Embratur brings innovation, sustainability, and technology to the 53rd Gramado Film Festival

Visitors to the 53rd Gramado Film Festival, which kicks off this week, will find more than just stars and films on the red carpet. The event’s official opening this Friday (15) was attended by Embratur President Marcelo Freixo, who presented the Festive Brazil Challenge, an initiative of Embratur’s Innovation Lab (EmbraturLAB) and Sebrae that brings innovation to the heart of the Serra Gaúcha. Between sessions, the public will be able to participate in a digital scavenger hunt, recycle their waste in exchange for prizes, and receive real-time feedback on the event.

The goal is to use Brazilian creativity to modernize the tourist experience at major events and show the world a Brazil that, beyond its natural and cultural beauty, is also smart and sustainable. "Gramado is a showcase for Brazilian tourism, and the Film Festival is a celebration of our cultural power. With Brasil Festivo, we connect this tradition with innovation," said Marcelo Freixo. For him, using technology to improve the tourist experience and reduce environmental impact is showing the world a smart and sustainable Brazil.

Décio Lima, president of Sebrae, emphasized that the partnership connects innovation with small businesses. "Tourism boosts the economy, creates jobs, and supports thousands of small businesses. And at Sebrae, we are here to offer them the protection process that allows them to grow and ensure their survival. So they have the confidence to create their own economic prominence. Brazilian culture is a strong ally in strengthening tourism, with its richness and values," he stated.

Innovation

This modernization is being implemented by three technology companies. The first of these innovations will act as a digital thermometer for the event. The startup Sentimonitor will use its artificial intelligence solution to monitor posts about the festival on social media, blogs, and news sites. With this data, festival organizers will be able to understand in real time what is popular and what needs to be improved for future editions.

Blitzar invites participants to participate, transforming a visit to Gramado into a true treasure hunt. Through a mobile game, without the need to download an app, visitors are given missions, such as visiting partner stores or tourist attractions. Each completed task generates points redeemable for prizes, encouraging tourists to explore the city and boosting the local economy.

Flori Tech will install smart recycling machines at the events. By depositing a PET can or bottle, visitors accumulate points that can be converted into gifts or discounts. A recycling meter on a screen will display the volume of recycled material, allowing the public to interact with environmental issues.

The three startups will work together to create an authentic and comprehensive experience for the public. Brasil Festivo, whose first phase was already successful during the Paraty Literary Festival (FLIP), in collaboration with the city council and the Municipal Tourism Secretariat, seeks to create a legacy of data and learning for Gramado, strengthening Brazil's image as a destination ready to welcome 21st-century tourists.

Brazil festive

Launched in April of this year at Web Summit, the Festive Brazil Challenge is a program that selects startups to identify innovative solutions. The goal is to contribute to improving the tourist experience at tourist-focused events in Brazil, making them more accessible, safe, sustainable, and attractive to international tourists through the use of intelligence and technology, while also optimizing the digital promotion of these events.

Gramado Film Festival

The Gramado Film Festival is an economic and image-building force for the region and the country. Data from previous editions reveal its power of attraction and impact. The 52nd edition, held in 2024, generated R$474 million in spontaneous media coverage, with an estimated online audience of over 500 million people. The event attracts approximately 300,000 visitors, boosting hotel occupancy to between 90% and 100%. For local businesses, revenue can increase by up to 70% during the festival.

In 2025, the festival featured a record 1,378 films, an increase of nearly 45% over the previous year, demonstrating its growing relevance. Embratur's participation in the event reaffirms the importance of audiovisual media as a cultural expression and a pillar of economic development, capable of generating employment and income and projecting a pluralistic and attractive Brazil to the world.

Audiovisual and public policies

As part of the 53rd Film Festival, Marcelo Freixo also participated in the debate "Public Policies for Audiovisual Media," held at Gramado City Hall. The meeting brought together municipal authorities, representatives from the cultural sector, and the Ministry of Culture, and discussed the challenges and strategies for strengthening the production and distribution of Brazilian works.

Embratur presented actions focused on audiovisual media, such as the creation of an Interministerial Working Group to coordinate the implementation of the National Film Commission, a mechanism aimed at attracting productions and strengthening regional chains.

Marcelo Freixo defended the importance of coordination between the Ministry of Culture, Embratur, ApexBrasil, BNDES, and other organizations, emphasizing that never before had so much investment been made and such important public policies implemented for the sector. "Culture is at the center of the political and ideological debate of our time. Therefore, strengthening the audiovisual sector also strengthens democracy, tourism, and Brazil's international projection," he stated.

Source: Embratur.