Our Man In… Florianópolis – Guestpost by Michael Delaney

It is almost eight months since the British Embassy Brazil launched our outreach strategy, we decided we would strengthen our engagements in the great states of Bahia, Minas Gerais, Parana, Rio Grande do Sul, Amazonas, Ceara, Santa Catarina and Espirito Santo. It is also roughly two years since we started appointing Honorary Prosperity Consuls to deepen links between UK and Brazil in key states. Over the next few months we will share the network’s experience on why we believe outreach matters through the lense of our Prosperity Honorary Consuls and some of our seniors leads for outreach states. We kick off this month with Michael Delaney our man in Florianópolis Santa Catarina…… enjoy!

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Florianópolis – On the Crest of a Wave

For so long the forgotten, sleepy surfing beach capital of southern Brazil, playing third fiddle to her big sisters Curitiba and Porto Alegre, the city of Florianópolis, capital of the state of Santa Catarina has suddenly been jettisoned to a new prominence on both the national and international stages. Floripa, as the city is affectionately called by the locals, has won more awards over the last few years than Meryll Streep and Eddie Redmayne put together – best quality of life (IDH) index in Brazil , best place in the country to bring up kids, best place to start up a business, top tourist destination after Rio, most popular conference location, electronic music capital of South America. And I’d add to that list – best place to be an Honorary Consul. Maybe that’s why I have no fewer than 26 peers in the State Consular Association !

So what’s all the fuss about? Well, the local tour guides, Sunday Times supplements and even The Daily Star will tell you stuff like: great beaches, world-class surfing, beautifully bronzed happy-shiny people everywhere you look, living the healthy outdoor lifestyle, hot party destination, most delicious oysters you’ll get anywhere.

Since my appointment to the position of Honorary Consul in June last year my job has given me a whole new insight into what lies beneath that tourist brochure image of Florianópolis. And there is indeed real substance: a highly diversified economy powered by a skilled labour force, much of which has migrated to the region from larger capitals like São Paulo and Rio, often compensating lower remuneration for an improved quality of life. For those interested in Florianópolis from an investment point of view, the focus is high tech start-ups and urban mobility solutions. However, it’s important to look at the state as a whole and not just it’s island capital.

The model of development in Santa Catarina has been different to many other states in Brazil in that it has always been highly decentralized. The state is not overly concentrated, economically, politically, or educationally in its capital city. There is heavy industry in the north (including the only BMW plant in South America), world-leading agribusiness in the west, ceramics and coal mining in the south and textiles in the Itajaí valley region – all served by no fewer than six large ports and good road links. The State Industry Federation, FIESC has been key to coordinating these activities and it’s at their headquarters where I make a lot of my contacts. As well as being home to one of the country’s top state universities, Santa Catarina also boasts a thriving network of community universities (ACAFE) spreading high quality further education, technological training and research programmes statewide – “GREAT” opportunities for educational partnerships and exchange programmes abound (and are bound to attract attention).

So my closing message would be this. Please take a close look at Florianópolis and Santa Catarina, consult the indices of development, discover the potential for investment and then talk to the people who, in the same way they have welcomed me as an entrepreneur and now consul, are eager to see more of the UK here.

Michael Delaney
Prosperity Honorary Consul – Florianópolis/Santa Catarina