Tourist Destination in Northeast Brazil: Tourism in Alagoas

Interview with Danielle Govas Pimenta Novis, Alagoas State Secretary for Tourism

What are your biggest goals when it comes to developing tourism in Alagoas?

Alagoas is geographically a small state but it has a big diversity of attractions. One of our goals is to position Alagoas as one of the top tourism destinations in Brazil and in the world itself.

We don’t want to be just one more tourism destination; we want to be a destination with high quality standards and that involves working on our strategy: to attract investment into the state, to have a vision of tourism as a priority economic development axis. For that to happen, we need to have a medium to long term view of the sustainability of the activity.

We need to have interaction within the government, but also an interaction with the private sector to assure we have the 3 pillars – economic, social and environmental – very well structured, to make sure this activity is sustainable and sustained.

What projects would then be focused on by the strategy?

In terms of projects, since the tourism offer of the state has grown with the establishment of 15 new hotels in the last 3 years, we need to provide the state with the necessary basic and tourism infrastructures. You can´t think of having more tourism infrastructures if you don’t have the proper basic sanitation, roads and adequate tourism projects. So, we need to invest in projects that will bring the basic infrastructure into municipalities and (next) tourism destinations.

Is there any space for foreign investment in these projects?

There are a number of projects that are being carried out now by the government: the state in going to get loans from the World Bank, the Inter-American Development Bank and the BNDES. One of the biggest projects is a pilot project in one of those privileged areas called “Rota ecológica”; this area has 14 extremely exclusive Pousadas de Charme (charming lodges) – one of which has been prized in London as the best lodge in Brazil and it’s called Pousada do Toque.

There are series of projects and 70% of the projects are tourism projects. With the growth in tourism, we have to build basic sanitation, roads, and access. They are projects that were well thought through so that all tourism locations are surrounded by properly established infrastructure.

Another one of your goals is to increase the number of tourists. What are you doing in order to promote the state?

Alagoas is already a leisure tourism destination. What we have to address in a deeper way is the events / business tourism (MICE tourism). We have a convention center that is being constructed with air-conditioning and many of the new hotels already have their own convention centers. We are present in circa 60 to 70 events each year to promote Alagoas and we also use the press to promote the state and its leisure and MICE tourism destinations.

What type of business events occur currently in the state? Can you give us some examples?

This week, for example, we are hosting a Pan-American architectural event with the presence of 41 countries.

We apply to be the ones to receive technical and scientific events: medical, juridical and business events. Only this year we had more than 38 medium to large size events in Alagoas.

You travel a lot throughout the world to promote the state. What perception of Alagoas does the world have?

Our promotion strategy is very dynamic: we work a lot on what is happening in the world. For Alagoas, the main markets are the ones in South America. We will promote Alagoas in several places where we know the tourist will have the means and will to visit Alagoas.

Which are the flights that normally arrive here?

We have flights from Portugal, Argentina and Chile. There are also flights from Italy but the number of these flights has decreased due to the economic crisis. Yet our greatest market is the domestic one.

What image do Brazilians have about Alagoas?

Alagoas is an exclusive destination. It has one of the best beaches in the country; Maceió has the more pleasant urban edge. We are a healthy destination, we are not part of the sex tourism route, and we intend to keep it that way. Alagoas is a family destination.

Alagoas is considered to be the most violent state (per capita). Does that effect a lot the state’s image?

The security factor is not the main requirement for people that want to travel. I know what is shown on TV, but I can tell you I feel safer here than in many other Brazilian states or places in the world. We had a meeting with the security authorities concerning the upcoming season, and we indicated the spots and locations that need more security and we talked about ways to minimize some of these problems. Until today, the violence numbers haven’t prevented tourists from coming here.

Honestly, we didn’t notice or feel that insecurity. Is it localized?

Yes, it’s perfectly localized and we can pin-point it. It happens mainly in the suburbs, and it’s mainly perpetrated by young black men that use drugs.

When the town is filled with tourists, it catches the attention of criminals, but we have preventive measures. Last years, for example, we had 114,000 cruise tourists and there was no reported case of robbery.

What is your dream for the state in 3 or 4 years from now?

For the next 3 or 4, or maybe 10 years, I would like to see all the basic sanitation and accessibility projects implemented. I would also like to see the state’s image as an exclusive destination. All of that made with high concern for the environment which is a weakness in Brazil, and not just Alagoas.

Tourism can generate employment; it can promote social inclusion (one of our greatest challenges in Alagoas) and improve the quality of life.

We also want to see new companies coming alongside the growth of the tourism sector in Alagoas.

We want Alagoas to be a sustainable state through tourism and through the attraction of new ventures.

And what about the business event tourism?

When you have such a promotion strategy, it’s done for all segments: the business events segment, the corporate segment, the incentive segment. There is space for all segments, for all ages…