Discover Brazil Magazine

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Connecting Brazil to the world

DISCOVER Year 4 • Issue 9 • Winter/Spring 2013


SPECIAL REPORT 2014 FIFA WORLD CUP BRAZIL Sports fuel the economy

Education MBA in Canada offers career upgrading to Brazilians

Culture Brazilian Carnival in Toronto honours Rio de Janeiro’s culture

Foto: Henrique Amaral



Contributors Connecting Brazil to the world

DISCOVER Year 4 • Issue 9 • Winter/Spring 2013


Ingrid Coifman

is a journalist and PR, who specializes in technology, economics, and tourism, having in her portfolio Culture TV, CBN Radio, McDonalds and Microsoft.

Danielle Marinho

Sports • TO 2015 PAN & PARAPAN AMERICAN GAMES One of the world’s largest international multi-sports events

graduated in Journalism, Danielle has worked as an international correspondent, public relations manager and is an expert in social media. She continues to write for Discover Brazil magazine from Rio de Janeiro, Brazil.


DOING BUSINESS IN BRAZIL Brazil: a country tailor-made for business


COVER • 2014 FIFA WORLD CUP Brazil The biggest sports event on the planet

Jose Francisco Schuster

has been a journalist for 30 years. He is the producer and host of the radio show “Fala, Brazil”.


EDUCATION MBA in Canada offers career upgrading to Brazilians


CULTURE Brazilian Carnival 2013 honours Rio de Janeiro’s culture


Maria Helena Amaral

is a jorunalist specializing in corporate communications. For over 17 years she has worked for public relations firms and nongovernmental organizations.

REGULARS Your Letters


Rio de Janeiro by Pedro Kirilos


Discover Brazil Magazine

From the Publisher Connecting Brazil to the world


Sports fuel the economy


Founder & Publisher Leila Monteiro Lins Production Manager Teresa Oliveira Executive Editor Ingrid Coifman Contributors Danielle Marinho Jose Francisco Schuster Maria Helena Amaral Translation Rafael Alcantara Copy Editors Cecilia Chin Joan Sheppard Art Director Lin Rocha Photographer Diego Barros Marketing Richard Turner (Canada) Lucilea Rosario (Brazil) Frequency Discover Brazil is published two times a year Publisher Address LML COMMUNICATIONS & MARKETING INC.

LML Events | Media Marketing

P.O. Box 48513 Longbranch - Toronto, Ontario M8W 4Y6, Canada Phone (647) 227-5514 Distribution Brazil & Canada ISSN nº1920-7859 Folow us at: Twitter: @DiscoverBrazilM Facebook: Discover Brazil Magazine Linkedin: Discover Brazil

Discover Brazil magazine is member of Brazil-Canada Chamber of Commerce

There are more great content and exclusive features at To get there, simply download any of the free QR code readers available for your Smartphone and scan the square QR code on the left using your Smartphone’s camera. Cover “Goal to Brasil”: a 14-country travelling workshop created by Embratur to promote the 12 host-cities of the World Cup known as tourist destinations on the international market. Photo by Teresa Oliveira.


pectacular goals are expected during the 2014 FIFA World Cup, and outcomes as well, from the huge investments devoted to the 12 cities that will be hosting the games in Brazil. Around US$ 95 million is being injected into the development of the country’s infrastructure, prioritizing efficiency and sustainability in order to wow the world. In an interview for Discover Brazil, the Minister of Tourism of Brazil, Gastão Vieira, highlights the importance of mega events such as the World Cup to fuel the Brazilian economy. According to Vieira, “600,000 international tourists and 3 million ex-patriot Brazilians will be in the country in 2014, which will generate wealth and income for millions of people in Brazil”.

As tourism and sports go hand in hand, this special issue of our magazine is presenting a profile of each Brazilian host-city including information on their main attractions and updates on the soccer venues. In the same article, The Brazilian Tourism Institute (Embratur) foresees a 25% increase in the number of foreign visitors (only during the games) who will prolong their stay to enjoy the ecotourism, adventure, paradisiac beaches, historical sites, gastronomy and culture that the 12 capitals have to offer.

We also fast-forward to the year 2015 to talk about the ‘Toronto Pan & Parapan American Games’- a big celebration of sports, diversity and culture that will bring over 10,000 athletes while generating more than 15,000 new jobs and engaging around 20,000 volunteers in 40 different sports venues across the city. The games will bring economic growth, with more than $700 million being invested to receive 250,000 visitors. You can also read about the Brazilian Carnival 2013, which gathered 2,500 participants in Toronto to pay tribute to Rio de Janeiro, the biggest Carnival in the world according to the Guinness World Records. Our article on Education highlights a Queen’s University MBA program that has attracted Brazilians interested in international career development in Canada and in work opportunities in oil & gas, finance, marketing and consulting sectors. Enjoy the articles and give us your feedback!

Leila Monteiro Lins Publisher

The information contained in this publication has been obtained from sources the proprietors believe to be correct. However, no legal liability can be accepted for any errors. No part of the publication may be reproduced without prior consent of the publisher.


Your Letters The newsroom continues to receive many compliments and words of encouragement from our readers in Canada and Brazil. We welcome those comments and look forward to your ideas and feedback. My congratulations to the entire team at Discover Brazil magazine. Promoting Brazil abroad is a challenge for all the professionals involved in this mission, as the country can be shown in many different ways and still be amazing.

Furthermore, we all know the effort required for carrying out a project like this and that is why I’m delighted and humbled when I read the articles and know how people are using the magazine to connect, learn and find opportunities in Brazil.

