*By Cesar Ripari
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 from the National Confederation of Commerce of Goods, Services and Tourism (CNC), the 2025 event will generate R$12 billion in revenue, which represents a growth of R$2.11 billion compared to 2024. This impact will boost important sectors such as tourism and transportation, generating benefits for governments, businesses and, of course, partygoers.
But despite the numbers, can we say that we are taking full advantage of the celebration's potential? For Carnival to continue to evolve as an important agent for the national economy, it is essential to invest in data intelligence. With in-depth analyses of well-structured and quality information, it is possible to improve the management of cities during the period, improve the experience for people and ensure greater profitability for businesses.
Spending on bars and restaurants, passenger transportation services, and accommodations should lead revenues for 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 can be allocated effectively. The core problem lies in the fragmentation of information. Data on hotel occupancy, tourist flow in cities, airports, bus stations, and highways, as well as consumption, are separated into silos, in different systems. This lack of integration causes managers to work without visibility of the whole, taking measures based on estimates that are often inaccurate. As a result, they end up suffering from underestimated or overestimated demands. To understand the extent of this, imagine a hotel chain that is unable to correctly forecast demand and, therefore, does not adjust its prices, service offerings, and operations for the period.
In urban mobility, we can also find one of the greatest urgent needs for using integrated and quality data. The concentration of millions of people in a single space, as we see during Carnival, creates enormous challenges for traffic and public transportation. However, it is already possible to anticipate solutions by analyzing the flow. With real-time data analysis from information collected by sensors and smart cameras, for example, we can understand people's movements to quickly adapt operations, avoiding overcrowding, reducing waiting times and congestion. Analytical solutions integrated with machine learning models can act predictively and prescriptively, helping to prevent bottlenecks, identify movement patterns on streets and create alternative routes, in addition to facilitating the redistribution of bus fleets in a much more intelligent way. This transformation requires a coordinated effort between public authorities and companies in the sector, ensuring continuous contributions in technologies to optimize mobility.
Data analysis from these same cameras also helps public management to make Carnival much safer. With a sophisticated approach, security is greatly benefited: using real-time analytics to monitor and identify risks and triggering competent authorities quickly and accurately. To achieve this, it is necessary to adopt architectures that allow instant ingestion and analysis of information, eliminating latency in data transmission as much as possible. The integration of these technologies with smart devices in cities, pattern recognition and the creation of connected control centers can make a difference in the agile response to possible incidents.
Another positive impact of data intelligence on Carnival is in the food and beverage industry, considering how restaurants and bars face challenges in predicting demand and avoiding waste. The use of current and historical consumption data ensures a more efficient supply of inputs, preventing one bar from running out of drinks while another suffers from an excess of them. With AI-based analytics platforms, these establishments can adjust stocks and customize offers according to their customers’ preferences, increasing satisfaction and boosting sales.
These are just a few examples of actions needed to take Carnival to a new level. However, for them to be fully implemented, it is important that city governments, government agencies and private companies invest in shared and interoperable platforms, so that information can be centralized and used with maximum effectiveness. Technologies driven by artificial intelligence and automation have become key to optimizing processes and improving everyone's experience at Carnival, anticipating trends and ensuring faster reactions to unexpected situations. All this, without neglecting responsibility and efficient data governance, with strict compliance with the General Personal Data Protection Law (LGPD) as a priority.
The evolution of Brazilian Carnival involves the implementation of technological solutions capable of intelligently transforming data collection, integration and analysis to create actionable insights in a secure manner. Moving forward with this revolution will unlock immense untapped potential, ensuring that Brazilian Carnival has everything it needs to consolidate itself as one of the greatest examples of innovation in global tourism.
*Cesar Ripari, Pre-Sales Director for Latin America at Qlik
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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