IMEX 2014 by Mercado & Eventos

Las Vegas

FOLHA DO TURISMO



THE MEETINGS INDUSTRY BRAZIL

USA

Special Edition IMEX  Las Vegas  October 2014

Brazil strengthens its position on MERCADO & EVENTOS Special Edition IMEX

the global stage

October 2014

CONVENTIONS ICCA Top 10: Brazil’s ability to host different events

SPECIAL SUPPLEMENT Rio de Janeiro: combining business and leisure

INTERVIEWS Arnaldo Nardone (ICCA) and David Scowsill (WTTC)

Contemporary Art Museum, Niterói, Metropolitan Region

Rodrigo de Freitas Lagoon, Rio de Janeiro. Below, Feia Lagoon, State North/Northwestern Region

Pedra Branca State Park, Rio de Janeiro

Riode

Rodrigo de Freitas Lagoon Feia Lagoon One of the most famous views of Rio de Janeiro is Lagoa Rodrigo de Freitas. From the top of Corcovado Mountain, there are privileged views of this lagoon surrounded by urban buildings. It is possible to enjoy a walk or a cycle ride around the lagoon, which stretches for 7 kms. It is a great place to enjoy the sunny mornings where you will find relaxed leisure activities. There are many tennis, football, basketball and even baseball courts and there are paddleboats available for hire, which share the water harmoniously with rowers, sailors and water-skiers. Around the 204 thousand square metre lagoon, is the largest outdoor gastronomic centre in Latin America and another one of the recreational areas of the city.

LagoonS

Feia (Ugly) Lagoon is among the largest freshwater lagoons in Brazil and is on the border of the cities of Campos dos Goytacazes and Quissamã in the northern region of the state. Feia Lagoon is approximately 170 km² and is quite popular for artisanal fishing. In the last hundred years, its surface has reduced to one third of its original size. Contrary to what its name signifies, it is a very beautiful and majestic lake. The origin of the misnomer is due to it being discovered on a stormy day.

Jurubatiba Located in the Jurubatiba National Park, in the midst of northern Rio de Janeiro, is Jurubatiba. Here there are several species of flora and fauna, especially orchids and bromeliads. The lagoon has important diversity, as there are remains of the northeastern hinterlands and the Amazon rainforest, also trees typical of the most arid of regions. Alligators, capybaras, armadillos, otters, anteaters, also a considerable number of birds and fish that live in the park next to the lake still remain unstudied.

Araruama Located in the region known as Sun Coast, Araruama Lagoon stands out mainly for the water sports and beauty of its shimmering surface. Depending on the winds, the lake is considered ideal for kitesurfing, windsurfing, hobie cats, jet skiing and sailing. There, are many sailing competitions that take place here too.

Guanabara Bay Guanabara Bay is the backdrop to most pictures that represent Brazil abroad. Christ the Redeemer, Sugar Loaf and the mountains that frame them are the bestknown Brazilian images worldwide with hundreds of islands, cliffs, islands, coves and ridges form its landscape. Among the main ones are: Paquetá, Ilha do Governador, Niterói and Magé. Some islands are part of the city’s history, such as the Fiscal Island, that became famous for having housed the famous Baile da Ilha Fiscal, the last big party of the Empire before the proclamation of the Republic in November 1889. Others, such as Cobras Island, were strategic points of defence against foreign pirate invaders who arrived in Brazil in search of riches.

coastline and mountains is impressive with numerous beaches, such as Barra de Guaratiba, Restinga da Marambaia, Capela, Aterro (which is also known as Brisa), Cardo, Recôncavo and Sepetiba. The Bay is home to several islands, such as Bom Jardim, Jaguanum , Guaíba and the most famous, Itacuruçá. The estuarine dolphin, a species of dolphin, can be seen throughout the year in the region of Itacuruçá Beach and Cardoso Island.

Angra dos Reis The largest island in the Angra dos Reis Bay is a paradise for adventurers and those who just want to enjoy beautiful beaches. Ilha Grande (Big Island) has many beauties and stories to enrich everyone´s trip. One third of its territory was transformed into a State Park in 1971 to preserve the Atlantic Forest. Its 192km² are home to 106 beaches, waterfalls, rivers, lakes, mountains and peaks. On the side facing the open ocean are deserted beaches within a paradisiacal setting. On this side is the Biological Reserve of South Beach, with fully preserved Atlantic Forest.

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Sepetiba Bay

Located one hour and 30 minutes from the city of Rio de Janeiro, the extensive Sepetiba Bay offers one of the most beautiful and fascinating maritime tours along the Green Coast. The diversity and mixture of

Janeiro Photos: Hugo Denizart

he State of Rio de Janeiro is toasted by a unique set of factors, which combines everything a tourist could want in a destination. The exuberant nature appears in two distinct regions: the highlands and the lowlands. Moving away from the coast on parallel tracks, they extend into the countryside and have created two very different delightful destinations. Add to this a the unique culture, the big events such as the Carnival and New Year’s Eve Party, and the local people who are renowned for their friendliness and charisma, and are always ready to welcome you. The capital amalgamates characteristics from many places as people from all over the country and the world have chosen to live privileged setting, which now has 16 million inhabitants. If a person was born in the City of Rio de Janeiro they are known as ‘cariocas’, and if the person was born in the State of Rio de Janeiro, then they are known as “fluminense”. As a gateway to Brazil, Rio is blessed by the statue of Christ the Redeemer, one of the Seven New Wonders of the World, which, from the top of Corcovado Mountain, opens his arms over the beautiful Guanabara Bay. This magnificent sight continues to inspire singers, poets and painters.

ParKs Itatiaia National Park Located in the Itatiaia Massif at Serra da Mantiqueira, between the states of Rio de Janeiro and Minas Gerais, the Itatiaia National Park is the oldest in Brazil and was created on June 4, 1937. With a tupi origin, its name means “Spiked cliff or pointed stone”. Inside the park is one of the highest peaks in the country, standing 2800 metres high. Hiking, climbing and even scuba diving are some of the activities available for the adventurous. The site has eight waterfalls and 15 trails that are visited by more than 80,000 people a year. In the lower part of the park, the Blue Lake is a good choice for diving, but it takes a little courage, because the average water temperature is only 12 degrees.

Serra da Bocaina National Park Between the states of Rio de Janeiro and São Paulo, the Serra da Bocaina National Park comprises of an approximate area of 134,000 hectares and is of significant biodiversity. It is estimated that 60% of the vegetation is from the Atlantic Forest, and the remainder is regenerated forest. Among the species of flora you can find many

kinds of trees and plants, but the most common and easy to spot are pines, cedars, trumpet trees, palm trees and bromeliads. Bird watchers in the park will have a field day as the wild animals aren´t shy. A good tip is to venture onto the Gold Trail, a 3-day walk that passes through historic places, linking São José do Barreiro to Paraty.

Tijuca National Park A fragment of the Atlantic Forest biome and an integral part of the Biosphere Reserve in Rio de Janeiro, the Tijuca National Park is currently the most visited national park in Brazil, receiving over two million visitors per year. Divided into four sectors (Tijuca Forest, Serra da Carioca, Pedra Bonita/Pedra da Gávea and Pretos Forros/ Covanca), the Park represents about 3.5% of the area of the city of Rio de Janeiro. It stands out in the landscape as it´s a great “green” mass in the centre of the metropolis that has about six million inhabitants. Currently, the Tijuca Park is an important recreational area, providing sports sites and the opportunity to contemplate over the nature. There are some of the city’s major landmarks, such as the Christ the Redeemer Statue, Sugar Loaf Mountain, Vista Chinesa (Chinese Belvedere), Mayrink Chapel, Mesa do Imperador (Emperor’s Table) and Lage Park here, which have helped turn the park into an international tourist attraction.

*(77,1* 7O .12: 7+( 67$7( 2) RIO DE JANEIRO

67$7( 2) ESPÍRITO SANTO

6 7 $ 7 ( 2 ) MINAS GERAIS

KEY Beaches

Infrast ture Infrastructure

Pedra Branca State Park

Bays and Lagoons

Parks

Social Constructions

Manguinhos library-park

Desengano State Park

Itatiaia National Park

SÃO O JOÃO DA BARRA Concórdia Concórd Range State Park Pa

VALENÇA ENÇA

Órgãos Range National Park

6 7 $ 7 ( 2 ) SÃO PAULO

Bocaina Range National Park

Ilha Grande Bay

(

QUISSAMÃ

Guanabara Bay Complexo do Alemão

Angra Nuclearr Plant ITAGUAÍ

Rodrigo de Freitas Lagoon

ILHA GRANDE

RIO DE RIO DE JANE ANEIR IR RO R O JANEIRO

PARATY Martim de Sá Beach

Três Picos State Park

Jurubatiba Lagoon

RIO

CARAPEBUS

CACHOEIRAS DE MACACU

DE J ANEIR O

MACAÉ

Santa Marta Community

$ 7 / $ 1 7 , & 2 & ( $ 1

NITE E ÓI NITERÓI Tijuca National Park

5R RFFL FLQKD 5RFLQKD

CAMPOS

Feia Lagoon

Manguinhos UPA

ANGRA DOS REIS D Shipyard Shipy

SANTA MARIA MADALENA

Ipanema Ipan n Beach

ARMAÇÃO DE BÚZIOS

Açu Port

Brava Beach B

7iririca Range State Park

Araruama Lagoon

Lopes Mendes Beach

5ocinha Sports Complex

Itacoatiara Beach/Elephant Rock

STATE OF RIO DE JANEIRO GOVERNMENT Tourist information: State of Rio de Janeiro Department of Tourism (www.rj.gov.br/turismo); State of Rio de Janeiro Tourism Company - TurisRio (www.turisrio.rj.gov.br)

Sugarloaf, Rio de Janeiro,

*(77,1* 7O .12: 7+( 67$7( 2) RIO DE JANEIRO

67$7( 2) ESPÍRITO SANTO

6 7 $ 7 ( 2 ) MINAS GERAIS

KEY Beaches

Infrast ture Infrastructure

Pedra Branca State Park

Bays and Lagoons

Parks

Social Constructions

Manguinhos library-park

Desengano State Park

Itatiaia National Park

SÃO O JOÃO DA BARRA Concórdia Concórd Range State Park Pa

VALENÇA ENÇA

Órgãos Range National Park

6 7 $ 7 ( 2 ) SÃO PAULO

Bocaina Range National Park

Ilha Grande Bay

(

QUISSAMÃ

Guanabara Bay Complexo do Alemão

Angra Nuclearr Plant ITAGUAÍ

Rodrigo de Freitas Lagoon

ILHA GRANDE

RIO DE RIO DE JANE ANEIR IR RO R O JANEIRO

PARATY Martim de Sá Beach

Três Picos State Park

Jurubatiba Lagoon

RIO

CARAPEBUS

CACHOEIRAS DE MACACU

DE J ANEIR O

MACAÉ

Santa Marta Community

$ 7 / $ 1 7 , & 2 & ( $ 1

NITE E ÓI NITERÓI Tijuca National Park

5R RFFL FLQKD 5RFLQKD

CAMPOS

Feia Lagoon

Manguinhos UPA

ANGRA DOS REIS D Shipyard Shipy

SANTA MARIA MADALENA

Ipanema Ipan n Beach

ARMAÇÃO DE BÚZIOS

Açu Port

Brava Beach B

7iririca Range State Park

Araruama Lagoon

Lopes Mendes Beach

5ocinha Sports Complex

Itacoatiara Beach/Elephant Rock

Sugarloaf, Rio de Janeiro,

CONHEÇA O ESTADO DO RIO DE JANEIRO

E S TA D O D O ESPÍRITO SANTO

E S TA D O D E MINAS GERAIS

GETTING TO KNOW THE STATE OF RIO DE JANEIRO

LEGENDA - KEY Praias Beaches

Infraestrutura Infr fraes raes tura Infrastructure Infrast ture

Parque Estadual da Pedra Branca Pedra Branca State Park

Parque Nacional de Itatiaia Itatiaia National Park

Baías e Lagoas Bays and Lagoons

Parques Parks

Constr tr Construções Sociais Social Constructions

Biblioteca-parque do Complexo de Manguinhos Manguinhos library-park

Parque Estadual do Desengano Desengano State Park

SÃO O JOÃO DA BARRA Parque Estadual da E Serra da Concórdia Concórdia Concórd Range State Park Pa

VALENÇA ENÇA

E S TA D O D E S Ã O PA U LO Parque Nacional da Serra da Bocaina Bocaina Range National Park

Estal Estaleiro Shipy Shipyard

Baía da Ilha Grande Ilha Grande Bay

UPA Manguinhos Manguinhos UPA

ANGRA DOS REIS D Usina Nuclear de Angra U ngra a Angra Nuclearr Plant

Parque Nacional da Serra dos Órgãos Órgãos Range National Park

Complexo do Alemão Complexo do Alemão ITAGUAÍ

RIO DE RIO DE JANE ANEIR IR RO R O JANEIRO

PARATY Martim de Sá Martim de Sá Beach

Parque Estadual dos Três Picos Três Picos State Park

Lagoa Feia Feia Lagoon QUISSAMÃ

Baía da Guanabara Guanabara Bay

Lagoa Rodrigo de Freitas Rodrigo g de Freitas Lagoon g

ILHA GRANDE

Lagoa de Jurubatiba Jurubatiba Lagoon

RIO

CARAPEBUS

CACHOEIRAS DE MACACU

DE J ANEIR O

MACAÉ

Santa Marta Santa Marta Community

O C E A N O A T L Â N T I C O

NITE E ÓI NITERÓI Parque Nacional da Tijuca Tijuca National Park

Ro occi cinha Rocinha

CAMPOS

SANTA MARIA MADALENA

Praii de Praia Ipan n Ipanema Ipanema Beach

ARMAÇÃO DE BÚZIOS

Porto do Açu Açu Port

Praia Brava B Brava Beach B

Parque Estadual da Serra da Tiririca Tiririca Range State Park

Lagoa de Araruama Araruama Lagoon

Lopes Mendes Lopes Mendes Beach

Complexo Esportivo da Rocinha Rocinha Sports Complex

Praia de Itacoatiara/Pedra do Elefante Itacoatiara Beach/Elephant Rock

Sugarloaf, Rio de Janeiro,

CONHEÇA O ESTADO DO RIO DE JANEIRO

E S TA D O D O ESPÍRITO SANTO

E S TA D O D E MINAS GERAIS

GETTING TO KNOW THE STATE OF RIO DE JANEIRO

LEGENDA - KEY Praias Beaches

Infraestrutura Infr fraes raes tura Infrastructure Infrast ture

Parque Estadual da Pedra Branca Pedra Branca State Park

Parque Nacional de Itatiaia Itatiaia National Park

Baías e Lagoas Bays and Lagoons

Parques Parks

Constr tr Construções Sociais Social Constructions

Biblioteca-parque do Complexo de Manguinhos Manguinhos library-park

Parque Estadual do Desengano Desengano State Park

SÃO O JOÃO DA BARRA Parque Estadual da E Serra da Concórdia Concórdia Concórd Range State Park Pa

VALENÇA ENÇA

E S TA D O D E S Ã O PA U LO Parque Nacional da Serra da Bocaina Bocaina Range National Park

Estal Estaleiro Shipy Shipyard

Baía da Ilha Grande Ilha Grande Bay

UPA Manguinhos Manguinhos UPA

ANGRA DOS REIS D Usina Nuclear de Angra U ngra a Angra Nuclearr Plant

Parque Nacional da Serra dos Órgãos Órgãos Range National Park

Complexo do Alemão Complexo do Alemão ITAGUAÍ

RIO DE RIO DE JANE ANEIR IR RO R O JANEIRO

PARATY Martim de Sá Martim de Sá Beach

Parque Estadual dos Três Picos Três Picos State Park

Lagoa Feia Feia Lagoon QUISSAMÃ

Baía da Guanabara Guanabara Bay

Lagoa Rodrigo de Freitas Rodrigo g de Freitas Lagoon g

ILHA GRANDE

Lagoa de Jurubatiba Jurubatiba Lagoon

RIO

CARAPEBUS

CACHOEIRAS DE MACACU

DE J ANEIR O

MACAÉ

Santa Marta Santa Marta Community

O C E A N O A T L Â N T I C O

NITE E ÓI NITERÓI Parque Nacional da Tijuca Tijuca National Park

Ro occi cinha Rocinha

CAMPOS

SANTA MARIA MADALENA

Praii de Praia Ipan n Ipanema Ipanema Beach

ARMAÇÃO DE BÚZIOS

Porto do Açu Açu Port

Praia Brava B Brava Beach B

Parque Estadual da Serra da Tiririca Tiririca Range State Park

Lagoa de Araruama Araruama Lagoon

Lopes Mendes Lopes Mendes Beach

Complexo Esportivo da Rocinha Rocinha Sports Complex

Praia de Itacoatiara/Pedra do Elefante Itacoatiara Beach/Elephant Rock

Sugarloaf, Rio de Janeiro,

Contemporary Art Museum, Niterói, Metropolitan Region

Rodrigo de Freitas Lagoon, Rio de Janeiro. Below, Feia Lagoon, State North/Northwestern Region

Pedra Branca State Park, Rio de Janeiro

Riode

LagoonS

BaYs

Sepetiba Bay

Janeiro Photos: Hugo Denizart

Contemporary Art Museum, Niterói, Metropolitan Region

Rodrigo de Freitas Lagoon, Rio de Janeiro. Below, Feia Lagoon, State North/Northwestern Region

Pedra Branca State Park, Rio de Janeiro

Riode

LagoonS

BaYs

Sepetiba Bay

Janeiro Photos: Hugo Denizart

Contemporary Art Museum, Niterói, Metropolitan Region

Rodrigo de Freitas Lagoon, Rio de Janeiro. Below, Feia Lagoon, State North/Northwestern Region

Pedra Branca State Park, Rio de Janeiro

Riode

LagoonS

BaYs

Sepetiba Bay

Janeiro Photos: Hugo Denizart

Serra dos Órgãos National Park Covering the cities of Guapimirim, Magé, Teresópolis and Petrópolis, the Serra dos Órgãos National Park covers an area of over 20,000 hectares. Its curious name – Organ Mountains – derives from the similarity of the mountain peaks to organ pipes in churches. The park is a popular place for Ecotourism and Adventure Tourism and from May to September, the mountaineering season is open. There are common sports like climbing, hiking, rappelling and others. The most famous trail is the crossing between Petrópolis and Teresópolis, a route that takes three days and is considered the most beautiful walk in the country. In total there is 30 km of hard walking through the mountains passing by such highlights, as the Açu Castle and Pedra do Sino (Bell Stone).

