AI-Enabled Caiçara Robot Revolutionizes Tourism in Ilhabela Even on Rainy Days

Written by Ruth Rodrigues

Published on 30/07/2025 at 09:55

Updated on 30/07/2025 at 09:56

Ilhabela lança robô caiçara com IA para impulsionar o turismo em dias nublados. Conheça a Mar.IA, o guia digital que acolhe turistas com dicas personalizadas.

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Ilhabela Launches Caiçara Robot with AI to Boost Tourism on Cloudy Days. Meet Mar.IA, the Digital Guide That Welcomes Tourists with Personalized Tips.

Ilhabela, on the northern coast of São Paulo, bets on technology to tackle the decline in visitors during the winter. Since July 2025, the city hall has launched the caiçara robot Mar.IA, a virtual guide with artificial intelligence (AI) that helps tourists make the most of their trip even on rainy days.

The initiative is part of the Tourism Future Brazil program, in partnership with Sebrae Nacional and the Inter-American Development Bank (IDB).

The digital solution offers a warm and informal service, designed to highlight local culture and keep tourists well informed throughout their stay.

ARTICLE CONTINUES BELOW

Mar.IA: The Caiçara Robot That Chats with Tourists

The creative name, which combines “Mar” and “IA,” gives life to a friendly chatbot that is already available on the official Ilhabela City Hall website.

Although the promise was for it to be on multiple platforms, so far it has only been found operating on WhatsApp, accessible via a direct link.

The aim of Mar.IA is to function as a digital tour guide.

Ilhabela launches caiçara robot with AI to boost tourism on cloudy days. Meet Mar.IA, the digital guide that welcomes tourists with personalized tips. — Source: AI

Through messages, it suggests trails, cultural tours, bars, restaurants, and personalized experiences — all with a light, welcoming, and humanized language.

According to the creators, the term caiçara robot emerged precisely to reflect this local spirit.

The AI has been trained to communicate informally, bringing Ilhabela’s identity even into digital interactions.

Ilhabela Innovates in Tourism with Artificial Intelligence

This is the first time in Brazil that a tourist city adopts generative AI as direct support for visitors.

Although similar initiatives already exist abroad, Mar.IA places Ilhabela at the forefront of national technological tourism.

In addition to the AI, the city has been investing in various improvements to welcome the public at any time of the year.

Among the actions are accessible trails, ecotourism projects, whale watching, a new proprietary app, and a complete overhaul of the tourism website.

With the caiçara robot and other investments in accessibility and technology, Ilhabela demonstrates that it is possible to enjoy the island year-round — whether it’s sunny or rainy.

The goal is to break the stereotype that beach only goes with summer, offering new experiences to visitors.

But the fact is: with Mar.IA, artificial intelligence has already begun to make a difference in how we explore tourist destinations like Ilhabela.

AI-Enabled Caiçara Robot Revolutionizes Tourism in Ilhabela Even on Rainy Days

Ilhabela Launches Caiçara Robot with AI to Boost Tourism on Cloudy Days. Meet Mar.IA, the Digital Guide That Welcomes Tourists with Personalized Tips.

Mar.IA: The Caiçara Robot That Chats with Tourists

Ilhabela Innovates in Tourism with Artificial Intelligence

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AI-Enabled Caiçara Robot Revolutionizes Tourism in Ilhabela Even on Rainy Days

Ilhabela Launches Caiçara Robot with AI to Boost Tourism on Cloudy Days. Meet Mar.IA, the Digital Guide That Welcomes Tourists with Personalized Tips.

Mar.IA: The Caiçara Robot That Chats with Tourists

Ilhabela Innovates in Tourism with Artificial Intelligence

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