World Cup in Brazil: Tourists Point of view

The World Cup in Brazil is now over and what remains is a more open and international country. According to the Brazilian Tourism Institute (Embratur), the World Cup helped consolidate Brazil as a tourist destination by giving greater visibility, especially to the host-cities. The World Cup also helped consolidate Brazil as a major international event organizer”.

As highlighted Kátia Banerjee, President of Embratur, “Brazil's image has been upgraded. A research conducted by the Ministry of Tourism shows that 95% of the international visitors intend to return. According to GRM Market Intelligence research, which was commissioned by the Rio Secretariat of Tourism (Riotur), to evaluate the image that Brazil has left to its visitors, showed that hospitality in Rio de Janeiro city was appreciated by an excellent rate. In fact 97.1% enjoyed the warm welcoming attitude of the locals. In addition, those who were in Brazil during the World Cup had their expectations met or exceeded regarding their experience in the country.

The survey conducted throughout the World Cup at the Maracanã Arena (on match days) and at the FIFA Fan Fest in Copacabana beach, also evaluated the level of satisfaction of tourists regarding services. The item 'tourist information' received 89% positive reviews from the foreigners who came to Rio. For tourist signage, the approval rate reached 82.6%, while public safety and cleanliness were considered excellent or good by about 76% of the tourists. Brazilian visitors from all over the country also gave positive opinions to services: Public Safety, 84.7%; cleanliness, 83.1%; tourist information, 80.2%; and tourist signage, 78.2%.

President of FIFA, Sepp Blatter, and the general-secretary of the organization, Jérôme Valcke also have enjoyed very much the event. They sent a letter of gratitude to Sports Minister Aldo Rebelo, thanking the partnership in implementing the 2014 FIFA World Cup. In the letter, the two leaders praised the World Cup organization and the hospitality of Brazilians, besides mentioning the high technical level of the games.

Ricardo Demarchi & Lucas Lacombe – MEI Associate Directors, Recife, North East Brazil +55 81 3037 4488

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