Andrezza Negrini, president of Visite Balneário Camboriú, celebrates 10 years of the project in São Paulo alongside the Costa Verde & Mar Tourist Region

The "Visit Balneário Camboriú and Costa Verde & Mar Tourist Region" project celebrates its 10th anniversary, consolidated as one of the main tourism promotion strategies in Brazil. The initiative covers approximately 25 cities in Brazil and also in Latin America, training agents and operators.

“This is a large roadshow that takes place throughout the year; this project has been running for 10 years,” says Negrini. The president also highlights the traveling stage in bus format, which visits strategic cities, expanding the destination's presence.

Management driven by associationism

At the helm of the organization for four years, Negrini emphasizes the impact of collective work in strengthening local tourism, especially in the post-pandemic period.

“Those were very important years of my life, not just for my career,” she says. According to her, associativism plays a fundamental role in achieving results. “If we knew how important this is, more people would use it as a great lever.”

The director also highlights the partnership model that has brought greater financial stability to the Convention, considered a differentiating factor in the national context.

New investment cycle transforms destination

Balneário Camboriú is experiencing a period of expansion, with the arrival of new investors in the tourism sector. Traditionally made up of family-run businesses, the city is now attracting large groups.

“These investors are arriving now, post-pandemic, with much more force,” explains Negrini. The movement includes new parks, modernization of the hotel industry, and expansion of the range of experiences offered.

A compact city with the structure of a metropolis.

The combination of infrastructure, mobility, and nature is highlighted as one of the destination's greatest assets. With its small size, Balneário Camboriú offers ease of movement and a high quality of life.

"It's a small metropolis with so much infrastructure amidst so much natural beauty," the president summarizes.

Diverse audience and easy access

The destination caters to everyone from young people seeking entertainment to families opting for short stays. Southern states stand out for their road access, while São Paulo leads as the main outbound air travel market.

"I believe that our biggest source of tourists is indeed São Paulo," says Negrini, citing the airports of Navegantes and Florianópolis as the main gateways.

Family tourism gains momentum with new attractions.

The city has significantly expanded its leisure offerings geared towards families, with theme parks and indoor experiences that guarantee activities throughout the year.

"Balneário Camboriú has welcomed several theme parks in recent years," he points out. Among the new additions are water parks, interactive attractions, and new projects planned for the next season.

Hotel industry booming and adapting to the new scenario.

Hotel occupancy is keeping pace with the destination's growth and is already reaching around 70% annually, a rate considered balanced for the sector.

“We’ve reached a fairly comfortable number,” says Negrini. She also acknowledges the established presence of digital platforms. “Airbnb is already part of tourism, and we have to adapt.”

Cruises and regional integration increase tourist flow.

The inclusion of Balneário Camboriú on the cruise ship route reinforces the destination's growth, with approximately 146,000 visitors registered recently.

Integration with neighboring cities is also strategic. "They are complementary destinations," says Negrini, highlighting the importance of the Costa Verde & Mar Tourist Region in shaping the experience offered to visitors.

Through coordinated actions and a regional vision, the destination strengthens its market presence and expands connections within and outside of Brazil.

Reporting and photo: Mary de Aquino.