Sink or swim?
Despite the best efforts of US swimmer Ryan Lochte (a man whose honesty comes in an even smaller size than his swimming trunks), brand Rio de Janeiro – and in turn brand Brazil – has won some much-needed glow following the conclusion of the Olympics yesterday. Rio’s residents, the Cariocas, have come across as welcoming and pleasantly raucous, the city has dazzled in the spotlight and visitors have found that going with the flow works. But how can the city capitalise on this? While the question of security may bother some, the city and nation needs to look at some more fundamental questions. How do you enable non-Brazilian investors to flourish in a nation that spews red tape? How do you ensure that once on the ground the infrastructure – from telecoms to urban metros – continues to progress? In a tough economy it may prove tricky but for now Brazil’s problems seem less significant next to Lochte’s.