Brazil, South America’s
largest nation, has many natural and cultural treasures that are popular among
foreign visitors.

The country is home
to the largest rainforest on Earth. It has sandy beaches and beautiful
flat-topped mountains. The dance and music of samba was developed there. And
the country has many towns built by the Portuguese during colonial times.

But, Brazil has a
tourism problem. The Ministry of Tourism says only 6.6 million foreigners
visited Brazil last year. That is about half the number that go to the small,
island state of Singapore.

Vinicius Lummertz is
the president of Brazil’s tourism board, Embratur. He says, "The highest
gap between potential in tourism in the world and what's been realized so far
is Brazil."

The government is now
proposing measures aimed at nearly doubling the number of foreign visitors to
Brazil in the next five years. The government plan includes a law to permit 100
percent foreign ownership of airlines. The goal is to increase the number of
flight routes and lower the cost of travel.

The government also
will permit citizens of the United States, Canada, Japan and Australia to apply
for visas online, instead of at a consulate, or diplomatic office. The
government hopes less costly air travel and an easier visa process will deal
with some criticisms about Brazil from tourists.

But some tourism
professionals say the government does not yet have a clear plan to persuade
people to come to Brazil. They add that Brazil is not doing a good job reaching
modern global travelers who research trips and make reservations online.

Government officials
hope to double their investment in tourism promotion efforts. Last year, the
tourism board had a $16 million budget. The agency said that was much less than
the amounts spent by other South American countries.

Lummertz says the
government's plan will help promote Brazil to other countries. But he adds that
the nation is still struggling to overcome many years of isolation. He says
Brazil remains one of the most closed economies among large developing nations.

Those issues also
have affected tourism. For example, high import taxes make the country costly
for travelers to visit. The taxes also reduce the quality of goods and services
available.

Brazil has other
problems, too. It has one of the highest murder rates in the world. And the
disease Zika which is carried my mosquitos and has been linked to birth defects
is also a risk.

But Brazilian
business owners say these issues must be put in context.

Emmanuel Rengade is a
hotel owner. He says tourists are not likely to visit areas where most of the
crime happens. He also points out that the number of Zika cases this year has
fallen. The government recently said the Zika emergency had ended.

And, they say, discussions
about Brazil’s problems ignore the one thing tourists like best about Brazil.

Surveys show that
tourists love the people, who are known for being carefree and welcoming.
Pauline Frommer is another tourism professional. She says that “anybody who goes
to Brazil comes back loving it.”

I’m Jonathan Evans.