Enredos e estratégias do marketing turístico do Brasil no exterior: uma analise do contexto histórico brasileiro

Abstract

This study analyzes the tourism marketing strategies adopted abroad by the Brazilian Tourism Board (EMBRATUR) between 1966 and 2023, highlighting their effects on Brazil's international image. From the central question of how these campaigns impacted the cultural and social representation of the country globally, the study aimed to assess the effectiveness of various promotional approaches implemented over the period. Specifically, the research identified cycles of advancement and setbacks in campaigns, evaluated their effectiveness in promoting Brazilian cultural diversity, and examined issues related to the objectification of women and other social stereotypes. The methodology applied was qualitative and exploratory-descriptive, based on a bibliographical review of ten specialized academic articles and documentary analysis of EMBRATUR's institutional materials. Findings demonstrated that campaigns grounded in strategic planning and respect for cultural diversity were significantly more effective. However, significant limitations were evident, including the lack of primary data from foreign tourists and difficulties in accessing institutional documents. The study concludes that well-founded and ethical strategies contribute to a more inclusive and authentic international image, highlighting the need for more responsible public policies in Brazilian tourism management.