Zeca Camargo: what has the Ministry of Tourism been doing? – 07/19/2023 – Zeca Camargo

It is disconcerting to see the very little relevance of Brazil in the world tourism scenario. Even more, remember that a ministry that should work to reverse this situation has other priorities. Like pleasing political parties.

I am not a political commentator, nor a chronicler of the dubious backstage of Brasilia. But as a lover of tourism, I think I have the right to be indignant at the lack of care that the portfolio has for its very reason for existing.

Before talking about the recent change of manager, let’s take a closer look at the importance of our country for the global traveler. In my wanderings around the world —a statistic, I admit, not very empirical—, I rarely meet people who have Brazil as their priority destination.

We are always, I see in informal comments, a curiosity that “one day”, “if there is time”, will be quenched. My perception of this lack of interest, however, can be confirmed by the World Tourism Organization, which does not even place us among the 50 most visited countries in the world.

A country that, just remembering, has Bonito (MS), Foz do Iguaçu (PR), Noronha (PE), Alter do Chão (PA), Ouro Preto (MG), Copacabana (RJ), Lençóis (MA) Jericoacoara (CE) ), Veadeiros (GO), Pipa (RN), Serra Gaúcha (RS), A Casa do Porco (SP), Brasilia by Niemeyer… Oh and a little corner in the north called Amazônia!

The numbers are humiliating: 6.4 million visits to our country – data from 2019, according to the World Tourism Organization. But nothing has changed in this resumption of global tourism. In fact, it went crazy: the government “celebrates” the entry of 3.63 million tourists here in 2022.

In the same year, Portugal received 15.3 million. And let’s not even talk about Spain (31.2 million), Mexico (31.9 million) and France (48.9 million), the top 3 in the world ranking. These are comparisons that we always see in articles about tourism in Brazil — and nothing changes.

Worse: I read recently in a report by Nossa Viagem, on UOL, that Brazil is not even among the worst “tourist rip-offs”. Ramblas in Barcelona, ​​the Eiffel Tower in Paris, the Trevi Fountain in Rome… We don’t even make a fuss!

And what has the Ministry of Tourism been doing about it? In the words of former minister Daniela Carneiro (União Brasil-RJ), who has just left office, she says that she managed “together with a committed and hardworking technical team, to carry out important deliveries for Brazilian tourism”. You just forgot to mention what those deliveries were.

And virtually no reporting, not even in this Sheet, which I read about Celso Sabino (União-PA), his replacement, does not even describe his quality to embrace such responsibility. Unless having been approved by the center is one of them.

I insist: I don’t have the interest or even the skills to enter into the discussion about this labyrinth of power. But would it hurt to treat the folder with a little more respect?

Treatises have already been written on the importance of the contribution of the tourism sectors to the country’s economy. Nothing to add. But where I think I can make a difference is in the call for us to change our reputation around the world.

But for that we have to have a vision. Like the people there “from home”, which on the website turismoportugal.pt already details their strategy for 2027! We have all the potential to climb into the top 20 at least. Poland, Malaysia, Austria, watch out.

And then good communication. Some time ago, in this column, I suggested that our international slogan be “Brazil, with passion we understand”. I relaunch the campaign. But is anyone in the noble ministry listening?

I have faith that I will still see our country be that power.

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