Foto: Free Vetor

TuralerTAlertas do turismo rural

December 2012

Editor Chefe Marco Ortega - marco.ortega@iica.int Vice-Editor Daniel Torres - daniel.torres@iica.int

Assessoria de ComunicaçãoCaroline Esser - caroline.esser@iica.int

Diretora de Arte Caroline Esser - caroline.esser@iica.int

DiagramaçãoCaroline Esser - caroline.esser@iica.int

Foto: Free Vetor

TuralerTAlertas do turismo rural

Dezembro 2012

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CAROLINE ESSER

FONTE: AGÊNCIA AMIGO

IDESTUR LAUNCHES RURAL TOURISM YEARBOOK

Idestur will present its Rural Tourism Yearbook at the Third Edition of the Rural Tourism Conference, the most recent study containing information

on this segment and its challenges.

Source: Agência Amigo

The Brazilian Institute of Rural Tourism Development (Idestur) will launch one more publication: Anuário de Turismo Rural – Ruralidade e a Copa de 2014. The book will

be launched at the Third Edition of the São Paulo Rural Tourism Conference, an event supported by this organization and held on November 29 in the city of São Roque.The Rural Tourism Yearbook is intended to enhan-ce sustainable development initiatives, to provi-de technical information and knowledge, and to strengthen intervention strategies. It also aims to provide more democratic economic, social and cul-tural opportunities and to take actions to support the rural tourism segment. At the special conference dinner, Andreia Roque, the President of Idestur, will present academics, guests and tourism professionals with this publica-tion. “Rural tourism is a dynamic economic activity that will face major challenges in the future. The

publication contains important technical informa-tion, mainly for investors and workers”, reveals the executive. According to Idestur, Brazil’s rural tourism sector is growing at a surprising pace, so a survey like this was needed. “The Rural Tourism Yearbook provides an analysis of the segment, highlighting the poten-tial, sites, benefits and projections of the sector in the development of non-farming activities, as they help reduce migratory pressures to traditional tou-rist centers”. Yearbook contents show, for example, that rural tourism development has increased significantly in regions like the Northeast and in parts of the North, with promising destinations like Roraima and Pará states, excellent islands in the South, and progress in talks with tourism-related companies in the Southeast and Center-West. “This process is the result of mature sector and a long-standing development strategy”, says Andreia.

AUTHOR: CAROLINE ESSER

So far tourist activities for people with special needs have

been limited. However, with major upcoming sports

events in Brazil, increasing attention is being given to

social matters. Tourist practices facilitating urban acces-

sibility and activities adapted to people with special needs are

called accessible tourism or adapted tourism by the Ministry of

Tourism.

Tourism-related activities have grown above the average growth

of the economy. According to the Brazilian Institute of Geography

and Statistics (IBGE), the actual increase in these activities was 32

percent. In spite of the growth of tourism, the lack of training and

of adapted infrastructure prevents adapted tourism from becom-

ing more popular.

One of the places most visited by people with special needs, says

travel agent Ricardo Shimosakai, are shopping malls because

they have reserved parking spaces, adapted restrooms and an

area with good circulation, flat floor and elevators. Still, tourism

should provide this kind of infrastructure in hotels, restaurants

and transport. “Services are very important too, because it is no

good getting beautiful attractions like Bonito’s underwater

INCLUSIVE TRAVEL

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No good getting beautiful

attractions like Bonito’s

underwater views, in

Mato Grosso do Sul state,

if there’s no qualified

guide or instructor to lead

disabled people. If a blind

person wants to visit the

Corcovado, he can’t unless

there’s someone who can

provide an audio descrip-

tion of the wonderful

landscapes”

Ricardo Shimosakai

views, in Mato Grosso do Sul state, if there’s

no qualified guide or instructor to lead dis-

abled people. If a blind person wants to visit

the Corcovado, he can’t unless there’s some-

one who can provide an audio description of

the wonderful landscapes”, he states.