The magazine is an intelligent instrument and optimizes the updated information in the country, with many different articles about the diversity of its culture and its people, places to visit and things to see in our beautiful country to Canadians visitors. The editorial shows a commitment to help tourism trade deliver exactly what the title of the magazine says - Discover Brazil! Silvana Nascimento, Deputy Secretariat of Tourism of Minas Gerais State


I would like to congratulate you on your most recent edition of Brazil Canada magazine which features a photo of Canada’s Governor General and Mrs. Johnston on the cover during a visit to Corcovado in Rio de Janeiro in April, 2012. Since I arrived here in October, 2011, as Canada’s Consul General to Rio de Janeiro, I have been following the evolution of your magazine and have become a great fan of your work. Canada-Brazil relations have never been stronger and only continue to grow, thanks in part to work of many including all of you at the magazine. I was also very pleased to see that this most recent edition has a special report on Rio de Janeiro as the “Gateway to Brazil” and enjoyed reading your interview with the Governor of this great state, Mr. Sergio Cabral. I accompanied the Governor General to a meeting with Governor Cabral in April while the Governor General was in this city, and the two men hit it off from the start and had a very enjoyable and productive meeting together.

Again, thanks for sending me a copy of the magazine. I always put copies out in the lobby here for the public to take away, and they are always the first publications to disappear! Sanjeev Chowdhury Consul General of Canada, Rio de Janeiro

Discover Brazil Magazine


Toronto Pan and Parapan American Games

TO 2015 will bring 250,000 international visitors to Ontario By Danielle Marinho

The Toronto Pan and Parapan American Games will take place from July 10 to 26 and August 7 to 14, 2015, respectively. Ontario will host one of the world’s largest international multi-sports events, held every four years, with athletes from 41 nations. The games, which will feature 48 sports, are expected to be both an international and a community celebration that will create 15,000 jobs, bring 10,000 athletes and over 250,000 visitors from around the world.


he vision of TO2015 is to ignite the spirit through a celebration of sports and culture, and their goal is to be as inclusive as possible, reflecting the diversity of Ontario. According to the organizers, this will be the largest sports event ever held in Canada and the first multi-sports event in Ontario in more than 80 years, bringing athletes from 41 countries.

million in new and improved sports facilities and legacy support. Following the Games, the West Don Lands area should become a new mixedused neighborhood featuring condos, affordable housing, a new YMCA, and the first residence for George Brown College. This development is projected to create an additional 5,200 jobs.

“ ”

The event will bring over 10,000 athletes, coaches and officials. It’s expected to generate more than 15,000 new jobs and engage around 20,000 volunteers in 40 different sports venues; as well as the Pan Am Aquatics Centre and Field House, an athletics stadium at York University, a four-season velodrome in Milton, the Markham Pan Am Centre, the Welland International Flatwater Centre and a number of other facilities around the Greater Golden Horseshoe region. TO2015 will stimulate economic growth in the province, with an investment of more than $700

The Honourable Bal Gosal, Minister of State (Sport), and Ian Troop, CEO of TO2015, at the funding announcement of the Pan Am Field Hockey Centre.

Celebrating the Games can help build excitement for the event and will strengthen unique community programs now and right through 2015. Our government’s support of the People’s Games in Ontario is triggering a range of benefits to our communities Michael Chan, Ontario Minister Responsible for the 2015 Pan Am/Parapan Am Games.



Officials from all levels of government and athletes join TO2015 CEO Ian Troop at the groundbreaking ceremony for the Markham Pan Am and Parapan Am Centre.

Pan/Parapan Am will receive investments of around CND$1.4 billion, budgeted to deliver in operations, capital and security, subdivided by four major capital holders: 35% Government of Canada, 35% Province of Ontario, 20% Municipal Government and 10% Games Revenue. From the sponsors’ end, the goal is to make CND$110 million.

The event will attract over 250,000 visitors from around the globe and train a team of up to 20,000 volunteers. It will showcase Ontario as a place to invest and celebrate its creativity and cultural diversity. “Toronto 2015 will provide the opportunity to once again showcase the talent and diversity of Canadians, and our government is proud to help present the Games,” said the Honourable Bal Gosal, Minister of State (Sports). “Participating


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in the TO2015 is a great way for neighborhoods and communities across the Greater Toronto Area to make their mark on the Games”, he added.


To jump-start grassroots involvement, organizers have come up with the TO2015 IGNITE - modeled on the ‘Inspire’ program created for the London 2012 Olympic Games. The idea is simple: those with a passion for promoting sport, physical activity, recreation, healthy living and/or art and culture, are invited to create their own special Games-themed initiative or put a Pan Am twist on an existing initiative. “Celebrating the Games through IGNITE can help build excitement for the event, and will strengthen unique community programs now and right through

We can assist you in the following areas: Immigration and Citizenship Matters Labour Market Opinion (LMO) Translations Accident Claims Commissioner of Oaths Traffic Ticket Defence Power of Attorney Miscellaneous Documents, etc.

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Local school children celebrating at a TO2015 announcement.

2015. Our government’s support of the People’s Games in Ontario is triggering a range of benefits to our communities”, said Michael Chan, Ontario Minister Responsible for the 2015 Pan Am/Parapan Am Games. These local initiatives could encompass a community youth soccer league, a Latin American cultural festival, a parasport training camp or even an innovative off-the-wall art project. “Our hope is that many organizations and projects will gain profile through IGNITE and continue to shine beyond the summer of 2015. Our goal is for the initiatives to leverage the TO2015 brand by adding tremendous value to their communities”, highlights Fabio Crespin, Manager of Community Outreach at TO2015. According to Andrea Zammit, TO2015 Community Outreach Coordinator, creating awareness is really

important at this stage. “We want to involve all cultures to ensure that athletes and officials feel very welcome once here. We want to get the community for the games and the games for the community,” she pointed out. According to Fernando Lusvarghi, Co-Chair of Community Engagement Council of TO2015, the event will have as much inclusion as possible, as it has established “counsels with active voices” across various communities. “This helps maintain a closer engagement, proving that the games have a great potential for transformation that will remain with future generations. There will be a legacy of integration and participation in the city.”

