If you haven’t noticed by now, I’m sure you soon will – Rio de Janeiro is putting its mark on the map. Host to both the upcoming 2014 World Cup and the 2016 Summer Olympics, Rio is now in the global spotlight. As the first South American city to host the Summer Games, Rio has a lot to prepare for in order to ensure they are seen in favorable light. Tales of crime still plague the city, and many wonder if they can pull off two major global events.
What does this mean in terms of tradeshows? As an emerging market, this spotlight city is sure to continue to grow and host more global tradeshows over the years. Like other emerging markets, such as India or Mexico, navigating the cultural differences can prove to be difficult. Be open-minded and never assume that because it happens in the U.S., it will here.
Arriving in Rio is fairly easy. Customs isn’t difficult, and getting your baggage is fairly smooth. When you exit the airport, you easily can take a taxi that is lined up outside. Most do take major credit cards, but traffic is bad.
While traveling, do not believe your navigational system or Google maps. What I was told would take 30 minutes took close to two hours. Give yourself plenty of time to get back to the airport so you do not miss your flight. If you have a connecting flight through Sao Paulo, ensure your layover time is two hours or more. Switching terminals takes at least 30 minutes, and they line you up and parade you through as a group of people.
Staying in the Barra de Tijuca neighborhood is beautiful, and they have a vast array of name brand hotels to choose from on the beach. It’s about a 30-minute drive to the Rio Centro. Staying closer to the venue is not recommended for safety reasons. However, just because this is a nicer neighborhood to stay in, doesn’t mean you shouldn’t pay attention to your surroundings and belongings. Like in Barcelona, crime is rampant. Do not carry all of your cash, credit cards or IDs on you all at once.
The entire area is economically depressed. You will notice people selling water, candy and other sundries from the highway. It is best to keep driving and do not purchase any of these items. Also ensure you stay out of the Favela or ghetto.
Once on show floor you will find yourself with a myriad of other challenges. Ensure you are dressed properly. No sandals during construction days and no shorts. They will forbid you entering. Hard hats are required. Your stand builder may provide for you, or you can rent one for 10 Reals a day. One Real is equal to about 50 cents in the U.S. There is a lot of actual building and heavy-duty construction on the show floor, which is why they are so strict on these safety items.
Flexibility to make changes on the fly is lacking. Ensure you have everything preplanned, or you may have to go without. If you need special tools for standard nuts and bolts instead of metric to work with your product, it is a good idea to bring those on your own. They don’t keep things on hand, even pliers. So be specific if you need any of these items.
Ensure you have all of your badges ordered before arriving. They are very strict on credentials and do not speak a lot of English, which can cause a bit of frustration if you need something extra or special. Also, when picking up your badge, you are required to have an ID. I recommend a state ID and not your passport. Keep that safe in your hotel to ensure it isn’t stolen.
During the installation period, they do not have any common areas open to purchase food. Bring water and snacks with you. It is rather hot and humid in the hall, so be sure to keep fluids on you at all times. You may find a couple street vendors outside, like hot dog stands selling cold water, but there is nothing else within walking distance of the center.
If you have additional time after the show, check out a few of the wonderful sightseeing items. Christ the Redeemer is a statue at the top of Corcovado. The view on top is breathtaking, and it’s a 360-degree panoramic view of the area. You can take a taxi to the top and then purchase a bus ticket to go to the very top where the statue and viewing deck are. It is feasible to spend an entire afternoon eating and going through all of the little shops up there.
Ipanema Beach also is really festive and fun. Various vendors sell items beachside. Before you leave, be sure to try a true Churrascaria. This local cuisine is phenomenal and will give you nice sense of the culture. Be sure to bring your appetite.
As with anywhere, always remember to be safe and take some time to learn the local culture. And, most importantly – enjoy Rio.
