Presentation
1. Inside the numbers of the 2016 Rio Summer Olympics and Paralympics
2. Tourism planning for Rio 2016

3. Tourism actions for Rio 2016
3.1. The Torch Relay
3.2. Visa waiver
3.3. Tourism signage
3.4. Qualification
3.5. Promotion
3.6. Responsible Tourism
4. Results

Rio 2016 best moments video

The Rio 2016 Olympic and Paralympic Games mark the 31stedition of the event, and the first to be held in South America.

The Rio 2016 Olympic and Paralympic Games mark the 31st editionof the event, and the first to be held in South America.

Inside the numbers of the 2016 Rio Summer Olympics++++Meet the five football host cities

Belo Horizonte/MG

Brasilia/DF

Manaus/AM

Salvador/BA

Sao Paulo/SPOlympic numbers | Held from 5 to 21 August

206 countries
The refugee Olympic Teamsent a message of hope to theworld

42 sports, including rugby
and golf as new additions

11.303 athletes
91 Olympic records
27 world records

32 competition venues infour locations in Rio deJaneiro

6.1 million tickets
5 billion spectators

35.000 volunteers from161 countries

Paralympic numbers | Held from 7 to 18 September

160 countries

23 sports, including
paracanoe and paratriathlon
as new additions

2.1 million tickets

4.333 athletes
592 Paralympics records
208 world records

21 competition venues infour locations in Rio deJaneiro

15.000 volunteers from119 countries

General city numbers | Held to 5 August to 18 September

PublicTransportation

BRT
Olympic Games: 11.7 million
Paralympic Games: 8.1 million

VLT

SUBWAY

Olympic Games: 756.173
Paralympic Games: 347.102

Olympic Games: 14 million
Paralympic Games: 8.2 million

TRAINS
Olympic Games: 10 million

FERRY BOAT
Olympic and Paralympic
Games: 816.000Tourism planning for Rio 2016

Tourism planning for Rio 2016
Geolimpiadas

WG Tourism, Culture andBrazil´s Branding

Tourism
operational group

Special operations
for the Torch Relay

Executive Group for the Olympicand Paralympic Games
Ensure the tourism andculture actions for the games
Federal, state and municipal
work group

Provide support to the TorchRelay operations

Tourism actions for Rio 2016
The Torch Relay
Movement, innovation and Brazilian flavor form the essence of the torch, whose design aims
to reflect the meeting of the Olympic flame with the human warmth of the people of Brazil.
The upper part of the torch is made of several segments, which open and expand verticallywhen the flame is passed from one torch to the next. These segments, with their floating
effect, represent the athletes’ effort.
The body of the torch where each runner holds it has a texture made of small triangles, as anallusion to the three Olympic values of excellence, friendship and respect.

Tourism actions for Rio 2016
The Torch Relay
When they open, they reveal elements representing diversity, energy and the country’s
exuberant natural landscape with, from top to bottom and in the colors of theBrazilian flag:
The sky and its golden sun
The mountains and their green curves
The blue sea and its fluid ripples
The ground, with a pattern like that of the famous Copacabana promenade mosaics

Tourism actions for Rio 2016
The Torch Relay

Tourism actions for Rio 2016
The Torch Relay

Porto de Galinhas
Lençóis Maranhenses

AmazonFernando de Noronha

Chapada Diamantina
Iguassu Falls

Tourism actions for Rio 2016
The Torch Relay

Political involvement
Between July and December
2015 preparatory meetings
were held in all 27 States inthe country, with theparticipation of the Ministerof Tourism, Minister ofSport, Governors andMayors

Tourism actions for Rio 2016
The Torch Relay

Security strategy
During the preparatory
meetings the security
strategy was defined
involving the Federal Police,
Brazilian Intelligence Agency
and Ministry of Defence inpartnership with the Statesand Municipalities security
forcesTourism actions for Rio 2016
The Torch Relay

Tourism and Culture

During the preparatory
meetings, tourism and culture
agents from federal
government in partnershipwith States and municipalities
defined a strategy to givevisibility to the tourist
attractions and local culture,
as well as seize theopportunity to promote theBrazilian tourist destinations

Tourism actions for Rio 2016
The Torch Relay

Tourism actions for Rio 2016
The Torch Relay

Tourism actions for Rio 2016
The Torch Relay

The importance of planning incommunication
Step 1: What?
Step 2: Who?
Step 3: How?
Suggestions for special actions
Spokesperson's Guide

Tourism actions for Rio 2016
The Torch Relay

Financing of musicalperformances
The Ministry of Tourism has
hired artists to perform
concerts in the cities of thetorch relay

Tourism actions for Rio 2016
Visa WaiverCountries benefitting from thismeasure: Australia, Canada, theUnited States and JapanPurpose of the measure: To
facilitate the entry into Brazil of
tourists from these four countries,
who will be exempted from tourist
visa to travel to the country.
Term of the measure: The
measure will be valid only for trips
that take place exclusively in the
period between June 1st and
September 18th, 2016

Tourism actions for Rio 2016
Visa Waiver
Results
40.000 international tourists
benefited

