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International strategy puts Goiás in the competition for foreign visitors by targeting Latin American and European markets with the greatest potential for issuance, in an articulation that involves data, listening to the tourism trade, and regional actions to expand the state’s presence abroad.
With support from Embratur and Sebrae, Goiás has defined Colombia, Peru, Mexico, and the Netherlands as priority markets in the development of the state’s International Tourism Promotion Action Plan.
The initiative, coordinated by Goiás Turismo, seeks to expand the presence of Goiás destinations abroad and transform promotional actions into a real flow of foreign visitors.
Based on the guidelines of the Plano Brasis, the strategy follows the national international tourism marketing program for the 2025-2027 cycle.
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This model guides the promotion of Brazil outside the country using data, audience segmentation, and actions adapted to the characteristics of each federation unit.
Still under construction, the Goiás plan aims to strengthen destinations related to nature, culture, gastronomy, and regional experiences.
The proposal also targets increasing international tourism revenue, a point treated as part of the strategy to position Goiás more competitively in the external market.
Priority markets for tourism in Goiás
In the segment defined for Goiás, Colombia, Peru, Mexico, and the Netherlands appear as central audiences for international promotion.
Besides them, Bolivia was classified as an opportunity market, while Chile appears as a consolidated market for the state.
The United Kingdom, United States, and Portugal were also identified as essential markets in the international promotion strategy of Goiás destinations.
The guidelines were discussed at a meeting at Hub Goiás, in Goiânia, with the participation of representatives from the tourism sector, public institutions, business entities, associations, and federations linked to the activity.
During the debate, the Director of Tourism Development at Goiás Turismo, Daniella Barbosa, stated that the planning combines data and listening to the tourism trade to increase the state’s competitiveness.
According to Daniella, “the promotion of the destination needs to reflect our potentialities and dialogue with the interests of the priority markets identified by the Plano Brasis.”
The statement reinforces the attempt to align promotional actions with the interests of foreign travelers with greater potential for issuance.
Plano Brasis guides international promotion
According to Natália Soutosa, project consultant at the Getulio Vargas Foundation, the meeting gathered contributions on image promotion, demand conversion into tourist flow, and increase in international revenue.
According to her, the participation of sector actors helps define which actions should be prioritized in the construction of the state plan.
The president of the State Tourism Forum, Fernando Carlos, highlighted the importance of the Regional Governance Instances that integrate the Brazilian Tourism Map.
For him, this articulation enhances the conditions to promote the tourist potential of Goiás in a more organized manner and connected to the regions of the state.
Presented by Embratur as an evolution of the Plano Aquarela, launched in 2004, the Plano Brasis seeks to reinforce Brazil’s image abroad through authentic tourist experiences.
The program also values regional diversity and guides actions aimed at increasing the entry of international tourists and foreign exchange.
