LIFE IS GOOD W
Brazil
ith tickets now on sale for next year’s London Olympics and the media
coverage moving into overdrive, it might be pertinent to spare a thought for the Brazilian public. For love it or loathe it, they are facing up to five more years of sporting hype as the nation prepares to host both the 2014 FIFA World Cup and the 2016 Olympic Games. Putting on the world’s two biggest
sporting events back to back is clearly no mean feat, particularly given the scale of investment and infrastructure develop- ments that has been outlined by the government. Much of that investment will be pumped into hotel projects and transport schemes that will directly benefit a tourism industry that already accounts for one in every 11 jobs in Brazil – compared to one in 20 in the UK. Take a new high-speed rail project by way of example. Scheduled for completion in time for the Rio de Janeiro Olympics, it promises to slash a journey of five hours by bus – or 60 minutes by plane – between Rio and Sao Paulo to just a 90-minute train ride.
Meanwhile, around 300 new hotels will open by 2014, mainly at the top end of the
accommodation spectrum, and a new international star-rating system will be implemented. Crucially, Brazilian authorities say sustainability is a key factor of all new developments and priority will go to those that feature sustainable practices. These are just some of a swathe of
developments that promise to transform Brazil from Latin America’s biggest travel destination to a genuine competitor on the world stage – and tourism authorities won’t be missing a trick. Embratur, the Brazilian tourist office,
has been actively promoting its role as 2014 World Cup host since the last ball was kicked in South Africa last summer. A new campaign was promptly launched, ‘Brazil is Calling You – Celebrate Life Here’, and is destined to reach 400million people across 100 countries in the next few years. The 12 host cities have been
Top: Spa treatments at the luxury Ponta dos Ganchos hotel; Bottom left: colonial architecture in Olinda; Bottom right: The cool waters of Brazil's Atlantic coast
www.sellinglonghaul.com • April 2011 41
An extravagant carnival, mile upon mile of golden sands, verdant rainforest, colonial architecture and a pervasive joie de vivre – what’s not to like about Brazil, asks Andy Hoskins
Selling Tip Push Brazil now before
prices rise in the run-up to the 2014 World Cup and 2016 Olympics
©EMBRATUR
©PONTA DOS GANCHOS
©PONTA DOS GANCHOS
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