COUNTRY FOCUS: BRAZIL
The Brazilian Carnival is definitely one of the biggest parties in the world, attracting millions of people all over the country. However, it goes far beyond that: it is a true economic phenomenon. According to estimates by the National Confederation of Trade in Goods, Services and Tourism( CNC), the 2025 event will generate R $ 12 billion in revenues, which represents a growth of 2.1 % compared to 2024. This impact will move important sectors such as tourism and transportation, generating benefits for governments, businesses and, of course, revellers.
In order for Carnival to continue evolving as an important agent for the national economy, it is essential that investments are made in data intelligence.
But, despite the numbers, can we say that we are taking advantage of the full potential of the celebration? In order for Carnival to continue evolving as an important agent for the national economy, it is essential that investments are made in data intelligence. With in-depth analysis of well-structured and quality information, it is possible to improve the management of cities in the period, improve the experience for people and ensure greater profitability for the business.
Spending on bars and restaurants, passenger transport services and accommodation should lead the revenues of this year’ s edition. However, even with the expected positive results, what we still see in these sectors, and in Brazilian tourism in general, is the lack of complete access to strategic data to further enhance agile decision-making so that resources are allocated in a really effective way. The central problem lies in the fragmentation of information. Data on hotel occupancy, tourist flow in cities, airports, bus stations and roads, as well as consumption are separated into silos, in different systems. This lack of integration causes managers to work without visibility into the whole, taking action based on estimates that are often inaccurate. As a result, they end up suffering from underestimated or overestimated demands. To
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