Hosted by Rio de Janeiro’s tourism and adventure travel trade association, ACTA (Associação Carioca de Turismo de Aventura), and Brazil’s EMBRATUR, ATTA Director Chris Doyle provided a general session presentation during The International Forum on Eco-tourism and Adventure (FORÚM INTERNACIONAL DE ECOTURISMO E TURISMO DE AVENTURA) in Rio de Janeiro (Nov. 1, 2007).
While Doyle provided an adventure travel industry overview designed to bring common vision to the global adventure travel community, he specifically encouraged the more than 300 Brazilian travel industry conference delegates – mostly “Cariocas” (Rio de Janeiro’s locals) – representing adventure travel providers, travel associations, government, policy makers and students to accentuate the region’s assets and to move beyond the perceptual issues plaguing Rio. In the process, he outlined what the North American adventure traveler would likely be most interested in and provided steps to capturing the hearts and minds of would-be travelers.
Doyle encouraged Rio to avoid U.S.-ifying Rio, to avoid window-dressing treatments to attract adventure travelers, but instead to reinvigorate a futból-like pride among Cariocas about the actual potential of its unique and authentic tourism product (versus manufactured experiences), to re-tool and re-invest in more in adventure and sustainable travel product, and to revamp its marketing efforts to effectively capture and convey the true essence and soul of the region – Carioca culture and festivals, music, cuisine, history, and wildlife, along with its world-class urban rock climbing, wind sports (paragliding, parapenting, etc.), sea kayaking, trekking and more.