Porto de Galinhas in Brazil launches AI tourism assistant MarIA

Porto de Galinhas officially launched MarIA, an artificial‑intelligence platform that assists tourists via WhatsApp 24 hours a day. The virtual assistant provides personalized information on accommodation, tours, dining, attractions and services, and routes complex queries to human staff when needed.

MarIA integrates the destination’s customer‑relationship management, data intelligence, digital marketing and partner network into a single ecosystem. In May, the system handled 2,557 interactions, with 96.4 % resolved without human intervention, and generated 370 direct referrals to local tourism operators. The launch coincided with a 131 % rise in active users on the destination’s website, a 512 % jump in clicks, a 146 % increase in portal events and a 4.6‑point boost in engagement rates.

The initiative positions Porto de Galinhas as a leading example of tech‑driven innovation in Brazil’s tourism sector, aiming to improve visitor experience while supplying strategic data for marketing and partner development.