VERDE LEGAL Opportunities for Sustainable Tourism in the State of Rio de Janeiro.

VERDE LEGALOpportunities for Sustainable Tourism in the

State of Rio de Janeiro

PROFESSORS Peter Robertson, Jonathan Speier

INTRODUCTION

Jennifer ChoiPaul NakashimaRuby SandherRunyu SunThomas SzelazakTerrah BrownJenny MillerAmy KungKathleen RipleyKelly Iwanabe Sarah OesterlePradit Ruppan

Joshua Shake Leyla Sabet Junzhao Tu Brettany Shannon Lei Xu Marisa AlcarazGlen Becerra Angelica Ayala Mohammed JallohEmily BaimeAlyssa Newton

USC STUDENTSO.I.T. STUDENTSAyrton ViolentoCarlyle FalcaoDiana Costa de CastroGabriel de Sena JardimJuliana LohmannMaira MeyerMaria Fernanda Mungia SteyerMariana Barbosa NasserMariana RodriguesPriscilla HaackRosane SoaresThais Costa da Silva

PRESENTATION OVERVIEW

INTRODUCTIONSustainabilityMethodology

GOVERNANCE Establishing a Collaborative NetworkMicrofinance Opportunities

TRANSPORTATIONSUPPPORT SYSTEMS

HealthcareSafety and Security

MARKETINGCONCLUSIONACKNOWLEDGEMENTSSOURCES

SUSTAINABILITY & SUSTAINABLE TOURISM

INTRODUCTION SUSTAINABILTY“The paths of human progress that meet the needs and aspirations of the present generation without compromising the ability of future generations to meet their needs.” - Rahman, 2002

Equity Economic

CulturalEnvironmental

Sustainable tourism demands that the industry maintain an interest in the balance of:

•Environmental Protection•Economic development •Social-equity•Cultural Preservation

INTRODUCTION SUSTAINABILE TOURISM

“Sustainable tourism development meets the needs of present tourists and host regions while protecting and enhancing opportunities for the future. It is envisaged as leading to management of all resources in such a way that economic, social, and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity, and life support systems.”(World Tourism Organization 1998)

INTRODUCTION METHODOLOGY

TOURISM GROWTHNumber of Tourists

Income from Tourism

PROMOTE/ FACILITATE

GovernanceCoordinate Collaborate

Transportation

Support SystemsSafety Health

MarketingSocial/ EducationalPromotional

CRITERIA/ PARAMETERS

Sustainability

Capital Investment

$


Project considerations:

Nine influential variables from Marlos Lima Simone Alves’ study on Prospective Tourism Scenarios for Rio 2025:

• Natural resources• Epidemic diseases• Economic and exchange stability• Potentially contaminating activities• Cultural resources• Historical and cultural heritage• Legal restrictions on direct investment and or foreign policy• Effectiveness of spending on public safety• Amount of protected land in municipal area


• Six areas to address from the roundtable discussion with NEATH:• Transportation• Poverty/Social Inclusion• Environment• Safety• Information (way-finding sineage)• Evaluation of Benefits (Providing a link to sustainability)

• Additional methods:• Personal experiences as a tourist in Rio de Janeiro• Preparatory research• FGV classroom presentations, panel discussions, and personal

interactions


• Abundance of natural resources• Rich cultural diversity• Diversity of tourist attractions• Experience to major international

events• Hosted 1992 Rio Earth Summit

where Agenda 21 was signed into implementation

• Attractive climate• Hospitality• Tour ministry at each level of

government

STRENGTHS WEAKNESSES

• Marketing• Lack of multi-lingual information• Lack of data collection (tourist sites, health care, crime, transportation use, informal economy)

• Public transportation/infrastructure• Tourist access to health care facilities• Lack of multi-sector collaboration• International perception (City of God Effect)

• Lack of accountability• Tourist safety and security• Limited business incentives

GOVERNANCE

GOVERNANCE Recommendation

Establish a self-organizing and collaborative process to enhance participation in tourism governance boards.

“A broadly-based ownership of tourism policies can bring democratic empowerment and equity, operational advantages and an enhanced tourism product.”

“Stakeholders should have opportunities to participate in decision-making that affect their interests”

(Bramwell, et al., 2000)

Governance Board Objectives• Inclusive collaboration of all sectors.• Establish tourism priorities and plans.• Propose solutions to common problems.• Build capacity of human resources.• Infrastructure and tourism service improvements.• Register and identify tourism actors and opportunities.• Ensure a diversity of tourist activities.• Recommend and implement tourism legislation and policy.

