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Brazil Starts Adventure Travel Quality and Safety Certification Program

Risk management, fundamental to securing certification, introduced for Brazilian companies

Risk management has emerged as a real concern for Brazilian adventure travel companies, and the country’s tourism board, associated trade organizations and tour operators are embracing the challenge. The parties involved have recently established national standards using the ISO model specific for adventure travel activities. Implementation of the new standards will lead to certification of Brazilian companies and operators beginning in the first quarter of 2007.  Brazil is implementing its quality and safety certification label to ensure that companies are strictly obeying the safety management system required in the standards. The quality and safety label counts on the supervision of INMETRO, which is akin to Brazil’s National Accreditation Board.

First addressed in 2003 by the Brazilian Government, its Tourism Ministry began a project that created 20 Technical Standards specifically for Adventure Travel Activities. One of the initial standards included the specific Safety Management System for Adventure Travel Companies. To assure adventure travel safety and quality, the Adventure Travel trade in Brazil, ABETA – Brazil’s Adventure Travel Trade Association, created and began managing the Safety Adventure Program.

ABETA’s Safety Adventure Program, which started in 2005, involves different initiatives, from strengthening the trade association to developing Search and Rescue Teams (SAR) at the main adventure travel destinations.  The main goal of the Safety Adventure Program, however, is qualifying adventure tour operators and guides nationwide on risk management. The program is strongly supported by the Brazilian Tourism Ministry and Sebrae (Brazilian service of support for small and median companies).

“Risk Management in adventure travel is a central concern for all professionals in our industry,” said Gustavo Timo, Executive Coordinator at ABETA.  “In recent years, market growth, increasing foreigner customers’ demand, legislation of tourism products, and challenges with insurance companies have heightened these concerns. Now, companies must have a strong risk management system working or it will soon be out of business.”

In its first stage, ABETA’s Safety Adventure Program has focused on actions that will help to qualify 15 adventure travel destinations throughout Brazil – in 13 states. The consequence of this effort will be the certification of the companies within these states and destinations and, more importantly, will lead to increases in the quality and safety of the adventure travel operations all over Brazil. Under the new program, 200 companies and approximately 1.500 professionals are expected to be certified by late 2008.

According to Timo, “Our program’s success is a matter of innovative action, which will involve adventure travel businesses working together toward industry growth and increasing professionalism.”     

Safety Management System Qualification Courses  

One of the highlights of the Safety Adventure Program initiative is its Safety Management System, which was established as the Brazilian National Standard ABNT NBR 15331 – Adventure Travel - Safety Management System – Requirements.  The System makes risk management one of the key processes for the management of the companies. Using the management system concept it turns risk management into safety management, which includes the process of identifying, analyzing, treating and managing risk.  It is incorporated at the planning level and in the day-to-day management of the organization.  The System includes a commitment to a continuous review and improvement process that includes critical analysis using the PDCA (Plan, Do, Check, Act) cycle.

Also included in ABETA’s Safety Adventure Program is a Safety Management System Qualification course. This course will be used as one of the tools on the implementation of the culture of Safety Management in Brazil, which is designed to lead to certification of adventure travel companies. Brazil’s ABNT NBR 15331 National Standard sets up the requirements to implement risk management, applying risk management practices, and following the process of improvement of safety. While the safety label is being prepared to launch, many adventure travel companies all over Brazil are preparing themselves and applying technical rules which are important for the certification process.     

“Safety Management involves not only controlling the risks, but also considering the security of travelers as one of fundamental elements for adventure travel business management,” said ABETA’s Timo. “Our Safety Adventure Program initiative is gaining ground, especially in USA. It’s helping to showcase Brazil in a new light, a destination offering incredible new adventure travel opportunities and experiences by fully qualified companies. Our partnership with the U.S.-based Adventure Travel Trade Association and the intensified relationship-building that occurred at the recent Adventure Travel World Summit 2006 in Seattle is aiding these innovative programs.”  

Company in Foz do Iguassu First to Implement Technical Standards to Secure Safety and Quality Label              

The concern about Safety Management is more than just talk for the team at Campo de Desafios Cânion Iguassu, a tour operator offering several activities in adventure tourism inside Iguaçu National Park, near Cataratas do Iguassu, one of Brazil’s most visited natural beauties. For the tour operator, the new program brings to the table a single efficient methodology which delivers benefits such a certification and consequent expansion of tourism, mainly for foreigners.

Campo de Desafios Cânion Iguassu has been the first in Brazil testing the new Safety Adventure Program initiative linked to the nation’s Technical Standard. Since April 2006, the Quality Management System of Cânion Iguassu has been adjusting to proceedings included in ABNT NBR 15331 Standard and the staff has worked to adjust each of the adventure travel activities to comply with the program.

“We have always searched for an international quality and safety standard and with the implementation of the requirements of Safety Management System, we  have succeeded in our goal,” said Massimo Desiati, Director of Cânion Iguaçssu. “The  information management has become essential and the co-operation from all staff is crucial to effectiveness of process.”  

For Desiati, the certification will bring even more credibility to his company and for the entire Brazilian Adventure Tourism trade. Cânion Iguassu employs 28 people and receives 25.000 tourists per year and 50% foreigners.