Economic impact estimated at
US$ 48.5 million
83% of international tourist haveclaimed that the visa waiverwould facilitate his return to Brazil

Tourism actions for Rio 2016Tourism Signage

Inspired by the cities of London, NYCand Vancouver, wich use an easy-touse signage system that presents
information in a range of ways,
including maps and directional
information, to help people find theirway.
Ministry of Tourism investment:
US$ 5 million

Tourism actions for Rio 2016
Qualification“Open Arms Platform”
It is an online qualification program to the Olympic and Paralympic Games
This program contains units that are relevant to diferent areas of tourism as hotel and hostel
attendant, food safety, child and teenagers abuse prevention and languages skils
Partnership with the Secretary of Tourism from Rio de Janeiro.
More than 9.000 professionals qualified
Ministry of Tourism investment: US$ 2 million

Tourism actions for Rio 2016
Promotion
Embratur – National Tourist Office
Is an agency under the Brazilian Ministry of Tourism belongs. It focuseson the international promotion and marketing of specific destinations,
tourist services and products in Brazil.

Tourism actions for Rio 2016
Promotion

Participation in trade fairs

Promotion of Brazilian destinations and products, insertion of newdestinations in catalogs of the operators besides generation of directbusiness. Example: JATAFITUR
ITB
WTM

Marketing campaign

The advertising campaign to promote tourism and theRio 2016 Olympic Games invited the national andinternational tourists to feel the sensations andemotions that can only be experienced in Brazil

Tourism actions for Rio 2016
Promotion
Monitoring the social media performance
Development of a panel that presented a monitoring vision of what
happened during the Rio 2016 Olympic Games around the world:
posts with greater interaction in each social media and a heat map of
the main sites where the contents on the Olympic Games in Brazil are.

Promotional stuff
Production of promotional material for distribution to the press,authorities, athletes and tourists during games

Tourism actions for Rio 2016
Promotion

Casa Brasil
Designed to showcase the country at the Rio 2016 Olympic and Paralympic Games, Casa Brasilbrings together culture, tourism, sport, business and much more in just the one place.
Location: The Olympic Boulevard

Tourism actions for Rio 2016
Promotion

Tourism actions for Rio 2016
Promotion

Inside the Casa Brasil numbers
August 4th to September 18th
More than 500.000 visitors
Concept created by several areas of government such as tourism, culture, sports andbusiness affairs
Others Boulevard attractions:Tourism actions for Rio 2016
Promotion

Inside the Casa Brasil numbers

Federal investment: US$ 7.0 million
Project creation: Ministry of Tourism
Coordination: Staff of the Presidency of the Republic
Share cost:

Ministry of Tourism:
Ministry of Culture:
Ministry of Sports:
Ministry of Health:
APEX Brasil:

US$ 1.0 million
U$S 1.0 million
US$ 1.0 million
US$ 1.0 million
US$ 3.0 million

Sponsorship of some Stage Design Areas: State Government Agencies

Tourism actions for Rio 2016
Promotion

Inside the Casa Brasil numbers
Stage Design Areas

Assistive Health Technology Area

Tourism actions for Rio 2016
Promotion

Inside the Casa Brasil numbers
Stage Design Areas

Art of Coffee Area

Tourism actions for Rio 2016
Promotion

Inside the Casa Brasil numbers
Stage Design Areas

Exhibition on Brazil´s Historical andCultural Heritage

Tourism actions for Rio 2016
Promotion

Inside the Casa Brasil numbers
Stage Design Areas

Percussion lessons

Tourism actions for Rio 2016
Promotion

Inside the Casa Brasil numbers
Stage Design Areas

Brazil´s Intangible Heritage

Tourism actions for Rio 2016
Promotion

Inside the Casa Brasil numbers
Stage Design Areas

Tourist destinations exhibition

Tourism actions for Rio 2016
Promotion

Inside the Casa Brasil numbers
Satisfaction survey – Casa Brasil

96.76% answered that the Casa Brasil was excellent
99,68% answered that Casa Brasil helps to promote the tourism and culture
40% answered they had visited other thematic houses
96.77% answered that Casa Brasil was better than the others“The Presidency of the Republic stated that this was the most important project of thefederal government in the Olympic and Paralympic Games”

Tourism actions for Rio 2016
Responsible Tourism

Acessible Tourism Program

Accessible Tourism Program comprises a set of actions to promote social inclusion and accessfor people with disability or with reduced mobility to tourist activity, in order to allow theservices, buildings and tourist facilities scope and use, with security and autonomy.
I.
II.
III.
IV.
V.
VI.

Studies and researches
Tourist informations
Tourist services
Tourist infrastructure
Commercialization support and promotion
Tourism labour market

Tourism actions for Rio 2016
Responsible Tourism

Accessibile Tourism
The Accessible Tourism Guide iscollaborative. The user can evaluate andconsult the accessibility of tourist spots,
hotels, restaurants, parks andattractions.

Tourism actions for Rio 2016
Responsible Tourism

Tourism and Sustainability Guide
The "Tourism and Sustainability" guide,
which has the purpose of disseminatingknowledge and sustainable practices
that can be replicated in the enterprises,
generating a positive return in one ormore of the economic, social andenvironmental aspects.

