Rio, 5/11/2004 (Agência Brasil) - The Brazilian government is planning a massive ad campaign abroad to promote the natural and cultural beauties of the country. The ads will be presented at 30 international fairs and 6 workshops. The objective is to give the tourism sector a boost because it is a labor intensive sector. The ad campaign will have a budget between US$6.36 million and US$9.5 million (R$20 million to R$30 million).

With the campaign, Brazil will be making an effort to change world tourism statistics which show that Brazil gets a measly 0.6% of international travellers. The country seeks to get a bigger share of the world's biggest business nowadays. Tourism is bigger than the telecommunications and energy sectors, with revenue totalling US$3.3 trillion, the equivalent of 10% of world GDP, reports minister of Tourism, Walfrido Mares Guia.

Data from the UN World Organization of Tourism, shows that 700 million people travelled in 2003, compared to 25 million in 1950. Mares Guia says that number should reach 1 billion by 2010.

The minister points out that a job in the tourism industry can be created at low cost - between US$4,700 and US$6,600 (R$15,000 and R$20,000). So, if Brazil is to create 1.2 million new jobs in tourism between now and the year 2007, it will be necessary to invest US$5.7 billion to US$6.6 billion (R$18 billion to R$20 billion). Mares Guia says that federally-run investment banks could cover the cost. He adds that some of the money will have to be earmarked for training and education of workers in the tourism industry. That, says the minister, is the only way to ensure that tourists coming to Brazil get the best treatment possible, enjoy their stay and come back for more.

Translator: Allen Bennett