GOVERNANCE

AWARENESS

State of Rio Tourism Development Model

MOBILIZATION

INSTITUTIONALIZING THE REGIONAL BOARD OF

GOVERNANCE

PREPARING THE STRATEGIC PLAN FOR

REGIONAL DEVELOPMENT

IMPLEMENTING THE STRATEGIC PLAN FOR

REGIONAL DEVELOPMENT

TOURIST INFORMATION SYSTEM FOR THE

PROGRAM

TOURISM ITINERARIES

PROMOTION AND SUPPORT FOR

COMMERCIALIZATION

SYSTEM TO MONITOR AND EVALAUTE THE

PROGRAM

Main Challenges

GOVERNANCE

Lima, Valeria. (2009) Tourism Regionalization Program in the State of Rio de Janeiro. Presentation

GOVERNANCE MAIN CHALLENGES

• Tourism is fragmented in nature• Institutionalizing collaboration• Shifting from “me” to “us” mind-set• Getting participation from all tourism

stakeholders• Conflicts among intergovernmental actors

Changing Organization StructuresStructure of governance shifts

Modern Era (Former Structure)- Competition- Prediction and control- Reductionism/ Fragmentation

Post-Modern (Emerging Structure)- Open systems- Interconnected- Humanistic; Web of relationships- Self-organizing and self emergent- Democratic decision-making,

collaborative- Ecological

GOVERNANCE SHIFTING TO A COLLABORATIVE PROCESS


Structural ModelsAdaptive Organizing

Hotels

Restaurants

Tourism Agencies

Informal Sector

Government Entities

Tourist Attractions

Transportation Agencies

Retail Shops and Malls

Museums and Cultural Centers

Media


Healthcare Industry

Security & Law Enforcement

Tourism Stakeholders

State government (Turis Rio) serves as a support system to assist in the development of and active board of governance.

• Provide Resources (Meeting space, education, guidance)

Steps1) Identifying and recruiting leaders in municipalities2) State sponsored two-day educational retreat3) Leaders educate and empower other stakeholders4) Leaders and stakeholders form a Tourism Governance Board

within each municipality5) Municipal Governance Boards elect representatives for the

Regional Governance Boards6) Regional Governance Boards elect representatives for State

Governance Boards

A Grassroots ApproachGOVERNANCE A COLLABORATIVE PROCESS

Step 1: Conduct outreach at local level to identify leaders within each targeted municipality

• Respected• Not necessarily in position of power• Opinions are valued by others due to respect, not

position of power• Well-known among peers in the business community• Strong network• Collaborative• Dedicated to tourism development• Urban vs. rural leadership

GOVERNANCE A COLLABORATIVE PROCESS

Step 2: Provide a State-sponsored two-day educational retreat and training on sustainable tourism for all selected leaders.

• Motivate and empower self-organizing• Get leaders “excited” about tourism• Personalize the issue and economic incentives• Benefits of collaboration• Economic benefits of tourism• Potential for tourism development• Tourism development planning• Business development services offered


Step 3: Leaders return to municipality to educate other important stakeholders and develop a network of tourism stakeholders.

• Information and “excitement” disseminated through relationships and word of mouth.


Step 4: Leaders and stakeholders establish a tourism governance board to make joint decisions on tourism development in the area.

• Interest-based incentives• Clear agenda items• Active board that regularly reports on progress• Logistics determined by the leaders and participants

(with guidance from TurisRio).• Meetings held regularly


Step 5: Implement institutional regionalization through 12 Regional Governance Boards

• Municipal Board of Governance selects representatives to serve on a Regional Board of Governance.

• Make joint decisions on regional improvements and coordination


Step 6: Institute State-wide collaborative Governance Board

• Regional Board of Governance selects representatives to serve on the Regional Board of Governance.

• Make joint decisions on state improvements and coordination


C ordeiroMacuco

Trajano d e Morais C once içã od e Macabu

C arapebus

Quissamã

C ampos dos Goyt ac azes

São J oãoda Barra

São Franc isc ode Itabapoana

São Fidélis

C ardoso More ira

Ita lva

C amb uc i

Sumid ou ro

Duas Barra s

C armoC an tag alo

Ita oc ara

Aperibé

Sa nto Antôniode Pá dua

São J oséde Ub á

Itaperuna

Natividade

Porc iúnc ula

Va rre-Sa i

Bo m Jesusdo It abapoan a

M ira c e m a

Laje d oMuriaé

Santa Ma ria Madale na

Sã o Seb astiãodo A lto

Bom J ardim

IguabaGrande

S.Pe drod a Ald eia

C ab o F rio

S. José do Va ledo Rio Pre to

Três Rios

Sapuc aia

C ac hoeirasde Macac u

São GonçaloSaquarema

Rio BonitoAraru am a

Silva J ardim

Casimiro de Abreu

Rio das Ostras

M ac aéN ova F riburg o

Para íba do Sul

Por toRea l

Re sende

Rio Cla ro

Itaguaí

Sero pédic a

J aperi

Duquede C axias

Engº Paulode Frontin

Paracambi

Mig uel Pe reira

Valença

Rio das Flores

Vassouras

Paty do Alferes

Petrópolis

Magé

Teresópolis

Guap imirim

Itaboraí Tanguá

Ba rra do P iraí

No vaIguaç u

Niló polis

S. J oãod e Me riti

BelfordRoxo

Ita tia ia

Quatis

VoltaRedonda

Pinheira l

Piraí

Armaç ão d os Búzios

Area l

Pa raty

Angra do s Reis Mang aratiba

Mendes

Rio de Ja neiroMaric á

A rraial do Cabo

Fonte: Plano Diretor de Turismo do Estado do Rio d e Janeiro - 200 1 0 10 30 50 Km