Serra da Tiririca State Park Anyone who has been to Niterói, Itaipuaçu and Itacoatiara, surely must have seen the famous Elephant Rock, which takes its name precisely because its head and body look like a huge elephant, and it is the highest point in Niterói. Perhaps you have heard about climbing Costão de Itacoatiara to see the sun as it slowly descends upon the waters of the sea? Both are tourist attractions in the Serra do Tiririca State Park. A natural boundary between the cities of Niterói and Maricá, Serra da Tiririca starts between the beaches of Itacoatiara and Itaipuaçu and extends to the highway Amaral Peixoto (BR -106) on the border of São Gonçalo. The total area is of 2,400 hectares, including the coastline. Besides various trails of varying difficulty through the undergrowth, the park also has a viewing platform, ideal for people of all ages.

Três Picos, Nova Friburgo, Mountain Region

Botanical Gardens, Rio de Janeiro

Pedra Branca State Park Situated in the West Zone of Rio de Janeiro, the Pedra Branca (White Stone) State Park is one of the largest urban forests in the world, at 12,500 hectares. Its highest point of 1025 metres is Pedra Branca Peak, which is located between the neighbourhoods of Jacarepaguá and Vargem Grande, and can be seen from anywhere in the neighbouring areas. The name of the peak was given because it is composed of limestone and is white in colour. Concealed by typical Atlantic Forest vegetation (cedar, jacaranda, jequitiba (cariniana) and ipê (tabebuia)), it is a shelter for the fauna that is home to ocelots, three-toed sloths, anteaters, lowland pacas, armadillos, lizards, Brazilian porcupines, toucans, guans and agoutis.

Brava Beach, Búzios, Sun Coast. Below, Copacabana Beach, Rio de Janeiro

Ipanema Beach Known worldwide thanks to the song The Girl from Ipanema, by Vinícius de Moraes, Ipanema Beach is one of the most famous in Rio de Janeiro. From its wide strip of sand it is possible to see the Arpoador Rock, Leblon Beach, the Dois Irmãos (Two Brothers) Mountain, Corcovado and Cagarras Islands. The most popular points along Ipanema Beach are: Posto 9, where, every day, there is a traditional applause as the sunsets below the ocean; Posto 10, a meeting place for young people in the South Zone of Rio; Coqueirão, located in front of the largest area of coconut trees, which attracts a predominantly young audience; and the strip of sand in front of Farme de Amoedo Street, which is known for being the gay point along the seashore.

Arpoador Beach The sunset seen from Arpoador Rock is the major attraction on the Beach here, with a view, not only of the immensity of the sea but as well, to the Dois Irmãos (Two Brothers) Mountains. With a 500-metre stretch of sand and big waves, the beach is popular with surfers, one of the most sought after locations in Rio de Janeiro for the sport. On a walk along the beach, you can enjoy gym equipment, sand courts and the Girl from Ipanema Park, which has sports court, a skating rink and a bike path that goes towards Copacabana Fort.

Brava Beach Lopes Mendes Beach, Ilha Grande, Green Coast. Below, Prainha Beach, Rio de Janeiro

Surrounded by low vegetation and rocky cliffs, Brava Beach is used mostly by fishermen; and surfers who are in search of big waves. Because of its rough sea, the beach doesn´t attract many swimmers but it’s an ideal place for those seeking a location of calmness and beautiful scenery. By not having large numbers, the beach is favourable for sports, such as racquetball and football. It has rustic beach bars along its 660 metre stretch, where fish and drinks are served.

Lopes Mendes Beach With approximately three kilometres of white sand, Lopes Mendes is the most famous beach on Ilha Grande and it is recognised as one of the most beautiful in the world. It always has strong currents and transparent waters, which are an attraction for surfers and swimmers. A deserted place, with no bars, restaurants or hotels, Lopes Mendes is only accessible by boat or along trails, starting from the main town, Vila do Abraão. The beach has plenty of sun, shade and breezes, thus attracting many tourists. The nearest accommodation is on the beaches of Pouso, Mangues and Grande das Palmas.

BeAchEs Itacoatiara Beach

A 30-minute drive from Rio de Janeiro is Itacoatiara Beach, which is located in Niterói and is a popular meeting point for surfers. It stretches for 700 metres and is one of the most frequented places of young people in the region, as there is beautiful scenery all around you. If big waves are not your thing, then another beach is Prainha, which has calmer and clearer waters, and salt marsh vegetation along the beach. Frequented mostly by locals, the beach attracts visitors looking for a more peaceful place because it is not as crowded as the famous beaches in Rio de Janeiro.

Martim de Sá Beach A deserted white sandy beach, with big waves and surrounded by mountains, Martim de Sá Beach, located in Paraty, is the ideal place if you are in search of a tranquil setting. The main attraction of the beach, besides surfing, is the campsite and it is also the starting point for long treks through the woods and surrounding area. Additionally, you can bath in the waterfall, fish and dive. As an area of environmental protection, Martim de Sá encourages the preservation of the environment with competitions for visitors to collect rubbish that has been left scattered on the ground.

Michael Jackson Wall, Dona Marta, Rio de Janeiro

nown for the diversity of its attractions, which are divided between the mountains and the coast, the State of Rio de Janeiro also preserves a rich cultural heritage (especially Carnival, the most popular party in the country), which stretches from the capital to the interior. The folkloric processions, popular artists, institutions and traditions of the 92 cities in the state have recently been mapped showing that Rio de Janeiro has a lot to offer when it comes to culture.

>> The capital of Rio de Janeiro is known for its Samba, a beat that is a characteristic of Brazil during Carnival and that will engross those who hear it; and for Bossa Nova, which gained worldwide notoriety after becoming more popular at party’s of Rio’s middle class in their homes in the South Zone, where people would gather and listen to the music. More recently funk music is the most popular. Recognized as a cultural movement by a state law from 2008, funk is no longer just music from the periphery. It has gained notoriety within the middle classes and among foreign tourists. Regardless of the rhythm, it is impossible to stand still when the music starts playing.

Nossa Senhora da Conceição Church, Angra do Reis, Green Coast

Festa do Divino, takes place every year in May at a party inherited from the Portugueses. It´s about the coronation of a new “Emperor”, who parades with his disciples. In the same city, in July, the FLIP festival takes place. It is the largest literary event in the country with workshops, lectures and exhibitions by leading publishers. In January, in the nearby town of Angra dos Reis, Folia de Reis, is another cultural event that takes folkloric groups to the streets.

>> On the Green Coast, in cities like Araruama and São Pedro D´Aldeia, during Corpus Christi, people make a long carpet from salt and sawdust and with these items they draw sacred images along the main streets of the city.

>> Caxambu, dance and musical genre with African origin, remains alive in Miracema, North of the state, thanks to the Senzala Caxambu Association of Miracema. The caxambu is traditionally presented on the evening of May 13, at June parties and on holy days. The group sings melodies sung by former slaves, dancing in a circle that moves in a lunar direction, accompanied by drums.

CulTure >> Quissamã, north of the state, still maintains the traditions of the sugar-cane zone farmers, which allowed slaves to sing and dance, with drums, in the slave quarters. But what they did not know was that this festive and joyous event criticized and ridiculed the farm owners. Known as Jongo or Tambor, the tradition is officially celebrated on the night of May 13th. Its origin dates back to the arrival of slaves brought on behalf of the sugar economy of the State of Rio de Janeiro. >> In Paraty , in the Green Coast Region, the traditional

>> In the Conservatória district of Valença, the highlight is the street serenades. Each year the Festival of Serenades occurs, which brings together the top serenaders in the country and at weekends there are always performances. The Coffee Valley holds an annual festival with shows by classical and contemporary musicians and dance and theatre performances.

SOMANDO FORÇAS

The strength of an industry on the rise The MICE segment in Brazil is no longer a strange element in the market. On the contrary, it is on the rise. Among the many eye popping numbers, just note that the corporate travel agencies associated with the Brazilian Association of Corporate Travel Agencies (ABRACORP) had revenues of R$ 6.45 billion in the first semester of 2014. In a country where leisure tourism has always been dominant, corporate travel is getting attention and gaining ground. Other proof is that Brazil appears in first place on the list of Latin American nations that host more events in MICE segment.

Index SUPPLEMENT Rio de Janeiro INFORMATION 4 General information about Brazil INTERVIEWS 6 Vinicius Lages /MTur 7 Vicente Neto / Embratur 8 Arnaldo Nardone / Icca 9 David Scowsill / WTTC 10 Wellington Costa / GBTA 11 Anita Pires / Abeoc 13 Enrico Fermi/ ABIH 13 Daniel Guijarro / Resorts Brasil 14 Edmar Bull / Abracorp BRAZILIAN ASSOCIATION OF CORPORATE AGENCIES 16 Corporate tourism in Brazil NORTHERN REGION 18 Amazonas (AM) 19 Pará (PA) NORTHEASTERN REGION 20 Ceará (CE) 21 Rio Grande do Norte (RN) 22 Paraíba (PB) 23 Pernambuco (PE) 24 Bahia (BA) MIDWESTERN REGION 25 Federal District

To get an idea of the potential of this market, just remember that, in the past 10 years, the total number of events, with ICCA (International Congress and Convention Association) standard, hosted in Brazil, jumped from 62 to 315, an increase of 408%. In the same period, the number of cities that hosted this type of event rose 145%, from 22 to 54. The events held last year brought in an extra 126,000 visitors to Brazil and with them US$ 137 million. They stayed on average 3.8 days in the country. Last year, hotels hosted 44% of international events, followed by the convention centres (24%) and universities (22%). Increasingly, four or five star establishments are investing in event spaces, to expand and modernize the venues for the conventions and meetings segment. And even with the economic crisis, the expectation in the industry is high. After the 2014 FIFA World Cup and the increased visibility of the country, it is believed that Brazil should accelerate its attraction of events. But in a market where competition is high, it is important for the improvement of professional management to hit a benchmark. All this brings up a new realism. Based on this data, the MICE segment has unfolded as an excellent opportunity for companies who directly or indirectly are targeting the corporate segment. There isn’t a way of remaining indifferent to the growing market demand. In addition to the facilities, it’s necessary to also invest in the training of skilled labour, since it is a market with high purchasing power and at the same time professional. In an increasingly connected reality, where virtual competes with face to face, the market tries to reinvent corporate events and meet new demands of both the public and companies. And Brazil’s turn has come.

FOLHA DO TURISMO

SOUTHEASTERN REGION 26 Rio de Janeiro (RJ) 27 São Paulo (SP) 28 Minas Gerais (MG) SOUTHERN REGION 29 Paraná (PR) 30 Rio Grande do Sul (RS) 31 Santa Catarina (SC) CONVENTION CENTRES 32 List of States 33 Milena Palumbo / Riocentro 34 Lívia Holanda Aguiar / Ceará Events Centre 35 Sergio Medina Pasqualin / Expo Centre Norte 36 Alexandre Marcilio / Transamerica Expo Centre 37 Wilson Poit / Anhembi 38 Flávio Alexandre / Convention Centre of Natal SPORTS 39 World Cup 2014 balance sheet 40 2016 Olympics TOURISM LGBT 41 Gay Parade EVENTS 42 Carnival

Mayara Moura (mayara.moura@mercadoeeventos.com.br) Pedro Menezes (pedro.menezes@mercadoeeventos.com.br) Rafael Massadar (rafael.massadar@mercadoeeventos.com.br) Samantha Chuva (samantha.chuva@mercadoeeventos.com.br) Translation Mathew Hunt (huntm11@gmail.com / (55-21) 9678-3868)

Presidente Adolfo Martins Vice-presidente Executivo Roy Taylor roytaylor@mercadoeeventos.com.br - (55-21) 3233-6319 Diretora de Marketing Internacional Rosa Masgrau rosamasgrau@mercadoeeventos.com.br - (55-21) 3233-6316 Diretora Geral de São Paulo Mari Masgrau mari.masgrau@mercadoeeventos.com.br - (55-11) 3123-2247 Editora-chefe Natália Strucchi natalia.strucchi@mercadoeeventos.com.br - (55-21) 3233-6353 Editor-executivo Luciano Palumbo luciano.palumbo@mercadoeeventos.com.br - (55-11) 3123-2240 Chefe de Reportagem Luiz Marcos Fernandes luiz.fernandes@mercadoeeventos.com.br - (55-21) 3233-6262 Chefe de Reportagem SP Anderson Masetto anderson.masetto@mercadoeeventos.com.br - (55-21) 3123-2239 Diretor de Internet Fernando Martins Diretora de Planejamento Andréa Martins Diretor Jurídico José Manuel Duarte Correia Gerência de Tecnologia GRM Fotógrafo Eric Ribeiro Designer Daniel Costa Reportagem Rio (55-21) 3233-6353 Reportagem São Paulo (55-11) 3123-2239/2240

Departamento Comercial São Paulo - (55-11) 3123-2222 Departamento Comercial Rio de Janeiro - (55-21) 3233-6319 Rio de Janeiro Rua Riachuelo, 114 - Centro - CEP 20.230-014 Telefone e Fax (55-21) 3233-6201 São Paulo Rua Barão de Itapetininga, 151 - Térreo - Centro - CEP 01.042-001 Telefone (55-11) 3123-2222 - Fax (55-11) 3129-9095 Representante Comercial em Brasília márcio@marketingcpm.com.br - (55-61) 3034-7448 CPM Consultoria Planejamento Mídia Ltda. SHN Quadra 2 - 15º Andar - Salas 1514/1515 Executive Office Tower - Brasília/DF - CEP 70702-905 Representante Comercial nos Estados Unidos www.braziltm.com / claudio@braziltm.com / +1 (954) 647-6464 Brazil Travel Media - Claudio DaSilva 401 E Las Olas Blvd # 130 - Fort Lauderdale - Florida - 33301 - USA Os artigos e opiniões de terceiros publicados na edição não necessariamente refletem a posição da revista. Mercado & Eventos é uma publicação do

Caroline Lainara (caroline.lainara@mercadoeeventos.com.br) Lisia Minelli (lisia.minelli@mercadoeeventos.com.br)

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INFORMATION

Brazil

General information about Brazil Official name: Federal Republic of Brazil Capital: Brasília Location: SouthEastern America Language: Portuguese

President: Dilma Vana Rousseff Currency: Real (R$) Minister of Tourism: Vinícius Lages Site MICE: http://mice.visitbrasil.com/en/ Northern Region

FIGURES IN MILLIONS

2011

2012

Tourist arrivals in Brazil

5.4

5.7

Southern Region

Domestic flightsLandings

79.2

85.5

Northeastern Region

International flightsLandings

9.0

9.4

Southeastern Region

Exchange Revenues (USD)

6554.9

6644.9

Midwestern Region

R$ 11.3 billion investment in aviation - largest in recent years Since 2013, with various events like, World Youth Day and the Confederations Cup, aviation in Brazil has undergone numerous tests and assessments, which proved that the industry is ready for mega events. However, many projects and adjustments still need to be completed so that passengers are welcomed in comfortable surroundings with access to high quality services. According to Gustavo do Vale, president of the Brazilian Airport Infrastructure Company (INFRAERO), in the first half of 2014, the 63 airports administered by the body recorded 68.2 million departures and landings. “This number represents an increase of 5% over the first half of 2013, when we recorded 64.9 million passengers, and it is consistent with the growth profile of civil

aviation in the country in recent years”, he said. According to the Department of Civil Aviation (SAC), a total of R$ 11.3 billion was invested in Brazilian airports between the years of 2011 and 2014, which contributed to an increase of 70 million passengers per year, from 215 to 285 million. The minister of SAC, Moreira Franco, says this is the biggest injection of funds that Brazilian airports have received in a short period of time. It caters for the strong increase in demand in the country in the last decade, when the number of aircraft movements has almost tripled. “We can see clearly that Brazilian air transport has gone up another level. The investment made

by the Federal Government, as well as the initiative of outsourcing the management of airports to private companies, has thrust the industry into the 21st century. It doesn’t stop there, the idea now, is to grow continuously, bringing comfort, modernisation and safety to Brazilian and foreign air passengers”, said Franco. Targeting the growing demand, SAC will invest R$ 7.3 billion in 270 regional airports under the Regional Aviation Plan, of which 18 will be built from scratch. Forty of them have received improvements in recent years. In three and a half years R$ 401.6 million has been invested and another R$ 378 million is being spent.

