The Federal Republic of Brazil is a vast expanse of natural beauty that is just waiting to be discovered by foreign tourists. The country has what foreign tourists want: miles of deserted beaches, unspoiled natural beauty, a vibrant people and culture, and an infectious lightness of heart. Foreign tourism is strong, but has the potential to skyrocket off the charts. Why has this not happened yet? It is a promotional issue in that most foreign tourists have not been informed yet of the splendor that awaits them. Thus, the federal government has initiated a promotional branding campaign with the goal of showing the beauty of Brazil to the world.

Such efforts are a good start, but deep challenges exist that must be overcome if the foreign tourism industry is to reach its massive potential. Some of these issues are more societal and others are simply a result of a lack of attention. Nevertheless, the federal government faces a considerable task as it must fight the tourism battle on two fronts. Internationally, it must continue to push ahead with its branding campaign in order for the world to see Brazil in the best possible light. Domestically, it must deal with the various problems faced by the foreign tourism industry. If successful, the future of foreign tourism in Brazil is certain to be bright.