C om . LevyGasparian

REGIONALIZAÇÃO TURÍSTICA - RJ

Região Turística - Agulhas NegrasRegião Turística - Costa Verde

Região Turística - Vale do Café

Região Turística - Baixada Fluminense

Região Turística - Serra Verde Imperial

Região Turística - Região dos Lagos - Costa do Sol

9

Região Turística - Serra Norte

Região Turística - Metropolitana

Região Turística - Caminhos da Mata

Região Turística - Costa DoceRegião Turística - Noroeste das Águas

Barra Mansa

Me asquit

State Governance

Board

Municipal Governance Boards

Regional Governance Boards



Incentives to Participate on Governance Board• Relationship-based connections• Moving away from distrust in Government• Having an equal voice in collaboration• Personal connection to increasing tourism • Economic growth• Leveraging access to resources• Increase personal connections and network• Develop regional tour packages• Market branding • Support System to access tourism certification (Verde Legal)

• Organizations as an interdependent system - ecological

• Every “cell” adds value to the larger system• Operational in the common mission• Responsiveness to stakeholders• Collaborative

GOVERNANCE BENEFITS OF COLLABORATION

Interaction – Brings together different perspectives and ensures continuity of programs and messaging

Knowledge - Connects people to the importance of tourism and shares information

Aligning Resources – Allows organizations to coordinate and leverage joint resources

Performance Assessment – Identifies areas of improvement in tourism sector, how individual impact the whole, and a common framework for success

“Collaboration gives a competitive advantage by bringing together the knowledge, expertise,

capital and other resources of several stakeholders.” (Kotler et al. 1993)

GOVERNANCE BENEFITS OF COLLABORATION

• GINI coefficient = 0.58• Microfinance has a low penetration rate (about 4%)

– Over 25% in other Latin American countries

• Target small businesses and informal sector that serve tourists– Artisan and handicraft products– Rural farm and agricultural products

• Sistema S and MFI partnerships– Financial and business education, access to capital– SEBRAE Rocinha Empreendedora – 130 individuals

• Improve local tourism, job and income generation for local residents• Institute local government, create/improve domestic lodging and create directory

of local features to enhance tourism development

GOVERNANCE INTEGRATION OF INFORMAL SECTOR

GOVERNANCE CASE STUDY

State of Espírito Santo• In 2004, the State of Espírito Santo

implemented a tourism development plan emphasizing the use of collaboration, integration and decentralization.

• Established a State Council of Tourism with representatives from the public and private sector, professionals, civil society and non-governmental organizations.

• Developed collaboration activity at the municipal level, followed by a focus at the regional level.

• Planned and implemented sustainable tourism through increased regionalization. 50510152025Kilometers

Regiões Turísticas - ES.

N

SEDETUR

Rodrigues, Mariana. (2009) Tourism Development Strategy in the State of Espirito Santo. Presentation.

Regionalization: Tourist Itinerary

• Developed regional tourist packages and itineraries, leveraging attractions and resources

• Utilized joint marketing campaigns


Results: Visiting TouristsState of Espírito Santo

Local 2005 2006 2007 2008

Guarapari 113,336 204,249 217,659 170,134

Vitória 97,864 143,341 131,756 118,550

Vila Velha 79,933 162,999 73,993 100,739

Serra 69,227 91,362 54,898 68,495

Cariacica - 32,253 17,724 23,829

Fundão 17,931 32,187 19,263 22,054

Viana - - 5,962 5,685

Total 378,290 666,392 522,841 509,486

Annual Number of Tourist Visiting ES

35% total increase in annual number of tourists from 2005 to 2008


Results: Tourist SpendingState of Espírito Santo

78,74

45,7438,58

31,08

2005. 2006. 2007. 2008.

Tourist Individual Daily Spending (R$)

On average, tourists spent 104% more daily from 2005 to 2008


TRANSPORTATION

TRANSPORTATIONPotential in the City of Rio de Janeiro

• Build on pending and existing transportation plans• Create a tourist-oriented I-bus program• Implement Automated Vehicle Location (AVL) system• Improve traffic signal system to increase traffic flow; synchronize

signals and allow bus priority• Integration of a bicycle culture; bike lanes, increase bike stations

within the city• Integration and restructuring of multiple bus service provider

system Improve bus stop areas; create structures and platforms that are easy to identify

• Create a system where transfer tickets from bus to bus are distributed which would save time and improve traveler efficiency

TRANSPORTATIONFuture Metro Plan in place

• Expansion of Line 1 to Ipanema• Construction of line 3 to connect the cities of São

Gonçalo and Niterói to Rio• Construction of line 4 to connect Botafogo to Barra

da Tijuca and Jacarepagua• Construction of line 6 to link Barra da Tijuca and

Jacarepagua to International Airport

TRANSPORTATIONOther Future Plans in Place

• Modernization of Airports• Metro Area

– Extend 260 km to connect the suburbs and downtown by carrying 450,000 passengers per day with 89 stations and a R$2.00 fare

