Curta Caxias, the official tourism brand of Caxias do Sul, delivered a strong promotional performance in 2025, appearing at 29 fairs and events across Brazil and in neighbouring capitals. The campaign combined striking visual assets with targeted marketing actions and helped drive a noticeable rise in revenue for the hospitality and tourism sectors.
The brand’s colourful logo, featuring icons of the city’s main attractions, took centre stage in exhibition stands in Rio de Janeiro, São Paulo, Minas Gerais, Santa Catarina and Paraná, as well as in Buenos Aires and Montevideo. Local appearances across other cities in Rio Grande do Sul amplified the message at home.
Officials deployed the brand in highly visible ways. A gateway pórtico now marks an entrance to Caxias do Sul, while the city’s tourism bus Line Vinhedos bears the logo. Curta Caxias also featured on ecobags, T-shirts, banners and printed leaflets distributed at events. The campaign reached audiences at cultural gatherings including the Sálvia festival and the Mississippi Delta Blues festival.
“We planned and developed several ways to present the brand so that it unmistakably refers to local tourism,” said Felipe Gremelmaier, Secretary of Tourism and Economic Development. Organisers emphasised consistency across channels to ensure visitors could quickly associate the visual identity with the city’s offerings.
Promotional actions at trade and cultural events supported targeted initiatives such as Caxias in Vino, the Municipal Tourism Week and the International Congress of Tourism Journalists. Those interventions, organisers say, translated into commercial gains for local businesses.
Caxias do Sul tourism continues to expand
The practical result was a significant increase in turnover for establishments linked to the city’s visitor economy. Between January and early November, businesses in the accommodation, tourism, leisure and entertainment segment reported earnings of R$156,561,897.54, surpassing the same period in 2024. The figure points to stronger demand and improved market positioning following the intensified promotional push.
Stakeholders credited the integrated approach—combining presence at trade fairs, cultural events and specialised congresses—with widening the city’s audience and improving the conversion of visits into spending. Local operators also noted that product visibility during major events helped lengthen stays and boost ancillary spending on dining and attractions.
Looking ahead, the city has a packed calendar for 2026. Flagship events such as the Festa da Uva and Carnival are expected to draw additional visitors, while organisers aim to build on the momentum established this year. Authorities and industry partners say they will maintain a visible presence at national and international platforms to sustain demand and support local employment.
For now, Curta Caxias serves as an example of how a coordinated brand and promotional strategy can increase the profile of a mid-sized city in both domestic and regional markets. With a clear visual identity and an active events programme, Caxias do Sul is positioning itself to capture more of Brazil’s growing travel market in the coming seasons.
Key Takeaways:
- Curta Caxias represented Caxias do Sul at 29 national and international events, raising the city profile for tourism.
- Promotional activity contributed to higher revenue: accommodation, tourism and leisure sectors earned R$156,561,897.54 year-to-date.
- Brand visibility expanded through on-site elements, merchandise and presence at cultural festivals and congresses.