Tourism actions for Rio 2016
Responsible Tourism

During the Olympics and Paralympics Games
Guide release: How to serve people withdisabilities wellTourism actions for Rio 2016
Responsible Tourism

During the Olympics and Paralympics Games
Guide release: How to serve LGBT tourists wellTourism actions for Rio 2016
Responsible Tourism

During the Olympics and Paralympics Games
Guide release: How to serve elderly tourists wellTourism actions for Rio 2016
Responsible Tourism

Tourism actions for Rio 2016
Results

Germany
Colombia
Chile
Netherlands

MexicoItaly
FranceEngland

Argentina
United States

Tourism actions for Rio 2016
Results

Female 23,6%Male 76,4%

National tourists (profile)Age (average): 37,6 years

Female37,3%35,774,6% have a university degree or did postgraduate

Male
62,7%

80%

80,7% gross income above US$ 500
Lenght of stay in Rio: 10,3 days

Average spend per day: US$ 96.56
96,3% never has partipated in an Olympic Games92,5%Single48%

MarriedDivorced

Widow

Stable union

Tourism actions for Rio 2016
Results

Female 12,5%Male 87,5%International tourists
56,5% visited Brazil for the first time

58,5%Month income (average): US$ 3.581

Lenght of stay in Rio: 11,7 days

Main activities carried out
 Go to the beach77,3%
Shopping
Gastronomy
CultureNight time fun

Male64,3%

US$ 4.760

15,7Average spend per day: US$ 103.72

Female35,7%67,2%62,6%
55%
38,3%

US$ 134

OG 37,6
WC 34,980,7%
66,4%
74,2%

18 to 24

24 to 31

32 to 40

41 to 50

51 to 59

Above 60

Tourism actions for Rio 2016
Results

Source of information to the travel organizing
National survey

Friends
and relatives

Already knew
the destination

International survey

Place wherework

Others68,6%

Friends
andrelatives

Corporativetravel

TravelagencyTouristguides(printed)

Fairs,events
andcongress

BrazilianTouristOficces

Folders
andleaflets

OthersTourism actions for Rio 2016
Results

Composition of the travel group
NationalAlone

Relatives group

Friends

27,1%

18,8%27,7%

24,8%

18,2%

41,5%

Workcolleagues

InternationalCouples withoutchildren

Coupleswithchildren

With childrens
or parents

OthersTourism actions for Rio 2016
Results

Accommodation
NationalInternational
Airbnb report# Over 85 thousand guest arrivals# 72% 5 star reviews# Zero significant property damages reported# Host Income: US$ 30 million# Average 3 guests and 6 nights per reservation# Average price per person per night: US$ 55 (US$ 165 - 3 people)

Hoteland flats

Property
rentedFriends andrelatives house

45%

1,2%

48,2%

48,2%

16,1%

18%

Camping orhostelOlympicvillage

Own
property

ResortOthers

Tourism actions for Rio 2016
Results

Rio de Janeiro – city evaluation (national tourists)
AirportPublic safety
Access (roads)

Public transport
Taxi services
Public cleaning
Bus station
Very good

Good

AverageBelowaverage

Failing

Tourism actions for Rio 2016
Results

Rio de Janeiro - city evaluation (national tourists)
Tourism and leisure options

Night time entertainment
Hospitality
Restaurants
Accommodation
Tourist informations
Tourist signage
Very good

Good

AverageBelowaverage

Failing

Tourism actions for Rio 2016
Results

Infrastructure (international tourists)

Internet
Tourist signagePublic cleaning
Public transportation

Public safety
Taxi services

61,6%

81,2%
83,8%
90,0%
91,9%
90,4%

Tourism actions for Rio 2016
Results

Tourist infrastructure (international tourists)

Accommodation
RestaurantNight time fun

88,4%

92,8%
93,4%

Tourism actions for Rio 2016
Results

Tourist services (international tourists)

Customer service in your language
Bank/Exchange services
PricesTourist informations
93,2%

Gastronomy

90,1%Tourist guides

58,9%
67,8%
60,9%
90,2%

Tourism actions for Rio 2016
Results

18%
25%

Japan, USA, Canadaand Australia tourists

Japan, USA, Canadaand Australia tourists
Used the visa waiver
75%

Yes

82%
Yes

No

International tourists
98,6% evaluated well the Brazilian hospitality

If the visa waiver
could facilitate yourreturn

NoNational tourists
97,4%

98,7% stated that the trip has met or exceeded
their expectations

83,1% stated that the trip has met or exceeded theirexpectations 83,2%
87,7% stated that they intend to return to the city

95,3%

94,2% stated that they intend to return to thecity

Bibliographic references# Staff of the Presidency of the Republic# Ministry of Tourism# Brazilian Tourist Office - Embratur# Ministry of Sports# Rio de Janeiro City Hall
# Organizing Committee of the Olympic and Paralympic Games Rio 2016
# Brazilian Olympic Committee# Airbnb# Youtube# Brazilian Trade and Investment Promotion Agency – ApexBrasil# International Olympic Committee# International Paralympic Committee