• Interstate Plans– Construction of a high speed train connecting Sao

Paulo and Rio

TRANSPORTATIONBicycle Infrastructrure

• Objective:– To promote recreational cycling for tourists

• Components:– Create more bike lanes on major streets in the

city and bike routes in the state– Expand automated bike rental system

• Automated computer terminals at bike stations

– Create a virtual map of bike stations

TRANSPORTATIONBicycle Infrastructure Outcomes

• Increased recreational activities for tourists as complemented by the weather

• Improved accessibility to tourist sites • Increased tourist transport supply• Reduced traffic congestion• Increased health benefits

Traffic Flow Improvements• Objective:

– Improve traffic flow in the downtown area and main arteries of the city to ease congestion

• Components:– Improve traffic light system through better synchronization schemes, clearer

traffic signs and specific bus prioritization– Increase parking capacity and management around tourist sites, while making

it readily available to the public to fulfill its usage– Create a public bus pass policy to encourage people to use public transport

(discounts)– Implement carpool policy

TRANSPORTATION

TRANSPORTATIONTraffic Flow Outcomes

• Easier accessibility to tourist sites• Reduced congestion• Safer roadways with pedestrian-first mentality• Can potentially facilitate the bicycle infrastructure• Could create opportunity for introducing Bus Rapid

Transit system

TRANSPORTATIONTourist Intelligent Bus

Objective: –Increasing tourist transport supply as well as improving tourist traffic service quality

Components:– Aims to provide traffic service for travelers between tourist spots in the city– Citizens can also use the Tourist I-Bus for daily routine, creating sustainability in the event it isn’t utilized by tourists– Its route should link all main spots of the city enabling tourists to move from one spot to another with one ride– This means exchanging real-time information among buses, spots and control centers to realize a feasible management of fleets, by using the AVL system– Adjusting the spots’ crowding situation and travelers’ rational sight seeing schedule

TRANSPORTATIONTourist Intelligent Bus Outcomes

• Based on a research done on other cities, 92% of tourists think it is necessary to open Tourist I-Bus routes to connect the tourist sites

• The construction of Tourist I-Bus system in Rio where there is a shortage of urban railway systems could increase tourist transport supply as well as improve tourist traffic service quality

• The configuration of Tourist I-Bus route, and the structure frame for exchanging information between buses, tourist spots and control centers will create a more efficient system

• Expansion of Tourist I-Bus system to major tourist destinations at the state level

TRANSPORTATION

Integration of Automatic Vehicle Location (AVL) System

Objective: Centralized tracking system to improve transit quality and performance

Components:– Installation of GPS / GIS systems in each bus– Monitoring buses’ situation to improve fleet management and

operating schedule– Providing real time information on arrival forecast at bus stop– Locating vehicles to carry out bus priority signalizations– Low cost implementation

TRANSPORTATIONAVL System Outcomes

• Reductions in traffic congestion • Improvements in incident response times • Mitigates long-term and special event-related

increases in travel demand

TRANSPORTATIONBus System Integration

Objective: – Implement a more efficient public transportation system

Components:– Restructure governance of multiple bus operators, including

small vans– Develop new trunk and feeder routing system with participation

from all existing parties– Modernize bus related infrastructure, including transfer stations– Create unified fare and transfer system– Improve / Expand interconnectivity with State buses, Airports

and Metro

TRANSPORTATION

Bus System Integration Outcomes• Fare integration and intra-bus transfers• Ease of access, including comprehensive system

maps specifically for tourists• Increased ridership• Travel time and cost savings• Improved bus stop visibility• Fleet maintenance and renewal

TRANSPORTATION

Multilingual Taxi Program• All taxi drivers are required to learn 23 sentences in

English language• The sentences cover 6 main aspects -greeting, help carry luggage, inquire destination, parking, taxi fee and say

goodbye

• Language component becomes part of licensing renewal process

TRANSPORTATION CASE STUDIES

Three Comphrensive Case Studies• São Paulo

• Curitiba

• Santiago, Chile

Interligado: São Paulo• Comprised of over 45 companies with 1000s of buses and

cooperatives • Transforming radial and dispersed system into integrated

system• BRT Lanes

– Segregated busways (Expresso Tradentes)– Median bus-ways (Passa-Rapido)– Preferential bus lanes (Via Livre)


TRANSPORTATION CASE STUDIESInterligado: São Paulo

• Integrated terminals, stations, and bus stops• Fleet renovation• New concession contracts by areas• Inclusion of informal operators• Single fare and electronic system• Control and user information systems


Obstacles and Mitigatons in São Paulo• Interagency coordination

• Opposition from van operators

• Incomplete user information

• Delays in infrastructure

RIT Curitiba: How it was Done• Operations controlled by municipal company

– Plans system– Defines routes, capacity and schedules– Regulates and controls system– Collects fares