ABEAR

Aviation during FIFA World Cup

Eduardo Sanovicz, president of Brazilian Association of Airlines (ABEAR), warns us that although these growing numbers are staggering in the sector, issues like the gap in the airport infrastructure and costs, especially with fuel, still pose obstacles to the development of aviation. To monitor the growth of the airline industry, the organisation indicates that investments of between R$ 42 billion and R$ 57 billion will be needed by 2020. These resources, from the government, will be for the expansion of 49 existing airports and construction or reactivation of 71 buildings. It is estimated that for companies to reach their potential, then they must invest between R$ 26 billion and R$ 36 billion on their fleets.

On the day of the World Cup final, the airports in the city of Rio de Janeiro (Galeão, Santos Dumont and Jacarepaguá) had record landings and takeoffs: 1761 in total. The largest number of flights in the same airport was during the semi-final of the World Cup, in Guarulhos, which accounted for1,040 movements in a single day. In total, 8.8 million passengers were carried by major Brazilian airline companies (Azul, Tam, Gol and Avianca) during the mega event. According to the SAC, 77,200 flights were operated in the country; the average occupancy rate of the aircrafts was 80%, which had a punctuality level of 92%. In addition, the 15 airports of the host cities of the competition accounted for about 90% of the air operation. In the 21 airports that met the demands of the World Cup, the total passenger movements between June 10 and July 15 was 17.8 million.

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INFORMATION

Brazil

Investment and renovation modify Brazilian hospitality In 2013 the performance of the hotel sector in Brazil was already showing signs of success. Compared to the previous year - 2012 - RevPar (daily average revenue per available room) had a projected growth of between 5% and 7%. This was all just one year before the FIFA World Cup took place in the country, which has further boosted the progress in performance and infrastructure of the sector. The hotel industry in Brazil has been growing and renovating itself since Brazil was announced as hosts of the 2014 World Cup and the 2016 Olympics. According to data from the Hotel Operators Forum of Brazil (FOHB), investment between 2009 and 2016 will exceed R$ 12 billion, representing a growth in capacity of 21% in only eight years. The number of enterprises

Occupation rates of World Cups in Germany, South Africa and Brazil

Before

Day First round

will have an increase of 6% at the end of this period. The Forum shows that the World Cup has boosted the segment. The average hotel occupancy of the associated hotels was 61% throughout the event, with more than 980 thousand hotel nights sold. If we consider only the day before and day games took place, then occupancy was 77% in the cities where matches took place. Although it has not registered as having the highest occupancy rate among the host cities, São Paulo was the city that sold the most rooms in the period, 353,350, against 181,596 in Rio de Janeiro. The hotels in Rio, however, were better used, with an average occupancy of 87%, followed by Fortaleza, with 72%; Brasilia and Recife, with 68%. The World Cup is considered

After

Before

Day

After

Round of 16

Before

Day

After

as a large corporate event, with groups from companies worldwide. As an example, Match Conections, owned by Grupo Águia, the official Brazilian operator of the FIFA hospitality program, accommodatedabout 2 thousand groups, approximately 1200 corporations, which demonstrates the country’s ability and infrastructure to stage events in the MICE segment. Beyond the hotel chains, the MICE sector has also moved into the Brazilian resort sector. Many chains even register 70% of their revenues in this segment. Infrastructure and logistic facilities are some of the characteristics that attract the events for these ventures. According to Resorts Brazil, which represents 47 of the largest resorts in the country, on average, events account for 40% of the total revenuein resorts.

Before

Quarter-Finals Germany

South Africa

Day

After

Before

Semi-Finals

Day

After

Final

Brazil

Brazilian cuisine is well evaluated by foreigners Brazilian cuisine is the result of a great mixture of indigenous, African and European ingredients. Each region has its own style, adapted to the regions climate and geography. Trying Brazilian cuisine was one of the most popular activities by international tourists who visited Brazil for the FIFA World Cup. According to a study conducted by the Ministry of Tourism in partnership with the Foundation Institute of Economic Research (FIFE), 93.1% of foreigners positively evaluated

the cuisine in the country. In bars, where usually snacks and alcoholic beverages are sold, the number of visits during the games increased, on average by 25%, and the most visited regions by foreign tourists, increases of up to 200%were recorded, according to the Brazilian Association of Bars and Restaurants (ABRASEL). The cuisine is gaining more recognition within Brazilian tourism. Data from the National Confederation of Tourism records10 large

meetings per year that bring together Brazilian and foreign chefs from traditional restaurants in the country. Moreover, there have already been more than 10,000 regional festivals. An International Tourism Demand Surveyundertaken by the Ministry of Tourism (2012), points to food as one of the items with higher approval among foreign visitors with about 90% satisfaction. This proves that the gastronomic tourism is present both in leisure and business options.

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INTERVIEWS

Vinicius Lages

Ministry of Tourism “MICE is fundamental for Brazilian Tourism” >> While acknowledging that there is still great room for growth, the tourism minister, Vinicius Lages, believes the event and incentives segment is crucial to improve the sector in the country. He said that MICE is essential because it contributes to reducing the effects of seasonality, as well as attracting a type of tourist who spends above the average. Among the strategies of the Ministry of Tourism in boosting the segment,is its proximity to the private sector. The agency has narrowed the ties between the supply chain and the local and federal managers to develop joint and coordinated action plans. MERCADO & EVENTOS - What are the marketing initiatives that the Ministry of Tourism plan to use in promoting events, meetings and the incentivesindustry in Brazil? Vinicius Lages - The Ministry of Tourism has sought closer ties with the supply chain to map out a plan together. In this sense, we are in contact with the Brazilian Association of Events (ABEOC), with the Forum of the Brazil Hotel Operators (FOHB), among others, to develop a strategy with specific materials for the events sector before the end of year. We will also meet with the states that have worked in the promotion of events going in the same direction. M&E - How can this niche market contribute to the development of the sector in the country? Vinicius Lages - The events sector is key to improving Brazilian tourism. This segment contributes in decreasing the effect of seasonality within the industry, and attracts

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an audience that spends above the average. Research by the Ministry of Tourism shows that the average spend per day of foreign tourists in Brazil is approximately US$ 70, while the business, events and conventions tourist spends more than US$ 120. M&E - Although the primary purpose of tourism in the country is nature, sun and sand, is there also demand for the events sector? Is it still unexplored in the country? Vinicius Lages - Brazil has a very favourable reputation in the events sector. Rio +20, the World Cup, Summit Meeting of the BRICs council, and many other events are routinely staged in the country, such as Formula 1, show that we are prepared to host major events of differing profiles. We still have ample room to grow in this segment and, therefore, it is necessary to further strengthen the ties between the supply chain and the local and federal managers. M&E - Does the fact that Brazil has fallen in ICCA ranking increase the responsibility

for promotion of the country in this sector? What is the schedule for the next few years for the country to move up the ranking again? Vinicius Lages - The ranking of the International Congress and Convention Association (ICCA) is an important indicator. It shows the growth of the tourism industry in Brazil in recent years. We jumped from 17th place since the creation of the Ministry of Tourism in 2003 to 7th in 2012, and then fell back to 9th position in 2013. Important investments have been allocated to this sector recently. The Growth Acceleration Program(PAC) of Tourism, for example, put aside R$ 680 million primarily for equipment to be used inevents tourism, such as the construction and renovation of convention centres. It is worth emphasizing once again the importance of alignment between public and private sectors to make huge progress. M&E - The World Cup is considered by many a large corporate event. How can the event in the country contribute to the expansion of this segment in Brazil? Are there examples if there was an increase in MICE segment in other countries that hosted the FIFA World Cup? Vinicius Lages - The World Cup left Brazil an extremely positive legacy of both image and infrastructure. We haverefurbished airports, an expanded hotel chains and a positive image in the global collective imaginary. We have examples of other countries that after major events like the World Cup grew from 5% to 20% in tourism and we have conditions to seek the highest level, further increasing the representativeness of the sector in the Brazilian GDP.

INTERVIEWS

Vicente Neto

Embratur

Brazilian Tourism Institute

In 10 years, MICE has grown 408% in Brazil >> More than 25% of foreign tourists visiting the country visit with the purpose of attending meetings, events and incentive travel, called the MICE segment, an important part, considering that this profile of visitor spends more than the average. The president of the Brazilian Tourism Institute (EMBRATUR), responsible for promoting Brazil abroad, Vicente Neto, reminds us that in ten years the number of conferences and business conventions held in Brazil increased 408%. “Since 2006, we have been among 10 countries that host the most international events”, he said. To extend and further explore this segment, the agency focuses on priority markets, in addition to supporting international events through the Support Program for Attracting and Promoting Events. MERCADO & EVENTOS - What is EMBRATUR’s initiative for promoting the events, meetings and incentives industry in Brazil? Vicente Neto - The MICE segment has always been seen as a priority for EMBRATUR. With the Support Program of Attracting and Promoting International Events, EMBRATUR supports public agencies and non-profit organizations in attracting established events with international scope and are in at least their third edition. The funding consists of support for the candidacy of the country (and city) in staging the event. The subjects may be technical-scientific or sportive, remembering that it is necessary that the event has already occurred in two countries other than Brazil. Since 2006, we are among 10 countries that hosted the

the MICE segment will keep growing after the exposure of Brazil. The major events held in Brazil in recent years have confirmed the country’s vocation as a serious player. Another point to note is the improvement of the infrastructure. From North to South, new venues are being built, and the qualification of staff has also been a concern of the Government. The most popular destinations for Business Events Tourism are São Paulo, Rio de Janeiro, Curitiba, Porto Alegre and Brasília.

most international events. In ten years, the conferences and business conventions held in Brazil have increased 408%. According to the International Congress and Convention Association (ICCA), between 2003 and 2013, the total number of events of an international standard in Brazil rose from 62 to 315. We went from 22 to 54 cities, a result of the decentralization policy in attracting international events. This is a contribution from tourism to help generate jobs and income and to help reduce regional inequalities. M&E –How many tourists does this niche market represent, from which countries mainland what are the growth prospects? Vicente Neto - The segment of Business and Events Tourism corresponds to 25.3% of foreign tourists visiting Brazil, while 46.8% of the total search the country for leisure options. The expectation is that the participation of visitors from

M&E –How is this product (MICE) presented to the international market by EMBRATUR? What are the competitive advantages of Brazil compared to other destinations? Vicente Neto -EMBRATUR is focused on priority markets, in addition to supporting and enticing international events through the Support Program of Attracting and Promoting Events. Regarding the fairs, the markets prioritized are German, Spanish, Latin American and North American. This year, the Institute participated in another edition of IMEX Frankfurt and took the opportunity to launch a new website aimed at the segment: www.visitbrasil.com/mice. The new channel is interactive and on the home page there is a video of the segment and then you are directed straight to a search where there are three options: search by city, if you know already where to hold your event; search by different criteria and generate a more appropriate outcome to your needs; and there is still the option to compare the cities in which you are interested in. On this screen, you can check out the events that are also happening in Brazil.

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INTERVIEWS

Arnaldo Nardone

ICCA

International Congress and Convention Association

The Brazilian market never stops >> Brazil fell two places in the overall ranking of the International Congress and Convention Association (ICCA). The main reason for the decline is the high competition in the world market, due to the large Asian countries developing and investing massively in events. The Brazilian market has never stopped and the growth has always been greater than 10%. This hope in the sector comes through the words of Arnaldo Nardone, President of the ICCA. Also according to the executive, events like the World Cup and the Olympics are the events that generate the greatest interest in the destinations through marketing and promotions, but, by themselves, do not generate a greater number of meetings or fairs. “Perhaps Brazil and its destinations wanted to only try and stage huge events and it has ended up limiting their standing in the ICCA ranking”. MERCADO & EVENTOS - Brazil’s seventh position in 2013 (relative to the events of 2012) was considered good for a competitive ranking in the ICCA. However, this year, Brazil fell two positions, losing its place to China and Japan. Which reasons may have been crucial to this fall? Arnaldo Nardone - The main reason is the high competition in the market, since today the Asian countries are developing well and are investment more in events, constituting as destinations that are much more aggressive. Because of this factor, China surpassed Japan and Brazil in the ICCA ranking. Now the country must invest to improve its product and highlight the strengths of each place for better results. And to achieve these results, you must ensure that more cities have greater international participation (today the two main cities are Rio and São Paulo). Furthermore, I believe that Brazil has to

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continue with an intensive training program in the area of human resources for the sector to be able to compete on equal terms. M&E - How can we assess the current situation in Brazil with regard to the organization of events with the seal/ support from ICCA? Despite the latest drop in the ranking, do the average number of events with this standard tend to increase in the coming years? Arnaldo Nardone - The growth of this market has never stopped and was always above 10%. Brazil, and especially its secondary cities, must capture all types of meetings to enter and position themselves better in the ICCA classification, regardless of their size. Perhaps Brazil and its destinations wanted to only stage huge conferences/events and it ends up limiting their position in the ranking, since out of the total number of meetings held by ICCA, 92% did not exceed 1000 attendees. M&E - We all know that the World Cup can be considered as a lever for business and events segment in the Brazilian market. But how and for how long can a mega

event be responsible for the growth of the tourism industry? Arnaldo Nardone - Events like the World Cup or the Olympics are those that generate the greatest exposure in destination marketing and promotion, but, by themselves, do not generate a greater number of meetings or fairs. In this case, it is necessary to take advantage of the great worldwide exposure that the World Cup has generated since it is an extraordinary event. But that’s not what will make the destinations more popular with meetings and events. You have to work professionally to use this current advantage and highlight each event with the positive results generated by the World Cup in Brazil. These events are a powerful tool for the promotion and advertising, and now Brazil must seize this moment. M&E - How would you rate the MICE segment in South America? Is Buenos Aires still a key city for this segment? What “hubs” have great potential to host major events, but still lack infrastructure? Arnaldo Nardone - The industry in Latin America is growing faster than the world average, in percentage terms. Currently, new regional meetings are creating and generating new business opportunities. Today we speak about an industry that moves, on average,360 billion dollars in Latin America. The city of Buenos Aires remains the protagonist of the market in the Americas and is undoubtedly an attractive destination for organizers. The Argentine professionals present themselves in a confident and proud manner, which helps make it a champion destination for appointments. It is a pride that comes with successful investment. In addition to Buenos Aires, I see a great future in cities like Lima, Santiago and Punta del Este, as investing in infrastructure events and building new convention centres.

INTERVIEWS

David Scowsill

WTTC

World Travel & Tourism Council

Asia will lead outbound global tourism >> The president of World Travel & Tourism Council (WT TC), David Scowsill, believes in an eastwards shift for the continued expansion of the global tourism market. This can be exemplified in numbers. Asia has regions that will grow in 2014, with growth forecast to reach 7% in terms of travel and tourism. Forecasts for Asia exceed expectations for growth in the global tourism market. Forecasts indicate a growth of 4.3% in 2014, higher than the overall economy, which presents forecasts of 2.8%. And what about to Brazil? David was clear in stating that we cannot cling on to mega events to develop tourism. According to the executive, forecasts show significant growth this year. MERCADO & EVENTOS -Asia will continue to lead the growth in tourism over the years. How could we classify this fact to the global tourism sector? David Scowsill - The expectation is that South Asia and North East Asia are the two regions that willgrow the most in 2014, with growth figures reaching 7% in terms of travel and tourism and direct contribution to GDP. The rapid growth forecast for Asia for the next 10 years has a significant role in the sector. This is because other more established markets are not growing as fast, so that the centre of gravity of this industry is shifting rapidly toward Asia. This growth is led by China, which is expected to surpass the United States in 2023, becoming the leading touristsource, with about 500 million people travelling in 2030. M&E - What challenges did the sector meet in 2014? During the WTTC, you said that “the numbers do not only show the strength of tourism on national economies, but also reveal high expectations for this

faster than other sectors over recent years. We expect the industry to get even better results in 2014 in the same way that growth reaches the entire global economy, led mainly by falling unemployment and strong consumption. International growth will be stronger than domestic growth, driven by increased spending of tourists traveling across international borders. More than 1 billion people travelled internationally in 2013. Indicators in the first months of this year show that the sector is doing well. In fact, growth in Asia and Latin America are important factors. year”. Willthe good expectations continue for 2015? What is the perspective of the segment of fairs and events for 2015? David Scowsill - There’s always the obvious challenges that come from some external factors due to the various sources of insecurity and instability in the world right now (Middle East, Eastern Europe and Africa). There are also some economic challenges in key markets, as the economic growth in the USA is slower than expected, due to the terrible weather in the early months of this year. Still, forecasts indicate that the segment of travel and tourism will continue growing faster than other sectors. We believe that the industry will grow 4.3% in 2014, faster than the global economy, which is expected to grow at 2.8%. M&E - The WTTC occurred in China this year, in April. During the event, the organization reported that the travel and tourism segment should generate US$ 2.24 billion this year, representing an increase of 4.3% compared to last year. Which factors can we attribute this growth to? David Scowsill - The segment has grown

M&E - In 2013, you said that there are slight concerns about the infrastructure development in Brazil. After the World Cup and its challenges, do you think Brazil managed to pass the test and show greater capacity than was expected? David Scowsill - I know everyone in Brazil was disappointed with the early elimination of the national team. However, seen from outside, the event was a complete success, introducing the country to the world. The stadiums were ready, the transport infrastructure was ready and the welcoming of foreign fans was spectacular. Brazil hosted the World Cup with great success. This is positive for the future development. For 2014, forecasts show significant growth this year. However, a successful mega event does not automatically translate into a growth industry in the long term, without presenting any clear development strategy. To continue investing in infrastructure it is critical to the mission of making all parts in the country easily accessible for tourism, along with a renewed focus on brand marketing investment in Brazil. Now is the time the country must make the most of the investment that came with the World Cup.

