FIT Latin America: Rodrigo Swinka, president of the Municipal Tourism Institute of Curitiba, talks about the partnership with Disney for Christmas

Rodrigo Dalla Bona Swinka details plans to expand Curitiba's reach, promote local culture, promote gastronomy, and transform Christmas into an internationally renowned event.

Trajectory in the tourism sector

Rodrigo Dalla Bona Swinka began his career in 2012, when he took over as marketing director at Paraná Turismo, a branch of the State Department of Tourism. Prior to that, he had held leadership positions at the Paraná Convention & Visitors Bureau and GL Events. He also chaired the Brazilian Association of Convention and Trade Show Centers, gaining experience in public-private partnerships.

"After a period in the private sector, I was invited to return to public management, taking over the Curitiba Tourism Department," Swinka recalls. It took just over two months for him to be appointed to lead the Municipal Tourism Institute.

Strategic planning for the city

As soon as he took office, Swinka revised the government's plan and focused his efforts on projects that would directly impact the visitor experience. Among the initiatives were the redevelopment of tourist attractions and the transformation of municipal students into "Curitiba ambassadors," encouraging families to promote the city as well.

Another highlight is the work with the Oi tower, which will be expropriated and revitalized as a lookout point. "We want to be the first city in Brazil to receive the DTI seal, which certifies Smart Tourism Destinations, not only in Brazil but throughout Latin America," says the institute's president.

Culture in the spotlight on stages and museums

Curitiba has established a robust calendar of cultural attractions. In 2024, the city hosted more than 50 major national and international shows, as well as traditional festivals like the theater festival, which takes place throughout the month of March.

The art scene extends to spaces like the Oscar Niemeyer Museum, known as the Eye Museum, which hosts highly relevant national and international exhibitions. "Curitiba is increasingly positioning itself as a cultural destination. Visitors come to see shows, but also to experience the city's gastronomy and cultural life," observes Swinka.

Gastronomy as a business card

The capital of Paraná is betting on major shows to strengthen its tourism vocation during an exhibition at Fit América Latina in Buenos Aires.

"We have a vibrant, multicultural cuisine that connects with the city's cultural scene and major events," emphasizes the institute's president. The Curitiba Winter Festival is already underway in 2025, bringing together culture, gastronomy, and art in a single event.

Christmas in Curitiba in partnership with Disney

One of this year's major projects is Curitiba Christmas, which will feature Disney as part of its program. The celebration, planned since the beginning of the year, will span 43 days of activities between November and January, with over 350 performances and 50 shows spread throughout the city.

"Christmas is a key strategy for boosting tourism and the city's economy. Last year, we had over two million viewers over the 40 days of programming. Now, we've expanded to 43 days and aim to cement Curitiba as the biggest Christmas destination in Brazil," Swinka emphasizes.

The partnership between the public sector and private companies makes the event's grandeur possible. Sponsors gain visibility through brand activations, while the city reaps the benefits of strengthened tourism.

Report and photo: Mary de Aquino.