• Operations contracted to 16 private operators• Contracts rolled over through negotiation upon expiration• Efficiency maintained by municipal oversight and inter-

company comparisons


RIT Curitiba: How it was done• Revenues pooled and paid to contraced operators based on

services provided• Formula depenent on kilometers operated and the type of

service and bus provided• From these payments operators pay full operating costs and

capital replacement costs, depending on age and type of bus• Also produces profits for companies


TRANSPORTATION CASE STUDIESTransantiago: Santiago, Chile

• 200km of dedicated bus lanes• Reorganization of bus routes• Integration with city’s metro• Satellite tracking system• Restructuring turned over to private corporation• Bus service cut back to poorer neighborhoods• Reduced number of buses and stops• Rollover implemented in one day

Transantiago: Santiago, Chile• Metro system over-crowded from former bus riders• Investors began negatively speculating on Transantiago forcing

state-run metro to make $300 million in loans

• Now, new transport minister has renegotiated contracts• System will still need long-term subsidies of up to $40 million

per month


Importance of Transportation to Tourism: The Barcelona Sustainable Tourism Model

• Significant emphasis put on infrastructure primarily on accessibility, transportation, and accommodation

• Investment focused on roads and transport in addition to coastal recovery and telecommunications, and continued after the Olympics

• Tourism increased directly and indirectly two-fold• Hotel demand rose by 150% in the ten years following• Employment growth in the services sector rose from 40% to

82% in 20 years• Allowed attention to other services such as financial, health

care, public administration and education

TRANSPORTATION

SUPPORT SYSTEMSHealthcare &Public Safety and Security

Importance of Support Systems• Healthcare and public safety & security need to be

recognized as key stakeholders in sustainable tourism industry at local, state, and federal levels

• Proven by economist, Marlos Lima, to be major influences on sustainable tourism and the economy

• Currently, inadequacies in health and safety sectors deter tourists from visiting Brazil

SUPPORT SYSTEMS

SUPPORT SYSTEMS HEALTHCARE


Healthcare Issues

1. Availability, efficiency and quality of tourist health information

2. Weak translation services

3. Inadequate access to health care facilities

Tourist Health Information• Currently, tourists have difficulty obtaining information on:

– Hospital Locations– Insurance Information– Vaccination requirements depending on location

• Lack of information leads to insecurity and misperception of the health system in the City of Rio de Janeiro, which can deter tourism.


SUPPORT SYSTEMS HEALTHCARETourist Health Information

Hospital Locations– Tourists should be made aware of hospital locations

• Given on website • Also increase signage throughout cities

– Tourists should be aware of languages spoken at particular hospitals

SUPPORT SYSTEMS HEALTHCARETourist Health Information

As of right now, the Single Health System (SUS) does not have to care for tourists outside of Emergencies (in which care may not be immediate)

• Private hospital have excellent medical facilities and immediate

services• Some hospitals may not take accept certain types of tourist insurance

and have to pay out of pocket• Tourists may not be reimbursed by their insurance company upon

returning home

Insurance Information

Need transparency of accepted insurance coverage on hospital websites

Tourist Health Information• Vaccinations

– Information on which vaccinations are required for particular areas in Brazil

• For example, some students given vaccinations for yellow fever although it is not required in Rio de Janeiro or Sao Paulo

• Time frame: – Some vaccination need to be given two weeks in

advance (e.g. Typhoid)– Lifetime/expiration of vaccinations


SUPPORT SYSTEMS HEALTHCARERecommendation

• Expand tourism website to include:- Location of multi-language and accredited hospitals- Information on insurance accepted by hospitals- Vaccination information

• Link health information websites to main tourism websites• Other information facets other than website:

- Tourism information call center- Pamphlets at hotel- Tourism information center at the Airports

• Maximize information distribution from ANVISA (National Agency of Sanitary Surveillance) to tourists

SUPPORT SYSTEMS HEALTHCARETranslation Services

• Currently, multi-language services are not available at most hospitals.

• Lack of multi-language services create a barrier for the tourists to get access to the health services.

• Example of multi-language services model available at the hospitals. Clínica Galdino Campos at

Copacabana

SUPPORT SYSTEMS HEALTHCARERecommendation

• Centralized translation services center to increase efficiency – Available to all hospitals and clinics– Will staff for languages according to tourist demographics

• Increase language training for hospital staff• Can outsource for languages not commonly spoken or

during peak tourism seasons

Childrens Hospital Los Angeles

SUPPORT SYSTEMS HEALTHCARETourist Access to Health Care Services

• Some countries do not have contracts for tourists to be treated at public Brazilian hospitals

• Also, some tourist health insurance coverage is not accepted at certain hospitals

• Tourists have the fear that if an accident occurs during their travel, they may not be cared for or if they are cared for, they may face financial ruin


Recommendation

• Increase contracting with overseas insurance providers (private system)- Blue Cross Blue Shield

• Ministry of Tourism: Increase international agreements for health reciprocity (public system)

• Temporary tourist insurance packages available for purchase upon arrival in Rio de Janeiro