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INTERVIEWS

Wellington Costa

GBTA

Global Business Travel Association

Association predicts growth in business travel to Brazil >> Despite two quarters of weaker economic growth in 2013, the Global Business Travel Association (GBTA) projects that total spending on business travel in Brazil will grow 12.5% in 2014, reaching US$ 37 billion, and 5,9% more in 2015. GBTA also estimates that spending on domestic business travel will strengthen, with growth of 12.3% in 2014 and 5.4% in 2015: “This prediction reveals the history of positive growth inBrazil, despite the recent volatility”, said President of GBTA Brazil, Wellington Costa. “The encouraging turnaround in travel expenditures for international business and domestic growth show travel suppliers and administrators thatBrazil is a key market to aid theexpansion of business globally”, he says. MERCADO & EVENTOS - Which factors influence the Brazilian sector of business travel? Wellington Costa - The outlook for the demand of Brazilian exports began to improve in late 2013 and should accelerate in 2014 and 2015 On the one hand, Europe seems to be back on track in terms of growth, albeit slow. Secondly, China

by the FIFA World Cup? Wellington Costa - At this time, we estimate that total spending on business travel will grow 12.5% in 2014 and 5.9% in 2015. This lower than expected growth in business travel activity was stimulated by weaker economic growth across two quarters, despite the good image left by the World Cup. As can be seen there is some moderation in the growth forecast for 2015. The uncertainties of an election year and the slowdown of GDP reinforce this balance. The good news would be that we should overtake the UK and Korea in the next three years reaching 5th place in global travel volumes. should regain its economic growth with some force. Both are our major trading partners. Thirdly, the rapid devaluation of the Real, which began in mid-2013, should continue, as much as 10% to 15% this year and another 5% to 7% in 2015. This will help to meet the challenges of Brazilian competitiveness and push down export prices. M&E - In Brazil, specifically, what can you expect for 2014? In 2015, is forecasting further growth after the good image left

M&E - Will China will be the leader in the corporate travel market? What did they do to get this point? Wellington Costa - The forecast of China overtaking the United States in volumes of travellerslooks certain to happen during 2015-2016. With a figure of US$ 225 billion in 2013, China has annual average growth of 16% against 1% in the United States. This is due in part to China’s industrial growth, cultural change and professionalism in travel and supplymanagement, whilst still preserving their local habits.

Source: GBTA Foundation, Rockport Analytics

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INTERVIEWS

Anita Pires

ABEOC

Brazilian Association of Event Companies

Event expertise is the key to brazilian tourist development >> Cities that wish to continue evolving need to have an intelligent look at the impact of mega-events in Brazil. Anita Pires, the president of the Brazilian Association of Event Companies (ABEOC), surmises that there is no point standing still. It’s possible to create expectations and view Brazil on a long-term basis withgrowth in trade shows and industry events, but, according to Anita Pires, the country needs to do something. Public and business sector planning, with investment in infrastructure, training and the promotion of international fairs and events are just a few steps for continued evolution. Only then can weexpect to reach new heights in the world corporate travel ranking, in which we are currently in eighth place. But it all has to be accompanied by policies and government incentives to promote Brazilas a destination and to encourage the specific funding from the Ministry of Tourism. M&E - On and off the field, the FIFA World Cupovercame even the mostsceptical of people. Fortrade shows and the event market, will the World Cup help the growth of the sector in the long term? Is it possible to create expectations for the next 10 years? If so, what are they? Anita Pires - Yes, it can assist the growth to the extent that the exposure of the World Cup has helped Brazil’s image andhighlighted the country abroad and the way in which tourists were greeted is the best guarantee that these people will return for fairs, leisure and business. Yes, you can create good expectations, but there

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is planning by the corporate and public sector, with investment in infrastructure, training, promoting and the quest to stage international fairs and events. In this context, Brazil can move up the ICCA (International Congress and Convention Association) Ranking. Theevents and business sector can give an even greater contribution to the development of Brazil. M&E - The most optimistic believe in tangential growth in the number of tourists coming to Brazil due to its overexposure during the World Cup. In the corporate market, will the country also be consolidated as a favourable destination for fairs and events, following the direction of leisure tourism? Anita Pires - Brazil is already a major destination for international fairs and the corporate market. Several European and North American companies are setting

up here in search of the Brazilian market, which is the eighth in the world ranking of corporate travel and is on track to overtake Italy, France and the UK over the next two years, according the 2013 study of Global Business and Travel Association (GBTA). This is primarily due to the potential market, economic stability and Brazilian investment in technology and research, which is critical for the sector. Historically, Brazil has shown vocation and competence when hosting major events like the World Cup, the Pope’s visit and even Rock in Rio and Carnival. Brazil has expertise in major events. But it all has to be accompanied by policies and incentives from the federal government and state governments to promote Brazil as a destination, with encouragement and specific funding from the Ministry of Tourism. M&E - In 2013, the sector grew around 14%. Will the World Cup and the postperiod that unfolds throughout the second half boost or break this average? Anita Pires - What will influencethe increase of events in Brazil is overcoming the infrastructure challenges that we have, new spaces for events, incentive policies for industry, training and a big commitment from the bodies that make up the production chain of events to modernize and aggregate more intelligence in their efforts, and thus better organize this market which is very fragmented and does not have much history. Initiatives such as Quality Program by ABEOC Brazil have the power to transform the market.

INTERVIEWS

Enrico Fermi / Daniel Guijarro

National ABIH

Resorts Brasil

Hotels bank on events to increase profits

Corporate market can reach 70% of Brazilian resorts revenue

>> The hotel industry has discovered that the corporate sector is the perfect way to increase its revenue. I n c r e a s i n g l y, the industr y has been investing in construction and renovating the venues for meetings and conventions. Below is an interview with Enrico Fermi, the president of the Brazilian Association of Hotels (National ABIH). MERCADO & EVENTOS - The events segment has grown in Brazil. How can the hotel industry help boost the sector? Enrico Fermi - Today there is a very strong competition in the pursuit of this business segment, given that the client has greater purchasing power, they are spending more, both inside the hotel and in the city. It even helps to increase tax revenues, because delegates need receipts to be able to account for their expenses - which stops general tax avoidance - and generates a substantial increase in tax revenue. The delegate then leaves more money in the city, after using other attractions and facilities of the city such as restaurants, concert halls, shops and others. M&E - Are hotels prepared in terms of staff and infrastructure to meet the demand? What are the advantages of holding events within the hotel? Enrico Fermi - Today, the International Congress and Convention Association (ICCA) rank Brazil in the Top 10 and the goal is to be among the top five in the coming years. Cities that are references in the corporate segment already have large convention centres, as is the case of São Paulo, with Anhembi. But other smaller cities are using the existing event spaces within hotels. And these venues are ready to receive events. They have adequate spaces for a certain number of people and it is then not necessary to transfer the delegates to other locations since they can stay at the same hotel where the event is happening, decreasing the cost of transfers and food.

>> The corporate sector is growing within Brazilian resorts. According to Daniel Guijarro, president of Resorts Brasil, this segment can account for 70% of hotel’s revenue. What attractsmostpeople to resorts is the modern infrastructure on offer, prime location and the advantages of having everything available in one place. MERCADO & EVENTOS - According to research from Resorts Brasil, the corporate sector is growing within the resorts and helped boost2013 results. What are your expectations for this year for the segment? Daniel Guijarro - The corporate market is still very important and deserves investment by resorts in infrastructure for events, development of activities aimed at this audience and publicity among companies that promote events. The strengthening of the corporate market is, as well as of the foreign market, one of the key areas of Resorts Brasil. M&E - What are the advantages for the companies to hold events in resorts? Daniel Guijarro - These include the complete infrastructure for events and leisure, modern and equipped conventions centres, qualified support teams,flexibilityto cater for different themes (hosting from small to large events). A big difference is the favourableambiancethat is conducive tonetworks that the resort provides. The delegates can share several nice moments together and that is important to the success of the event and the integration of participants. M&E - Do Brazilian resort receive many international events? What is done to promote this segment overseas? Daniel Guijarro - Yes, we receive and we can receive many more events of this category. There is great potential in this area. Due to infrastructure and the location of tourist attractions, the resorts often host major international events. October 2014

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INTERVIEWS

Edmar Bull

ABRACORP

Brazilian Association of Corporate Travel Agencies

MICE segment grows inline with the country’s economy agencies? Is there prospect of growth in the coming years? Why? Edmar Bull - In the first half of 2013, the events segment accounted for more than R$ 208 million of sales by the members of ABRACORP; in the same period in 2014, this figure rose to R$ 272 million, which represents a positive variation of 30.6%. This situation confirms the probability that, for years to come, the outlook is for growth. Undoubtedly the Olympic Games in 2016 will contribute in increasing these numbers, especially since they will be an excellent opportunity for agencies to develop business.

>> The Chairman of the Board of Directors of the Brazilian Association of Corporate Travel Agencies (ABRACORP), Edmar Bull, believes that the success of the events industry in Brazil is closely connected with the growth of the economy as the two things go hand in hand. At the same time, the industry may experience a high growth in the coming years, given the visibility generated by hosting the FIFA World Cup and the Olympic Games in Brazil. For the companies associated to the Agency, the events are also up. In the first half of this year, revenues from this market grew 30.6%. MERCADO & EVENTOS - What are the opportunities for the events, conferences and meetings segment in the Brazilian market? Edmar Bull - The segment of events goes hand in hand with economic development. In this context with an emphasis on employment generation, as the organizers hire an average of 24.2 permanent staff and 386.6 are outsourced. Furthermore, only during the first half of this year, the segment in Brazil accounted for more than R$ 272 million to corporate travel industry, according to a survey conducted by ABRACORP with the support of its members, a factor which reiterates the expressive importance of this sector to the national economy. The experience of the World Cup and the upcoming Olympic Games in 2016 make me believe that the trend is that Brazil may gain market share and can be equated to United States, Germany, Spain, Great Britain, France and Italy, countries known for their ability to organize events and that lead the ranking of the International Congress

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and Convention Association (ICCA). M&E - What are the advantages for the companies of choosing Brazil as a destination for their events, large or small? Edmar Bull - Brazil has the necessary infrastructure for hosting events of all sizes and has numerous companies specialized in finding the most suitable location for each congress, exhibition or seminar. Add to this the welcome Brazilian people give and the possibility for participants to visit the main sights of the country (Christ the Redeemer (Rio de Janeiro), Farol da Barra (Bahia), Cataratas do Iguaçu (Parana), Paulista Avenue and Ibirapuera Park (São Paulo) and Morro do Careca (Rio Grande do Norte), among others. Additionally, we must recognize that the market for organizing events in Brazil is on the rise that means that the country is tracing a path of organization and discipline, which certainly will lead to success. M&E - What is this segment for ABRACORP

M&E - The FIFA World Cup showed that the country can accommodate events of any size very well. How can this fact help boost the MICE segment in the country? Edmar Bull - The responsibility of hosting the World Cup in Brazil yielded positive visibility not only in terms of quality of services, but also pointed out the potential of the country with regard to welcoming international tourists and making them feel at home. It is worth mentioning the high level of intent to return and the positive tourist experience experienced in the country. For the tourism sector, which has closely followed this movement of passengers in the country, we know that the spotlight is on us, which should result in increased demand for events held in Brazil. The expectation is that, from now on, issues such as efficient signage, professional training (especially English and Spanish) and a massive investment in tourism promotion of Brazil abroad are relevant. These factors should influence the country in the ICCA ranking.

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BRAZILIAN ASSOCIATION OF CORPORATE TRAVEL AGENCIES

Numbers of Abracorp

Corporate tourism in Brazil Figures - General summary (January - June 2014) SEGMENT

ABRACORP

Segment split

Domestic flights

The Brazilian Association of Corporate Travel Agencies (Abracorp) represents 31 specialized agencies in this segment, which are among the largest in the country. In the first half of 2014 its sales accounted for R$ 6.45 billion, an increase of 5.5% over the same period last year. To the organization’s president, Edmar Bull, the second half should be even better, with this increase, given the resumption of events and corporate travel after the World Cup. He believes that for the year the increase should be around 10%.

International flights Domestic hotels

Domestic flights International flights

International hotels

Domestic hotels

Domestic car hire

International hotels Domestic car hire

International car hire

Services

Transfers

TRANSACTION TYPE

Events

Air

Other services

Ground

Total

Figures - Domestic hotels - market-share (daily)

OTHERS

HOSPITALITY

INDEPENDENTS

Also in the first half of the year, Abracorp agencies sold 1.2% more hotel nights within Brazil. Revenues in this segment increased 13.1% over the same period last year. Independent hotels are still recording the highest, with 50% of the total and the average room rate was R$ 232, 12% more than in the first half of last year. Among the data, which caught our attention was the way bookings were made. There was a drop of 67.5% on sales made through Brokers. In the international market, the sale of rooms grew 22.2% and 18.5% in revenue.

Figures - International hotels Market-share - daily (January - June 2014)

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Source: Graphs from Abracorp

OTHERS

Market-share - sales (January - June 2014)

BRAZILIAN ASSOCIATION OF CORPORATE TRAVEL AGENCIES

Numbers of Abracorp

EVENTS AND DESTINATIONS

Figures - Most visited destinations

Events were also a highlight of Abracorp in the first half of this year. The associated agencies had 30.6% more events than in the first half of 2013. This demonstrates the strength that this segment is receiving in Brazil. Just these initiatives generated revenue of R$ 272 million against R$ 208 million in the same period as last year. Regarding the most visited destinations by Brazilian executives, São Paulo and Rio de Janeiro are the leading cities in the national market. Outside the country, the top picks are Buenos Aires and Miami.

others

Lisbon

New York

Figures - International flights market-share

Figures - Domestic flights market-share January - June 2014 Tickets

Sales others

others

AVIATION

An extract from the 2014 first half sales figures of Abracorp agencies shows that the largest share of still comes from airline tickets, with 71.6% of the total. Only domestic flights sold 4.5 million tickets in this period, representing an amount of R$ 2.6 billion, 7% higher than that recorded in the same period last year. The average rate is also high. It recorded an increase of 12.2%, reaching R$ 595. In the first half of the year 644,304 international tickets were issued, at a total cost of R$ 1.9 billion, an increase of 4.9% over the same period in 2013. The average rate for the period was R$ 3,050, an increase of 7%.

Figures - Domestic car rental Company

Rentals

Var

Figures - International car rental Company

Rentals

Var

others TOTAL

RENTAL AND TRANSFERS

The car rental market has been increasing its share of sales in Abracorp agencies. In the national market, the number of rentals increased 19% over the same period as last year, surpassing the mark of 700 000. Internationally, however, there was a decrease of 1.3%, also due to the drop in travel during the World Cup. With revenue of R$ 12.7 million.

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Amazonas NORTHERN REGION

Igor Bacry/Amazonastur

Manaus The capital of Amazonas State, Manaus is one of the best tourism hubs in Brazil. It has been evaluated positively by both national and foreign tourists, with endorsements of 91.6% and 95.3% respectively. Data comes from the Fecomércio Institute of Business Research of Amazonas (IFPEAM). The arrival of foreign tourists in the 4th quarter of 2013, compared to the previous quarter, increased by almost 50% in Manaus with Business Tourism largely responsible for the increase in the sector, which recorded a 15% growth.

Tourist profile

Amazonas Theater in Manaus and the Amazonas Convention Centre

In recent years, the highest number of tourists have come from the United States, with approximately 10% of all visitors. The European tourist comes in second, mainly from France, Germany and Italy. From South America, Venezuelans visited the region the most. In Brazil, the Amazon proved most popular with inhabitants from São Paulo, followed by Rio de Janeiro and the Federal District of Brasilia. During the FIFA World Cup 2014, the average total expense of Brazilians in Manaus was around R$ 1,971.60, while foreign tourists spent R$ 2,819.84.

CONTACT State Tourism Company of the State of Amazonas - Amazonastur +55 (92) 3635-3825 / www.visitamazonastour.com Amazonas Convention & Visitors Bureau +55 (92) 3236-7398 / www.amazonasconvention.com.br

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Infrastructure The events in the city received a boost with the opening of a new venue in July 2014, the Vasco Vasques

Convention Centre of Amazonas. The complex had an investment of R$ 48 million and was financed by the state government and the Ministry of Tourism. The site area is eight thousand square meters and has capacity for up to 4,500 people. The initial design was altered so that the convention centre could have integrated access to Arena da Amazônia - where some World Cup games were held - the Sambadrome of Manaus and the Amadeu Teixeira Multisport Arena. Furthermore, the Studio 5 Convention Centre, with its capacity of 14,000 people has a separate room for 3,000, 18 breakout rooms and an area for exhibitions. In the Studio 5 complex, there is also a modern shopping centre with a cinema and two international hotel chains: The Atlantic Sleep Inn, and Intercontinental Hotel Group’s Holliday Inn. Together they offer 400 rooms.

Flights Eduardo Gomes International Airport is located in the capital of Amazonas State, 14 km from the city centre. The airport has two passenger terminals and operates regional, domestic and international flights. The reconstruction work for the World Cup 2014 expanded the area to 97,250 m². The airport can now accommodate 13.5 million passengers per year. Tap (Portuguese airline) began a new route in June this year connecting Manaus to Europe three times a week, on Tuesdays, Fridays and Sundays, with an Airbus A330 airliner.

Pará

NORTHERN REGION

Pará Pará is the largest state in the Brazilian Amazon region in terms of population and the second in area. Its capital Belém, located in the Bay of Marajó and near the mouth of the Amazon River, guards manyidiosyncrasies and unique attractions. Besides the natural vocation for leisure tourism, the city is also emerging in the MICE segment. Marcelo Mendes, president of Pará Tourism Company (PARATUR), an agency of the State Government, ensures that many investments are being made in order to further expand the destination structure to receive corporate visitors and participants of fairs and congresses.

