Case Study: Senatur boosts community tourism with TBWA Worldwide's Santa Maria Pueblo Hotel

Senatur transforms Santa Maria Pueblo Hotel with TBWA Worldwide and 100% occupancy

The customer, Senatur (Paraguay’s Department of National Tourism), faced the challenge of revitalizing the small town of Santa María de Fe, which had a rich cultural heritage but was fading from the map with no visitors and little economic opportunity. With no budget for traditional hotel infrastructure, Senatur needed a solution and partnered with vendor TBWA Worldwide.

TBWA Worldwide implemented a solution that turned the entire town itself into a hotel, a concept called Santa Maria Pueblo Hotel. This involved deep community trust-building to convince locals to open their doors to strangers. The results were highly successful, with 55 locals trained, 100% occupancy achieved, and 100% of the revenue going directly to the community.

Senatur