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Doing business in Brazil

Brazil: a country tailor-made for business By Fernando Pieri

Brazil is the leader of MERCOSUR and is one of the BRICS countries.

Maybe you have know-how and manufacture capital goods or have technology in computer without similar one in Brazil? Running a company in Brazil, you can request to the Ministry of Development, Industry and Foreign Trade (MDIC) the “ex-tarifário” which is a reduction on rate of Importation Tax on capital goods or related to computers technology that are of great importance to the production by the Brazilian industries or for the modernization of their industrial park. Fernando Pieri, lawyer & Consultant

Direct foreign investments are tax free as well as the remittances of dividends to Canada.


razil offers all facilities for opening your business on its territory. Would you like to open a branch of your company in Brazil? Brazil allows the opening of branches of foreign companies, without any participation of Brazilian individuals or legal entities, or you can, not needing any prior government approval, opt to run a new company with Brazilian participation in it. The dividend to be remitted to Canada, as a reward for participating in a Brazilian company, is tax free as well as the foreign investment done for acquisition of shares.


Perhaps you want to expand your business to Latin America. Brazil is the leader of MERCOSUR (trade bloc of countries-South Cone) and is one of the “BRICS” countries, being a gateway to South American market. In this sense, the new Brazilian company can import the inputs from the Canadian company, proceed with the manufacture in the territory of Brazil and then export to neighboring countries. The benefit of this operation? Suspension or even exemption from all taxes that a traditional importation would be subject to. This model of “import for export” is called “drawback”. Do you want to experience the Brazilian consumer market and the receptivity of your product by the Brazilians before running a new business over there? Alright! You can use the “warehousing import”, a customs regime in which you can export from Canada to Brazil, with suspension of taxes. The goods are placed under fiscal control, as dry ports, until the sale to a Brazilian consumer. The sale coming true, you pay the taxes that were

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Business suspended, proceed with the customs clearance and then delivered the goods to your Brazilian client, what enables, above all, fast delivery of an imported product without opening a branch in Brazil. Are you interest in investing in Brazil? Tell us what the features of your business are, Brazil has the right benefit for you!

Brazil has a great variety of tax and customs benefits for different areas of business, such as ex-tarifรกrio, drawback, warehousing import, among others.

Homero Leonardo Lopes (right) and Fernando Pieri Leonardo, partners at HLL Lawyers.


Fernando Pieri Leonardo, lawyer and consultant with 16 years experience, is a partner at HLL Lawyers, specialising in International Trade, Customs Law, Tax and Business. Contact: Website:

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Cover • 2014 fifa world cup BRAZIL

The biggest sporting event on the planet By Ingrid Coifman, Leila Monteiro Lins & Maria Helena Amaral

Billions of spectators around the globe will be focused on Brazil from June 12 to July 13, 2014. Sustainable economic and tourism developments are the expected outcomes for a country that is investing US$16.5 billion in infrastructure in preparation for the world’s greatest soccer event, where Brazilian and foreign spectators will generate an estimated US$5 billion in the local economy. Brazil’s greatest moment

Discover Brazil’s team has prepared a special report to introduce the 12 host cities of the 2014 FIFA World Cup: Belo Horizonte, Brasília, Cuiabá, Curitiba, Fortaleza, Manaus, Natal, Porto Alegre, Recife, Rio de Janeiro, Salvador and São Paulo.

One of FIFA’s main concerns is Brazil’s commitment to sustainability standards. According to Claudio Monteiro, Executive Secretary of the Brasilia 2014 Local Organizing Committee, “among several other sustainable practices, a rainwater collection system has been adopted for lawn irrigation and

solar power will feed the stadiums’ light reflectors. All necessary requirements were carefully planned and integrated into the construction work.” Around 600,000 foreign fans are expected to join the biggest sporting event on the planet next year. Besides watching the games, tourists will be able to enjoy Brazil’s 8,500 km of beaches and distinct ecosystems such as the Pantanal and the Amazon Forest and the diverse cultural and gastronomic heritage of the country. Happy reading!

Marco Antonio Lomanto, director of Embratur - by Teresa Oliveira

The Brazilian Tourism Institute, Embratur, promoted the 2014 FIFA World Cup through “Goal to Brasil”– a 14-country travelling workshop that visited Chile, Argentina, Colombia, France, Portugal, Canada, Italy, Spain, Mexico, Germany, England, Peru, Uruguay, and the US, between July 2012 and May 2013. The goal of the event was to make the 12 host-cities of the World Cup known as tourist destinations in the international market.

According to Marco Antonio Lomanto, director of products and destinations of Embratur, this series of events was an important opportunity to showcase Brazilian culture and diverse tourism products. He added that Canada sends around 70,000 travellers to Brazil every year and that number has increased recently, according to the tourism office. Canada is also one of 17 countries on a priority list when it comes to Brazilian tourism initiatives.

Embratur representatives are hoping to see the number of tourists increase dramatically before, during, and after the World Cup. They foresee a 25% increase of about 600,000 foreign visitors (only during the games) who will prolong their stay in Brazil. In the year 2014, a total of 7. 2 million international tourists are expected to visit the country. 14

Discover Brazil Magazine

Cover • 2014 fifa world cup BRAZIL



Gastão vieira

Ministry of Tourism allocates US$ 95 million to the 2014 World Cup host cities By Leila Monteiro Lins

40th Tourism Fair in the Americas: minister of Tourism Gastao Vieira (center) with the secretary of Bahia state, Domingos Leonelli. - By LML

Brazil offers several attractions along its 8,500 kilometers of beaches and distinct ecosystems, such as wetlands and rain forests as well as a diverse cultural and gastronomic heritage. In 2014, billions of viewers will be watching not only the talent of the Brazilian team closely, but also the country’s ability to mobilize people and organize one the biggest sporting events on the planet. The minister of Tourism, Gastão Vieira talks about the investments approved for the 12 host cities to make this mega event a total success.