Tourist Profile According to Mendes, in 2013 (compared to 2012) Pará had an increase of 12% over the number of tourists, accounting for 1.2 million visitors. Among international tourists, the state received approximately 80,000 from different countries, mainly from Europe and the United States. About 80% of international tourists came from countries such as Portugal, Italy, Germany, France and England. The segment of business tourism, according to Mendes, today represents 30% of visitors in the state, with a major focus on

medical congresses. “Our expectation is to get to 2020 as leaders in this segment in the northern region of the country”, he said.

Infrastructure According to the data of the Pará Tourism Company (Paratur), of OS Pará 2000 and of Belém Convention & Visitors Bureau, Pará should receive more than 19,500 congressmen over nine events that have already been confirmed for the next four years. To receive the congressional demand, the city of Marabá, which is about 500 kilometres from the capital, will have the second largest convention and events centre in the state, behind only the Hangar Convention and Fair of the Amazon. The new centre is already 50% complete. Another highlight of the state is the Dock Station. The area, which has become a benchmark for the city of Belém, has 2 venues: Boulevard Docks and the Maria Sylvia Nunes Theater, both made exclusively for different types of events.

Flights The Belém International Airport “Val-de-Cans” is benefitting from new investments to improve the operation. There, flights arrive from the main cities in the country and other regions that drive business tourism in the region. Today, the airport has international flights by TAP Portugal.

Docas Station by night and the Pará Convention Centre (Hangar)

CONTACT Pará Department of Tourism +55 (91) 3110-5000 / www.setur.pa.gov.br Pará Tourism Company (Paratur) www.paraturismo.pa.gov.br

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Ceará NORTHEASTERN REGION

Fortaleza rists. However, in recent years it has been possible to notice a change in this trend. According to data from the Ministry of Tourism, for almost 10 years, 71.4% of tourists arriving in Fortaleza, thought only of leisure tourism, which includes sun and beach, ecotourism, culture, sport and cuisine. However, from 2011, this number has decreased. The desire for the segment attracted 41.1% of foreigners who visited the city in 2012. On the other hand, business tourism increased by 7.1%, rising from 16.5% to 23.6%.

Tourist profile

Iracema Beach in Fortaleza, and inside the Ceará Events Centre

The survey by the Ministry of Tourismfound that 47.1% of tourists stay in hotels, flats or B&B’s, and 34.1% in friends and relativeshomes. The socioeconomic profile of tourists attracted to Fortaleza is composed mostly of men, with 67.2%, while women account for 32.8%. Most foreigners are aged between 32 and 40 (25%) and 41 and 50 (23.3%). Among the attractions most visited by tourists in 2013, are sun and sand (68.6%), nature, ecotourism or adventure (11%), culture (8.3%), sports (6.9%), nightlife (4.7%) and other (0.5%).

CONTACT Ceará Department of Tourism +55 (85) 3101- 4640 / www.setur.ce.gov.br Fortaleza CVB +55 (85) 3258-5888 / www.fortalezaconvention.com.br

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Each tourist spends on average US$ 90 per day in the capital of Ceará.

Infrastructure Fortaleza currently boasts 25 thousand beds and is suitable for varied types of events. The city also has the Events Center of Ceará (CEC) which is set in an area of 15 thousand m², with air conditioning and capacity to host 30 thousand people. The venue is the most modern of its kind in Latin America and the second largest in Brazil by floor area, 76 thousand m². In addition, the Sebrae-CE Centre for Business is also a good option for events. The venue is a modest 2,000 square metres and isfully air-conditioned. It was designed for fairs, exhibitions, congresses and seminars.

Flights The Pinto Martins International Airport has in excess of 66 thousand movements, with over 5.9 million passengers in 2013. The airport is thetwelfth busiest of the country and third in the Northeast regarding domestic and international passengers. Among foreign tourists in 2013, Italians (28 thousand) visited the most, with more than a quarter (or 25.7%) of all foreigners who travelled to the capital of Ceará being from Italy, then Portuguese (14.5%) and French.

Rio Grande do Norte NORTHEASTERN REGION

Natal

Infrastructure

Natal, the capital of Rio Grande do Norte, is one of the best tourist destinations in the northeastof Brazil, according to foreign tourists. The natural beauty, rich culture and quality infrastructure have helped promote the area. With considerable hotel infrastructure and large venues capable of staging events, Natal has entered the Top 10 of the International Congress and Convention Association’s (ICCA) ranking ofBrazilian cities that are capable of hosting major corporate events, moving from 14th position in 2010 to 9th in 2013.

Natal is the third largest city in Brazil with the largest number of housing units adapted for people with special needs. Natal has more than 200 hotels with more than 19 thousand beds in the city. The destination also boasts the region’s largest venue, theNatal Convention Centre, with capacity for up to seven thousand people. The Convention Centre covers 16,000 square meters of built up area. In addition, the Praia Mar (Sea Beach) Convention Centre can hold 3,000 people; Pirâmide Hotel Convention Centre, holds 3,680 people; Serhs Hotel Convention Centre, caters for 1,500 people; and Pestana Hotel Convention Centre (760 people), this is a selection form the main hotel chain convention centres that the city offers.

Tourist Profile In the survey by Fecomércio in 2013, the data showed the touristprofile as being predominantly male (50.9%), and mainly resident in the Southeastern Region. São Paulo (30.4%) and Rio de Janeiro (11.6%) were the largest emitters of tourists, followed by Minas Gerais (8.2%) and the Federal District (7.7%). The stay in the city was approximately 10 days. The average total budget of the tourists interviewed, including travel and expenses, was R$ 6,245.26. In this period, the main reason for travelling to Natal was leisure, reaching a high of 81.9%. Business and work travel add up to only 10.9%. The vast majority (76.4%) of the tourists came to the city on scheduled flights.

Reis Magos Fort and the Natal Convention Centre

Flights The Governador Aluízio Alves International Airport began operating this year, replacing the Augusto Severo Airport. 40 km away from the centre of Natal, the airport was the first granted by the Federal Government to the private sector in the country. The new terminal has annual movements of 6.2 million passengers and was inaugurated on May 31st. There isn’t yet a study to calculate the movement of tourists at the terminal, but the International Airport operates the following companies: Air Italy, Arkefly, Avianca, Azul, Gol, Tam, Tap, Trip, American Airlines, Air France, bmi, KLM, Lan, Qatar Airways and United Airlines.

CONTACT Natal Convention & Visitors Bureau +55 (84) 3219-2000 / www.natalcvb.com.br Rio Grande do Norte Department of Tourism (Setur-RN) +55 (84) 3232-2518 / www.setur.rn.gov.br

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Paraíba NORTHEASTERN REGION

João Pessoa The results of the study “Impact, Behaviour and Socio Economic Profile of Professional, Associative and Technical-scientific Events”, performed in João Pessoa, capital of Paraíba, in 2013, shows that the city grew rapidly in the tourism sector. The capital of Paraíba, according to the study, made 42% more revenue than the previous year, and generated R$ 12.8 million just in consumption.

Tourist Profile Cabo Branco beach and the João Pessoa Convention Centre

CONTACT Government of the State of Paraíba +55 (83) 3218-4545 / www.paraiba.pb.gov.br Paraíba Convention and Visitors Bureau +55 (83) 3322-6363 / www.paraibacvb.com.br Paraibana Tourism Company (Pbtur) www.pbtur.com.br

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According to research conducted by João Pessoa Convention and Visitors Bureau (CVB), in partnership with other bodies, most business tourists reside in the Northeast (59%), are single (49%) and female (58%). Moreover, of these tourists, 45% use airplanes to arrive in the city and only 17% use travel agencies. Their stay is three to five days, with an average cost of R$ 450 during the period, with 72% of them staying in hotels. Of these, 25% use the services of reservation of accommodation, plane tickets, transfers and city tour; 49% assess how good the service provided by the hotel chain, as well as in restaurants. The taxi service was used by 41% of participants. Almost half of respondents

said they had visited the city for the first time (47%), and 83% said they intend to return to the capital of Paraíba, either for leisure or business.

Infrastructure The Poeta Ronaldo Cunha Lima Convention Centre is the main venue used for large events. Last year, the site was renovated and added the Mirante to its array of architecture, aninverted concrete pyramid, in which, at the top, people have a wide view of the beaches and sights of the city; the Panoramic Restaurant, located on the first floor; and the Congress Centre, formed by administrative blocks on three floors, multipurpose rooms, an auditorium with capacity for 2,340 people, which can be adapted according to requirements The total area of the Convention Centre is 34.52 hectares and 48,676 square meters of built up area.

Flights The connections are made by President João Suassuna Airport in the city of Campina Grande, located in the countryside of Paraíba, and President Castro Pinto International Airport, located in the city of Bayeux, about 11 km from João Pessoa city centre, which receives flights from main Brazilian cities.

Pernambuco

NORTHEASTERN REGION

Carlos Oliveira/Prefeitura de Recife

Recife

Infrastructure

A new marketing campaign by Recife Convention & Visitors Bureau was launched to promote business tourism in Recife, the capital of Pernambuco. The focus shows that the state is one of the most well prepared in the country for hosting tourists in this segment. According to research conducted by Recife CVB, 92.5% of participants of events in the Metropolitan Region of Recife, in 2013, said they intend to return to Pernambuco.

The Convention Centre of Pernambuco is the main venue in the city for hosting events. The site can host various sizes and formats of events, and has received numerous large congresses. Its capacity is for more than six thousand people sitting in the theatre style set up, it also has three auditoriums totalling more than a thousand square meters in size and has another ten meeting rooms. Its two theatres have capacity for over 2,500 people. For events of medium and small size, the city has a hotel infrastructure and other venues that can be adapted. Among them is the venue of events JCPM Trade Centre, Golden Tulip Recife Palace Hotel and Mar Hotel. There are still other venues such as Cachaçaria Carvalheira and Arcádias, which can be adapted, and Oficina Francisco Brennand.

Tourist Profile Most participants in business tourism in Pernambuco are from the South-eastern Region (44.3%), followed by the North-eastern (25.7%) and Southern (11%) regions. Another important finding is that 24.9% of the events are from the health area, 24.1% are corporate and 16% from the scientific academic area. The survey also shows that 29.1% of respondents used their participation in the event to travel to Pernambuco early or stay extra days in the state. The average stay, beyond the date of the conference or congress, was 2.5 days, with an average daily expenditure of R$ 460.75. The value is 30% higher than the national average. Airplane was the most popular means of transport (84.2%).

Flights The main gateway to the state of Pernambuco is the Recife International Airport / Guararapes - Gilberto Freyre, located on the border of the city Jaboatão dos Guararapes and Recife. The airport operates domestic and international flights 24 hours a day, and today the passenger terminal has capacity to serve over 16 million passengers per year.

Boa Viagem beach and an aerial view of the Pernambuco Convention Centre

CONTACT State Government of Pernambuco +55 (81) 3181-2100 / www.pe.gov.br Recife City Hall +55 (81) 3355-8000 / www.recife.pe.gov.br Tourism Company of Pernambuco (Empetur) +55 (81) 3182-8300 / www.empetur.com.br

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Bahia NORTHEASTERN REGION

Rita Barreto/Setur

Alberto Coutinho/AGECOM

Salvador Famous for its Carnival celebrations, Salvador, the capital of Bahia, is well known as a leisure destination, especially for its beaches, cuisine and culture. What many do not know is that the city is one of the top ten destinations in Brazil forhosting the most fairs and congresses, with excellent infrastructure for events of different sizes and industries. Figures show that 18.5% of tourists visit Bahia for business or work.

Tourist profile During the 2014 summer, the Dutch, Argentineans and Americans were the main international tourists who visitedSalvador. Chile, Italy and Uruguay are also part of the list of major emitters. Among Brazilians, the focus is on the 6,500 visitors from São Paulo, 4,600 from Bahia and 1,480 from Rio de Janeiro. Most Brazilian visitors (66%) stayed in the Vitória and Barra neighbourhoods, made famous by the Carnival bands that play on its streets.

Todos os Santos Bay and the Convention Centre of Bahia

CONTACT Bahia Department of Tourism +55 (71) 3116-4131 / www.setur.ba.gov.br Salvador and North Coast of Bahia Convention & Visitors Bureau +55 (71) 3311-4444 / www.salvadorconvention.com.br

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Infrastructure The main venue in Salvador for hosting events is the Convention Centre of Bahia. There are 17 auditoriums with capacity from 60 to 2,000 seats, spread over an area of 57,000 m². Soon R$ 10 million will be investedonthe

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renovation of the convention centre, aiming to attract more events to the city through its modernization. A place that deserves to be mentionedis the Costa do Sauípe hotel complex in Bahia, located 76 km from Salvador in a large green area. The resort has complete infrastructure for congresses, conventions and other types of events, in 40 modular rooms spread over five hotels. The largest accommodates1,200 people. In August 2013, Arena Sauípe was opened and is considered the largest resort event space in the country. The venue has capacity for 3,500 people. Another very popular destination is Porto Seguro, which has the Descobrimento Cultural and Events Centre, with spaces for trade shows, conferences and conventions.

Flights The location of the Salvador International Airport is strategic and provides passengers with easy access. The terminal is only 28 km from the city centre and about 21,000 people pass through every day. The airport is the busiest in the Northeast and the eighth busiest in the country. Because of the World Cup, various improvements including the renovation of the passenger area, the expansion of the aircraft apron and the construction of the control tower occurred. The airport operates 278 daily domestic flights and 44 international flights per week.

Federal District

MIDWESTERN REGION

Brasília The city is prepared to welcome business ortourist events- majority of its visitors - the city offershigh quality tourist facilities and services, which surprise visitors arriving in the Federal District. Tourists in Brasília are divided into two groups: business and leisure, and almost 60% of those who visit the federal district and government headquarters have work commitments or are participating in conferences.

Tourist Profile Whether for business or leisure, tourists usually arrive by plane in Brasília (66.59% and 54.8%, respectively); bus and car transportare other options. With respect to foreign revenue, business tourists (42.42%) and leisure tourists (39.6%) spend more or less the same amount daily in the city, between R$ 100 and R$ 300. According to research from the University of Brasília (UNB) Centre of Excellence in Tourism (CET), business tourists come mainly from São Paulo, Minas Gerais and Rio de Janeiro. Usually they have college degrees and many are post graduates,which makes them quite demanding and

attentive to the quality of services. The main source countries of foreign tourists to Brasília are the United States, Germany, France, Spain, Italy and Argentina.

Portal da Copa

Infrastructure The city of Brasília has auditoriums, social clubs, stadiums, gymnasiums, function rooms in hotels, business centres, venues for parties and concerts, exhibition parks and mansions for meetings. The Brazilian capital has 460 venues for events of all types and sizes. In the city centrethere is the Convention Center Ulysses Guimarães, a 54 thousand square meter venue spread over three areas and capable of accommodating 9,400 people. It was completely refurbished and expanded in 2005 and is among the three largest in Brazil but is also able to boast the latest equipment. It is less than 1 km away from an area of hotels and 15 minutes from Juscelino Kubitschek International Airport.

Flights At the Juscelino Kubitschek International Airport, there are flights to and from all state capitals and major Brazilian cities. All this movement makes Brasília one of the most important hubs in Brazil.

Congress and aerial view of Brasília

CONTACT Federal District Department of Tourism +55 (61) 3214-2744 / www.setur.df.gov.br Brasília Convention & Visitors Bureau +55 (61) 3328-6878 / www.brasiliaconvention.com.br

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Rio de Janeiro SOUTHEASTERN REGION

Photos: Riotur

Rio de Janeiro One of the most iconic of Brazilian cities cements itself with the hosting of major international events. Obviously, we’re talking about Rio de Janeiro, a wonderful place, which extends under the protective gaze of the huge Christ the Redeemer statue and Corcovado Mountain. Events boasting huge numbers, such as the final of the Confederations Cup, the World Youth Day and FIFA World Cup 2014 putthe citywell and truly on the map. And as if that were not enough, the 2016 Olympics will also be organized and hosted in this fascinating city. According to the ranking of the International Congress and Convention Association (ICCA), for the year 2013, Rio de Janeiro was ranked as the 26th most popular destination in the world for hosting congresses, fairs and conventions. In 2013, there were 79 conventions. Including national and international events, there werealso 161 conferences and fairs that generated revenues of approximately US$ 248.2 million.

Aerial view of Rio de Janeiro and Riocentro

CONTACT Rio de Janeiro State Department of Tourism +55 (21) 2333-1061 / www.rj.gov.br/web/setur/principal Tourism Company of the City of Rio de Janeiro +55 (21) 2271-7000 / 2541-7522 / www.rio.rj.gov.br/web/riotur Tourism Company of the State of Rio de Janeiro +55 (21) 2215-0011 / www.turisrio.rj.gov.br

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many have post graduation degrees, which increases theirexpectations for and an attentive quality service.

Infrastructure Near Santos Dumont Airport, the city of Rio de Janeiro has a large portwithvarious venues close by, such as Pier Mauá, which can receive up to 10 thousand people at the same time. There are areas for small and medium events, such as SulAmérica (up to 6,000 people), Lapa 40º (up to 2,000 people) and Rio Scenarium (up to 880 people). The last two are focused moretowards social conferences and fairs. Together, the region’s convention areascan accommodate 20 thousand people. In Barra da Tijuca, RioCentro is the main venue in the west zone. The site is composed of five interconnected halls, totalling 100,000 m². Barra da Tijuca has the ability to host congresses, conferences and national and international fairs for up to 46,170 people. In the south zone, where many hotels have convention facilities, tourist attractions are close by allowing us to we stand onthe Fortresses of Leme and Copacabana, plus Marina da Glória.

