Tourism Policy and Planning in Brazil: A Critical Analysis Report

This report provides a comprehensive critique of tourism policy and planning in Brazil, addressing key elements such as the number of tourists, GDP contribution, major attractions, and tourism types. It identifies issues such as high crime rates, diseases, heavy taxes, and pollution levels that impact the tourism industry. The report examines the National Tourism Policy and its impact on these issues, along with barriers to successful implementation. Recommendations are offered for effective policy management, including joint ventures, improved healthcare systems, and rehabilitation programs. The analysis emphasizes the importance of policy evaluation and public relations to enhance stability and promote sustainable tourism development in Brazil. This assignment is available on Desklib, where students can find a wealth of study resources and solved assignments.

Running head: MANAGEMENT
A Critique of tourism policy and planning in Brazil
Name of the student:
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Executive summary
Management is vital in terms of regulating the business operations, according to the
requirements. This is applicable in case of tourism also. The report takes up the issues of high
crimes rates, tax obligations, and outbreak of epidemics and pollutions, which compels the
tourists to select Brazil as the preferred tourist destination. Along with this, political and
economic instabilities gain an important position in the report. However, policies,
frameworks and strategies act assistance for the tourism department to achieve development
of the territories and regions, luring large number of customers. Exhibitions and fairs upgrade
the standard of living for the community people. Charity and cultural shows enhance the
financial dependence of the community people, indicative of fulfilment in their basic needs of
survival. Recommendations of joint ventures, alliances and partnerships prove effective in
terms of achieving infrastructural development. Within this, mention can be made of effective
systems, which would be flexible in terms of detecting the presence of diseases and virus,
well in advance. Proper rehabilitation facilities is needed for the criminals in terms of altering
the fate of their life. Evaluation of the policies through meetings and interactive sessions
would act as a wise step in enhancing the stability within the Public relations.

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Table of contents
Key elements of tourism............................................................................................................4
Number of tourists and GDP contribution.............................................................................4
Major attractions....................................................................................................................4
Tourism types.........................................................................................................................4
Key markets...........................................................................................................................5
Issues identified by policy makers and other stakeholders........................................................5
Introduction of National Tourism Policy...................................................................................7
Impact of the policy on identified issues....................................................................................9
Barriers to the successful implementation of the policies........................................................10
Recommendations for effective dealing of the policies...........................................................11

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Key elements of tourism
Number of tourists and GDP contribution
Brazil takes pride in possessing 6,588,770 international tourists in the era of 2017. In
terms of the GDP contribution, Brazil directly contributes 2.9%. As per the total contribution,
Brazil’s share was 7.9% in 2017. During the Olympics, the number of tourists reaches
6.546,696. Mention can be made of the World Cup, when the number of tourists reach
6,429,852 (Brazil.org.za 2019).
Major attractions
Brazil has a lot to offer to the tourists. A sight of Christ, The Redeemer, in Rio de
Janeiro is considered auspicious. The height of the statue is 710 metres high. One of the
major attraction of the site is the mesmerizing view of the city, which the visitors can
experience. Along with this, Amazon River adds to the scenic beauty, providing the visitors
to have a wild and ecstatic experience. Modern amenities and facilities at Copacabana beach
attracts large number of customers. Mention can be made of the Iguaza falls, which is
pleasing to the eyesight. Reference can be cited of the National Park of Iguaca. Its ownership
lies with UNESCO, a symbol of heritage and humanity (Brazil.org.za 2019).
Tourism types
Diversity prevails in the tourists. Some of them come for business purpose while other
visit to enrich their knowledge about the culture, customs and traditions. Mention can be
made of the places having religious significance, which the tourists prefer while selecting
Brazil for spending the vacation. Along with this, mention can be made of mass tourism,
which has gained attraction among the tourists. Well planned risk management strategies,
promotes ecotourism, luring the adventure lovers to the wilderness. Apart from this,

