This study presents the Municipal Tourism Plan (PMT) of Joinville, a project made possible through a partnership between Sebrae/SC and the Municipal Secretariat of Culture and Tourism – SECULT Joinville, and executed by Girus Soluções em Turismo. This plan was conceived with the objective of boosting the sustainable tourism development of Joinville, one of the main tourist destinations in Santa Catarina and the most populous municipality in the state.
The Context: Joinville as a Rising Tourist Destination
Joinville stands out not only for its large population in Santa Catarina, but also for its strategic location in the northern region of the state. Economically, the city is a vibrant industrial hub, with emphasis on sectors such as metallurgy, textiles, and plastics, housing one of the largest industrial parks in Brazil. In the field of tourism, Joinville is known for its prestigious Dance Festival, the largest in the world in terms of participants. Furthermore, it offers a wealth of historical and natural attractions, such as the National Museum of Immigration and Colonization, which portrays the influence of European immigrants, and Babitonga Bay, the largest navigable bay in the state.
National Immigration Museum – Joinville
The Contribution of Girus Tourism Solutions to Tourism Planning in Joinville
The PMT proposed a series of strategies centered on different thematic areas:
Tourist Product: To maximize the infrastructure supporting tourism and enhance the supply of innovative products and services that connect the various attractions of Joinville.
Communication and Support for Tourism Marketing: To generate continuous visitor demand for the city and expand its digital presence.
Socio-environmental Sustainability: To promote sustainable tourism development and raise awareness among the local population about the importance of environmental conservation.
Institutional Strengthening: To ensure professional and efficient management of tourism in Joinville, through collaboration between the public sector, the private sector, and civil society.
Infrastructure: To improve the basic infrastructure and support for tourism in the city.
PMT Joinville Results
Delivered in 2022, Joinville's Municipal Tourism Plan is already being recognized as a crucial element for the development of local tourism. Some proposed actions are already underway, including:
- Creation of a Virtual Platform to showcase Joinville's tourist attractions;
- Preparation of architectural designs for new bridges in the rural areas of the municipality;
- Installation of new road and tourist signage on the Piraí Trails;
- Signage for the Dona Francisca Cycling Route;
- Conducting workshops on Risk Management in tourism activities;
- Preparation of basic and detailed design for the revitalization of the Tourist Information Center (CAT);
- Advertising campaign “Joinville for Joinville residents” (Tourism awareness);
- Conducting a familiarization trip with teachers from Early Childhood Education Centers and Early Childhood Education programs;
- Recognition of the Plan as Municipal Tourism Policy of the municipality
Conclusion: The Path to Joinville's Future
The Joinville Tourism Master Plan (PMT Joinville) is an inspiring example of how tourism planning can boost the economic and social development of a destination. Through collaboration between Sebrae/SC, SECULT, and the local tourism industry, Joinville is on track to become a national benchmark as a destination for business, culture, and nature by 2030. Girus Soluções em Turismo's involvement in the PMT Joinville demonstrates its ability to support the development of integrated and sustainable tourist destinations, contributing to job and income generation.