Tourist Profile

Flights

Whether for business or pleasure, tourists usually arrive in Rio de Janeiro by plane (94%) and by sea. With respect to foreign exchange, the business tourists (13%), conferences and conventions (6%) and leisure (78%) spend more or less, the same amount daily in the city, between US$ 90 and US$ 150. According to recent research, business tourists come mainly from São Paulo, Minas Gerais and Rio de Janeiro. They usually have a college degree and

Rio de Janeiro has two airports. With 17.3 million passenger movements per year, the International Tom Jobim / Galeão Airport is the second largest international airport in Brazil. Besides having flights to all Brazilianstate capitals and major cities, Galeão also has international flights to Europe, North America, Asia and South America. Santos Dumont Airport, located in the city centre, has flights to the main Brazilian state capitals and has 8.5 million passenger movements a year.

São Paulo

SOUTHEASTERN REGION

Caio Pimenta Wanderley Celestino

São Paulo

Infrastructure

The city of São Paulo is one of the most important destinations in the world for events and business and every year hosts about 90,000 events from various segments and of differing formats - which means an event every six minutes - representing 75% of the Brazilian market for trade fairs. São Paulo is one of the busiest cities in business tourism on the planet.

São Paulo has, on average, a trade show every three days and is home to 75% of large fairs in the country. This market is worth R$ 2.4 billion a year – R$ 700 million in lease space, R$ 700 million in services and R$ 8 billion in travel, lodging and ground and air transportation. The city has a great variety of fairs and congress centres, the largest hotel complex in the country with 42,000 rooms, charming and different places. There are more than 400 million square metres for fairs, exhibitions and conventions, including Anhembi Park, the largest in Latin America.

Tourist Profile The city of São Paulo welcomed approximately 13.2 million visitors in 2013, of which 16.5%were foreigners and 83.5% Brazilians. The estimated gain to the local economy was R$ 10.9 billion. Out of tourists, 56% were there for business and 22.4% for events. Foreigners accounted for 16.5% and they were from United States, Argentina, Germany, Spain and France. Brazilians accounted for 83.5%, mainly from the interior and the coast of São Paulo state, plus the states of Rio de Janeiro, Minas Gerais, Paraná and Rio Grande do Sul.

Flights The International Airport in São Paulo / Guarulhos (GRU Airport) is not only the city’s main airport, but the biggest in the Southern Hemisphere, having 20 million passenger movements in the first half of 2014. In May, the expansion project was completed with a new exclusive terminal for international flights.

Ibirapuera Park and Anhembi seen from above

CONTACT State of São Paulo Department of Tourism +55 (11) 3709-1654 / www.turismo.sp.gov.br São Paulo Turismo - SPTuris +55 (11) 2226-0400 / www.spturis.com

The Royal Palm Plaza Resort The Royal Palm Plaza Resort, in Campinas, was designed under the concept of total flexibility. There are 5,400 m² of adjustable lounges and foyers, representing a capacity of 3,700 people in 36 rooms. There is a structure that adapts to all events, regardless its size or format. All this added to a specialized team, ready to make the events unforgettable. One more innovation in the Brazilian hotel management, the “Casa de Campo” is an area of the resort designed with much charm and

style to host major events. With balcony and the view of all the green areas of the resort, it is relaxed and full of nature. Its countryside architecture is more a pleasant option within the Royal Palm Plaza. Extensive exhibition area with 1,400 m², 4,20 m headroom, with direct access to the street, loading and unloading area, exclusive outlets of electrical and telephony data scattered throughout the Pavilion. There are also water spots available At “Casa de Campo”, the lawn, has an area of 800 m².

The Imperial Hall has 10 rooms in 1,130 m² of divisible area and rooms for support. “Paço dos Nobres” is an adjustable hall with six rooms and two rooms for support, ready to host the most varied types of events. The newest gastronomic area of the resort (Terraço Gourmet) offers unparallel structure for celebrations. It has stylish and contemporary decoration; the place has capacity for up to 300 people. The Royal Palm Plaza Resort has more two spaces for events: Infante Dom Henrique and Lumini.

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Minas Gerais Márcio Carvalho

SOUTHEASTERN REGION

Belo Horizonte Located in the Southeast, Minas Gerais is most important economic hub of the country. It is bordered by the states of Rio de Janeiro, São Paulo, Federal District, Goiás, Espírito Santo and Bahia. Belo Horizonte, the state capital, is the third largest city in the country and has been highlighted for its business tourism, as it has good infrastructure to accommodate this. When only taking into account Brazilian cities, actually Minas is ranked 6th in the International Congress & Convention Association (ICCA) ranking, the Association measures destinations in relation to attracting world events. Liberty Square, in Belo Horizonte, and the facade of Expominas

Tourist Profile A survey conducted in Belo Horizonte last year, showed that business tourism is the most common in the city. The survey was carried out by Belotur in partnership with Fecomércio System of Minas Gerais. Of the 845 tourists surveyed, 32.4% visited Belo Horizonte for business and work. Another 21.9% were in town to visit relatives and friends and 20.3% for leisure or rest. The average daily spend of each tourist was R$ 238.39. According to the president of Belotur, Mauro Werkema, the prominent position of Belo Horizonte is the result

CONTACT Minas Gerais Department of Tourism +55 (31) 3270-8501 / www.turismo.mg.gov.br Belo Horizonte Tourism Company - Belotur +55 (31) 3277-9702 / www.belotur.com.br

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of the effort made to capture events that move the production chain and promote the dissemination of the destination.

Infrastructure The state is home to the country’s third largest economy and, besides Belo Horizonte, has five other centres of business tourism: Araxá, Juiz de Fora, Ouro Preto, Uberaba and Uberlândia. Belo Horizonte has one of the best facilities in the country for business tourism. There are 31 leasable areas ready to host congresses, fairs and exhibitions of various economic sectors. The capital has a large hotel structure with 232 hotels [two to five stars], totalling more than 26 thousand beds. Additionally, the city also offers 24 more hotels of other ratings and 36 flats. Furthermore, it has modern areaswithgood dimensions for events such as Expominas and Minascentro.

Flights Only an hour away by plane, you can leave Belo Horizonte and arrivein São Paulo, Rio de Janeiro and Brasilia. Currently, at Pampulha Airport, Azul and Passaredo operate regular regional flights. Also, the COFINS International Airport has daily major national and international companies, like Tam, Gol, Avianca, Copa, American Airlines and others.

Paraná

SOUTHERN REGION

Divulgação

Curitiba

Infrastructure

In Paraná, two cities stand out in the event and business segment: Curitiba, the state capital, and Foz do Iguaçu. With 302 events scheduled for 2014, the MICE segment should generate approximately R$ 246 million and attract 256 thousand tourists to Curitiba. Only in the second half of this year, 71 events have been planned - 25% fairs, 61% scientifictechnical and 14% of other categories - supported by CCVB (Curitiba, Region and Coast Convention & Visitors Bureau). Foz do Iguaçu ranks third in the national ranking of ICCA (International Congress and Convention Association), among the most sought after cities for events, fairs and congresses, behind Rio de Janeiro and São Paulo.

The main convention centre in Curitiba is Expo Unimed Curitiba, located less than 30 minutes from the city centre and the airport. The exhibition centre and multipurpose rooms total 11.535m² of available area, spread over two floors. The city also has other smaller venues like the Great Auditorium of Positivo Theatre, which is the largest theatre in Paraná, with 2,400 seats; and a Small Auditorium with 714 seats. In Foz do Iguaçu, not just the infrastructure attracts visitors, but also the tourist attractions of the destination. The event centres in the city are predominately located within hotels and can cater for 29,000 participants simultaneously. The city also has the Convention Centre of Foz do Iguaçu. Located less than a km from the Cataratas International Airport, it is 31,000 m² in size, with 1,300 parking spaces, plus an annex, which houses another 4,000 vehicles. The auditoriums can host more than five thousand people.

Tourist Profile Annually, about 3.7 million people visit Curitiba, 52% from the business and events segment, most important sector due to the high number of tourists and income left in the city. In Foz do Iguaçu, according to ICVB (Iguassu Convention & Visitors Bureau), tourists from the MICE segment spend on average R$400on lodging, food, transportation, entertainment and shopping. A survey conducted by ICVB pointed out that the work done by the body in the first half of this year in the events industry will lead Foz do Iguaçu to welcome more than 37,000 people, which will generate about R$ 60 million for the city.

Iguaçu Falls and Botanical Gardens in Curitiba

Flights Paraná has two airports. Located in São José dos Pinhais, in Greater Curitiba, Afonso Pena International Airport has more than 6.7 million passenger movements a year. It has flights to the main Brazilian destinations and international cities in North America and South America. Also, Foz do Iguaçu International Airport, also known as Cataratas (Falls)International Airport, accommodates major national airlines with daily flights.

CONTACT Paraná Department of Tourism +55 (41) 3313-3500 / www.setur.pr.gov.br Municipal Tourism Institute +55 (41) 3352-8000 / www.turismo.curitiba.pr.gov.br

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Rio Grande do Sul

SOUTHERN REGION

Alfonso Abraham

Porto Alegre The state of Rio Grande do Sul has great potential for holding events especially in the capital, Porto Alegre. In the 2013 International Congress & Convention Association (ICCA) ranking, Porto Alegre held the 4th most international events in the country.

Tourist Profile Porto Alegre by night and front of the Plaza St. Rafael Convention Centre

CONTACT State Government of Rio Grande do Sul +55 (51) 3210-4100 / www.rs.gov.br Porto Alegre CVB +55 (51) 3226-6558 / www.visiteportoalegre.com

The business segment accounts for about 35% of tourists visiting Porto Alegre. The impact of the event tourism segment in Porto Alegre and the Metropolitan Area economy is expected to generate more than R$ 27 million this year. In 2014, about 45 thousand visitors will go to the capital to participate in 33 events, 17 attracted by the Porto Alegre Convention and Visitors Bureau in 2014.

Infrastructure Porto Alegre has never failed in technical inspection

visits. Its infrastructure is a reference point for events as well as excellence in service. The hotels in Porto Alegre are modern and well sized, with the presence of major international and Brazilian chains, plus great local businesses. The city has two major convention and exhibition centres for more than 5,000 people and hotels with spaces for up to a thousand people in a single auditorium. There are more than 13,500 beds in 89 hotels and this should exceed 16,000 beds by the end of 2014.

Flights Form Salgado Filho Airport flights arrive and depart to/from all the major Brazilian capitals and cities, in addition to international flights. Another important point is its strategic location: about 1h30 direct flight from São Paulo, Rio de Janeiro and the main state capitals of Mercosur; only 120 km from the Serra Gaúcha (mountains); and 1h30 from Buenos Aires and Montevideo with direct daily flights.

Plaza San Rafael Events Centre: good location and convenience in Porto Alegre (RS) The Plaza San Rafael Events Centre is located in a prime area of the capital of Rio Grande do Sul, one of the most developed states in the country. Set in the historic centre of Porto Alegre, the venue covers almost 4,000 m² and is able to host all kinds of events and meetings, plus it has the added bonus of being in front of the Hotel Plaza São Rafael, one of the most recognized five star hotels in the city. Between meeting rooms and halls of the hotel and the Events Center, there are 26 areas totaling 3,725 square metres, the largest being the São José Hall, which seats up to 1,000 people, and

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the Itapema Auditorium with another 400 seats. The entire complex is air-conditioned and has its own electricity generator, translation booths, a pressroom, a fire safety system, free wi-fi, operational support from the Events Department, preparation of tailored menus for any occasion and covered parking. This is the largest convention centre hotel in Rio Grande do Sul, one of the most complete in the country for staging congresses, conventions, fairs, seminars, product launches and various types of business, cultural and scientific events. One of the advantages of the venue is its practicality. By

being in front of the Hotel Plaza São Rafael, it offers unparalleled convenience for participants and event organizers, saving time and transport money. The hotel has recently undergone an extensive renovation, which cost R$ 5 million and involved the replacement of furniture in the apartments, expanding the lobby and an update to the facade. The hotel has 260 apartments, 21 suites, a presidential suite and a honeymoon suite, totaling 238 rooms. One of the highlights of its leisure infrastructure is the pool. Located on the rooftop, it is filled with water, which flows direct from a spring located in the hotel.

Santa Catarina

SOUTHERN REGION

Epa Machado

Florianópolis

Infrastructure

With expected growth of up to 20% in 2014, the congresses, fairs and professional meetings segment, should help keep the tourism industry in Santa Catarina ticking over. Corporate events are the main focus of tourism in the region. Seen as an alternative to compensate for the low season, conferences have played an indispensable role in the turnover of the sector. This year, the segment is expected to grow 15% compared to 2013, whilst the state capital, Florianópolis ranks fourth in Brazil (tied with Porto Alegre after staging 14 events) in the ranking of ICCA (International Congress and Convention Association).

Today, the beach hotels have an average occupancy of 22% in low season (March to November), while those in the centre have rates of 62%, due to the large volume of events in the city. In Florianópolis, the Centrosul convention centre can accommodate2,500 people. Besides the capital, there are good expectations for growth in other hubs in the state. Balneário Camboriú expects growth of 20% and Joinville is going through a good spell with the revitalization of Expoville. Another striking fact is the opening of the Canasvieiras Event Centre, scheduled for the end of the year, which will give a new venue to Florianópolis. With investments in the region of R$ 50.6 million from the state government, the centre will be able to receive three thousand people under one roof.

Tourist Profile The president of Santur, Valdir Walendowsky, says the event tourist spends twice as much compared to conventional tourists: “On average, every Congressman spends R$ 250 a day”. The executive of the State asserts that business and events tourists also benefit the tourist attractions in the city. “This type of business tourist takes boat trips, city tours, goes to the movies, to parties, to the best restaurants, buys clothes and gifts for family and, when the event allows also brings the family”, says the president.

Flights Florianópolis International Airport - Hercílio Luz - is undergoing renovations on its new passenger terminal and is now in the final stages. The airport will be able to accommodate up to 6.7 million passenger movements per year and there will be five new boarding arms. It has flights to major cities in Brazil and South America. Also, Criciúma, Joinville and Navegantes are smaller cities in the state of Santa Catarina that have airports operating domestic flights.

Hercílio Luz Bridge, view of Florianópolis and the interior of Centrosul, the city’s Convention Centre

CONTACT Santa Catarina Department of Tourism, Culture and Sports +55 (48) 3665-7400 / www.sol.sc.gov.br Santa Catarina Tourism (SANTUR) +55 (48) 3212-6300 / www.santur.sc.gov.br

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CONVENTION CENTRES

List of States

Belém (PA)

www.castelodobatel.com.br

HANGAR - Centro de Convenções e Feiras da Amazônia www.hangarcentrodeconvencoes.com.br Belo Horizonte (MG)

Centro de Convenções FIEP Capacity: 880 www.fiepr.org.br/centrodeeventos Centro de Convenções de Curitiba Capacity: 845 www.ccc.pr.gov.br

ExpoMinas Capacity: 45.000 www.minascentro.com.br

Florianópolis (SC)

Minas Centro Capacity: 10.000 www.minascentro.com.br

Centro de Convenções Expotrade Capacity: 7.000 www.expotrade.com.br

Chevrolet Hall Capacity: 5.800 www.chevrolethallbh.com.br

Expo Unimed Curitiba Capacity: 7.000 Expo Barigui Capacity: 5.000 www.expounimedcuritiba.com.br

Centro de Convenções Serraria Souza Pinto Capacity: 4.000 www.fcs.mg.gov.br

Castelo do Batel Capacity: 1.500 www.castelodobatel.com.br

Centro de Convenções – Palácio das Artes Capacity: 1.700 www.fcs.mg.gov.br

Centro de Convenções FIEP Capacity: 880 www.fiepr.org.br/centrodeeventos

Bonito (MS) Centro de Convenções de Bonito Capacity: 2.000 www.ccbonito.com.br Brasília (DF)

Centro de Convenções de Curitiba Capacity: 845 www.ccc.pr.gov.br Fortaleza (CE) Centro de Eventos do Ceará Capacity: 30.000 www.ceara.gov.br

Centro de Convenções Ulysses Guimarães Capacity: 9.400 www.setur.df.gov.br

Centro de Convenções do Ceará Capacity: 7.000 www.centrodeconvencoes.ce.gov.br

Expocenter / Expobrasília Capacity: 1.300 www.setur.df.gov.br Centro de Convenções Brasil 21 Capacity: 3.000 www.convencoesbrasil21.com.br Marina Hall Capacity: 5.000 www.marinahall.com.br Campinas (SP) Expo Dom Pedro www.expodompedro.com.br

A Masion Coliseu Capacity: 5.000 www.lamaison.com.br

Centro de Convenções De Cuiabá Capacity: 3.600 www.hotelmt.com.br/fazenda Centro de Eventos Pantanal Capacity: 1.200 www.eventospantanal.com.br Cenarium Rural Capacity: 2.500 www.sistemafamato.org.br Curitiba (PR) Centro de Convenções Expotrade Capacity: 7.000 www.expotrade.com.br Expo Unimed Curitiba Capacity: 7.000