Ricardo usually travels and visits new places,

but after he was quicknapped and shot, he

became paraplegic, so he started to see life

differently. “Sitting in a wheelchair, one of the

things I missed most was travel and leisure, so

I began to think of how I could get back those

pleasures”. Ricardo then realized that other

people with disabilities who knew about his

trips went up to him to ask for information,

advice and requests to organize special trips

with more people. Thus, he decided to go to

college and study tourism, and make a profes-

sion out of leisure.

Although people with disabilities are more

associated with accessibility, this initiative also

serves other audiences, like elderly and obese

people, or individuals with temporary issues.

With the signing of Federal decree No.

5296/2004, people with disabilities or reduced

mobility get the right to do tourism as a form of

social integration.

With important upcoming sports events in

Brazil, like the 2014 World Cup and the 2016

Olympic Games, tourism in this country may

reach 73 million domestic arrivals in 2014

according to a paper for 2011-2014 devel-

oped by the Ministry of Tourism (Documento

Referencial Turismo no Brasil 2011/2014).

The stadia where the matches will be played

are going through reforms. FIFA has set acces-

sibility requirements, and there is a commit-

tee in each city to prepare it for the World

Cup. Nevertheless, Ricardo Shimosakai is con-

cerned about the quality of accessibility. “As

this is relatively new, it should be managed by

a more experienced committee for all stadia.

The same will happen at the Paralympic Games.

Everything will need to be built, although

accessibility in Rio de Janeiro is very poor. A

lot of hotels, restaurants and other facilities

consider themselves accessible: they put up a

ramp and think that’s it, but accessibility takes

much more than that”, he claims.

There are several disability-friendly compa-

nies, NGOs and associations in Brazil. They are

focused on sports, work, education or law.

Those oriented to tourism are limited. Some of

them follow their own sector segmentation, i.e.

they work only with adventure tourism or visits

to museums, among others.

CHARMING RURAL BRAZIL

“Just take photos, just leave your footprints, and just take home your memories”

The day starts early, without the

usual noises, like cars honking

and people talking. You can only

hear birds singing and tree leaves

rustling in the wind. The breakfast table

is laden with food: coffee made at the fire-

place, season fruit, cheese bread, cakes,

home-made bread, farm-fresh jam and jelly.

For those seeking to escape from big cities,

to get in touch with nature and animals, and

to see country life first hand, rural tourism is

a great option. According to the Ministry of

Tourism, agritourism or rural tourism is a set

of tourist activities developed in rural envi-

ronments, closely related to farming, adding

value to products and services, recovering

and promoting the community’s cultural

and natural heritage.

The World Tourism Organization estimates

that nearly three percent of tourists in the

world prefer rural destinations for vaca-

tion. The important sports events to be

held in Brazil, like the World Football Cup,

the Confederations Cup and the Olympic

Games, are expected to lead to increased

demand for this kind of tourism.

However, the sector needs to be prepared

and equipped with the adequate infra-

structure to receive tourists. According to

the Brazilian Service for the Support of

Micro and Small Enterprises (Sebrae) and

the Getúlio Vargas Foundation, tourism and

related operations hold the third and fourth

positions respectively on the list of sectors

taking the most advantage of these sports

events, behind only civil construction and

information technology.

Every tourist will spend an average of

11,400 reais in Brazil, and the country will

receive around 600,000 tourists for the 2014

World Cup, as expected by the Ministry

of Tourism. According to the Director of

Research of the Ministry of Tourism, José

Francisco de Salles Lopes, tourists coming to

these sports events will be relatively young,

“which means that we’ll have new opportu-

nities to attract them to Brazil again in the

future. They will be Brazil’s best advertisers

abroad”, he says.

Brazil is the fourth country in this mar-

ket, behind Portugal, Spain and Argentina.