SUPPORT SYSTEMS PUBLIC SAFETY AND SECURITY

1. Lack of tourist safety information

2. Shortage of translation services

3. City environment is conducive to high crime rate

SUPPORT SYSTEMS SAFETY & SECURITY

SAFETY AND SECURITY ISSUES

Tourist Safety Information• Tourists have misconception about safety in Rio de

Janeiro due to negative media images

• Information exists about safety in Rio de Janeiro, but the information is difficult to find


• Zoning Safe Areas– Tips on visiting particular sites

• Examples:– Avoid walking in certain

areas (must go by taxi) -you can walk in Copacabana but you need to be alert in areas of Flamengo

• Increase awareness of current safety information– Phone number and locations of

tourist police– Increase publicity of Rio Prefeitura

website

Recommendation SUPPORT SYSTEMS SAFETY & SECURITY

Translation Services• There is a tourist police in Rio de Janeiro, but the

police are not equipped to assist all tourists because of communication barriers


SUPPORT SYSTEMS SAFETY & SECURITY Recommendation

• Use Phraselators: Advanced language translators– Prerecorded phrases in

multiple languages (224 languages available for use in Los Angeles City)

– Increase foreign language proficiency: Language training classes

SUPPORT SYSTEMS SAFETY & SECURITY City Environment

• Many areas in the city are not maintained and have poor lighting which makes tourists feel unsafe and leaves them vulnerable

• Tourist police are on duty but there is little planning involved in their placement

SUPPORT SYSTEMS SAFETY & SECURITY Recommendations

• Increase city lighting– Motion-censored lights– Shown to decrease crime – Reduce deformation of city

sites• Broken Window Theory-

James Q. Wilson– Public property damages

increases apathy, which is correlated to increased crime rates

– Destruction of infrastructure facilitates future crime


Recommendations (cont’d)• Emergency Stands

(University of Southern California Security Model)

Recommendations (cont’d)• Strategic placement of police officers throughout city according to crime density

-Model after CompStat, New York Police Department

•Community Policing Model


MARKETING

KEY CONCEPTS1. Focus areas:

• Health, Transportation & Safety Resources for travelers• Encourage participation and collaboration through marketing incentives• Overcome negative perceptions about travel distance to Rio and safety concerns• Continue to justify tourism as a primary focus for decision makers

2. What we’re marketing:• 5 key areas of tourism (Mtur): Sun/Beach, Culture, Ecotourism, Sports, Business/Event• 5 key destinations: Paraty, Rio, Petrópolis, Angra dos Reis, Búzios

3. Who we’re marketing to (5 languages): • Portuguese (Brasil, Portugal)• Spanish (Argentina, rest of Latin America, Spain) • English (North America, United Kingdom)• French (France)• Japanese (Japan)

MARKETING CONCEPTS

MARKETING & PROMOTION

“Sensational Brasil Verde Legal” CampaignInternal - Raise awareness about environmental concerns and encourage collaboration and participationExternal – Increase tourism to Rio

“We Are Carioca” CampaignInternal - Increase awareness of environmental, social, and cultural best practices to build excitement and increase excitement and participation in tourismExternal – Overcome limited perception of Rio

CAMPAIGNS

CAMPAIGN PIECES • Public Relations (No to Low Cost)

• Building Trust in Verde Legal• Online Resources for media to earn free coverage• Promote current Eco & Social Tourism• Leveraging upcoming major events• Social networking online• Placement on independent travel sites

• Paid Marketing (Low to Medium Cost)• Maintaining braziltour.com.br to a 2.0 site• Sustainable adjustable print materials

• Informational Systems (Medium to High Cost) • Signage• Information Kiosks Centers• Mobile communication

MARKETING CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

Building Trust in Verde LegalMARKETING CASE STUDY

Source: http://www.newzealand.com/travel/qualmark/qualmark_home.cfm

New Zealand Qualmark CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

Paris, France

Source: http://en.parisinfo.com/press-and-travel-trade-information-centre-/

MARKETING CASE STUDY Online Resources for Media

CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

ANDA Brasil

Source: http://www.andabrasil.com.br/?q=panels/calendar

MARKETING CASE STUDY Eco and Social TourismCAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

NY Times Travel

Source: http://travel.nytimes.com/

MARKETING CASE STUDY Earned Media Coverage


MARKETING CASE STUDY

Source: http://www.fifa.com/worldcup/destination/index.html

2010 FIFA World Cup South AfricaLeveraging Major Events


Rio & FacebookMARKETING CASE STUDY Social Networking Online

Source: http://www.facebook.com/s.php?ref=search&init=q&q=rio%20d%20janeiro


Independent Tourism Site l Planet Eye Rio Guide (regular feature)

Source: http://therioguide.planeteye.com/

MARKETING CASE STUDYCAMPAIGN “SENSATIONAL BRASIL – Verde Legal”


Source: http://www.pluckyblond.com/wp-content/gallery/portfolio_smooth/port_epiphany.jpg

www.Braziltour.com1.0 Tourism Site


New Zealand | Promotional Video

Source: http://www.newzealand.com/travel/International/

MARKETING CASE STUDY 2.0 Tourism Site




2.0 Tourism Site

New Zealand | Travel Planner CAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

MARKETING CASE STUDYNew Zealand | 2.0 Add-Ons

…ALL of these features are on the HOME PAGE

2.0 Tourism Site



New Zealand | Transportation

Source: http://www.newzealand.com/travel/getting-to-around-nz/transport/transport-home.cfm

MARKETING CASE STUDY 2.0 Tourism SiteCAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

Source: http://www.planeteye.com/Map.

