From the Serra do Rio do Rastro to the coast, featuring experiences in wine tourism, gastronomy, culture, nature, adventure, and religious tourism, Southern Santa Catarina is preparing to showcase its tourist diversity to the national and international markets. Representatives from destinations and businesses in the municipalities of the Association of Municipalities of the Carboniferous Region (Amrec) have been selected to participate in the Amrec Tourist Showcase – Destinations and Experiences, during Festuris Gramado 2026, which will take place from November 12 to 15 in Rio Grande do Sul.

The region will have a collective institutional stand representing the 12 municipalities, while the Tourist Showcase will gather the initiatives selected through Public Notice No. 19/2026, organized in two categories: Destination Promotion, aimed at enhancing regional identity and attractions, and Business Generation, focused on presenting tourism products and experiences with commercial potential.

The diversity of initiatives highlights the potential for integration among municipalities and the possibility of extending visitors' stay in the region.

“Participating in an international fair of this magnitude is a great opportunity to showcase the strength of our territory. We are building a collective presence that values the characteristics of each municipality while presenting a region with diverse experiences and potential for generating new business,” emphasizes the technical leader of Integratur, Tayse Nicoladelli.

A united region to conquer new markets

The president of Amrec and mayor of Criciúma, Vagner Espíndola, emphasizes that participation in Festuris is the result of a joint movement by municipal managers to strengthen regional development.

“When the possibility of participating in Festuris arose, we understood it was an important investment for the region. We have much to offer, from the mountains to the sea, and we need to show this to the world. The fair brings together operators, entrepreneurs, and investors, and we want to present not only our tourist attractions but also a region that offers safety, quality of life, and investment opportunities,” he states.

In addition to promoting the destinations, the presence at the fair aims to bring regional entrepreneurs closer to travel agencies, operators, and other professionals involved in the commercialization of tourism products.

According to tourism expert Sidicley Graciano, a member of the Integratur technical team, the initiative represents an important step in consolidating the region as an integrated tourist destination.

“Our challenge is to showcase what we have best and to show the region itself the opportunities this market offers. We are planting a seed, building connections, and opening pathways for our tourism products to gain visibility. This is a process of collective construction that respects the development stage of each municipality and seeks to strengthen tourism throughout the region,” he emphasizes.

For the acting rector of Unesc, Gisele Coelho Lopes, Integratur strengthens the application of university knowledge in regional development. “Unesc plays an important role in transforming knowledge into concrete solutions for regional development. Integratur is an example of how academic training and the work of specialized professionals can directly contribute to municipalities, respecting the characteristics, history, and potential of each territory,” she highlights.

Preparation to turn opportunities into business

The preparation of the selected participants will have an important stage this Thursday (15), with the realization of the OPERA Journey at the main auditorium of the Criciúma Innovation Center (CRIO), from 1 PM to 6 PM.

The meeting will bring together representatives of destinations and entrepreneurs for a series of practical guidelines, focusing on enhancing presentations and commercial preparation for the fair. The OPERA methodology is structured around five axes: Operation, Pricing, Strategy, Relationship, and Action.

In the Destination Promotion line, the work will focus on territorial positioning, narrative building, and presenting the unique features of each municipality. In the Business Generation line, entrepreneurs will receive guidance on product organization, pricing formation, commercial conditions, relationships with buyers, and presenting experiences.

The proposal is for representatives to arrive at the fair prepared to promote their attractions, establish commercial contacts, and present structured experiences for the tourism market.

Discover the selected destinations and experiences

The disclosed list includes initiatives from different segments of regional tourism:

• Criciúma: Gastronomic Route Association and Viva Criciúma.
• Orleans: In the Hills of Orleans, Discover Orleans: Heritage & Flavor, and Cycling Tourism – Serra Catarinense Slopes.
• Siderópolis: Siderópolis and Green Mountains Festival, Nova Belluno City Tour, and Cycling Tourism Water Routes.
• Lauro Müller: Agro-tourism Experiences, Science and Culture in the Serra do Rio do Rastro, Lauro Müller Flavors and Knowledge City Tour, and Paths of the Serra, Faith and Flavors.
• Balneário Rincão: Crafts House.
• Içara: Experience of Faith and Mercy and From the Vine to the Old West.
• Nova Veneza: Italo-Brazilian Folkloric Group and Carnevale di Venezia, Neoveneziana Tourism Association, and Viveri in Nova Venezia.
• Forquilhinha: Heimatfest and Oma Meeting Wedding.
• Cocal do Sul: Paths of Cocal do Sul.
• Treviso: Treviso: An Experience Where Nature, Flavors, and Art Meet and Mymba'i Expedition – Nighttime Wildlife Observation.
• Urussanga: Denomination of Origin Vales da Uva Goethe: Where Origin Becomes Experience.

Text: Janine Limas - communication advisory Integratur