Minister wants 10 million foreign tourists by 2027 – 02/03/2024 – Panel
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Minister Celso Sabino (Tourism) set a goal of attracting 10 million foreign tourists per year by 2027, as a result of an international campaign that will be launched on social media and in the press to expand the country’s international promotion.
In 2023, Brazil received 5.9 million foreign tourists, the highest number since 2019, pre-Covid-19 pandemic. “The technical teams at Embratur and the ministry recommended that our target be 8.6 million by 2027,” he says.
However, he argues, it is necessary to consider the investments that will be made in the area, the new international policy orientation adopted by President Lula (PT) and events such as COP30, in 2025. “We made the managerial decision here to establish the goal of 10 million for 2027, even going against the guidance of the technical team that assesses the global market growth trend.”
According to him, the ministry and Secom (Secretariat of Communications) are finalizing the last details for the launch of a major international campaign on social media and in the press to show Brazil’s recognition as a safe country to travel to.
“Brazil is trapped,” he says. “Brazil cannot grow like the rest of the world in tourism. Brazil has to grow much more, given the backlog we have.”
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