Discover why Florianópolis is on UNESCO's list of Creative Cities.

Morro da Cruz, Florianópolis. Photo by Oscar Fava / Wikicommons / CC BY 3.0 License

The UNESCO Creative Cities Network (UCCN) program, launched in 2004, currently brings together cities worldwide that use creativity as a strategic factor for sustainable development. According to the document "Creativity and Cities," urban areas now house more than half of the world's population and account for three-quarters of global economic activity. In Brazil, the number of cities integrated into the Network has reached 15, encompassing categories ranging from gastronomy to design, with the aim of fulfilling the goals of the 2030 Agenda for Sustainable Development.

Integration into these international networks not only validates local cultural heritage but also boosts the tourism economy. For travelers visiting these destinations, logistical efficiency is a key component of the experience; however, the expansion of the national air network can create operational bottlenecks and potential problems. flight delaysThis requires passengers to be aware of the airlines' assistance policies.

Brazil has representatives in all seven categories of the program: Crafts and Folk Art, Design, Cinema, Gastronomy, Literature, Media Arts, and Music. Below, seven of these creative hubs and their contributions to the national scene are detailed.

Gastronomy - Florianópolis (SC)

Gratinated oysters appear on every list of recommendations for what not to miss in Florianópolis. Photo by Rodrigo Argenton / Wikicommons / CC BY-SA 3.0

Recognized as the "National Capital of Ostra"Florianópolis uses its culinary tradition as an engine for economic development. Data from the Aquaculture and Fisheries Development Center (Cedap) indicates that the city led national production in 2021, with 1.351 tons of oysters. The designation by UNESCO acts as an "extraordinary incentive for the city to promote sustainable development through cultural industries," as described in the action plan of the capital of Santa Catarina."

The municipality implemented the Gastronomy Observatory and the Cultural Innovation Laboratory to collect and analyze data from the sector, promoting integration between the production chain and tourism. Among the established goals, the creation of an annual guide to gastronomic offerings and the holding of workshops that connect design and crafts to the presentation of typical dishes stand out. The strategy aims to attract investment and qualified human capital, reinforcing the title of "Best Brazilian Capital for Entrepreneurship".

Other Brazilian cities in the Gastronomy category: Belém (PA), Paraty (RJ) and Belo Horizonte (MG).

Design - Brasília (DF)

Brasília Design Week 2025 promoted immersion in the creative universe with exhibitions, workshops, and lectures. Photo by Luh Fiuza / Flickr / CC BY 4.0 License

Brasilia holds first place in the national ranking of cities that attract and retain creative talent. The creative economy sector in the federal capital accounts for 3,7% of the local GDP. Design is considered part of the city's "DNA," which hosts dozens of startup labs and incubators focused on fashion, architecture, and graphic arts.

Other Brazilian cities in the Design category: Curitiba (PR) and Fortaleza (CE).

Music - Salvador (BA)

A day of celebration at the Batatinha circuit in Salvador's Historic Center. Photo by Roberto Viana / Wikicommons / CC BY 2.0 License

With 2,4 million inhabitants, Salvador bases its creative economy on the music sector, which is the core of its socioeconomic development plans. The city is the birthplace of genres such as Tropicalismo, Axé, Bossa Nova (credit shared with Rio de Janeiro, since João Gilberto is from Bahia) and Samba (again shared with Rio, since the oldest roots of the rhythmic matrix point to the Samba de Roda of the Recôncavo Baiano). The Bahia Carnival, the largest street parade in the world, generates around R$ 8 billion in financial transactions and creates ample employment opportunities during the week-long event.

Another Brazilian city in the Music category: Recife PE).

Cinema - Santos (SP)

The 23rd edition of the Curta Santos Festival celebrated the audiovisual arts of the Baixada Santista region in November 2025, showcasing over 50 productions with free admission. Photo: Reproduction/Social media

The coastal city of Santos has a cinematic legacy dating back to the early 20th century, housing Brazil's first film club. Over a five-year period, the Santos Film Commission recorded the filming of 300 productions in the city, generating an added value of over R$ 11 million. Currently, Santos has 21 active production companies and collectives.

O Santos Short Film Festival It is one of the three most attended festivals in the country, offering free activities and workshops for young people. The municipality focuses on democratizing access to culture through the "Community Cinema" project, which holds weekly open-air screenings in outlying neighborhoods. Santos' goal as a creative city includes integrating the audiovisual sector with the local technology park.

Another Brazilian city in the Cinema category: Penedo (AL).

Handicrafts and Folk Art - João Pessoa (PB)

The Paraíba Handicraft Market (MAP) is a must-see for anyone looking for typical local products. Photo by Cacio Murilo / MTur Destinos / Press Release

João Pessoa is the only national representative in the Crafts and Folk Art category and is the main regional trading center for handcrafted production, including ceramics, embroidery, and crochet. Approximately 5 artisan families live in the region and depend on this production chain. The city hosts the Paraíba Craft Fair, an event that brings together more than 8 participants and promotes local cultural identity through the "Atelier Route".

Literature - Rio de Janeiro (RJ)

The Rio Book Biennial 2025 (22nd edition) was the largest in history, registering a record 740 visitors between June 13th and 22nd at Riocentro and 6,8 million books sold. Photo: Alumipac Press Release

The book industry contributes significantly to the economy of Rio de Janeiro, with the metropolitan region accounting for 14% of national book sales. In 2022, the city recorded sales of 7,95 million units. The municipality is home to 146 bookstores and 125 publishing houses associated with the National Union of Book Publishers (SNEL).

The strategy of Rio de Janeiro, the only city in the country listed in this category, focuses on literature as a tool to address inequalities and promote cultural citizenship, especially among young people in socially vulnerable areas. The action plan includes the modernization of libraries and reading spaces, as well as the training of cultural agents. The city sees the sector as a catalyst for sustainable urban development.

Media Arts - Campina Grande (PB)

Monument to the Pioneers of Borborema, in Campina Grande. Photo by Cacio Murilo / MTur / PDM 1.0

The only city in the country listed in this category, Campina Grande stands out for having the highest number of PhDs per capita in Brazil: one for every 590 inhabitants, a number six times higher than the national average. This concentration of intellectual capital sustains the development of media arts and technology. The city is home to the SESI Digital Museum, dedicated to local history through technological and interactive tools, and has proposed a specific municipal public policy for the creative economy, planning to launch an International Media Arts Festival.