About the case
This study presents the Municipal Tourism Plan of Santo Amaro da Imperatriz, a project made possible through a partnership between Sebrae/SC and the State Secretariat of Tourism of Santa Catarina – SETUR/SC, and executed by Girus Soluções em Turismo. The plan was conceived with the aim of boosting the sustainable development of tourism in Santo Amaro da Imperatriz, one of the main tourist destinations in the Greater Florianópolis Metropolitan Region.
The Context: Santo Amaro da Imperatriz, an exuberant destination nestled within the Serra do Tabuleiro State Park.
Santo Amaro da Imperatriz stands out for its strategic location in the Greater Florianópolis Region, with a large part of its territory situated within the Serra do Tabuleiro State Park, the largest conservation unit in the State of Santa Catarina, covering a total area of 84,130 hectares. With approximately 27,200 inhabitants, in addition to tourism, Santo Amaro da Imperatriz's economy is based on agriculture, commerce, and services.
In the tourism sector, Santo Amaro da Imperatriz is nationally recognized for its thermal mineral water springs, its lush nature, its adventure tourism activities (rafting, trekking, rappelling, and paragliding), and its cultural heritage dating back to the time of the Brazilian Empire. Among the main tourist attractions of the municipality are the thermal baths, the Rio Vermelho Waterfall, the Morro do Queimado (Burnt Hill), the Cachaça do Imperador (Emperor's Cachaça), and the Santo Amaro Parish, the setting for the traditional Festa do Divino Espírito Santo (Festival of the Divine Holy Spirit), a manifestation of faith and culture of Azorean origin that has been held since 1854.
The Contribution of Girus Soluções em Turismo to Tourism Planning in Santo Amaro da Imperatriz
The PMT (Tourism Development Plan) proposed a set of strategies centered on thematic areas related to Tourism Products, Communication and Support for Tourism Marketing, Socio-environmental Sustainability, Institutional Strengthening, and Infrastructure and Basic Services. Based on these strategies, a series of actions were developed to be jointly executed by public bodies and entities, the private sector, and organized civil society, in order to strengthen Santo Amaro da Imperatriz in the state and national tourism landscape.
PMT Santo Amaro da Imperatriz Results
Delivered in 2023, the Municipal Tourism Plan of Santo Amaro da Imperatriz is already being recognized as a crucial element for the development of tourism in Santo Amaro.
Some of the proposed actions are already underway, including:
- Creation of the Santo Amaro da Imperatriz tourism brand.
- Creation of official tourism website from Santo Amaro da Imperatriz
- Creation and management of official social media accounts for tourism from Santo Amaro da Imperatriz
- Preparation of a Tourism Demand Survey
- Development of the Tourism Marketing Plan for Santo Amaro da Imperatriz
- Revitalizing local crafts, valuing the knowledge and practices of the culture of Santa Amaro.
- Execution of paving, drainage and road signage works on the access road to Morro do Queimado.
The Santo Amaro da Imperatriz Tourism Master Plan (PMT) demonstrates how tourism planning can boost the economic and social development of a destination. Through collaboration between Sebrae/SC, SETUR/SC, and the local tourism industry, Santo Amaro da Imperatriz is on track to be recognized as a leading destination for nature and thermal tourism by 2030. Girus Soluções em Turismo's involvement in the Santo Amaro da Imperatriz PMT highlights its ability to support tourist destinations in strengthening tourism in an integrated and sustainable way, thus contributing to the socioeconomic development of municipalities.