Planet Eye Mapping Feature

2.0 Tourism SiteMARKETING CASE STUDYCAMPAIGN “SENSATIONAL BRASIL – Verde Legal”

Planet Eye Travel Pack

Source:http://www.planeteye.com/member/brettany/travelpacks/create

2.0 Tourism SiteMARKETING CASE STUDY



Customizable Brochure in 5 LanguagesAdjustable Print Materials

Cover with History, Top Destinations, Translated Phrases, Map, Transportation, Health & Safety, About the Verde Legal Logo

Special Inserts with focusing on types of tourists:eco, beach/sun, event, sport culture




PostcardsAdjustable Print Materials


Signage

Source: Brettany Shannon


MARKETING CASE STUDYRecycling Bins at Corcovado

The LighthouseScotland's Centre for Architecture, Design &the City

Source: http://www.flickr.com/photos/apolaine/1294206594/in/photostream/


MARKETING CASE STUDY Signage

2008 Beijing Olympics

Sources, clockwise from top: http://www.flickr.com/photos/beijinglives/61781844/sizes/m/, http://www.flickr.com/photos/dragonpreneur/2850799454/sizes/o/, http://www.flickr.com/photos/beijinglives/61782075/


Information KiosksMARKETING CASE STUDY




MARKETING CASE STUDY Mobile Media




MARKETING CASE STUDY Call Centers

CAMPAIGN PIECES • Public Relations (No to Low Cost)

• Building Trust in Verde Legal• Videos on social networking sites• Raising awareness about microfinance opportunities

• Sector Capacity Building (Low to Medium Cost)• Language training for cab drivers• Educational opportunities

MARKETING CAMPAIGNCAMPAIGN “We Are Carioca”

Canadian Molson’s “I Am Canadian” Campaign

Sources, left to right: http://images.google.com/imgres?imgurl=http://www.thai-software.com/Doug/IAmCanadian/I-am-Cdn-2.jpg&imgrefurl=http://www.thai-software.com/Doug/IAmCanadian.html&usg=__-i63EK5x3HP1KOIuMqZYMMDVWYc=&h=240&w=320&sz=8&hl=en&start=19&sig2=o6cUpek1Qe7Xfbl5HmJKeg&um=1&tbnid=w7bIu4V8Uqvd2M:&tbnh=89&tbnw=118&prev=/images%3Fq%3D%2522i%2Bam%2Bcanadian%2522%2Bmolson%2Bad%26ndsp%3D18%26hl%3Den%26client%3Dfirefox-a%26rls%3Dorg.mozilla:en-US:official%26sa%3DN%26start%3D18%26um%3D1&ei=ld0mSrCqGqXUlQf3yeTdBw, http://presentationzen.blogs.com/photos/uncategorized/joe_text.jpg

CAMPAIGN “We Are Carioca”

MARKETING CASE STUDY Civic Pride

http://www.youtube.com/watch?v=BRI-A3vakVg#http://www.youtube.com/watch?v=BRI-A3vakVg

CONCLUSION

Opportunities:

• Information Technology expansion• Improving international marketing strategies• Emphasizing tourism as a economic contributor• Carioca pride• Implementation of collaborative processes among actors• Transportation and Infrastructural improvements• Health and safety• Environmental awareness • Global visibility via the 2014 World Cup

CONCLUSION2014 World Cup- If these suggestions are considered and the appropriate policies are implemented within the next 5 years, Rio de Janeiro will be able to showcase a new attractive image to the world

- The World Cup will provide Rio with unprecedented visibility and is unquestionably the ideal vehicle for redefining the City and State.

- We believe that these changes and this event can act as a catalyst for sustainable tourism growth in the years following the event

- As proven by Barcelona, Sydney, and Beijing, international sporting events help shape global perception, infrastructure, and facilitate tourism growth

- Follow and build off of current model put in place by the 2010 World Cup in South Africa and the 2008 Beijing Summer Olympics

CONCLUSION

We consider this project to have been a distinct privilege and are grateful for the opportunity to learn about the Brazilian culture and perhaps shape its future.

