Last updated: 11:26 AM ET, Wed June 03 2015

Lummertz Named Embratur Chief Under New Regime

Destination & Tourism | Brian Major | June 03, 2015

Lummertz Named Embratur Chief Under New Regime

PHOTO: Rio de Janeiro will host the 2016 Summer Olympics. (Courtesy of Embratur)

Brazil’s Tourism Board (Embratur) named Vinicius Lummertz, a former official at the country’s Ministry of Tourism and one-time secretary of tourism for the city of Florianopolis, its president this week. Lummertz replaces Vincente Neto, who had headed the agency since March.

Lummertz’ appointment to the post follows the April naming of Henrique Eduardo Alves as Brazil’s new tourism minister by Dilma Rousseff, the country’s president. Alves is a former speaker of Brazil’s House of Representatives and replaced Vinicius Lages, who had been tourism minister for 13 months.

Lummertz’ background includes significant experience in Brazilian tourism policy work. Most recently the Tourism Ministry’s national secretary of tourism policies, he “led the process of elaboration of the National Marketing Plan,” according to an Embratur statement.

“He has helped transform the sector into one of the main industries in...Brazilian economic development,” said officials in the statement. Lummertz is also credited with authoring the Tourism Ministry’s National Tourism Plan as head of its policy secretariat.

"Lummertz has a consistent legacy for tourism and engages daily in innovating the industry, bringing together entrepreneurs and public agencies forces,” said Alves in the Embratur statement. “Now he has a great task ahead. We have to modernize Embratur to position Brazil as one of the best destinations in the world."

Specifically, Lummertz will be expected to “lead the process to modernize the local authority management model,” under Alves. The shift will enable “a more aggressive marketing strategy for international promotional activities,” said Embratur officials.

Rouseff has said Brazil faces “an extraordinary challenge” in preparing for the 2016 Olympic Games in Rio de Janeiro, saying the event “will lay again the country in the global focus."

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