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Cover • INTERVIEW Discover Brazil - What is the socio-economic importance of the 2014 FIFA World Cup to Brazil?

Gastão Vieira - Not only the 2014 FIFA World Cup, but also the FIFA Confederations Cup, the World Youth Day and the Olympics represent a unique opportunity for Brazil. Few nations have the courage to host so many mega events in such a short period. Everyone will have their eyes on Brazil. Approximately 600 thousand international visitors are expected to travel to Brazil, which will generate billions of dollars in revenue for the Brazilian economy. In addition, approximately 3 million Brazilian tourists are expected to travel throughout the country. The Ministry of Tourism is working to maximize the legacy of the 2014 FIFA World Cup in the country. DB - How much money was allocated by the Ministry of Tourism to the 12 host cities and where will the funds go?

Gastão Vieira - The Ministry of Tourism has allocated US$ 95 million to the 12 host cities. The funds were used to put up new signs for the tourists, to implement tourist information centres and for accessibility related construction projects. These three funding categories, which are part of the federal government’s commitment to preparing for the 2014 World Cup, will be delivered by the Ministry of Tourism. DB - How are the public and private sectors working together to make the mega sporting events a success?

Gastão Vieira - The interaction between the private and the public sectors is critical to the success of the upcoming mega events. The Ministry of Tourism, in coordination with the official banks, has arranged for an extension of financing for this sector.

From January to October 2012, the total funding for the tourism sector reached US$4.5 billion, an increase of 32.4% over the same period last year. DB - Are the host cities ready to receive foreign tourists? There has been some talk that cruise ships may be used in Rio de Janeiro to overcome a possible shortage in the number of hotel rooms. Gastão Vieira - We are sure that there will be no shortage of hotels during the World Cup. Besides an increase in supply due to the construction of new developments to meet a growing demand for hotel rooms in the main capitals of the country such as Rio, Sao Paulo and Belo Horizonte, there is a movement to cancel events, congresses and trade shows during this period. In just one month, for example, Sao Paulo expects to receive the equivalent number of visitors for the World Cup. As for using cruise ships to accommodate tourists, it is a solution that may be used during the Olympics and is being considered by the Olympic Public Authority along with representatives from the nautical sector. DB - What are the options that Canadians will have for air travel to Brazil? What airlines will be serving this market and what will be the frequency of the flights?

Gastão Vieira - Air Canada has seven direct flights to Brazil, from Monday to Sunday, connecting Toronto to Sao Paulo, which means 1,400 seats per week. In 2011, 70,300 Canadians visited Brazil, placing Canada 16th in the ranking of countries that send the most tourists to Brazil. We hope that number will increase in the coming years with the international exposure the country will receive because of the FIFA Confederations Cup, the World Cup and the Olympic Games.


Cover • INTERVIEW DB - According to FIFA’s Head of Corporate Social Responsibility, the 2014 World Cup will be the most ‘sustainable’ of all the FIFA World Cup events. Can you explain what this means?

Gastão Vieira - Nature is one of the main attractions of Brazil; therefore, we have set sustainability as the backbone of the National Tourism Plan, which will guide the Ministry of Tourism planning for years to come. The financing and the credit lines we arranged with the official banks for the hospitality sector for the construction and remodeling of the hotels, already in excess of US$1 billion in loans, also gives priority to projects with environmentally sustainable solutions, that save and use the natural resources of the country in a rational way.

DB - How much revenue will be generated from international tourism during the 2014 World Cup? How many foreign fans are expected?

Gastão Vieira - A study conducted for the Ministry of Sports shows that the World Cup has the potential to generate US$4.7 billion in foreign capital from so-called incremental tourism, that is, tourism generated by the internal movement of Brazilian and foreign tourists in the country. According to the study, the overall economic impact of the 2014 World Cup is expected to be US$ 93.2 billion, with US$24 billion (26%) being direct investments and US$69 billion (74%) being indirect investments.

Not only the 2014 FIFA World Cup, but also the FIFA Confederations Cup, the World Youth Day and the Olympics represent an unique opportunity for Brazil.


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2014 Fifa world cup • host cities • south region

Porto Alegre

Gaúchos proudly supporting the 2014 world cup

Porto Alegre city and Beira-Rio stadium by Alfonso Abraham

The United Nations Organization (UN) nominated Porto Alegre three times as the city with the highest quality of life in Brazil. Porto Alegre is a modern, cosmopolitan city with culture and many attractions for tourists. Besides that, traditional rodizio steakhouses and typical gaúcho restaurants are part of the city’s culinary circuit. Savour the traditional carreteiro rice, “feijão mexido” (black beans with cassava flour), sweet potatoes, fried cassava and other Brazilian specialties. Be sure to attend Porto Alegre’s traditional annual folk events with dance performances and music concerts.


emperatures are milder in Porto Alegre with well defined seasons. There are over 2 million people living in Porto Alegre, which was founded by people from the Azores. European influences are evident from Germany, Italy, Spain, Africa, Poland and Lebanon, making it a centre of cultural diversity and wealth. Porto Alegre will host five of the 2014 World Cup matches. The Beira-Rio stadium has been refurbished

and modernized and totally adapted to FIFA’s standards. An investment of US$ 152 million has been allocated to the refurbishment works of the Gigantinho gymnasium, next to Beira-Rio, so that it may be used as a venue for concerts and conventions, thus, supplying the club with other sources of revenue. “The idea is to bring visitors to watch the World Cup matches and also for them to get to know the city.” says Raul Mendes da Rocha from the Tourism Department of Porto Alegre.

