Gustavo Tutuca, Secretary of Tourism of the State, provides for consolidation of the event ‘Everyone in Rio’ as an annual attraction in the state calendar
Unlike 2017, she came! The American singer arrived in Brazil for a single free show in Copacabana, NO, as part of the project Everyone in Rio. Estimated to gather more than 1.6 million people on the carioca waterfront, the event promises to be one of the greatest career of the artist – and also a milestone for tourism and state economy. According to the State Secretary of Tourism of Rio de Janeiro, Gustavo Tutucathe direct impact on the local economy can exceed R $ 600 million. “This number contemplates not only the movement in the sector, such as hospitality, bars, and transportation, but also the reflection in the creative economy and informal trade,” explained the secretary.
To meet the large flow of tourists, the Secretariat of Tourism has been active in partnership with state, municipal and tourist trade bodies. In addition to reinforcing security forces and urban planning, the program includes promotional actions that invite visitors to stay in Rio de Janeiro, as the secretary highlights: “Our focus is to make the tourist extend his stay in the state and also know the interior. In the summer booth #tônorio, we promote the 12 tourist regions, with visual experiences, distribution of promotional material and direct contact with the public.
Media exhibition is also seen as a strategic opportunity. With live broadcast on open TV, the event projects the image of the river as a safe, diverse and well structured tourist destination. “The impact of spontaneous media goes far beyond the expected R $ 600 million direct economic impact. The transmissions show not only the show, but also the natural beauty, structure and ability to organization,” says Tutuca.
The initiative also aims in the future: the government already plans to consolidate the Everyone in Rio as an annual event. “We have already confirmed three more consecutive years, which allows the state to plan in advance, expanding the economic impact,” says the secretary. With investment R $ 15 million By the State Government, the public-private partnership model is highlighted as fundamental to the viability of the show. The expectation is that every R $ 1 invested returns R $ 6 to the economy of Rio de Janeiro, boosting the policy of large events as a tourism engine.
Among the security and well-being actions, the plan includes reinforced policing, monitoring with face recognition cameras, public dispersion support, medical care and urban mobility. Planning is based on previous operations, such as the show of In 2024, Oeo. “The success of the operation at Madonna’s show has shown that Rio has a technical capacity and structure for big events,” points out Tutuca. “With the Lady Gaga show, we expanded the promotion and strengthened the joint work to ensure an unforgettable experience for visitors.”
The presence of Lady Gaga Not only do you excite fans, but also reaffirms the Rio de Janeiro as a showcase from Brazil to the world and stage of global cultural experiences. The event strengthens tourism as one of the pillars of the state’s economic recovery by attracting visitors to a democratic space for access to culture.