Novo Centro de Convenções Poeta Ronaldo Cunha Lima Capacity: superior a 10.000 Espaço Cultural José Lins do Rêgo Capacity: até 10.000 www.funesc.pb.gov.br Centro de Convenções Tropical Hotel Tambaú Capacidade: 1.500 www.tropicaltambau.com.br Manaus (AM) Centro de Convenções Studio 5 Capacity: 20.000 www.studio5.com.br Centro Cultural Povos da Amazônia Capacity: 17.000 www.povosdaamazonia.am.gov.br Natal (RN) Natal Centro de Convenções Capacity: 7.000 www.ccnatal.com.br Praia Mar Centro de Convenções Capacity: 3.000 www.praiamarnatal.com.br Pirâmide Hotel Centro de Convenções Capacity: 3.680 Serhs Hotel Centro de Convenções Capacity: 1.500 Pestana Hotel Centro de Convenções Capacity: 760 Porto Alegre (RS) Centros de Eventos FIERGS Capacity: 8.000 www.centrodeeventosfiergs.com.br

Gran Marquise Hotel Capacity: 1.000 www.granmarquise.com.br

Centro de Convenções ExpoGramado Capacity: 7.000 www.gramado.rs.gov.br

Centro de Convenções de Foz do Iguaçu Capacity: 5.000 www.ceconfi.com.br

Cuiabá (MT)

João Pessoa (PB)

Fábrica de Negócios Centro de Convenções Capacity: 1.500 www.fabricadenegocios.tur.br

Foz do Iguaçu (PR)

Royal Palm Plaza www.royalpalm.com.br

Capacity: 2.100 www.ucg.br

Centro de Convenções do Hotel Rafain Palace Capacity: 5.000 www.rafainpalace.com.br Centro de Convenções do Recanto Park Hotel Capacity: 1.000 www.recantoparkhotel.com.br Centro de Convenções Golden Tulip Internacional Foz Capacity: 2.500 www.goldentulipinternacionalfoz.com Centro de Convenções Slaviero Suites Foz Capacity: 600 www.slavierohoteis.com.br Goiânia (GO)

Centro de Feiras e Eventos Serra Park Capacity: 6.000 www.serrapark.com.br Centro de Eventos PUCRS Capacity: 3.000 www.pucrs.br/cepuc Hotel Plaza São Rafael – Centro de Eventos Capacity: 3.000 www.plazahoteis.com.br/saorafael/br AMRIGS – Centro de Eventos Capacity: 1.885 www.centrodeeventosamrigs.com.br Centro de Eventos CIEE Capacity: 904 www.teatrociee.com.br Recife (PE) Centro de Convenções de Pernambuco Capacity: 5.000 www.cecon-pe.com.br

Expo Barigui Capacity: 5.000 www.expounimedcuritiba.com.br

Centro de Convenções Goiânia www.ccgo.com.br

Enotel Capacity: 2.660 www.enotel.com/Porto_Galinhas/index. html

Castelo do Batel Capacity: 1.500

Centro de Convenções da PUC-Goiás (december 2014)

Hotel Armação de Porto Capacity: 2.500

www.marhotel.com.br/pt-br Centro de Convenções Mar Hotel Capacity: 1.200 www.marhotel.com.br/pt-br Centro de Convenções Vila Galé Eco Resort Capacity: 1.041 www.vilagale.pt/pages/hoteis/?hotel=27 Rio de Janeiro Riocentro Capacity: 20.500 www.riocentro.com.br www.gleventsbrasil.com.br Centro de Convenções “Windsor Barra Hotel” Capacity: 5.000 www.windsorhoteis.com Centro de Convenções “Royal Tulip Hotel” Capacity: 3.000 www.royaltulipriodejaneiro.com Marina da Glória Capacity: 180 www.marinadagloria.com.br Pier Mauá www.piermaua.com.br Salvador (BA) Centro de Convenções da Bahia Capacity: 5.000 www.bahiatursa.ba.gov.br/ccb Bahia Othon Palace Hotel Capacity: 2.200 www.othon.com.br Centro de Convenções Fiesta Capacity: 3.300 www.fiestahotel.com.br Pestana Bahia Hotel Capacity: 3.490 www.pestana.com Gran Hotel Stella Maris Resort & Convention Capacity: 2.250 São Paulo (SP) Centro de Convenções Parque Anhembi Capacity: 4.425 www.anhembi.com.br Expo Center Norte Capacity: 4.600 www.expocenternorte.com.br Centro de Convenções Frei Caneca Capacity: 2.100 www.convencoesfreicaneca.com.br Centro de Convenções de Rebouças Capacity: 1.200 www.convencoesreboucas.com.br Centro de Convenções Imigrantes Capacity: 3.900 www.centroimigrantes.com.br Fecomercio – Centro de Convenções Capacity: 1.300 www.fecomercioeventos.com.br Espaço Edding Capacity: 5.300 www.espacoedding.com.br Red Eventos Capacity: 5.300 www.redeventos.com.br

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CONVENTION CENTRES

Milena Palumbo

Riocentro A large unique convention centre in Rio >> Riocentro was the headquarters of the FIFA organizing committee and the International Broadcast Centre (IBC International Broadcasting Center) until the end of the World Cup 2014, Riocentro entered the final phase of its modernization process to update its facilities. It is now 571,000 m², of which 100,000m² is event area (5 halls), intended for various fairs: from wedding receptions to product launches, concerts, conferences, corporate events and various parties. “Riocentro is the only place in Rio de Janeiro with sufficient space to house large fairs and conventions. Versatility is the selling point for the venue”, said the director of Riocentro, Milena Palumbo. MERCADO & EVENTOS - Will GL Events, the managing company of the convention center since 2006, finish the R$ 200 million planned investment? Milena Palumbo - Investments have transformed Riocentro into the unique complex that it is today, offering complete facilities for events and business tourism in Rio de Janeiro. Since GL Events Brazil took over the management of Riocentro, the company has been conducting successive improvements of its facilities, the result of a R$ 200 million investment plan that will be concluded by the end of the year. Between 2006 and 2011, R$ 100 million was invested in modernizing the centers infrastructure. Soon, the Grand Mercure Riocentro will open, a five star hotel that is in the final phase of construction and will complete the complex infrastructure, which also includes seven thousand parking spaces and a permanent restaurant. M&E - What is the difference between Riocentro and other venues in the city of Rio de Janeiro? Milena Palumbo - Riocentro is the only place in Rio de Janeiro with suitable infrastructure and enough space to house

large fairs and conventions. The venue is known for hosting big events, but we also have expertise in small and medium conventions, congresses and fairs. The largest convention centre in Latin America also has infrastructure for parties, corporate events and even weddings. Versatility is a strong selling point for the center. M&E - Out of the total number of events that take place in Rio de Janeiro, how many does Riocentro host? What’s the prediction of numbers of events for this year? Milena Palumbo - Riocentro will host approximately 20% of the congresses and fairs scheduled for the second half of the year in the city. According to data by Rio Convention and Visitors Bureau (RCVB), there will be 86 events in Rio de Janeiro from July to December and 31 so far for 2015, of which eight are scheduled in Riocentro. M&E - What is the importance of the Brazilian market for GL Events? Milena Palumbo - Today Brazil is the second market for GL events in the world. In addition, the Imigrantes Convention Centrein São

Paulo, was recently acquired and is the largest investment that we’re making in the world. So just with these two venues, we can get an idea of the importance of the country in the event market for the Group. The Brazilian operation is about 6% of overall revenue of GL Events. GL Events has operations in 17 countries and Brazil is the second country in terms of revenue, behind only France, where the headquarters is, which represents 52% of the revenue. In 2011, GL Events Brazil earned R$ 118 million, 27% more than in 2010 (R$ 93 million). M&E - Has the impression left by the World Cup already left its mark on RioCentro? Milena Palumbo - Yes. After the euphoria of the World Cup, the events sector in Rio de Janeiro returned strongly with a complete calendar for the second half of the year. Only Riocentro has 16 major events scheduled for the next five months, including two of the largest fairs in the country: the Rio Oil & Gas and Expo Franchising ABF Rio, both in September. In July, Riocentro hosted the 3rd Meeting of Rectors, sponsored by Santander. Events are scheduled for various sectors such as transport, beauty, medical and legal conferences. October 2014

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CONVENTION CENTRES

Lívia Holanda Aguiar

Ceará Events Centre Place changes the tourism profile of the state >> After the inauguration of the Ceará Events Centre(CEC), in 2012, the site has hosted more than 220 meetings, including concerts, conventions and trade shows. The director, Lívia Holanda Aguiar, highlights the reflections to Business Tourism, after the inauguration of the complex that, she says, translates into the emergence of new hotels and companies specializing in services aimed at the convention and exhibition segment. In this interview with M&E, she highlights the benefits to the state economy, translated into numbers. GDP has grown 1% and the events sector 300% in the last three years. MERCADO & EVENTOS - Which direct reactions on the economy andtourism would you highlight after the opening of the Event Centre of Ceará? Lívia Holanda Aguiar –After the inauguration there was a 300% increase in the volume of events in the state and 1% in the Gross Domestic Product. All these results led even other states to also invest in business tourism, as was the case of João Pessoa, Salvador and Natal. Another factor that is already more than proven is the emergence of new hotels and the increaseof domestic and international flights to Ceará. Like other states, hospitality, has a seasonality issue. That means high occupancy during holidays and in low season a significant drop. Since the inauguration of the Centre,this problem was solved and the

average occupancy rate rose considerably. We also observed the emergence of companies that provide services to the business tourism segment, like cleaning, security and other areas. All this is a direct or indirect reflection of this investment in the corporate segment. I remember the old Convention Centre did not meet the major events demand and with this investment we now host international sized events, as was the case with the BRICs meeting, where we received dozens of heads of state.

Events Centre, a reference to the North and North-eastern regions With investments totalling R$ 612 million, CEC has its architectural design inspired by the landscape and local handcrafts of Ceará. In all, there are 152,600 m² of event space on a plot covering 17 hectares, 21,000 m² of gardens and 3,200 parking spaces. Furthermore, there are changing rooms, cafeterias, clinics, family toiletsand baby changing areas; rooms for event production; administration; security; fire brigade; juvenile court; health surveillance and an ombudsman. Other characteristics of the venueareitssustainability features: cooling, lighting, plumbing and accessibility, meet the main requirements of environmental protection and help those with disabilities.

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M&E - Despite the economic crisis, the event segment continues to grow. What has the market response been like to the state whilst attracting new events? Lívia Holanda Aguiar –Since the opening of the Centre the volume of business has exceeded expectations. In 2012 we attracted, in the second half, about 40 events shortly after the inauguration. In 2013 we achieveda much higher volume, reaching 140. This demand has been increasing andwe already have events currently scheduled up to 2020. With the FIFA World Cup and Olympics, Brazil has gained greater visibility in the Northeast, which was known only for its leisure facilities. It is also now beginning to develop a new profile, which isincentive and corporate tourism. To fundthis we, have worked on promoting domestically and internationally, touting the Centre and our vocation for business tourism. Today I can say that in our state our corporate tourism of fairs and conventions is a reality.

CONVENTION CENTRES

Sergio Medina Pasqualin

Expo Centre Norte Quality and profitability in attracting events >> Last year, the Expo Centre Norte held 80 exhibitions and 700 conferences impacting on 55 different sectors of the country’s economy. The CEO of Expo Centre Norte and president of the Brazilian Academy of Events and Tourism, Sergio Medina Pasqualin, points out that the state capital has 90,000 business events held annually with an income of R$ 16,3 billion. “In 2002, we represented approximately 3% of Gross Domestic Product (GDP). Today, in no official numbers, this profitability is expected to reach approximately 5% of GDP”, he said. MERCADO & EVENTOS - What is the volume of trade fairs and events held by the Expo Centre Norte? Sergio Medina Pasqualin - In 1993, there weren’t any fairs and congresses in Expo Centre Norte. In 1994, we closed the year with 17 fairs. Last year, the number exceeded expectations with 80 fairs, 700 congresses, 16,000 exhibiting companies, 55 sectors of the economy benefitted and two million visitors, 25% of foreigners of various nationalities. Later this year we should grow 11% in the event segment. M&E - How much does the segment of trade shows and events - in general represent to the Brazilian market? Sergio Medina Pasqualin - We have no official data in recent years, but, roughly, an estimated 5% of the Gross Domestic Product (GDP). Official figures - from 2002 - show us an annual income of 3%. But this data isdelayed due to the lack of crossing of existing information in today’s tradeshows and events industry. These numbers are still low compared to other developed countries such as Germany and the United States, where the revenue in the segment corresponds to 10% of GDP. If we take the city of São Paulo as a base, the economic impact of trade shows, totals R$ 16,3 billion - the city hosts 90,000 events per year. This data is from a survey commissioned by the Brazilian Union of Promoters of Trade

Shows (UBRAFE) and conducted by the Institute of Economic Research (FIPE) at the beginning of 2014. Summarizing Brazil, the number could be higher. We still have a lot to look at within this segment. M&E - What is lacking for this country’s development? Sergio Medina Pasqualin - The development never ends, that’s why it is called “development”. We have several cities in the country with different vocations. The highest vocation of São Paulo is Service. Today there are 250,000 m² of venue areas of halls divided among Expo CentreNorte, Anhembi, Transamerica Expo Centre, Imigrantes, Pro Magno and Bienal. However, if we look at the fair Milano (Italy) there is 400,000 m² of space; in Düsseldorf (Germany) there is 210,000 m²; the Orange County (Orlando) is 200,000 m². São Paulo is comparable to these other great destinations. But the unique feature of the state capital is that the venuesare in different areas and have different administrations. Today there is a need for integrated coordination of the venues. This is reflected in hospitality, aviation and services in general. In addition,

the vocations of destinations differ and there are locations that still suffer from a lack of skilled labour. Another factor is the lack of taxis, beds and number of seats on airplanes. M&E - In this sense then, is there no direct competition with the state capital? Sergio Medina Pasqualin - Yes, there is. We have well succeeded destinations such as Gramado (RS), for example. In Gramado, some events with regional and thematic character take place. The analysis of job markets in destinations allows us to develop appropriate events and generate profitability in economic segments. A vision with an adversarial bias is the attempt to create new halls around the country displacing existing fairs in certain cities. This is not an increase of the market but a shift of resources. This is a basic error in the conceptualization of the business, which is characterized, in any city in the world, like a meeting at the same location, with the largest number of people and companies from the same sector, at the same time and with the same purpose. Fair competitors share the market, budgets and teams. October 2014

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CONVENTION CENTRES

Alexandre Marcilio

Transamerica Expo Centre Versatility and modernity attract events >> The Transamerica Expo Centre opened in August 2001, with 20,000 m² of event space. In 2006, it was expanded with the opening of two more halls, totalling then 30,000 m². Now, in 2012, with the construction of two more halls, the venue now offers 40,000 m² for fairs, congresses, seminars, conventions, graduations and concerts. According to Alexandre Marcilio, director of the Transamerica Expo Centre, the venue has established itself as the most modern and versatile exhibition centre in Latin America. Below is an interview with the director. MERCADO &EVENTOS - São Paulo has many venues. How does the Transamerica Expo Centre differentiate from them? Alexandre Marcilio - First in infrastructure that has cutting edge technology and it has constant and on-going preventive maintenance. Every piece of technology is updated with the latest equipment. Another difference is our service. We have customer service team that definitely makes a difference. Its location is prime, being accessible both by car and public transport (train). Soon we will have the monorail from the airport and it will be a great benefit to the venue.

entrance, which allows us to host seven totally separate and simultaneous events.

M&E - Explain a little about the Expo Centre infrastructure and recent investments that have been made in venue. Alexandre Marcilio - We opened two years ago with a 10 thousand square meter venue. We invested R$ 80 million and now this is an area that is very busy, it has two new halls with a large amount of retractable walls, and this is another differential, because it allows us to be versatile to adapt to the needs of the various conferences and corporate events. We’ve built these two halls thinking about the attractiveness for two types of market segments: medical and corporate. Today we have seven halls and a mezzanine area, totalling 40,000 square metres. Each hall has its own

M&E - The venue is located right next to the Transamerica Hotel. What is the synergy like between you? Alexandre Marcilio - We have actually three facilities that form a cluster, which are the Transamerica Sao Paulo Hotel, Transamerica Expo and the Alpha Theatre. This ends up bringing a very strong synergy to the products. It is very important to have an exhibition centre attached to a hotel, as well as the reverse. Events are linked to accommodation. It is a positive factor and this region has a large hotel supply that creates demand for the Expo Centre.

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M&E - How does Transamerica Expo Centre attract events? Alexandre Marcilio - We have a commercial department which prospects business all through the year via meetings, visits and a proactive network. In addition, we are part of the São Paulo Convention & Visitors Bureau.

M&E - How many events are held annually

every year in the venue? And how many people attend these events? What’s the type of event and profile of participants? Alexandre Marcilio - On average we have 80 events per year with 400,000 people. The events are always big and up to 12 thousand people circulate per day. We operate in the fairs, conventions, medical congresses, class associations, social parties, graduations and many others markets. It’s quite a wide range. M&E - What are the expectations for the year and the impacts of the FIFA World Cup 2014 on the results of the Expo Centre? Alexandre Marcilio - The halls are booked one year in advance. So, we predicted there would be a pause in events. During the World Cup we closed for 20 days without an event. But we had the FIFA Congress to compensate - which preceded the World Cup - taking place at the Expo. And in the last week of the World Cup we were already preparing the venue to host another big event. There was an impact on the volume of events, but in terms of results, it was positive.