The hotel sector of Porto Alegre has increased their capacity by 40% to accommodate the additional travelers during the World Cup and they now offer over 10,000 rooms. The Salgado Filho International Airport has been completely remodeled and can handle over 7,000 passengers per year. 20

Discover Brazil Magazine

2014 Fifa world cup • host cities • south region


The 2014 World Cup’s poster city


uritiba today is the most populous city in the southern region of Brazil, with 1.8 million inhabitants, and stands right at the centre of a metropolitan area made up of 26 neighbouring cities. It is known internationally for its urban innovations and environmental practices. The capital city of Paraná is blessed with cultural diversity and an excellent infrastructure for receiving those who are visiting the city looking for museums, historic sites or green attractions.

Oscar Niemeyer museum by Joel Rocha

There are several reasons to fall in love with Curitiba: the amazing mixture of people, the local customs and traditions, the wide variety of leisure and entertainment activities, beautiful parks and public squares, eyecatching monuments and memorials, not to mention

the outstanding world-class restaurants and bars that offer traditional, local and Brazilian specialties such as barreado (a regional meat dish from Paraná), pinhão (a type of pine nut) and carne de onça (jaguar meat). The Arena da Baixada stadium has undergone a set of renovations to host the four matches that will be held in Curitiba, with investments of about US$122 million

In compliance with FIFA’s requirements, Curitiba will have 7,000 new hotel rooms to accommodate the visiting fans. The Afonso Pena International Airport has been renovated and can now handle over 8 million passengers per year.

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2014 Fifa world cup • host cities • Southeast Region

Rio de Janeiro

A marvelous, cordial and unforgettable city

3 must-see places in Rio Corcovado Hill (pictured above)

Corcovado Hill

Christ the Redeemer’s statue was elected one of the Seven Wonders of the Modern World. From the top of its 38 meters and the 710 meters of Corcovado Hill, the statue of the Christ standing with outstretched arms is the very image of the faith and warmth of the cariocas (people that were born in Rio de Janeiro). Service: Eduardo Paes, mayor of Rio de Janeiro

The combination of mountain, sea, and sun makes Rio de Janeiro a unique city. Few places around the world bring nature and city together on such a small surface. Thanks to this, Rio is one of the fastest growing tourist destinations in the world.


t is considered one of Brazil’s main “postcards” and it is the second largest city of Brazil: Rio de Janeiro or “The Marvelous City”, as it is known, is one of the most important economic, cultural and financial centers of the country. The city is internationally known for its cultural icons recognized worldwide that became some of the city’s postcards, such as Sugarloaf Mountain, Christ the Redeemer statue and the Copacabana and Ipanema beaches. The city will stage the 2014 World Cup final match and the “cariocas”, as the city’s residents are known, are also getting ready for the 2016 Olympics. “Brazil is the country of soccer and the next team to win the FIFA World Cup. Rio, by its nature is a very warm city, and I’m sure the locals will receive fans from around the world with open arms, with care and attention. The city is working hard to provide the necessary infrastructure for the event,” says Eduardo Paes, the mayor of Rio.



From the top of the two hills you get an amazing view, which includes Botafogo Cove, the Copacabana seafront and the entrance to Guanabara Bay. Service:

Sugarloaf - by LML


The stadium was built for the 1950 FIFA World Cup. With investments of US$ 218 million, the Maracanã Stadium will be a 90,000-capacity venue for the 2014 World Cup. Service:

Marcanã stadium

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2014 Fifa world cup • host cities • Southeast Region

Belo Horizonte

The first planned city in Brazil


he capital of Minas Gerais was the first planned city in the country and it differs from other older cities in that its architectural diversity remains embedded in the original grid plan: wide streets and avenues and symmetrical blocks. Built in the late 19th century, Belo Horizonte is well known for its economic potential that attracts thousands of business tourists every year. The pleasant climate, beautiful landscape and eclectic architecture make Belo Horizonte a special city. Belo Horizonte is famous for its green areas and hiking trails, for its vibrant and diversified cultural life and for the hospitality of its people. This is a destination that offers big surprises with its natural and architectural attractions.

“Casa do Baile”, designed by the legendary Brazilian architect Oscar Niemeyer and created to be an exhibition place. - by Henry Yu

By the 2014 FIFA World Cup, Belo Horizonte’s hospitality sector will have undergone a tremendous expansion, as will the area within 80 km of the capital. Half of the new hotels are standard five and four stars. At least 30% of them are expected to have convention centres capable of accommodating from 120 to 2,000 people. Investments of this kind in hotels further reinforce Minas’ propensity for business tourism.

São Paulo

A financial, cultural and entertainment centre


ão Paulo is the largest city in Brazil, with a population of about 11 million composed of Brazilians and immigrants from several countries. The city has an urban area of over 1500 km² and it is especially known for being Brazil’s financial, cultural and entertainment centre, and it serves as a benchmark for Latin America. As the financial and economic centre of Brazil, São Paulo has the country’s highest GDP, according to the Brazilian Census Bureau (IBGE). Most of the trade shows in Brazil (75%) are held in São Paulo. This sector generates an estimated US$2.9 billion per year. The city plays host to a plethora of art and culturethemed events for everyone to enjoy. There are 110 museums, 260 movie theatres, 88 libraries and 40 cultural centres, in addition to countless festivals and fairs that take place in its streets.

