Brazil is represented at the Qatar World Cup not only by the Brazilian National Team, but also by the actions prepared by Embratur to promote the country’s destinations and products throughout the World Cup period right in the heart of the competition: the city of Lusail.
While Neymar, Vinicius Jr and the entire Brazilian squad are on the field, two mega towers, four screens and 14 digital billboards around the Lusail Stadium are helping to bring international travellers closer to incredible destinations in Brazil.
“Qatar expects to welcome around 1.2 million foreign tourists in four weeks and Brazil will be close to them with Embratur’s actions. Our forecast is that we will reach approximately 300 million impacts during the World Cup”, says the president of Embratur, Silvio Nascimento. “I’m sure that with our beauties on display, we’ll increase the number of international tourists in Brazil,” he says.
Embratur’s campaign is promoting Brazil during the World Cup, between November 21 and December 18. Lusail city is ready to host some of the most anticipated games of the tournament, including group-stage matches against Argentina, Brazil, Portugal, Mexico and Saudi Arabia, as well as the World Cup final and matches from all knockout stages. Lusail Stadium is the largest in Qatar, with a capacity of 80,000 fans and is at the heart of the World Cup fan experience.
The advertising pieces invite international tourists to visit a “champion destination” and promote the sun and beach, nature and adventure segments.
Embratur is also carrying out actions to promote Brazil in Dubai, less than 700km from Qatar. This is because the city of the United Arab Emirates is renowned for world tourism, has excellent infrastructure and is recognised as one of the safest places to travel. During the competition, Dubai tends to receive a large number of travellers who are going to the Cup, but who will prefer to stay and enjoy the emirate’s attractions.
Seeking to expand the entry of foreigners into Brazil and focused on strategic markets, Embratur became, in August, a member of the Arab Brazilian Chamber of Commerce (CCAB). The partnership, valid for one year, involves actions to attract Arab tourists, articulation and intermediation by the CCAB with operators and players in the tourism sector in all countries in the region, in addition to a wide package of benefits for the other members.
Embratur is highlighting the Brazilian state of Rio in its promotional campaigns, home of one of the voted New 7 Wonders of the World, the Cristo Redentor, and is targeting rising arrivals at Rio de Janeiro International Airport. Brazil also uniquely hosts, on a shared basis, two other official Wonders, specifically the New 7 Wonders of Nature of the Amazon and Iguazu Falls.
The forecast is that tourists from the United Arab Emirates will spend US$ 200 billion on tourism in 2024 and Brazil understands this market as strategic to promote tourism in Brazil. In addition to the partnership with CCAB, Embratur has also carried out a press trip with journalists and influencers from Dubai, who were present at Expo Dubai and participated in the 4th edition of the Economic Forum Brazil & Arab Countries. The Agency also works with airlines to increase the offer of flights between Arab countries and Brazil.