Meeting Festuris: Aline Miranda, project manager at Sebrae-SC, reveals how the ART methodology transforms tourist itineraries into marketable products

Structuring tourism based on territorial diagnoses, at the Meeting Stage on the first day of the Festuris Meeting, held at Serra Park in Gramado (RS), Aline Miranda presented the lecture "From strategy to market: diversification of the tourism offer of itineraries and tourism products". According to the tourism project manager at Sebrae-SC, the applied methodology, called ART, arises from the need to transform what were previously just ideas or tourism potential into marketable and sustainable products.

Miranda explained that the starting point is the DTI (Smart Tourism Destinations) diagnosis, which assesses the development stage of each territory. “The first step is to understand the territory. Then, we structure local governance, bringing together all the partners and sectors involved,” she highlighted.

The power of local governance

Governance is one of the most challenging stages of the process. Aline emphasized that the work involves the engagement of municipalities, entrepreneurs, entities, and the third sector. “Each territory has working groups – the GTs – focused on themes such as gastronomy, rural tourism, adventure tourism, and promotion. These groups are the heart of the process,” stated the manager.

She also mentioned that Sebrae works to ensure the regulation and safety of tourism products. An example is the work carried out in Praia Grande, which involved the participation of the Ministry of Tourism and regulatory bodies, consolidating the formalization of local tourism activities.

From itineraries to tourism products

The transformation of local vocations into products was illustrated with case studies from Santa Catarina and Rio Grande do Sul. “We created catalogs of itineraries and experiences, from lodging and gastronomy to handicrafts associated with tourism. It's one of the most beautiful projects we've ever seen, with artisans producing pieces inspired by local history and nature,” said Miranda.

Among the highlights, she mentioned Rio do Boi, a nationally recognized ecotourism experience located in the Santa Catarina Geopark, which is part of the Feel Brasil project portfolio, focused on sustainable tourism experiences.

Sustainability that drives territories

The ART methodology considers sustainability in five dimensions — economic, environmental, social, cultural, and political-institutional. For Aline Miranda, the impact goes beyond tourism. “We need to ensure that the project continues for a longer period and brings real benefits to the territory. Sustainability is also financial and social,” she emphasized.

She highlighted the importance of empowering the local community to become a multiplier of tourism: “Those who live in the area need to know what's there. Often, the tourist's first contact is with the local resident, and they should be an ambassador for their destination.”

From planning to marketing

After the structuring phase, Sebrae-SC invests in the promotion and marketing of products, bringing small entrepreneurs closer to tour operators and tourism marketplaces. “Our focus is B2B, but we also work with B2C. We create opportunities for businesses to present themselves at national and international fairs, participate in business rounds, and gain real visibility in the market,” explained Miranda.

Sebrae has been taking companies from Santa Catarina to events such as WTM and Festuris, stimulating networking and integration between destinations and travel agents. "It's gratifying to see our products being negotiated and recognized by the market. Three years of work are already bearing fruit throughout Brazil," he concluded.

Tourism that originates from the territory.

Aline Miranda's speech at the Festuris Meeting summarized the new perspective on tourism in the country: tourism created by those who live in the territory, valuing local experiences and strengthening regional economies. Using the ART methodology, Sebrae-SC demonstrates that planning, governance, and innovation are pillars for transforming the potential of Brazilian destinations into sustainable and inspiring realities.

Reporting by: Mary de Aquino.

Photo: Courtesy of Festuris.