Paulista Avenue by Caio Pimenta

São Paulo currently receives more than 12 million visitors a year. In order to comfortably accommodate all of them, the city has over 42 thousand hotel rooms, eight Tourist Information Centres, and more than 4,000 highly skilled and trained professionals to cater to the demand of visitors. The city is ready with an excellent infrastructure for the upcoming international events, the 2014 World Cup and the 2016 Olympic Games. 23

2014 Fifa world cup • host cities • Midwest Region



Soccer at the Brazilian highlands arena

he federal capital of Brazil, Brasília, was listed as a UNESCO World Heritage Site at the beginning of the 20th century. The city is home to architectural gems and cultural events, and boasts a bustling nightlife with numerous nightclubs and an extensive range of restaurants and leisure activities. You can taste a bit of everything in Brasilia: duck in tucupi sauce, feijoada (beans cooked with fresh and smoked meats and accompanied by traditional side dishes), barbecue, “galinha ao molho pardo” (chicken in blood sauce); and in addition to the international influences, there’s a well-balanced fusion of regional cuisine. The city offers high quality services and an infrastructure sufficient for the needs of business and leisure tourists. And, to the delight of its nearly 3 million inhabitants, the city plan of Brasília has left enough space for green areas with beautiful trees and extensive lawns.

Metropolitan Cathedral by Bruno Pinheiro

As one of the host cities for the 2014 World Cup, the city completely redesigned and rebuilt the National Stadium of Brasília (formerly known as Mane Garrincha Stadium) which seats up to 71,000. According to Cities Minister, Aguinaldo Ribeiro, “The arena will feature a leisure and recreational area, with bars and restaurants, to ensure it is well utilized even after the World Cup.”

The hotels in Brasília have added over 11,500 new rooms to the existing inventory to better serve the tourists who visit the city during the 2014 World Cup.



Playing soccer in the Pantanal wetlands uiaba is modern and well-designed city that is home to almost 600,000 people. It has a tropical wet and dry climate and summer temperatures average just over 40ºC. The city also serves as a gateway to various tourist destinations. As some of you go fishing, others may want to get acquainted with some of the fantastic wildlife of the Pantanal or visit the Chapada dos Guimarães National Park. Such diversity is noticeable in the regional cuisine that offers a variety of dishes prepared with local fish such as pacu, pintado and piraputanga. Brazilian beef jerky and the famous carreteiro rice dish are amongst other favourites of the region. These dishes are typically eaten by the Pantanal cowboys as they travel throughout the area leading the cattle from one field to another.

Alecastro Palace by Marcos Lopes

Well known for its ecotourism, Cuiabá is getting ready to host four of the 2014 World Cup matches at the brand new Arena Pantanal. The investment is around US$263 million and the new stadium will boast a capacity of 43,000 with 17,000 adaptable stands, making it possible to be reduced in size once Brazil 2014 is over. The beautiful natural lakes and flora and fauna will encompass the multi-purpose complex which will have restaurants, hotels, and parking lots.

Cuiabá has an extensive list of 90 different hotels. The Marechal Rondon International Airport is ready to handle around 2,500 passengers. 24

2014 Fifa world cup • host cities • Northeast Region


Fonte Nova will bring 56,000 soccer fans together

Forte de Sao Marcelo, Baia de Todos os Santos - by Manu Dias, Secom

The city expects to receive 70,000 tourists during the World Cup 2014. Around US$43 million will be invested in infrastructure by Bahia’s Secretary of Tourism (Setur BA) in the Bay of All Saints area.


alvador’s privileged topography brings a clear division between the Cidade Baixa and Cidade Alta (Low City and High City), but they are interconnected through one of the city’s most notable landmarks, the Elevador Lacerda. Still, the ultimate symbol of Salvador is the Pelourinho, a historical centre with churches and colourful colonial buildings that was made a World Heritage Site by UNESCO in 1985. Setur BA is investing in training local guides not only in the capital, but also in other cities in the State. The Secretary of Tourism, Domingos Leonelli, says that the main legacy of the event will be the “human capital”. “The training of the tourism sector will open the doors for economic integration. By 2014 our goal is to have 5,000 workers trained in time for the Pronatec Cup in Bahia”, said Mr. Leonelli. Another project will involve the training of 600 professionals in languages including English,

Domingos Leonellli, Secretary of Tourism – by RK Barreto, Setur


2014 Fifa world cup • host cities • Northeast Region Spanish, Russian, Mandarin, Italian, German, French, Croatian, besides Brazilian Sign Language. Setur and Bahiatursa are training hosts to work in Porto Seguro (and waterfront locations Arraial D’Ajuda, Trancoso and Caraiva) and the Mata of St. John ( Praia do Forte and Imbassai), to welcome tourists. The Arena Fonte Nova (which replaces the former Fonte Nova Stadium) is a newly built, multipurpose stadium with a capacity of 56,000. Operating as a public-private joint venture, the complex will also house a panoramic restaurant, a football museum, car parks, shops, hotels and a concert hall.

Budgeted at US$300 million, the arena will host three games during the Confederations Cup (including the classic soccer match Brazil X Italy in June) as well as six other matches in the 2014 World Cup.

Bonfim church - by Manu Dias, Secom

Bahia’s ‘welcoming squad’ will not only be on the streets, but also available via call center (Dial Tourism Bahia), working 24 hours a day and offering customer service in 12 languages, as well via online chat at Another initiative is the construction of a World Cup Training Center in Praia do Forte, located 56 km away from Salvador International Airport. At the Airport Luis Eduardo Magalhaes two projects are underway: renovations to control towers, and expansions to accommodate greater airplane traffic.



Arena Pernambuco will expand into residential neighborhood

ecife is the capital of Pernambuco and an urban sprawl of another 13 cities, including Olinda (a world heritage site by UNESCO), with a population of 3,7 million. Boa Viagem is one of the famous urban beaches; and Porto de Galinhas, which stands among the top tourist destinations, is located 70km away from Recife. The city is known as the Brazilian Venice due to its numerous waterways, bridges and small islands. During Carnival, rhythms such as frevo and maracatu are a must in street parades. It’s not the first time that Recife plays host to a World Cup. In 1950, the city hosted a match between the United States and Chile. The Arena Pernambuco ( Pernambuco stadium ) has been budgeted at US$267 million. It will have a capacity for 46,000 people, with 4,700 parking spaces. The stadium is projected to be part of a bigger project that will include the construction

Arena Pernambuco by ME / Portal da Copa

of a neighbourhood made up of affordable homes. It adopts the multi-use concept, so that after the World Cup, it may be a venue for other events, showcasing food courts, shopping centres, museums, cinemas, a theatre and convention centre.

