Brazil, the largest and most populous country in South America, through Embratur, the Brazilian Tourist Board, federal, state - owned agency reporting to the Brazilian Ministry of Tourism launched the "Novas Rotas Program" , New Routes Program to boost international beyonf traditional destinations.
The President of Embratur, Marcelo Freixo in a meeting with mayors of the South and South Centre regions of Rio de Janeiro, Middle Paraiba and Costa Verde presented the the New Routes Program,an unprecedented initiative aimed at the internationalization of Brazilian tourist desitnations still outside the traditional itineraries, through the training of professionals in the sector and the appreciation of sustainable and authentic experiences.
The program seeks to promote the development of new destinations in different regions next to those already consolidated in the international market, encouraging the creation of thematic itineraries and also focusing on extending the stay of international tourists in Brazil.
The aim of this strategic program is to strengthen the tourism production chain, expand local consumption, generate employment and better distribute the flow of visitors throughout the national territory and create diversification of the destinations, promoting and showcasing the attractiveness of the country also in places less known and popular increasing the offer in terms of incoming tourism with the launch of new captivating products.
The President of Embratur said that the idea is to show the world that Brazil is much more than its traditional postcards, the purpose of the Program "Novas Rotas" is to reveal new landscapes, cultures and experiences in a sustainable, intelligent and innovative way. This is an important step to decentralize international tourism and generate development in all regions of the country.
The official launch of this program marks the beginning of a series of actions across the country, including training in sustainabilithttps://www.marriott.com/en-gb/hotels/burpa-ac-hotel-pasadena/overview/y, data and innovations, aimed at public managers, entrepreneurs, tour operators and other actors in the sector.
The New Routes Program also foresees the creation of an online distance platform, in addition to including emerging destinations in Embratur’s international promotion tools, according to the maturity and profile of each locations.
In Rio de Janeiro, each region of the state will be divided into hubs, which will have a city hosting the training meetings covering all the surrounding areas
In this first phase the Costa Verde Hub will be created with of Angra dos Reis, Itaguaí, Mangaratiba, Paraty and Rio Claro destinations.
The Aguillas Negras/Vale do Café Hub will be established including the destinations of Barra do Piraí, Barra Mansa, Itatiaia, Pinnheiral, Piraí, Porto Real, Quatis, Resende, Rio das Flores, Valença and Volta Redonda.
Finally the south Centre Hub will be composed by Areal, Levy Gasparyan, Paulo de Frontin, Miguel Pereira, Mendes, Paracambí , Paraiba do Sul., Paty do Alferes, Sapucaia, Três Rios and Vassouras as destinations of this region.
The program has the collaboration of state and municipal tourism departments, regional operators, tourist observatories and other strategic partners, forming a broad national coperation network.
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