Turismo e imagem internacional do Brasil no governo Lula

Abstract

This thesis inquires if the government of Luiz Inácio “Lula” da Silva used the Tourism to project Brazil’s international image. Such thinking comes from a context of great dynamism in the Brazilian Foreign Policy (Política Externa Brasileira – PEB) - which was entitled “lofty and active” - added to the significant changes in domestic policy and also being mindful that, according to the literature, the tourism sector owns potential that goes beyond the reductionist view of economy, a philosophy in which this sector is often included. The research is characterized as exploratory and descriptive with a qualitative approach, using the analysis of secondary institutional material by means of management reports, government programs, legislation and transparency portal, as well as the content analysis of interviews made available by digital means like the former president and his representatives’ speeches, (Celso Amorim for instance - minister of Foreign Affairs at that time) registered in the Ministry of Foreign Affairs overviews between 2003 and 2010, and interviews with representatives of the Ministry of Tourism, the Brazilian Tourist Board (Embratur) and the Ministry of Foreign Affairs. This study aimed to collaborate with a base for consultation, so the rulers can comprehend the potential of tourism on foreign policy actions to contribute to building a country’s positive image, mainly – but not exclusively – for countries in eventual economic and political instability, being able to find on tourism a counterpoint to its negative image.