names in the field of tourism and events are already feeling a comeback

For those who want to have fun, Rio is the “place” again. The city already has a program full of shows until the end of the year – for all tastes and which also marks the return of international tournaments – in pre-pandemic times. Not to mention it’s Rock in Rio, which sold out quickly – for Justin Bieber’s day, they “flew” in 12 minutes. The event is expected to bring 300,000 tourists to the city, raising the occupancy rate of the hotel chain to almost 100%. The accommodation sector is coming off a better-than-expected season, with a “summer” that has extended to a second carnival in April.

The climate is safe for tourism and entertainment. The French company GL events, which manages the Riocentro and Jeunesse Arena – the largest convention center and the largest stage in Rio, both in Barra -, reopens the hotel in the congress and trade fair space in June, with 306 apartments.

“There is no place like Barra. It should be called the city of events – suggests Milena Palumbo of GL events.

Dream Factory, which manages the programming at Marina da Glória, is preparing to launch, among others, the Rio Marathon in June and ArtRio in September.

However, corporate tourism, an important resource generator, as it moves an extended chain, is still moving slowly. But the announcement of the Web Summit, the largest technology meeting in the world, in a year’s time at Riocentro, ignites a sign of hope: the segment’s expectations are heading towards 2023.

– When it comes to tourism, we talk from taxi driver to executive. It is our main product, it must be looked at carefully – says Roberto Medina, the “father” of Rock in Rio.

“It simply came to our notice then sold”

Milena Palumbo, CEO of GL events in Brazil Photo: Agencia O Globo

“The entertainment market has an enormous capacity to react, because there is a repressed demand from both national and international tournaments. Jeunesse Arena no longer has a weekend available until the end of the year. It’s one show after another, some sold (exhausted). At Marisa Monte we had to open one more time. The pandemic has revealed that culture and entertainment are also essential for human beings, and people are eager to meet artists. It’s a different atmosphere than a tournament in a normal year. But what is magical in the world of entertainment is not repeated in the world of technical-scientific events and fairs. This segment needs a little more time to recover, as it is a more complex production chain. And the fairs have been severely affected by Rio’s business environment. It is a sensitive market, but extremely important because it generates a huge currency for the city. Today, Riocentro works with 50% of what we normally have for medium and large fairs, which need a year of planning and fundraising. For 2023, it is a higher demand, but we will not return to 100% yet, but to about 70%. Bringing a Web Summit to Riocentro is a great goal. Rio needs to work out a timeline. Thus, the hotel market is organized and does not depend on carnival and summer. ”

Milena Palumbo, CEO of GL events in Brazil

“We are a gigantic product”

Roberto Medina, entrepreneur who created Rock in Rio
Roberto Medina, entrepreneur who created Rock in Rio Photo: Roberto Moreyra / Agência O Globo

“We spent two years looking directly at the finitude. I thought that when the mask came off, people would rejoice. But that feeling hasn’t happened yet. And Rock in Rio can be that door to celebrate the reunion. It is a privilege to work on something that is an economic asset for the country and that, at the same time, touches the souls of the people. The world is very divided, stressed, and music is the meeting of the different, because joy has no side. Unfortunately, Brazil does not take the tourism sector very seriously, which is treated as an attraction to the economy. We are a gigantic product. In the state of Rio, the impact of the sector is R $ 27.5 billion per year. Carnival and Rock in Rio alone represent R $ 5.5 billion. And it is currency generated on the spot, unlike what happens in the industrial sector, where there is time for projects to mature. We are facing a recovery, I have no doubt. At Rock in Rio, we will have 85% of the capacity of hotels, or more. Among the tourists, there will be 300 thousand. Many believe that a party is an expense, and a bridge is an investment. The festival also represents more money for health and schools. And in Rio we have a hotel, natural beauty, welcoming people. Just open the door, light up the city and don’t miss this opportunity. ”

Roberto Medina, entrepreneur who created Rock in Rio

“Events keep hotels busy”

“I was detained for eight months during the pandemic. We resumed in November 2021, we thought that the end of the year will be wonderful, but then came the second wave of Covid. I did not close hotels, but the situation was very complicated. After a slow and gradual recovery, Rio culminated in an exceptional New Year’s Eve, with the hall full. And the carnival without carnival was 86% occupied. The royal carnival, with a parade on the Boulevard, had 81%. All this extended season was with high occupancy, especially in luxury hotels. Almost all guests are Brazilians, especially many high-income people. This segment of leisure tourism should continue to be heated in May, June, July and August, in the central area of ​​the city, because there will be many events in Rio. Basically national tourism, because the dollar remains high and the war in Europe affects the international. In addition, there are no air seats on the international network. In terms of corporate tourism, companies in general have suffered a lot. We notice the return of these events, but always with last minute appointments. But it will not always be so, this is due to the moment, because predictably you get better prices from suppliers. Rio needs to improve its commercial and business environment. These are the events that keep the hotels occupied: they make up 50 to 60%, depending on the location. And we only have hotels focused on that. And when you have events, you have a series of expenses that benefit an entire chain in the city. The return of leisure tourism is wonderful, but that is not enough. “

Alfredo Lopes, President of Rio Hotels

“This year is another year of recovery”

Fernando Blower, of the Rio Hotels
Fernando Blower, of the Rio Hotels Photo: Ana Branco / O Globo Agency

“In Rio de Janeiro, tourism has a huge impact on bars and restaurants, especially those in the vicinity of a concentration of hotels, such as Barra and Zona Sul, or tourist areas. New Year’s Eve and these two carnivals, although not what they were before the pandemic, have a psychological and behavioral aspect, to show a reaction. Domestic tourism is very strong now, but international tourism has not returned. We are glad that Rio is once again an exponent of tourism in Brazil. This year is another year of recovery, because in addition to the challenges of the pandemic we face today, such as liabilities and debt, there is also the pressure of costs and inflation, which will still last. In a difficult year in terms of spending, it is important to have other income. And tourism is an important vector on this basis. Rio still has a lot to do and improve. We are better today than we have been for years. We have greatly improved the overall image of the city and reduced bureaucracy. But the city is still far from an extremely attractive place. We have our pains, as in urban control, informality and public safety. Until we solve these problems, our ceiling will always be lowered. “

Fernando Blower, President of Sind. of Bars and Restaurants in Rio

“I am very optimistic about 2023”

“It simply came to our notice then. We are facing a super intense calendar this year with events that have been postponed to 2020 and 2021, which stimulate tourism and trade and generate jobs. Outdoor events, especially sports, festivals and concerts, are a high priority for the public at this time. The second half will be a very important period, as it will reflect the resumption of investment by brands that, naturally, were withdrawn until March and April this year. And now they’re starting to rebuild their investment in live entertainment sponsorships. I am very optimistic about 2023 as the year that is actually clean, from January to January, without any interference from a pandemic and with the full investment of the sponsors. The market as a whole has suffered a lot in these two years and is now looking to rebuild its production chain, cope with inflation and reduce the purchasing power of the public. Dream Factory has adapted rapidly in 2020, grown in 2021, and now, in this return of 2022, is investing in developing new live entertainment intellectual property and strengthening its business system. We believe in Rio and Brazil. ”

Duda Magallanes, President of Dream Factory

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