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Carnicelli-Filho, Schwartz and Tahara (2010) points out the gastronomic tourism, which also
gains high prominence, catering to the appetite cravings of the tourists across the globe.
Key markets
Infusion of US 163 billion dollars mounted the GDP to 7.9% in 2017. The absolute
value in this case is greater than 2016, that is, US $ 152 billion. In terms of the GDP
contribution, tourism market of Brazil experienced a hike of 2.5% in 2018. The critics are
hopeful that infusion of latest and modern technologies would mount the potential to 8.2% by
2028. Considering the labour market, tourism department offers 6.59 million jobs. This
indicates growth of 1.8% in 2018, when the jobs reached to the level of 8 million. As per the
list of GDP contributions, Brazil attains 117th position (Brazil.org.za 2019).
Owing to the diversified tourism services, Brazil has the opportunity to penetrate into
the foreign markets. As a matter of specification, conglomeration of different cultures
preserves the unity in diversity. Presence of upgraded infrastructure in the accommodation
sector caters to the specific tastes and preferences of the tourists. Uploading the information
about the offers, schemes and discounts reflects the initiative towards experimenting with the
plans and strategies. Rationality and consciousness in this approach assists in identifying the
target audience. According to the arguments of Edmonds, (2011), it can be said that , from
the different customer behaviours, ecotourism has gained much preference. This is in terms
of gaining an exotic and wild experience through adventures in the wild forests. Consistent
research is needed for developing the standards and quality of the infrastructure. Uploading
the information on the websites and social networking sites is assistance towards gaining an
insight into the approaches of the customers (Dalonso et al. 2014).

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Issues identified by policy makers and other stakeholders
Policy makers and stakeholders of Brazil tourism identify the following issues, which
stall the productivity:
 Criminality- High crimes and mortality rates aggravate the concerns of the tourists
regarding selection of Brazil as one of the preferred tourist destinations. As a matter
of specification, it adversely influences the purchasing power and decision of the
tourists, travelling with families and nature lovers. One of the striking issue is the loss
of $567 million through these crimes. The value equals the bills of 8.9 days in local
tourism. Bars and restaurants are the sufferers in this case, bearing the loss of more
than $332.1 million (Korstanje, Tzanelli and Clayton 2014). Along with this, the
sectors of transportation, travel and car rental companies also encounter serious issues
due to the high criminal rate. Upon investigation of the violence rates, it was found
that 29% of the sector’s total expense went in loss, the value for which went up to $
2.3 billion.
 Diseases- Reports regarding the outbreak of diseases like Zika virus adds to the
concerns of the tourists. Pegas and Castley (2014) are of the view that lack of proper
preventive measures compel the tourism industry to encounter less number of visitors,
creating a down market scenario. Reference can be cited of joint collaborative claims
of World Health Organization (WHO) and World Tourism Organization (WTO),
which does not deprive the guests from the travelling to their dream destination,
Brazil (de Almeida 2011). However, warning are issued for the tourists. Within this,
focus is placed on pregnant women. The scientists and the healthcare professionals
point out that outbreak of Zika virus and other epidemics compels the tourist to cancel
their tour programs. Specifically, it causes delays in availing the services of travel
packages and hotel reservations.

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 Taxes- Heavy imposition of taxes makes it difficult for the industry personnel to
provide the services in an efficient and effective manner. As a matter of specification,
the tax obligations hamper the import and export of the services. Within this, one of
the related issues is the high exchange rates, which compels the tourists to think twice
before selecting the destination for spending vacation (Dalonso et al. 2013). The most
affected ones are the food and beverages sector, depriving the tourists from their
preferred cuisines.
 Pollution- Mention can be made of the high pollution levels, which aggravates the
health conditions of the tourists. Most affected area is the Rio de Janeiro bay, where
the pollution levels are the highest. However, quality control tests through activity
meter proves beneficial in assessing the quality of air. Issuing prior warning regarding
the degrading quality of air helps the tourists to take adequate preventive measures
(Fazito, Scott and Russell 2016).
Introduction of National Tourism Policy
The organizational chart of Brazil tourism bodies reveals divisional structure, which
proves effective for exposing collaborative approach towards preparing the policies.

