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A recent article by IstoÉ Dinheiro (, a leading Brazilian business magazine, highlighted Brazil as one of the top destinations for international events. Below we reproduce fragments from the online article introduced by the printed edition as of June 29, 2011:

"The world discovers Brazil
The country is one of the hottest destinations for international events. Last year, the sector generated R$ 84 billion and is expected to triple in size by 2014

By Flávia Gianini - São Paulo

The market for concerts and events in Brazil is already comparable to that of
developed countries. With 275 international events held in 2010, the country reached the 9th place among the most sought destinations in the world for large gatherings in the ranking of the International Congress and Convention Association (ICCA).

The sector generated R$ 84 billion last year and estimates point to a 200% by 2014. In the Americas, Brazil is second only to the U.S.
And it‘s not just São Paulo and Rio that will benefit from this prosperous moment. Other Brazilian cities are also harvesting on the growth of events. Seven other Brazilian destinations are among the 50 most attractive in the Americas (Brasilia, Florianopolis, Porto Alegre, Foz do Iguaçu, Belo Horizonte and Salvador, Bahia).

The moment experienced by the Brazilian economy helps this industry. A weaker U.S. dollar, greater political stability, the increased purchasing power and the crisis in Europe and the U.S., help the international market to look at Brazil as an improved option.

In the spotlight

The number of international concerts, in Brazilian arenas and stadiums, doubled last year compared to 2009. Also in 2010, worldwide revenue of the top 50 tours was USD 2.9 billion.
The consolidation of the Brazil among the top 10 markets in international events widens the expectations of investments related to the 2014 Fifa World Cup in Brazil and the 2016 Olympic Games in Rio de Janeiro. Besides these, the country will also host the Military World Games this year, and plead to host the World Expo in 2020.

According to Adriana Máximo, director at event promoter Techne Comunicação e Eventos, more and more companies and industries realize that to consolidate its brand through events, fairs, meetings or specific actions that attract opinion makers, is an important tool.
Adriana believes that events related to sports, health and technology are the main bets of the market in the coming years. Techne, which has in its client portfolio brands such as Ache, Gatorade, Danone, Adidas, Cauê, FisherPrice and Mattel, expects to grow 300% in three years and reach an annual turnover of R$ 10 million by 2014. "Companies will increase its (marketing) actions and budgets. From 2011 to 2014 the growth will be around 200%", says Adriana.

IstoÉ Dinheiro online version - 06/23/2011

1 comment:

  1. I have always wanted to go to Brazil bue due to my job as a clerk for a local law firm I had no time and nothing even saved up. Now I work from home as an import export trader and I have saved up, selling what I love and having more time for family and trips!


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