Brazil effort touts diversity in run-up to World Cup, Olympics

Johanna Jainchill – Travel Weekly, 01/08/2013

As it prepares to host the world’s two largest sporting events over the next four years, Brazil hopes to more than double its tourist arrivals by 2020.

The world’s fifth-largest country is spending $40 million on a global advertising campaign tied to the 2014 World Cup soccer tournament and the 2016 Summer Olympics, both taking place in Brazil. The events are expected to bring more than 600,000 and 300,000 visitors to Brazil, respectively.

Marcelo Pedroso, director of international markets for Embratur, the Brazilian Tourism Board, said during a visit to New York that the country hopes the publicity from the two events, along with the tandem marketing campaign, will broaden Brazil’s image from that of “a country with [soccer] and samba.”

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