Brazil Steps Up Tourism Offensive as World Cup Looms

Brazil launched a new international tourism campaign a month away from hosting the World Cup, designed to reach more than a billion people, insisting expected anti-Cup protests will not spoil the show.

"We have a unique brand of hospitality" in a country which can afford tourists the "visit of a lifetime," said Tourism Minister Vinicius Lages, spearheading the campaign by state tourism body Embratur.

Football is More Than Just a Game in Brazil
Former footballers have recalled that even in the days of Pele, the 1964-1985 dictatorship in the country regarded the game as a tool.

The campaign will use the World Cup and the 2016 Summer Olympics in Rio as springboards to long-term tourism growth in a continent-sized country which welcomed six million foreign visitors overall in 2013.

The June 12-July 13 World Cup is set to attract some 600,000 foreign and three million domestic visitors to 12 cities.

Although protests at the event's $11 billion price tag have marred Cup preparations, Embratur's promotional video launch portrays Brazil as "the land of happiness".

1950 World Cup Evokes Fond Memories in Brazil
Brazil has transformed itself on many levels to become the world's seventh-largest economy since it last hosted the World Cup in 1950.

Lages and Embratur chairman Vicente Neto insisted any social protests against the cost of the Cup would not interfere with fans' enjoyment of the event, while dubbing demonstrating a civic right and the mark of a democratic society.

Lages told reporters that "sport is a key tool" to develop tourist infrastructure.

Suspected Case of Mad Cow Disease Probed in Brazil
Authorities have confirmed that Brazil is probing a suspected case of atypical mad cow disease detected in the country.

He said the country's "incredible mix of cultures" would win over not just foreign tourists but also provide "an opportunity for Brazilian people to get to know their own country."

"Visitors will get to know a very special country. We take celebrating very seriously here," said Lages, as Brazil unveiled an advertisement targeting 1.3 billion people in 113 countries.

Researchers Find New MRSA Superbug in Brazilian Patient
An international research team has identified a new superbug that caused a bloodstream infection in a Brazilian patient.

Lages said this year's campaign would not necessarily change the volume of tourism but rather the visitor profile.

Lages and Neto said polls taken after last year's Confederations Cup showed a majority of tourists visiting attractions beyond match venues and expressing interest in return visits despite that event drawing large demonstrations.

However, Brazilian travel agencies have expressed recent concern that visitor demand could be lower than first forecast amid high accommodation prices and airfares.

There is little alternative to air travel given the distances between most of the World Cup venues.

But emerging alternative forms of accommodation including bed and breakfasts in slum areas of Rio has led to some hotel discounting.

Source-AFP