Brazil relies on its natural wealth for tourism recoveryme
Nature based tourism is one of the drivers of the recovery in the tourism sector and this trend is expected to continue in the post-pandemic future. Brazil, which is the world’s second largest country for natural attractions, according to the World Economic Forum, offers several options for those who want to reconnect with nature. According to the Chico Mendes Institute for Biodiversity Conservation (ICMBio), there are currently 142 natural protected areas (UCs) that welcome tourists throughout Brazil.
“There are many options for our tourists! Brazil is unique in terms of natural attractions and visitors need to get to know all these beauties better. To improve the tourist experience in these attractions, we are working on the management of the parks, the training of professionals in the sector and the structuring of the trails, all to attract more and more visitors,” said the Minister of Tourism, Gilson Machado Neto.
In 2020, Brazil’s natural protected areas recorded 8.4 million visits during the period of about six months in which activities in these places were re-established. ICMBio reopened the areas based on the adoption of biosecurity protocols that continue to be applied in Brazil. These include a reduction in the capacity of the public, the requirement to wear masks and the prioritisation of online ticket sales.
The new “Tourism in Nature” promotional campaign was launched in July by the Ministry of Tourism (MTur). With the slogan “Travel through Brazil. Grown by nature itself”, the advertising messages focus on the traveller’s experience and the importance of practising conscious, sustainable and safe tourism in this period of recovery. The campaign, currently aimed at national tourism, is being widely deployed in digital media, on tourism websites and on television.
Source: Brazilian Ministry of Tourism
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