultural expressions;

• The world’s second largest Oktoberfest is held The world’s second largest Oktoberfest is held every year in the city of Blumenau;every year in the city of Blumenau;

• Its capital Florianopolis, mostly on an island Its capital Florianopolis, mostly on an island territory, holds more than 40 different beaches territory, holds more than 40 different beaches and offers a variety of water sports activities, and offers a variety of water sports activities, historical sites;historical sites;

• The state also offers some of the most visited The state also offers some of the most visited winter and mountain destinations of Brazil;winter and mountain destinations of Brazil;

• Rio de Janeiro

• Florianópolis

• Salvador

• Recife

• Fortaleza

Brazil is a sun-filled country where the sun shines all year round, waters are Brazil is a sun-filled country where the sun shines all year round, waters are warm, there is plenty of coconut tree shades and fresh sea breezes. These warm, there is plenty of coconut tree shades and fresh sea breezes. These

elements combine harmoniously in the most beautiful beaches.elements combine harmoniously in the most beautiful beaches.

Rio de Janeiro – Búzios: charming beaches with sophisticated people;Rio de Janeiro – Búzios: charming beaches with sophisticated people;

Fortaleza – Canoa Quebrada: rustic place, fishermen´s village;Fortaleza – Canoa Quebrada: rustic place, fishermen´s village;

Salvador – Caravelas: large patches of mangroves;Salvador – Caravelas: large patches of mangroves;

Salvador – Costa do Sauípe: totally planned landscaping;Salvador – Costa do Sauípe: totally planned landscaping;

Florianópolis – Bombinhas: one of the most sought-after diving places.Florianópolis – Bombinhas: one of the most sought-after diving places.

GAROPABA, SANTA CATARINAGAROPABA, SANTA CATARINA

FLORIANÓPOLIS, SANTA CATARINAFLORIANÓPOLIS, SANTA CATARINA

PORTO DE GALINHAS, PERNAMBUCOPORTO DE GALINHAS, PERNAMBUCO

• Fernando de Noronha

• Iguassu Falls

• Chapada Diamantina

• Manaus and Belém (Amazon)

• Pantanal

Over 3.3 million square miles on lands offering a wide range of Natural Parks Over 3.3 million square miles on lands offering a wide range of Natural Parks and Reserves and Environmental Protection Areas, many of which have been and Reserves and Environmental Protection Areas, many of which have been

granted by UNESCO the status of Natural Heritages of humanity;granted by UNESCO the status of Natural Heritages of humanity;

•5 different kinds of biomes: Atlantic forest, 5 different kinds of biomes: Atlantic forest, Cerrado, CaatingaCerrado, Caatinga (Brazilian (Brazilian Savannahs), Wetlands (Savannahs), Wetlands (Pantanal MatogrossensePantanal Matogrossense), Pampas and the Amazon ), Pampas and the Amazon Forest.Forest.

FERNANDO DE NORONHA, PERNAMBUCOFERNANDO DE NORONHA, PERNAMBUCO

IGUASSU FALLS, PARANÁIGUASSU FALLS, PARANÁ

PANTANALPANTANAL

• Arraial do Cabo

• Rio de Janeiro

• Brotas

• Florianópolis (Joaquina Beach)

• Chapada Diamantina

Not only is soccer the most popular sport in the country. Brazil created beach Not only is soccer the most popular sport in the country. Brazil created beach volleyball and again exported it to the world. volleyball and again exported it to the world. In 2007, Rio de Janeiro held In 2007, Rio de Janeiro held

the Pan American Games, hosting 42 countries and proving its the Pan American Games, hosting 42 countries and proving its growth in sports, had 659 athletes. There was an outstanding growth in sports, had 659 athletes. There was an outstanding

preparation for the games as acclaimed by all athletes, public and preparation for the games as acclaimed by all athletes, public and specialists.specialists.

CHAPADA DIAMANTINACHAPADA DIAMANTINA

RIO DE JANEIRO, RIO DE JANEIRORIO DE JANEIRO, RIO DE JANEIRO

FLORIANÓPOLIS, SANTA CATARINAFLORIANÓPOLIS, SANTA CATARINA

• Rio de Janeiro

• Brasília

• Salvador

• Recife

• Minas Gerais

BRAZILIAN CUISINE is a mix of influences from Europe, Indigenous Brazil BRAZILIAN CUISINE is a mix of influences from Europe, Indigenous Brazil and Africa and influencing the world in turn, indulging our visitors with and Africa and influencing the world in turn, indulging our visitors with

remarkable quality: Exotic fruits and spices, Seafood is a highlight, remarkable quality: Exotic fruits and spices, Seafood is a highlight, Traditional barbecue and over 2000 species of fresh water fish from Traditional barbecue and over 2000 species of fresh water fish from

Amazon.Amazon.

