BRAZIL'S PUBLIC DIPLOMACY: ENHANCING TOURISM SECTOR THROUGH AQUARELA PLAN 2020 AS NATION BRANDING FOCUSING ON 2014 FIFA WORLD CUP HOST (2009-2014)

Abstract

Brazil, a rising power country in the world, that is still undeniably experiencing growing pains in social issues such as education, public services, and health is a major issue that the government is struggling to handle. As a country with samba and football as its main culture, Brazil seeks to enhance its tourism sectors by the hosting of 2014 FIFA World Cup as one of mega sport event in the world. This thesis analyzes how government of Brazil applied its Public Diplomacy through the diplomacy of sports using the 2014 FIFA World Cup as the instrument to attract tourists in terms of increasing the volume of tourism to Brazil, both internationally and domestically. Hence, Brazil use this as a golden opportunity to attract incoming tourist as nation branding by building the infrastructure and promoting Brazil through their public diplomacy. By using the qualitative analytical research methods, this study hence is aiming to analyze the strategy of Brazilian Government in implementing its public diplomacy to attract incoming tourist through hosting 2014 FIFA World Cup. The main focus of this study is the implementation of public diplomacy in Brazil for the primary purpose of attending the FIFA World Cup. This thesis uses the theory of Constructivism, Public Diplomacy, Sport Diplomacy on mega events, and Nation Branding as its tools to analyze the incoming tourist phenomenon in the hosting of mega sport events. Materials and data for this thesis were obtained from the official publication of the Government, official statement from the government of Brazil, its ministries and FIFA. This thesis also uses Journals, Books, and News related to public diplomacy, sports diplomacy, and the 2014 FIFA World Cup.