The Federal District Tourism Secretariat launched a on‑site campaign in hotels and tourist spots to capture visitors’ perspectives, after an initial survey was largely answered by local residents.
The Federal District Tourism Secretariat (Setur‑DF), together with the Institute of Research and Statistics of the Federal District (IpeDF), began a new strategic phase to understand the profile of those who visit the country’s capital. After recording more than a thousand responses to an online questionnaire, officials identified a bias: about 97% of participants live in the region itself.
To correct this and obtain more accurate data, the government will now bring the data collection directly to the field. The plan is to approach travelers in hotels, bars, restaurants and the city’s main monuments, ensuring that public‑policy planning for tourism is based on the experience of those coming from outside the Federal District.
Field strategy and milestones achieved
Engagement in the initial phase exceeded all expectations, totaling 1,180 completed forms in just four days, while the target was 480. However, the large volume of local residents made it necessary to shift course to meet the study’s core objective: to understand the spending patterns, motivations, and needs of tourists who drive the local economy.
Tourism Secretary Bernardo Antunes emphasized that the initiative aims to transform the capital into an increasingly attractive and professionalized destination. According to the manager:
Getting more than a thousand responses in just four days is a very positive result, but we also need to hear from those who come from outside. We will intensify our presence in the places frequented by tourists. These responses are essential to guide our investments and strengthen Brasília as a tourist destination.
Focus on niches and economic development
The survey aims to map the potential of segments that have been growing in the region, such as ecotourism, adventure tourism, and Brasília’s gastronomic itinerary. By understanding the visitor profile, it will be possible to direct private and public investments more accurately, optimizing the economic return for the service sector.
For Werner Bessa Vieira, director of IpeDF, the success of the initial digital mobilization serves as a foundation for the on‑site work now being implemented. The specialist emphasized the value of the data:
After four days of releasing the online questionnaire, we reached a total of 1,180 respondents, well above the expected number of approximately 480. The responses from non‑residents enhance the study by characterizing tourists and potential revenue sources for the Federal District.
The Federal District government expects that, by including the external audience, the final sample will provide a comprehensive snapshot of gaps and opportunities in tourism infrastructure. Based on the analysis of the consolidated results, new promotion guidelines for the Brazilian capital will be designed to strengthen the impact of the Brasília brand on the national and international stage.