Located in Sao Lourenco da Mata, 19 km away from Guararapes International Airport, the Arena will host five matches at Brazil 2014. An express way called Mangue Road will not have traffic lights or junctions. 26

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2014 Fifa world cup • host cities • Northeast Region



Dunas Arena will be integrated with airport and hotels lose to Europe and Africa, Natal attracts tourists to its beaches, sand dunes, and historical sites. The average daily temperature is 28C degrees. The capital of the State of Rio Grande do Norte features the Via Costeira, which is a large coastal avenue, one of the preferred destinations. Famous beaches right next to the city are: Ponta Negra, Genipabu, Redinha, Pipa, and Pirangi.

The Dunas Arena, stage to four of the 2014 FIFA World Cup matches, will have a capacity for 45,000 people. The investments made are in the order of US$ 210 million. Two urban mobility projects are also being constructed in Natal: the corridor between the airport and the Dunas Arena, and the airport

Jenipabú beach

with the major hotels. The Prudente de Morais roadway is an important access road to the stadium, it is currently being expanded. The construction is expected to be finished by December 2013

One of the main projects for 2014 is a new airport called ‘Greater Natal International Airport’, which is under construction in the nearby city of São Gonçalo do Amarante. It’s planned to be to be the biggest airport in South America and 8th largest in the world.



Castelão: Sustainability is a priority

ortaleza is the fifth largest city in the country with over 2.4 million people. The capital of the State of Ceará is well known for its bluegreen seas, sandy beaches, prime resorts and modern public markets and malls. The city also features the Sea Dragon Art and Culture Centre and the Beach Park - Brazil’s largest water park.

The stadium Castelão was the first one to be ready for the 2014 World Cup. The venue was remodeled to have a total seating capacity of around 64,000 in an area with parking (1,900 spaces), swimming pools, executive boxes, media centre, mixed use zone, multiuse gymnasium, among others. In addition, the rooftop cover is coated with thermal-acoustic material, which doesn’t absorb the heat and allows air to circulate. The entire project will cost about US$ 262 million. Castelao will host six games and a final quarter game. Also, access to the stadium has been upgraded, with the creation of four exclusive bus lanes, an LRV (a light rail vehicle) line and two metro stations. The complex is expected to house restaurants, cinemas, a hotel and an Olympic centre.

Castelao stadium by ME-Portal da Copa

The International Airport Pinto Martins has been renovated and should be ready in December of 2013. The project is budgeted at US$ 98 million. Another big project under construction is the Aquarium Ceara with an area of 21,500 square metres, and 25 water tanks containing around 500 species. The total investment is US$ 152 million. 27

2014 Fifa world cup • host cities • North Region


Eco-friendly Arena Amazonia


anaus is located in the Northwest region, in the Amazon - the largest tropical rainforest in the world. This city, with over 2 million people, is the capital of the state of Amazonas.

The Amazon rainforest is a popular destination for visitors from around the world. It is also where the Negro (Black) and Solimoes or (Amazon) rivers come together. The meeting of waters is definitely one of its majestic sights. The Adolpho Lisboa Market is the city’s oldest marketplace, inspired by the Les Halles Market in Paris. The city conserves 22% of its natural green area which adds to its wealth of cultural and historical resources.

Manaus’ stadium is called Vivaldao and has been hosting soccer games since 1970. The venue will be remodeled to become the Arena Amazonia. It will be

The Amazon Opera House by Diego Barros

eco-friendly and showcase restaurants, underground parking, accessibility for people with disabilities, a system for the re-use of rainwater and a natural ventilation system that will reduce energy consumption. Having a polytetrafluoroethylene layer in the building will ensure more luminosity and thermal comfort.

The Arena Amazonia is expected to be one the most exotic and complex of the sporting venues. The stadium is being built from scratch and is following strict sustainability standards.


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MBA in Canada offers career upgrading to Brazilians By José Francisco Schuster

Queen School of Business

More and more, Brazilians are looking to Canada to get their MBAs. ”Canada is a very good destination to obtain your MBA because of the work opportunities in sectors such as oil & gas, finance, marketing and consulting”, says Teresa Pires, assistant director for Recruitment & Admissions of Queen’s School of Business, who was recently in Brazil recruiting students. ”If the student completes our 12-month MBA with a four month internship or a double-degree that could be done in 16 months, they could get a 3 year work permit”, she adds. Tel: (1) 416-485-1410

Aprenda inglês na Hansa


A Education

nother advantage is that a Canadian MBA is perceived as a higher standard of certification. Pires points out that Queen’s University which is based in Kingston (midway between Toronto and Montreal) is famous. “Canada has much to offer in terms of access to top companies through our Business Career Centre and our Alumni network is very large across the country”, she says.

The coaching culture

The one-year program at Queen’s provides students with a ‘coaching culture’ that allows students to have access to four coaches (personal, lifestyle, career and team). “We have been ranked number one in Business Week Canada 2012 and number four globally”, says the assistant director. According to her, Brazilians work very well in teams and enjoy the close collaboration among students. “The Brazilian students that have participated in our program have met our minimum score requirement of seven on the TOEFL and 100 on IELTS exams. They are extremely successful, very personable, and warm.”

Rodolfo Licastro Sant’Anna, a graduate from Queen’s MBA program, says he has chosen Canada for its great learning opportunities and the cost of living is reasonable unlike that of Europe. Friendliness towards foreign students and solid economy certainly helps one decide where the best program lies for them. In addition, he had friends in Montreal and Calgary who could help during his experience. After researching MBA programs in Canada, Sant’Anna visited six universities and opted for the program at Queen’s.