Overarching Themes:• Sustainability• We Are Carioca• Potential opportunity from 2014 World Cup• Connecting Rio with itself and the World• Healthy, happy, and safe Cariocans and tourists• Creating an inviting and happy Rio image

PROFESSORSPeter RobertsonJonathan Speier

ACKNOWLEDGEMENTSGUEST SPEAKERS

Prof. Flavio Carvalho de VasconcelosProf. Alexandre FariasProf. Eduardo MarquesProf. Luiz Estevam Lopes GonçalvesProf. Luiz Gustavo BarbosaProf. Elizabeth ColumaMr. Gérard Bourgeaiseau, Mr. Álvaro Bezerra de Mello, Prof. Lamounier VillelaMr. Roberto PascarellaProf. Marly MottaDr. Paulo Hargreaves Mr. Liberato PintoMr. Andre Coelho, Ms. Laura Monteiro, Ms. Valéria LimaMr. Marlos Lima, EconomistProf. José Cézar Castanhar

Prof. Angela SimõesProf. Armando CunhaProf. Bianca Freire-MedeirosMr. Marcio BarbosaMs. Luana D AraujoMs. Monica DeluquiMs. Mariana RodriguezMarly Silva da MottaCouncilwoman Aspasia CamargoMr. Terrance Gallagher

Hotel Novo Mundo

SOURCES(2009). "Citywide Transit Integration in a Large City: The Case of the Interligado System, São Paulo, Brazil." Transportation Research Board. 02 06 2009

<http://pubsindex.trb.org/document/view/default.asp?record=881744>.Beijing Olympic Action Plan. (2008). http://en.beijing2008.cn/59/80/column211718059.shtml. Bramwell, Bill & Bernard Lane (eds.) (2000). Tourism Collaboration and Partnerships: Policies, Practice and Sustainability. Clevedon: Channel View Publications. Brazil. Ministry of Tourism. Mtur. (2008). Mensagem Da Senhora Ministra Do Turismo. By Roberto Pascarella. Ministry of tourism. http://www.turismo.gov.br/. Consortium for Service Innovation. (2002). The Adaptive Organizational Operational Model: Version 2.0. www.serviceinnovation.org. Cycling in Paris and the Ile de France Region. (2007). Maya. http://www.mayq.com/Cycling_out_of_paris/Text_from_paris.htm#RentingBicyclesParis.

Duran, Pere. (2002). “The Impact of the Olympic Games on Tourism, Barcelona: The Legacy of the Games 1992-2002.” Turisme de Barcelona Consortium. http://www.recercat.net/bitstream/2072/4221/21/CAP_17_The+impact+of+the+Olympic+Games+on+tourism.pdf.

Halme, Minna. (2001). “Learning for Sustainable Development in Tourism Networks.” Business Strategy and the Environment. 10 Hidalgo, Dario. (2009). "Citywide Transit Integration in a Large City: The Case of Sao Paulo, Brazil." EMBARQ Network, Slideshare.net. 02 06 2009

<http://www.slideshare.net/EMBARQNetwork/citywide-transit-integration-in-a-large-city-the-case-of-sao-paulo-brazil-presentation>.Jun Ryu, Kwang. (2009) A Framework for Understanding Collaborative Governance. Independent Research.

Lima, Valeria. (2009) Tourism Regionalization Program in the State of Rio de Janeiro. Presentation Madsen, Wayne. 02 24 2008. "Is the time ripe to privatize our urban mass-transit systems?" Daily Camera. 02 06 2009 <http://www.dailycamera.com/news/2008/feb/24/no-

in- real-cities-like-santiago-and-london-has/>.

McKibben, Bill. (1999). "Curitiba: Story of a City." YES! Magazine Summer 1999: Cities of Exuberance. 02 06 2009 <http://www.yesmagazine.org/article.asp?ID=1258>.

OW2 Consortium. (2008). “Beijing Transportation Information Center Improves Traffic in View of the 2008 Olympic Games with Xservices from OW2.” http://www.ow2.org/xwiki/bin/download/NewsEvents/SuccessStories/OW2-CS-Xservices-Beijing.pdf.

Robertson, Peter. (2006). Governance in the Postmodern Era: Implications of an Ecological Worldview. Presentation. Rodrigues, Mariana. (2009) Tourism Development Strategy in the State of Espiritu Santo. Presentation.

SOURCESRyan, Joyce. (2009). “Handicap Accessible Transportation in Barcelona, Spain.”

http://www.associatedcontent.com/article/1549723/handicap_accessible_transportation.html?cat=16. TCRP. "Curitiba Brazil BRT Case Study." BRT Case Studies. 02 06 2009 <http://gulliver.trb.org/publications/tcrp/tcrp90v1_cs/studies.pdf>.

"The slow lane; Chile.(Chile's botched transport reform)." The Economist. 09 02 2008.

World Travel and Tourism Council (2006). " Brazil to refocus on tourism growth." 03 06 09 <http://www.4hoteliers.com/4hots_nshw.php?mwi=2405>. Yang, Zhongzhen. “Intelligent Tourist Bus System and its effects on modal spit between tourist spots”. Dept. of Architecture, Dalian University of Technology, Dalian, China. Zou, Deci, Wen, Huimin. (2005). “Beijing Urban Transportation Development and the Olympics Transportation Strategy.” Chinese Academy of Engineering and Beijing

Transportation Research Center. http://www.up.ac.za/academic/civil/satc/storage/session_3a.pdf.

THANKYOU OBRIGADO

VERDE LEGAL Opportunities for Sustainable Tourism in the State of Rio de Janeiro.

Documents

Transcript of VERDE LEGAL Opportunities for Sustainable Tourism in the State of Rio de Janeiro.