CONVENTION CENTRES

Wilson Poit

Anhembi The venue has been renovated to remain a reference >> Figures that relate to the city of São Paulo should all be superlatives. There are 11 million inhabitants, and 12 million tourists per year. When it comes to events, it is no different. The city accounts for about 65% of the major trade shows in Brazil. And to meet this demand, it has one of the largest complexes of fairs and events in the country, Anhembi, which is administered by São Paulo Turismo (SPTuris). Below is the interview with the president of the body, Wilson Poit. MERCADO & EVENTOS - What is next in line for Anhembi after the FIFA World Cup? What improvements have already been made and what else is planned for the coming years? Wilson Poit -São Paulo Turismo currently has big plans. We are preparing a grand project that will raise the standard of our event space. The largest exhibition centre in South America will undergo several improvements, which include six projects and will cover the Exhibition Building, the Convention Palace and the Sambadrome. In the Exhibition area, the improvements have already begun. The floor has been repaved and now is completely level. The renovation work in the main building includes updated technology, a new electrical grid and better accessibility to the bathrooms. At the Convention Palace, it’s planned renovation will provide better climate control, and also the Sambadrome will get some welcome improvements. It should all be completed by 2016.

M&E - How does such a convention centre help the city to position itself as one of the main cities in Latin America within the MICE segment? Wilson Poit -Anhembi is very important for the development of the MICE segment in São Paulo. In fact, the events and business sector is constantly growing in the city. 65% of large trade shows in Brazil happen in the city. São Paulo hosts the largest gay parade in the world, hosts one of the five most important fashion weeks in the world, the SPFW, and hosts a Formula 1 grand prix, one of the most famous motorsport events in the world, not counting the national and international shows and concerts. According to UBRAFE (Brazilian

Holiday Inn São Paulo Parque Anhembi Located in the Santana district of São Paulo right next to the airport, this hotel provides both business and leisure travelers comfortable amenities, like the indoor pool, sauna, on-site dinning and the free shuttle service. The Holiday Inn São Paulo Parque Anhembi is the best option for the business traveler thanks to the strategic location next to Campo de Marte Airport and the Anhembi Convention Center; also, the hotel offers free shuttle transportation to the Tietê metro station and the Norte Shopping Center. People traveling for leisure will have plenty of options near the hotel. The hotel amenities, as always, are at your service, like complimentary Wi-Fi, fitness center, 19 meeting rooms and comfortable guestrooms.

Association of Promoters of Trade Shows), over five million people attend the events, a market that generates over R$ 3 billion of revenue per year for the city. Our strength is still business tourism and this is extremely important for the tourism wheel to continue turning. We are going through a time of need for innovation to open more markets. With new ideas, the search for fairs and business in São Paulo may become even more attractive. M&E - How many events does the venue host annually? And how many people attend these events? What are the type of events and the profile of its participants? Wilson Poit - It’s hard to say, but with an area of over 400,000 m², I can say that the Anhembi hosts 30% of the main events that happen in Brazil and 55% of the events in the Southeast Region of the country. The complex annually has more than 6 million visitors spread across the 1000 events of all sizes and genres that happen here. Within its exhibition halls, we have had the Dalai Lama, Bolshoi Ballet, Amy Winehouse, Pope John Paul 2nd, the entourage of Fidel Castro, among others, visit here.

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CONVENTION CENTRES

Flávio Alexandre

Convention Centre of Natal The venue will triple in size >> The Convention Centre of Natal, capital of Rio Grande do Norte, will go through a process of renovation and expansion, tripling the size of the venue, from the current 10,000 to 30,000 people. “Currently, we host medium sized events but with the expansion we can receive events from medium to large. Concurrently, we will renovate one of the event areas, so that it able to hostfairs and exhibitions”, explains the director Flávio Alexandre. MERCADO E EVENTOS - What is the importance of the events,business and congress industry for Natal? Flávio Alexandre - Natal is a tourist town that, according to recent research, from two years ago, was one of the cities with the highest number of beds in the Northeast. And during the high season, from November to February, leisure tourists who visit the city for holidays enjoy the beaches. Thus, the MICE industry, with its corporate events, helps in hotel occupancy during the low season, maintaining high rates and keeping the hotels busy. M&E - What is the event schedule this year? Flávio Alexandre - I believe we will have a reduction of about 40% in the number of events over the past year. This is due to an economic downturn that is gradually happening in Brazil. The World Cup and political elections are close together and have put off promoters. With the tremor caused by the FIFA World Cup, which took over almost the entire first half of the year, the side events number was minimal. The trend now is that the second half of the year remains stable, with hardly anynew events. But I think this has happened with all convention centres in the country. M&E - So wasn’t the World Cup positive? Can it bring new events? Flávio Alexandre - I usually ask people if they remember any city in South Africa, which hosted a game during the World Cup 38 | MERCADO & EVENTOS | IMEX

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2010. A World Cup is welcome, without a doubt, opens the way, but this path needs to be explored by the bodies responsible for promoting the destination. If not, the tourist will hardly remember the cities where the games took place. Those who will remember are the people who actually visited the cities. If there isn’t continuous work in advertising, people will hardly remember that Natal exists. They will remember Rio de Janeiro, São Paulo and Brasília. But people that watched the games will not remember that Natal or Fortaleza hosted some games during the Cup. In my opinion, EMBRATUR has to do a lot work promoting the cities where the games took place; this is the way to begin advertisingBrazil. M&E - Is there an expansion project of the Convention Centre of Natal? Which investments and improvements are being made? Flávio Alexandre - Yes, the Convention Centre will be expanded. The hall will increase by 2,000 m² and will acquire three, one thousand m² rooms. The Convention Centre of Natal will triple in size. Currently, we hostmedium sizeeventsbut with the

expansion we will be able tohost events from medium to large. Simultaneously, we will renovate one of the halls, so that it is ableto host fairs and exhibitions. Today, the Convention Centre has the capacity to welcome10 thousand people. With the renovation, it will have the capacity to receive about 30 thousand. This is truly an immense gift for Natal. The city also openeda new airport for the World Cup. I can say that it is one of the best in the Northeast. And with the rise of the Convention Centre, these two factors together will increase the demand for events in the city. As long asthe government, of course, promotes the destination. M&E - Natal is listed to receive the congress of the International Congress and Convention Association (ICCA) in 2015. How does it affect the segment in the city? Flávio Alexandre - Concerning the hotels, the congress will be very positive, contributing to keep high rates, like any other event. But the real gain for Natal will be the debates that take place during the congress. Discussions of ICCA bring signs of evolution in terms of conventions in Brazil, and this is surely the most interesting thing about the ICCA Congress.

SPORTS

World Cup 2014 Balance Sheet

WORLD CUP

Event overcomes initial forecast and attracts a million foreign tourists >> The volume of foreign tourists in Brazil during the FIFA World Cup 2014 surpassed the original estimate of 600,000 and reached 1 million. These figures are much celebrated by the Government: “We experienced those days in such a fantastic party. Again, the Brazilian people revealed their capacities to welcome people. Again, the Brazilian people, the federal government, state governments, the mayors of the 12 host cities, and without a doubt, fans and all football lovershad a party, which I’m sure, was one of the most beautiful in the world”, said President Dilma Rousseff.

The Tourism Minister, Vinicius Lages, highlighted the advances of the National Program for Access to Technical Education and Employment (Pronatec) and funds that allowed the expansion of the hotel industry in the country. “I believe that events of this magnitude are important for the country’s economy. We have been recognized by the French press as the best World Cup”, he explained. The minister highlighted a survey of 6,200 tourists about the experience. “Out of total, 61% visited the country for the first time. We had visitors from 202 countries and we were able to verify that 83% acknowledged

World Cup

figures

 More than 1 million foreigners from 202 countries visited Brazil  Foreign tourists stayed on average 13 days in the country  About 95% of foreigners who came to Brazil intend to return in the future  64% of tickets were allocated to Brazilians and 36% to foreigners  378 cities were visited by foreigners  Fan Fests received 5.1 million people during the games  Approximately 16.7 million passengers passed through at Brazilian airports  In aviation, the average punctuality rate for the host cities in the period was 92.54%

that their expectations were exceeded and 95% want to return”. The Sports Minister Aldo Rebelo added: “The World Cup was a success and was the best out of all the previous editions”. The minister highlighted the safety and hospitality of the Brazilian people to tourists and regretted the failure of the national team in what he termed “a tragedy.” In 2010, about 1.4 million foreigners visited South Africa during the World Cup, 310,000 exclusively for the event. In 2006, in Germany, there were about two million visitors, half were attracted by the World Cup.

Economy Foreigners had never spent so much in the country as during the World Cup. According to a statement released by the Central Bank, international visitors spent US$ 1.406 billion in Brazil, in the months of June and July (until the 23rd). The amount is 41.59% higher than the expenditurein June and July (whole month)last year (USS 993 million). VISA revealed the spending by international tourists on all their company’s products, including credit, debit and prepaid payment cards during the World Cup in Brazil. During the 32-day event (June 12th to July 13th), international visitors made transactions totalling US$ 380 million with their Visa cards in Brazil, an increase of 143% over the same period last year. Touristsspent US$ 122 million more compared to the South African World Cup in 2010 (June 11th to July 11th, 2010), when US$ 258 million was spent using VISA cards.

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SPORTS

2016 Olympics

Countdown to Rio 2016 City rushes preparations and investments total R$ 37.6 billion

>> The 2014FIFA World Cup confirmed that Brazil is capable of organizing and hosting major international events. Foreign visitors took the opportunity of Brazil staging the World Cup to visit the country, including Rio de Janeiro, the host city of the 2016 Olympics, and they paid complements the state capital. But two years from the event, which occurs between 5th and 21st August 2016, the city is now rushing to meet deadlines and to live up to the expectations that have been placed on it. “For every R$ 1 invested in Olympic facilities, R$ 5 has been applied to projects that will form part of the legacy. Barcelona forgive me, but no other city will become so much in such a short time as Rio de Janeiro”, said the mayor Eduardo Paes. According to Eduardo, the total investment now stands at R$ 37.6 billion. Regarding the accommodation of tourists, Eduardo Paes reminded us that the city will reach 37 thousand rooms at the beginning of the games, ten thousand more than agreed with the International Olympic Committee (IOC).

took about a year to complete. According to the director of the IOC, Beth Lula, sights of the state capital such as Corcovado, Christ Redeemer and Sugar Loaf inspired it. The image is multicoloured, but predominantly green as is the main colour of the national flag. To arrive at the finished product, studies were made on the identity of Brazil in Rio and another four towns: Belo Horizonte, São Paulo, Brasília and Salvador.

Awards

There will be almost 100 thousand people directly involved in organizing the event, up to 60 thousand volunteers, 36 thousand outsourced employees and four thousand employees. And we are not taking into account the indirect services, such as hotels and restaurants, almost 500 thousand people that are expected in Rio, including journalists and tourists, and about 10 thousand athletes.

With two years to go to the Opening Ceremony of the Olympic Games in Rio, Brazil’s goal is to jump aggressively in the medal standings, climbing from15th place to the top 10. For this to happen, Brazil will have to win at least 27 medals, 10 more than the best campaign in the country’s history - not to mention the total of gold medals -, in London 2012, a study showed that Brazil would need to win medals in at least 15events. The key year for COB will be 2015, where we will be able to give a good picture of the international scene and what the Brazilian campaign may entail. Brazil is working to repeat the theory of home advantage. In Olympic history, the host countries have given good qualitative leaps in the medal table due to the investment in training and facilitates. In the previous two editions, China and Great Britain truly shone. The Chinese jumped from 63 podium places (32 golds) in 2004 to 100 (51) in 2008; the British from 47 (19 golds) to 65 (29).

Visual identity

In numbers

The visual identity of the Olympics will be seen in the decoration of all rooms and facilities during the competition. The project was developed by the design and brand teams of Rio 2016, and

 18 days of competition  380 000 foreign visitors are expected  55% of the venues are ready for the event

Olympic Numbers

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TOURISM LGBT

Gay Parade

Event attracts tourists and boosts the economy in São Paulo >> In May, São Paulo hosted the 18th edition of the LGBT Parade that amassed thousands of people along Paulista Avenue, with the aim of promoting issues related to diversity onto the agenda. This year, the event organizers had as its central argument, the criminalization of homophobia and the approval of the law of gender identity. Besides the political content, the Parade is also an event that attracts many tourists to São Paulo every year. In 2013, the Tourism Observatory, core of studies and research by SPTuris, launched the “GLS Market in São Paulo”, a specific study about the segment in the city of São Paulo, including the quantification of specialized establishments and financial transactions. The data showed the impact of the sector on São Paulo’s economy, which, in less than a year, has boosted it by R$ 59.5 million, and during the week of the parade, is R$ 3.2 million. According to the study, there are nearly 80 establishments catering exclusively for the LGBT public, among which are 26 clubs, 18 bars, 18 saunas and sex clubs, 11 restaurants and seven monthly parties. Many of the sites are concentrated in the regions of Paulista, Jardins, Pinheiros and Centro, with capacity to cater for almost 45 thousand people - this number more than doubles and reaches close to 95,000 people during the LGBT Parade week.

CAPACITY AND FINANCIAL ACTIVITY DURING LGBT PARADE Aiming to estimate the economic impact of the LGBT segment in the city, an analysis with nightclubs, bars and restaurants was conducted from june/2012 to may/2013, specifying the financial turnover** of these establishments in the period and the total LGBT supply capacity* of the city of São Paulo.

LGBT Tourists In the latest survey done by the Tourism Observatory during the LGBT Parade in 2012, the data indicated that 39.5% of attendees were composed of tourists. Of these, most were domestic tourists (97.4%) and the others were foreigners (2.6%). The main origins of these international visitors were Peru, United States, Netherlands and Argentina. Parade tourists stay more than three days in the city and spend, on average, R$ 1,272 in the period.

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Carnival

Rio de Janeiro Carnival becomes a great tourist product

Carnival is responsible for the growth of Tourism in São Paulo

Carnival is one of the biggest festivals in Brazil and is much more thanjust fun and merriment. The event is among the main sources of income and business for the country. In 2014, R$ 6.1 billion was spent during this period, according to a survey by the Ministry of Tourism. In Rio de Janeiro, where the partying begins months before, in a period known as pre-Carnival, thefestivities were responsible for a turnover to the order of US$ 734 million. According to the municipal secretary of Tourism, Antonio Pedro Figueira de Mello, 918,000 domestic and foreign tourists visited the city during Carnival this year, an increase of 2% compared to 2013.

The city of São Paulo is a universe of attractions and tripsthat can be explored. And when you add to all this diversity one of the Brazilian symbolsof samba, then Tourism gets even stronger. The Carnival of São Paulo is one of Brazil’s biggest and has unique characteristics as well as the metropolisbeing an attraction in its own right. The city is used to welcoming thousands of visitors every year for various purposes and festivities. Anyone going to the cityduring Carnival can experience all the hospitality and infrastructure that the destination offers.

The tourist profile is extremely qualified: the average expenditure is usually high and over 80% say they want to return. Regarding the occupancy rate of the city, the ABIH-RJ (Association of Brazilian Hotels Industry) reported that the index was around 77.7%. A decrease of 10% compared to last year, when during Carnival, the city had more than 87% of rooms occupied. According to Alfredo Lopes, president of the association, the fall is a result of increased availability of rooms in the city. According to Alfredo, since the end of 2012, there are additionally around five thousand new rooms. As a balance, Leme, Copacabana, Flamengo and Botafogo, in the south zone, were the most sought after by tourists and locals. Visitors that came from other countries accounted for 32% of total guests. Altogether, 68% of tourists were Brazilian.

In 2014, the number of tourists visiting the city due to the mega event was 1.16% higher than the previous year and the spending of these visitors increased by 4.5%. In addition, the length of stay also increased from 2.6 to 4.4 nights in the period. Most tourists come from the state itself (76.5%), followed by domestic tourists (13.1%) and foreigners (1.9%).

Street Bands (Blocos)

According to Riotur, about 5.4 million people, including tourists and locals partied on the streets of Rio de Janeiro. In 2013, Carnival attracted more than 5.3 million visitors, of which 900,000 were tourists who generated an estimated US$ 665 million to the city income.

Samba and Carnaval become a Tradeshow

To reinforce the importance of Carnival to the Rio de Janeiro economy, a new fair aimed at suppliers of carnival related products and Carnival businesses: Carnavália-Sambacom. The meeting, which took place between July 31st and August 2nd, at the SulAmérica Convention Centre, generated approximately R$ 10 million in business.

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Other figuresfrom the Observatory of Tourism of the City of São Paulo, show that the 2014 Carnival also attracted new visors to the Anhembi Sambadrome: 45.5% were at the parade for the first time. The city also scored well in evaluations.Its cuisine was classified as “good” or “excellent” by 79% of tourists that participated in the survey. The cultural effervescence of the city is also one of the highlights, as it offers tourists a plethora of attractions at any time of year. Out of all visitors who have been to the parades, for example, 15.5% said they would attend some other event in the state capital.

Carnival

The main São Paulo Carnival event is the Parade of Samba Schools, held at the Anhembi Sambadrome, which brings together 16 teams over two days of festivities. In the stands, about 30,000 people join the party each night. But the São Paulo Carnival also spills onto the streets, especially with blocos, where various bands paradearound various parts of the capital. This year nearly 200 bands were part of the official program.

Marco Antonio Cavalcante/Riotur

EVENTS

Las Vegas

FOLHA DO TURISMO

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THE MEETINGS INDUSTRY BRAZIL

USA

Special Edition IMEX  Las Vegas  October 2014

Brazil strengthens its position on MERCADO & EVENTOS Special Edition IMEX

the global stage

October 2014

CONVENTIONS ICCA Top 10: Brazil’s ability to host different events

SPECIAL SUPPLEMENT Rio de Janeiro: combining business and leisure

INTERVIEWS Arnaldo Nardone (ICCA) and David Scowsill (WTTC)