Brazil’s South and Southeast regions stand

out for their activities. In 1998 in Santa

Catarina an association of farmers that is

part of the Accueil Paysan Network (oper-

ating in France since 1987) established

Acolhida na Colonia with the aim of appreci-

ating countryside life-style through ecologi-

cal agritourism. The objective is to share the

know-how, history and culture, and land-

scapes by providing cozy, simple accom-

modation where guests can talk by the fire-

place, sit at food-laden tables at breakfast

and lunch and go for walks in the coun-

tryside. Farmers in Acolhida na Colônia do

and promote organic agriculture, ensuring

a healthy diet for guests.

Acolhida na Colônia’s destinations are

divided into five regions of the Santa

Catarina’s hills, territories in Encosta da

Serra Geral covering the municipalities of

Anitápolis, Santa Rosa de Lima, Rancho

AUTHOR: CAROLINE ESSER

Queimado, Grão Pará and Gravatal, Regional São Joaquim, encom-

passing the municipality of Urubici, Ibirama region with cities

such as Vitor Meirelles, Witmarsum, Presidente Getúlio, Lontras,

Presidente Nereu and Ibirama, Regional de Rio do Sul covering the

municipalities of Agronômica, Agrolândia and Trombudo Central,

Ituporanga region, encompassing the cities of Aurora, Atalanta,

Imbuia, Ituporanga, Leoberto Leal, Petrolândia and Vidal Ramos.

Andreia Roque, the President

of the Brazilian Institute of

Rural Tourism Development

(IDESTUR) and one of the

owners of Brasil Rural, a tour

operator specializing in rural,

equestrian and natural expe-

riences, believes the country

is undergoing innovation,

which will open doors in the

tourism sector. “There are no

major rural destinations, so it’s

our chance to reach this posi-

tion. We’re the world’s leading

agricultural producer, and we

have a lot of stories and cycles

of sugarcane and fruit to talk

about. We’re at the forefront, and we can become the number one

rural destination in less than five years”, says Andreia.

The Rural Tourism Outlook, launched in 2011 by IDESTUR in part-

nership with Sebrae, shows that 30 percent of the customers come

from the same region, 26 percent from the same state and 19

percent from other states. Furthermore, 25 percent of tourists are

foreign, which represents a great potential, particularly considering

the upcoming sports events to be hosted by Brazil.

The Ministry of Tourism, the Ministry of Agrarian Development,

Sebrae and the German Agency for International Cooperation

have launched the Rural Brazil Talents program in view of the 2014

World Cup. The program aims to insert small farming products

and services in the market, adding value to the Brazilian tourism

offer. It is intended to provide bring together family agriculture

and tourist destinations for visitors to know and consume Brazil’s

family agriculture products. Under the program, 125 businesses

and 24 itineraries from all over the country were selected. Another

objective of Rural Brazil Talents is to add value to the country’s tour-

ism supply and to generate income for family farmers, indigenous

communities and peoples.

Still, rural estate owners face a number of issues. Since matches

will be played in several

state capitals and agri-

tourism destinations

are in the interior of the

countries, the challenge

is to show young tourists

that there are plenty of

leisure options around

the cities. Therefore,

these facilities need to

be promoted; however,

as costs are high, rural

businessmen need to

find other alternatives

to attract tourists to the

interior.

Rural tourism in China

has already benefited nearly 15 million farmers with more than

20 billion dollars. To tap the potential of agritourism, many rural

families have invested in accommodation and infrastructure in

farms and ranches to lure visitors. According to the Ministry of

Agriculture of China, over 600 million tourists contribute to the

success of this activity.

Brazil has the challenge to show tourists that its attractions include

not only beaches, Pantanal, Amazonia and Iguazu Falls, but also

hills, Italian and German food, the winery tour in Rio Grande do Sul,

the Tropeiros trail, the fruit circuit, the Italian itinerary, adventure

tourism, ecotourism and equestrian tourism, among others.

Enjoy the quiet of the countryside to renew you energy. Meet a dif-

ferent Brazil than anything you know—go to the countryside!

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