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Figure 1: Organizational chart of Brazil tourism bodies
(Source: Brazil.org.za 2019)
Since its formation in 1966, Brazil Tourism Institute (EMBRATUR) is entrusted with
the responsibility of preparing the tourism plan. Within this, the parameters, which are
covered are: Information and tourism studies; Planning and Management; Transportation
and logistics; regionalization of tourism; promotion of private enterprise and public
infrastructure. According to the tourism plan of 2013-2016, the increasing tourism demand
was taken into due consideration. Within this, the main focus was placed on the influence on
the family income, employment generation, GDP and social development. Variation with the
services influenced the purchasing power of the tourists. Specifically, de Lima and King
(2017) argues that this variation acted assistance for the tourists to exercise their purchasing
power, indicative of the increasing sales revenue and profit margin. Increase in the sales
revenue of one departmental units resulted in the simultaneous upgradation of the standard
and quality of the other departmental units. This upgradation resulted altered the overall
standards of the business operations of the tourism industry.
Ministry of Tourism
National Secretariat of
Programmers for the
Development of tourism
National Secretariat of
Tourism Policies
Brazilian Tourism Institute
EMBRATUR
National Forum of State
Secretaries and Directors of
Tourism
National Council of Tourism

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Based on the parameters of Information and tourism studies; Planning and
Management; Transportation and logistics; regionalization of tourism; promotion of
private enterprise and public infrastructure, the policies are prepared. The aim of the
policies is to mitigate the social inequalities. Along with this, Mason, (2015) pointed out that
the policies act as a cornerstone towards preserving the ecological biodiversity. Creating
mass appeal in the website and social networking sites proves beneficial for gaining
collaborative support for promoting the tourism.
Regionalization of the sector gains a prominent position in terms of the policy
development. Organization of the Tourist Regionalized Program contributes in community
development. In these programs, participation of the NGOs and governmental agencies is
ensured. Typical example of this lays in the exhibitions and fairs, in which, there is a
conglomeration of self-help groups, government agencies and visitors across the globe. These
fairs and exhibitions results in community development, enhancing the cultural diversity (de
Castro, Souza and Thapa 2015). For maintaining the efficiency in this aspect, State tourism
Policy is developed, which caters to the management of the products, destination, expansion
of the labour market, increase of the flow and expenditure on the visitors.
Impact of the policy on identified issues
Policy acts as a central doctrine for the companies and organizations in terms of
adding focus into the business operations. This is also applicable for the Brazil tourism
industry. Development of the policies according to the Brazil national Plan aids in mitigating
the social malice. As per the arguments of Diettrich, Oliveira and Garcia (2016), planning for
conglomerating the sectors of family income, employment generation and social development
proves beneficial in gaining stability growth and development.

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Political instabilities are higher in Brazil, giving rise to unemployment. These issues
are adding to the concerns of the foreign investors regarding the heavy taxes. Mention can be
made of PNT 2007/2010: A Journey to the Inclusion, which provides strategic guidance
regarding the policies. It is an initiative of Brazil Ministry of Tourism towards upgrading the
tourism and hospitality services for attracting large number of customers. Public policies
caters to the community development (Jenkins, 2015). Here, Ministry of Tourism, State and
Municipalities conglomerate for improvising on the tourism aspects of a given territory.
Currency Plans acts as a budget, enhancing the awareness about the expense behind each
activity. This awareness is crucial for introducing effective community development
programs for the visitors. This Plan reflects adherence to the national interest. Announcing
incentives for productive programs can be related with the initiatives towards luring the
talents. Strategic approach in this direction proved effective towards reducing the
unemployment rates (Yang and Wall 2016).
Barriers to the successful implementation of the policies
Political instabilities is one of the major barriers, hampering the effective
implementation of the proposed policies. Shifts in the presidential rule reflects the lack of
stability in the political parameter. This situation has added to the complexities in terms of
regulation for the policies, tax obligations and economy among others. Along with this, issues
like poverty, poor sanitation and healthcare project a degraded living standard for the people.
Apart from this, Nunkoo (2015) opines that investments in the wrong properties have strained
the budgets, making it difficult for the government to introduce policies for the upgrading the
standards of living for the people below poverty line.
In case of the economic parameter, governmental agencies take into consideration the
higher taxes, which obstructs the import and export activities. Since 2013, investments have
been planned for hosting the Olympic and the World Cups. Linking the National Tourism

