Brusque, a prominent destination in the European Valley Tourist Region.

About the case 

This study presents the Municipal Tourism Plan of Brusque, a project executed by Girus Soluções em Turismo and made possible through a partnership between Sebrae/SC and the Municipality of Brusque/SC. The plan was developed in 2020 with the aim of promoting the sustainable development of tourism in Brusque, considered an important tourist destination in the Itajaí Valley. 

The Context: Brusque. ‘'Cradle of Santa Catarina's Textile Industry' and a prominent destination in the European Valley Tourist Region.  

Located approximately 100 km from the capital Florianópolis, the municipality of Brusque stands out for its importance in the economic landscape of Santa Catarina, being one of the state's main industrial centers and recognized as a national benchmark in the textile industry.  

 With a population of approximately 141,300 inhabitants, Brusque stands out for its thriving economy, with emphasis on industries in the textile, metalworking, chemical, plastics, and food sectors. In terms of tourism, Brusque is known for its attractions related to shopping tourism, cultural tourism, and business & events tourism. Among the main local tourist attractions are the FIP (Fashion Fair), the Sculpture Park, the Sanctuary of Our Lady of Azambuja, the Brusque Zoo-Botanical Park, and the São Luiz Gonzaga Parish Church. 

Girus Tourism Solutions and the strengthening of Brusque/SC as a tourist destination. 

The Brusque Municipal Tourism Plan proposed a series of strategies centered on structuring axes that address infrastructure, tourism products, institutional strengthening, tourism marketing, and sustainability, namely: 

• To expand the supply and quality of basic infrastructure and services in Brusque. 

• To promote the development of innovative products and services, segmented and integrated into the regional tourism offer. 

• To promote the training of entrepreneurs and operational teams of tourism and tourism support facilities in Brusque. 

• To attract and maintain a lasting relationship with visitors to Brusque. 

• To encourage the adoption of practices that promote the conservation of natural resources, the appreciation of local culture and heritage, and greater profitability and earnings for companies. 

• To encourage the development of tourism accessible to all. 

• To promote integration and innovation in tourism management in Brusque. 

Based on the defined strategies, a set of actions was conceived to be implemented collaboratively between public bodies and entities, the private sector, and organized civil society, with the objective of consolidating Brusque as a prominent destination in the tourism landscape of Santa Catarina and Brazil. 

The implementation of the actions of the Brusque Municipal Tourism Plan and its impacts on strengthening the destination. 

Delivered in 2020, the Brusque Municipal Tourism Plan is already being recognized as a guiding instrument for the tourism development process in Brusque.  

Several actions proposed in the PMT were implemented, with emphasis on the following:  

• Action proposed in the PMT: To coordinate the expansion of communication system coverage and the implementation of free Wi-Fi internet service at the main attractions in the municipality.  

“"Partnership to transform Brusque into a 'smart city' brings proposals for free Wi-Fi, clean energy generation and more (O MUNICÍPIO, July/2024)" 

• Action proposed in the PMT: Coordination of the revitalization works on the urban section of BR486 (Rodovia Antonio Heil). 

“"Works on the urban section of the Antônio Heil Highway have resumed" (GUARAREMA NEWS, August/2024). 

• Action proposed in the PMT: To enable and promote the granting of concessions for tourist facilities in the municipality.  

“"City Hall announces concession project for Leopoldo Moritz Park" (RÁDIO CIDADE, November/2024) 

• Action proposed in the PMT:  Support for the creation of new tourist products/tours linked to the priority segments of Brusque's tourism offer and integrated into the regional tourism offer. 

“"Agricultural tourism route: Brusque launches project to strengthen small rural producers" (ND+, December/2024) 

Conclusion 

The Brusque Municipal Tourism Plan stands out as a significant example of how strategic planning in the sector can foster the economic and social development of a destination. This was achieved through the combined efforts of Sebrae/SC, the Municipal Government, and... tradeAs a local tourist destination, the municipality of Brusque is on the right track to be recognized nationally as a tourist center in the European Valley, and a benchmark for shopping tourism in the fashion segment. 

The case study of the Brusque Municipal Plan highlights Girus Soluções em Turismo's expertise in supporting integrated and sustainable tourism planning and development, focusing on valuing culture, preserving the environment, and actively involving the local community, thus generating employment and income opportunities in Brazilian tourist destinations.