BRAZIL has attracted a great number of tourists interested in learning a little of the BRAZIL has attracted a great number of tourists interested in learning a little of the nation´s past, through its large historical-cultural heritage: Towns and sites of nation´s past, through its large historical-cultural heritage: Towns and sites of

European architectural and historical features, buildings which reveal different world European architectural and historical features, buildings which reveal different world customs, trends and techniques, Various other UNESCO World Heritage sites; Brasília customs, trends and techniques, Various other UNESCO World Heritage sites; Brasília

- A fully- A fully planned capital designed with modernity and creativity, Olinda, Ouro Preto, planned capital designed with modernity and creativity, Olinda, Ouro Preto, Salvador, São Luís and São Miguel das Missões.Salvador, São Luís and São Miguel das Missões.

Brazil popular festivals and celebrations are internationally known and attract millions of Brazil popular festivals and celebrations are internationally known and attract millions of foreign tourists to the country every year. In these celebrations, it is almost impossible to foreign tourists to the country every year. In these celebrations, it is almost impossible to

remain a mere spectator, everyone participates enthusiastically: Carnival – Brazilian remain a mere spectator, everyone participates enthusiastically: Carnival – Brazilian biggest celebration, held mainly in cities like Rio de Janeiro, São Paulo, Salvador and biggest celebration, held mainly in cities like Rio de Janeiro, São Paulo, Salvador and Olinda, New Year – one of the most popular celebrations (majestic in Rio de Janeiro) Olinda, New Year – one of the most popular celebrations (majestic in Rio de Janeiro)

and other celebrations likethe German Oktoberfest, the Amazon Carnival of Parintins, and other celebrations likethe German Oktoberfest, the Amazon Carnival of Parintins, June Feasts, among others;June Feasts, among others;

OURO PRETO, MINAS GERAISOURO PRETO, MINAS GERAIS

SALVADOR, BAHIASALVADOR, BAHIA

• Rio de Janeiro

• Salvador

• Recife

•Belo Horizonte

•São Paulo

• Manaus

• Curitiba

• Porto Alegre

Fashion, culture, popular celebrations, music. All that and much more. Brazil is a land Fashion, culture, popular celebrations, music. All that and much more. Brazil is a land for good and growing opportunities for old and new business, conventions and for good and growing opportunities for old and new business, conventions and

incentives: Brazil helds the best positioning in Latin America and the 2nd position in the incentives: Brazil helds the best positioning in Latin America and the 2nd position in the Americas (USA – 1st position) and according to the Tourism Satellite Account 2008-Americas (USA – 1st position) and according to the Tourism Satellite Account 2008-

2018, a study by WTTC – World Travel & Tourism Council, Brazil is one of the leading 2018, a study by WTTC – World Travel & Tourism Council, Brazil is one of the leading countries with the largest growth in business travel; countries with the largest growth in business travel;

Ranking ICCASource: ICCA

SÃO PAULO, SÃO PAULOSÃO PAULO, SÃO PAULO

A foreign tourists survey revealed:A foreign tourists survey revealed:• 99% recommend Brazil;99% recommend Brazil;• 86% of our visitors plan to return to Brazil. 86% of our visitors plan to return to Brazil.

Reasons to come back to Brazil:Reasons to come back to Brazil:• 37% new destinations;37% new destinations;• 35% natural beauty;35% natural beauty;• 23% people;23% people;• 11% just loved Brazil.11% just loved Brazil.

Workshops:• Philadelphia , NY and NJ (June), Chicago (September), Washington & Boston (October).

Trade and Travel shows:• New York Travel Times Show – February• Seatrade in Miami – March• Adventure Travel Expo in NYC – October • International Tourism and Trade Show in Montreal – October

Other events:• Brazilian Film Festival in New York and Miami - June• Destination Brazil Showcase – Fam trip to Brazil - May• Brazilian Day in New York – August• Panel discussion: Top Travel Specialist Awards by CondeNast Traveler in NY – October• USTOA Conference & Marketplace, Banff, Canada - December

ContactsContacts::

East Coast – New YorkEast Coast – New York(USA and Canada)(USA and Canada)

Director: Director: Miguel JerónimoE-mail: E-mail: ebt.us@embratur.gov.brPhone: +1 Phone: +1 646 378 2126

West Coast – Los AngelesWest Coast – Los Angeles(USA and Canada)(USA and Canada)

Director: Director: Vilma VargaE-mail: E-mail: ebt.us2@embratur.gov.brPhone: +1 Phone: +1 310 341 8394

Thank you!Thank you!