To better understand Brazil's stance on visas, the country's law states that travel restriction rules for Americans are based on a concept of reciprocity. This means for any travel restriction that the US government imposes on Brazilian travelers, the Brazilian government will impose on American travelers. Sounds fair, right? Perhaps, but should pride get in the way of such great potential for foreign revenues?
A few years after I moved to Brazil, my wife and I opened a travel agency. We lived near an environmental jewel called the Pantanal. After contemplating with my father-in-law and others, we decided that the market would definitely be strong for travel packages to this destination. I was sure that with the right marketing Americans would flock there.
Maybe I was naive. However, soon after opening up for business we found that our packages were significantly more expensive than for other similar destinations like Costa Rica. Now, we weren't being greedy. Our markups weren't that high, and we kept our costs low by using freelancers as opposed to full-time employees. Even so, the restrictions and added costs were a clear deterrent for us to make sales. One of the main deterrents were travel visas.
Besides the costs of visas, which are actually small when compared to the cost of 7 or 10 day all-inclusive nature packages, getting a visa can be complicated and time consuming. In some regions, travelers need to physically travel to a consulate for approval. Others need to fill out forms and pay additional mailing fees.
Temporary waiving of visa restrictions for a one off sporting event is short term thinking. In order for Brazil to prop up its tourist business - a business that could be worth billions more if done correctly - it must suck up its pride and make traveling to its country cheaper. Despite the stereotypes of American travelers, the population of no other country travels as much as the United States. Furthermore, Americans love to spend money and do so in the world's most fungible currency.
Recently, I attended a travel fair and read and heard many people discussing how to attract more travelers. By the end of the day, I came to the same conclusion I had come to years before, while operating my travel agency.
It's all about the money. Make it cheaper - and less cumbersome - and you'll see the travelers start flocking in.
Here's to hoping that temporary benefits bring permanent changes in Brazil's travel restrictions on Americans.
Read more about Brazil waiving visas for the Olympics at Conde Nast Traveler
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