Teresa Pires, assistant director for Recruitment & admissions of Queen’s Sshool of Bursines

He came to Canada with his wife and two young daughters (five and one-year old at the time), and says that his wife and he did not have problems adapting to a new culture in Canada. The older daughter had difficulties with English during the first three months and both girls experienced the differences between types of meals, schools and daycare systems that were vastly different from what they were used to in Brazil. “Canadians are very understanding with other cultures and that helped us a lot”, he adds. Sant’Anna was an advanced English student when he came, but his biggest challenge was to absorb the high amount of information, “until you start to think in English”. His MBA took one year, from May 2010 to April 2011 and led him to a promotion at Petrobras, the Brazilian oil company. “Queen’s University offers coaching, small classes, and a friendly environment that draws international students and is conducive to a productive education. Also, Canada is a wonderful country, full of polite people who respect the differences of all peoples.”


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Brazilian carnival 2013 honours Rio de Janeiro’s culture Toronto hosted Brazilian’s culture, rhythm, and colours By Danielle Marinho

Annual Brazil Carnival at the Paramount Conference and Event - by Maurício Jimenez

Rio de Janeiro’s culture is appreciated all over the world. According to a famous Brazilian composer, Dorival Caymmi, in one of his famous songs, “those who don’t like samba, good people they can’t be, since they must have head numbness or a sick foot.” The largest and most popular celebration in the world allows people to dress up in costumes and head to trendy parties to dance and celebrate.


arnival is a three to four day holiday (the date varies every year); occurring 47 days before Easter. This year, the Carnival in Brazil started on February 8th and went on until the 12th. Carnival’s origins date back to ancient Greek and Roman times. Later, it was incorporated into the Catholic


liturgical calendar, occurring on Ash Wednesday. On the Catholic Calendar, Carnival is now celebrated seven Sundays before Easter Sunday. Carnival occurs in various parts of the world such as Venice, New Orleans, Nice, and Rio de Janeiro. Rio, meanwhile, is known as the biggest Carnival in the world, according to the Guinness World Records. Discover Brazil Magazine


Angela Mesquita & Luis Castro, promoteurs of the Brazilian Carnival in Toronto - by Maurício Jimenez

Rio is not the only city that is particularly well known worldwide for the celebration. Other states in Brazil such as Sao Paulo, Bahia and Pernambuco are all crammed with people in various parades. Recife, for example, is known for having the longest block of Carnival in the world, called “Galo da Madrugada” (Dawn’s Rooster). Carnival in Salvador has its “foliões” (enthusiastic carnival goers) hosting the world’s largest street party - blocking a stretch of streets, kilometers wide, in a weeklong celebration.

2,500 party-goers in Toronto

The Brazilian Carnival 2013 paid tribute to Rio de Janeiro. According to Angela Mesquita, responsible for the Brazilian Carnival in Toronto, with the proximity of the FIFA World Soccer Cup and the

Olympic Games in Brazil, it was an excellent opportunity to promote and encourage tourism to Brazil. And given that Toronto has such a strong, diverse background, the city hosted the 8th Annual Brazil Carnival on February 9th 2013 at the Paramount Conference and Event, located in Vaughan. The idea of organizing this event in the Toronto community came through the Brazil Remittance office, a place where people mingle and get to share their needs when it comes to their beloved cities in Brazil. Due to the demand, Angela Mesquita owner of Brazil Remittance, who has been living in Toronto since 1987, decided to arrange Toronto’s first Carnival Festival in 2006 and 350 people attended the festivities. “By listening to everyone, we look to help with their needs,” explains Angela,


Culture who will count on Luis de Castro’s help next year to produce the 2014 Carnival celebration.

In 2007, the event received 800 people. And in each of the subsequent years, the number of attendees has been growing steadily. In 2008 and 2009, around 900 people attended; in 2010, 1,200 people; in 2011, almost 1,350 attendees, and in 2012 more than 1,500 people were present at the party. In 2013 however, 2,500 participants attended and the party’s theme was Rio de Janeiro’s culture and samba. Performances included Grupo de Pagode N’ativade; Banda Bracatum; Cibelle Iglesias; The Migration Dance; The Connection Dancers and Batucada Carioca. There was free transportation, including three buses, available between 8:00 p.m. and 2:00 a.m., as well as free parking.

In 2013, 2,500 people attended the Brazilian Carnival - by Maurício Jimenez

Unique way of celebrating Carnival

The Brazilian Carnival in Toronto began to attract a considerable audience from other countries, and consequently, Angela decided to make some adjustments: “Even though it is the most popular party in Brazil, each region has a unique way of celebrating Carnival, so this would be an opportunity to showcase our culture as a whole.” In 2010, Pernambuco was the major focus, with dances such as the “frevo”, “maracatu”, “maculele”, and “boneco de Olinda”. In 2011, Boi Bumba from Parintins, in the Amazon region, was the highlight. In 2012, the focus was on the Bahia Carnival, with Ghandy’s children and lots of AXE (Bahia traditional rhythm).

“I have to say thank you, especially to partners, sponsors, friends, the public, and volunteers who have always brought their beautiful energy to this event. I would like to invite everybody to help spread and promote our Brazilian culture, because by joining forces we can make this country the first destination for foreigners during the holidays!”, says Angela Mesquita.


Arnon Melo (centre) and Peter Hawkins, directors of Mellohawk Logistics with the promoteur Angela Mesquita - by David Burke

A Partner of the Brazilian Carnival in Toronto, Arnon Melo, managing Director of Mellohawk Logistics, who has been in Canada for almost 23 years, says, “We believe that the event is essential for our community. Each year the event is more and more successful. We can appreciate everyone’s joy as we celebrate our culture. We would like to congratulate Angela and her staff, including volunteers, for one more year of the Brazilian Carnival in Toronto. It’s an honor to be part of it.”

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