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Plan with the Multi Year Plan helps in achieving economic development. Within this, focus is
placed on reducing the poverty levels. As per the opinions of Pegas, Weaver and Castley
(2015), mention can be made of PNT 2003/2007, which relates to the quality control of the
products for developing the tourism in the given territory.
As the National Plan of 2003 reflected the initiatives towards generation of new jobs.
This was done through the means of increasing the scope and arena of the foreign
investments, luring large number of tourists across the globe. This expansion plans increased
the contribution towards the income generation. Specific example can be cited of increasing
the number of domestic flights, which dramatically increased the number of tourists (Mellon
and Bramwell 2016).
Recommendations for effective dealing of the policies
 More investments are needed in the urban areas of Brazil. More specifically, research
and innovation is needed in terms of connecting the rural and the urban areas through
modern technologies. Establishment of more information centres would be productive
in terms of catering to the needs, demands and requirements of the tourists availing
accommodation services in the rural areas. This can be achieved through the means of
GPRS trackers and sensors.
Renovations can be made towards connecting the places of attractions through
effective rental cars, bus and metro services. This would act assistance for the tourists
to enrich their knowledge by grasping the historical significance of the place.
 Investments needs to be made in public health. Joint ventures with the research and
development team would be effective in terms of manufacturing systems and devices,
which would help in tracking the presence of viruses like Zika, before it reaches to a
more serious stage. Assessment of financial flexibility is crucial in terms of averting
the instances of inadequacies in the resources at the time of actual deliveries. Taking

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assistance, guidance and supervision from the scientists would be a wise step in terms
of exposing a rational approach towards the wellbeing of the guests. Stable contacts
need to be developed with the foreign scientists, which would be effective for
developing latest and modern systems for early detection of the diseases and virus.
 Promoting social tourism would be one of an effective steps towards enhancing the
cultural diversity of Brazil. Within this, focus needs to be placed on upgrading the
standards of living for the people below the poverty line. Along with this, adopting
proper rehabilitation facilities for the people involved in crimes would be productive
in terms of improvising on the social malice. Organizing fairs and exhibitions would
enhance the productivity in the business of the self-help groups. Apart from this,
charities can also help the government agencies to upgrade the standard of living for
the community people. This can be done through the means of talk shows, cultural
programs among others. Sponsoring educational scholarships for the children and
schemes of 100 days employment for the parents would be effective in improving
their quality of life. For this, partnership and alliances with the cereal producing
brands would be a wise step in terms of catering to their nourishment and health.
 Evaluation is needed in terms of assessing the effectiveness, appropriateness and
feasibility of the proposed policies. For this assessment, checklists and templates can
be considered for gaining an insight into the extent to which the intensity of the issues
have been reduced. Conducting meeting with the members of the board panel would
be effective in terms of bringing the drawbacks into the limelight. Along with this,
adopting the means of survey and feedback would help to improvise on the standards
and quality of the performance. Within this, mention can be made of consistent
quality control tests, which would be act as an agent for upgrading the standards and

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quality of the infrastructure, indicative of luring more customers towards the brand
image.
 Courses regarding information and tourism studies would act as an initiative towards
enhancing the academic development of the students. Within this, educational policies
and frameworks would be effective in terms of levying the proper information to the
students. This would contribute largely to the economy. Moreover, it would act as an
opportunity for the foreign tourists to prefer the destination for pursuing higher
studies. Strategic approach towards this direction would further increase the number
of tourists, simultaneously enhancing the cultural diversity.

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References
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de Almeida, M. V. (2011). The development of social tourism in Brazil. Current Issues in
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