Research Shows Structural Problems Keep Tourists Away From Brazil

Compared to other countries in the world, Brazil falls short when it comes to tourism. In 2018, for example, only 6.6 million people visited the country. Although this seems like a high number, if we compare it with European countries such as Spain and France which, in the same year, received 83 and 89 million visitors, respectively, the discrepancy is clear.

Also according to 2018 data from the Ministry of Cultural Assets and Activities of Italy, only one monument, the Coliseum, in Rome, received 7.6 million tourists, more than all of Brazil. Another example comes from Mexico, a country with more similarities with Brazil, for being Latin American and in development, but which received 44.3 million visitors.

When analyzing the problems of the low flow of foreign tourists in Brazil, one point seems unanimous: the country’s distance from the main tourist-emitting nations. According to professor Mariana Aldrigui Carvalho, from the Leisure and Tourism course at the School of Arts, Sciences and Humanities (EACH) at USP, Brazil attracts a number of foreigners still considered low compared to its capacity, but not due to the regional context and global.

“We have a large geographical distance between the main issuing countries, which makes travel expensive and there is a language barrier, especially for people who only speak English. In the case of neighboring countries, we have to remember that the language is also a barrier and that, in several situations, Brazil is also quite expensive compared to the possibility of traveling between other neighbors”, says the specialist.

For Mariana, the current great challenge is to be able to identify who are the tourists who could be attracted to the new products that Brazil has to offer. “It is not a simple calculation and it is not a direct and simplistic equivalence with countries like Spain, France, Italy and Mexico, for example.”

other problems
In addition to the distance factor, professor Glauber Eduardo de Oliveira Santos, also from USP’s EACH, specialist in Tourism Economics, cites internal problems in the country that harm Brazilian tourism. Airport issues, low quality of some tourist services and security are problems highlighted by him.

“The regional air transport market in Brazil is underdeveloped, there is little offer of regional flights, often, in these destinations, there is a lack of airport infrastructure and, as Brazil is a continental country, this transport from the capitals, which is where international tourists arrive, even small destinations are very difficult”, lists the specialist.

In addition, although Brazil has a good offer of accommodation, food, transport, the services lack mainly in terms of reception and what is associated with tourist attractions. “There is a lack of specialized tour guides, service providers who are fluent in English, offering tours, regular packages that can take tourists to get to know the natural and cultural attractions in practice”, he describes.

The security factor, as pointed out by the expert, involves much more than public security problems in general in the country. According to him, there is the vulnerability of the tourist in relation to small scams, exorbitant prices, provision of services in disagreement. “In general, there is a disarticulation of the tourism production chain which, in the end, is harmed as a whole when any of its agents takes advantage”, he claims.

Necessary measures
Reducing this difference and transforming the country into an attractive destination for tourists, in a highly competitive sector, requires a series of measures in several areas, ranging from infrastructure to professional qualification. Even though it is not an easy task, still according to Santos, it is necessary to understand that tourism is an economic activity and that the generation of income, jobs, taxes, certainly constitutes the main positive impact. “The tourist experience is not only composed of a hotel, an attraction or a restaurant, but rather a series of elements that combine and that together must offer a quality experience”, he says.

However, the specialist makes it clear that the complete resolution of the market cannot be expected. It is also necessary for the government to act in articulating the offer. “The government plays a key role in providing freely accessible services and infrastructure, such as highways, public safety, public cleaning, as well as tourist information.”

tourist visas
Visa exemption measures were another issue mentioned by the professor. Brazil began to require a visa for tourists from the United States, Canada, Japan and Australia. Santos claims that this is a measure that goes against the competitiveness of tourism, as several countries have reduced this requirement precisely with the intention of becoming more competitive in the international market.

On the other hand, the Minister of Tourism, Daniela Carneiro, says that the Ministry of Tourism and the Ministry of Foreign Affairs have been working on measures to facilitate the issuance of visas, such as the electronic visa, which can be obtained within 24 hours online and without the need for people to travel to consulates. “This will help us attract more foreign tourists to Brazil”, she points out.

Finally, Professor Mariana emphasizes that it is not a question of copying international models, because the dynamics of Brazil are very particular dynamics. “Brazilians traveling have a very specific behavior and foreigners traveling in Brazil also have a very specific behavior. Therefore, it is not about copying policies, but advancing them and adapting them to our reality.”