Goal to Brazil, the promotional campaign for the 2014 FIFA World Cup Brazil™, kicked off in the Chilean capital, Santiago, with an event attended by representatives from the Brazilian government, the 12 host cities and their respective states.

Brasilia, Brazil’s capital city, was the focus for the showcase event at Hotel W in Santiago. The event was held to promote the attractions on offer for fans who visit the South American country during the FIFA World Cup in 2014.

The event featured an engaging exhibition for the more than 400 guests present, which included officials, tour operators and investors. Guests also enjoyed typical Brazilian food and music, admired traditional clothing and saw a scale model of Brasilia's Eco Arena.

The touring exhibition, organised by the Brazilian Tourism Institute (Embratur), aims to promote the country’s culture and tourist attractions, using world football’s showpiece event as a platform. It will travel to a further 13 cities in America and Europe between now and May 2013.

Flavio Dino, president of Embratur, explained why the Chilean capital was chosen as the starting point for the tour: “Chile is the sixth biggest source of tourists visiting Brazil, and one of our objectives with the World Cup is to broaden Latin American integration. In addition, we are making progress with the Pacific-Atlantic corridor that will link Antofagasta (northern Chile) with Parana (southern Brazil)”.

Another Brazilian dignitary at the event, Luis Fernandes, executive secretary of the country’s Ministry of Sports, added: “The World Cup that Brazil won in Chile in 1962, the second in their history, is still remembered for the affection that was shown towards the national team. We want to repay that by welcoming Chile with open arms. The 2014 World Cup will not be complete without the Chilean national team, and hopefully they will reach the final against Brazil,” he said of La Roja, who are currently top of the South American qualifying table.

Great expectations
Brazil expects to welcome 600,000 foreign visitors during the FIFA World Cup in 2014, with an even more striking estimated figure of three million domestic fans likely to travel to host cities to watch the matches.

One of the day’s presentations was given by Jean-Edouard Courcier, FIFA’s director of hospitality services, who revealed figures related to the ‘fan experience’ ahead of Brazil 2014. Notable figures included the 3.2 million tickets available for the 64 matches of the tournament, to be held from 12 June to 13 July 2012. The tickets will be sold via FIFA.com.

Courcier also highlighted the four hospitality programmes created for Brazil 2012 – “Aquarela Series,” “Final Round Series,” “Venue Series” and “Team Specific Series” – and spoke of the various activities planned for fans both inside and outside of the stadiums, united under the slogan “All in the same rhythm.” Courcier noted that at South Africa 2010, a FIFA survey revealed a 97 per cent satisfaction rate among stadium-goers – a figure the organisation is hoping to surpass in Brazil.

The Brazil 2014 host cities also had the chance to show what they have to offer over the weekend, following the launch of the “Expo F11 Vive Futbol” themed fair. The event in the Chilean capital drew 20,000 visitors, who were won over by the charm of the Brazilians.