Beyond the construction delays, political disputes and miscellaneous problems currently affecting many World Cup 2014 infrastructure projects, there is at least one aspect of the hosting equation that looks well on track: tourism. It is no secret that Brazil has all the makings of a global superpower in this area and the key decision makers seem to be well aware of the need and opportunity to use the Cup and Olympics to harness this often raw potential and improve the country’s ability to cater for all shapes, sizes and budgets.
There have been plenty of smart moves made already, such as the ‘Olá, Turista!’ program offering English and Spanish language courses for hospitality workers in host cities (145,000 pre-enrolments to this point significantly exceeding initial expectations), the launch of various information portals and online resources focused on Cup tourism, the ‘Aquarela 2020’ federal government study to define international marketing aims, objectives and strategies over the next decade, and the freeing up of BNDES (National Bank of Economic Development) credit specifically for tourism and hotel developments.
All in all, Brazil looks well placed to turn itself into a much more tourist friendly destination over the coming years, great for the Cup and Olympics but, more importantly, priceless in terms of the country’s international standing long after the two events have moved on.