#55343 CEBRASPE (CESPE) - 2008 - Analista de Comércio Exterior (MDIC)

Brazilian tourism welcomed 2008 by celebrating a record: US$ 4.953 billion entered the country's economy through the expenditures of nearly five million foreign tourists that chose Brazil as their destination last year.

The Watercolor Plan - International Tourist Marketing, a study aimed at helping Brazil better promote itself as a global tourist destination, challenges us to reach US$ 7.7 billion of tourism income and 7.9 million international visitors in 2010.

According to a recommendation from the Watercolor Plan, the United States is considered a market of "extremely high priority" in our effort towards international promotion. This does not happen by chance: the US is the second largest sender of tourists to Brazil (only after neighboring Argentina), having been responsible for 14.4% of the international visitors' total flow in 2006.

Our main promotional message will continue to emphasize the rich diversity of Brazil's natural and cultural heritage, as well as the happiness and lifestyle of the Brazilian people. Besides the "Discover Brazil" concept (which focuses on five segments promoted overseas - Sun and Beach, Ecotourism, Sport, Culture, and Business and Events), niches such as gastronomy, luxury, adventure, afro-ethnic, and GLBT tourism also gain a special promotion in the US market.

According to the 2006 International Tourist Demand, the American tourist is the one that spends the most in Brazil, both for leisure (US$ 145.1/day) and on business (US$ 202.8/day), staying an average of 17 days. Americans also show an extremely high rate - 96.5% - of intention to return, surpassing the general average of 86% shown by surveys on the Watercolor Plan. Brazil is a destination that keeps its visitors coming back, and it has its arms open to receive more and new American tourists.

Internet: <www.brazilcham.com> (adapted).