Brazil's international tourism agency replaced fragmented spreadsheets with a unified system built with AppSheet, enabling real-time control of its R$840 million budget and transforming strategic decision-making across 200 global markets.
Brazil's tourism promotion agency Embratur operates as an autonomous social service promoting Brazilian destinations to international visitors. The organization manages a complex R$840 million annual budget across marketing campaigns, press tours, and international tourism events spanning 200 countries.
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Brazil
https://embratur.com.br/
Brazil's international tourism agency replaced fragmented spreadsheets with a unified system built with AppSheet, enabling real-time control of its R$840 million budget and transforming strategic decision-making across 200 global markets.
Google Workspace Results
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Budget reporting reduced from weeks to minutes
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18-month development timeline vs. years with traditional coding
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Automated 50+ spreadsheets with up to 250 columns per tab
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10x cost savings vs. alternative enterprise solutions
When Brazil's tourism promotion agency
As an autonomous social service that is neither fully public nor private, Embratur has unique accountability requirements. The company reports to Brazil's Federal Court of Accounts and, in addition to maintaining operational independence, it must comply with transparency portal requirements, which involves proactive disclosure of information related to government operations, finances, and other relevant data to ensure public access and accountability. This hybrid structure demands rigorous budget oversight for public funds, while enabling the flexibility needed for international tourism promotion, such as advertising campaigns and industry events.
"Each area of Embratur had its own spreadsheets — contracts, marketing, budget commitments, settlements — none of which aligned," says Caroline Jorge, budget, finance and accounting manager at Embratur. "We had lots of micro data, but no macro view to support strategic decisions."
For an organization managing public funds to promote Brazil's tourism destinations across hundreds of countries, this fragmentation created serious challenges: budget commitments could exceed available funds, strategic planning was nearly impossible, and preparing required government reports took weeks of manual work. Recognizing that Embratur needed modern tools to fulfill its mission of attracting foreign visitors to Brazil to drive economic growth through tourism, the new leadership doubled its focus on digital transformation with
Building enterprise solutions with no-code AppSheet
“AppSheet bridged the technical development side and the finance business side. It lets our finance team understand what's happening behind the system, and the developers understand the flow and the budget concepts. It's helped bring the two functions closer together.” - João Barros, Software Developer, Embratur
When Embratur decided to move to Google Workspace in 2023, the decision was partly financial: The platform was roughly 10 times more affordable than alternatives. But the real transformation began when the team discovered
"We couldn't build our new system with just three developers, especially since we have other development needs," says João Barros, the head of AppSheet development at Embratur, despite having an administration background rather than IT. This highlights AppSheet's power in enabling non-technical users to build sophisticated enterprise applications.
The team designed "Hermes," a comprehensive budget management system that handles everything from strategic planning to final payments. Built using AppSheet's no-code platform, Hermes removes manual processes and automates data validation across Embratur's many financial workflows.
"AppSheet bridged the technical development side and the finance business side," Barros says. "It lets our finance team understand what's happening behind the system, and the developers understand the flow and the budget concepts. It's helped bring the two functions closer together."
The development took a year and a half, a timeline that would have been impossible with traditional coding approaches. "With just three developers, the Hermes project would have taken us years using Java or C. AppSheet enabled us to complete it in 18 months," says Gabriel de Jesus, budget supervisor at Embratur. "It shows the potential of no- or low-code development to drive real productivity gains."
Complete financial control across R$840 million budget
“With just three developers, the Hermes project would have taken us years using Java or C. AppSheet enabled us to complete it in 18 months. It shows the potential of no- or low-code development to drive real productivity gains.” - Gabriel de Jesus, Budget Supervisor, Embratur
Hermes now controls every aspect of Embratur's budget. "From a management standpoint, from planning all the way to payment, there's the creation of the action plan, program budgeting, budget execution, liquidation, payment analysis, and travel requests," de Jesus says. "Hermes handles the entire financial and budget management of Embratur."
The system also requires authorization for all commitments and validates project balances before allowing any expenditure. "Everything is tightly controlled: You must commit funds before issuing an order, you can't issue a service order above that commitment, and you can't request payment above the order value," Jorge explains. This automated validation has eliminated budgetary errors that previously occurred when departments worked from separate spreadsheets.
The system handles Embratur's unique operational complexity, including international projects with foreign currency exchanges and tax implications. Built-in contingency funds automatically adjust for currency fluctuations, a capability the organization previously had no way to track or manage.
"For the first time, at year-end, I'll be able to share with the president exactly how much income tax we paid," de Jesus says. "This kind of analysis could even form a discussion with Brazil's Federal Revenue Service, because it is an example of Brazil investing in Brazil."
Transforming strategic decision-making and reporting
“Today, I can tell our director: 'We have this much money available in our reserve for the month that has not yet been committed.' These strategic decisions were impossible before building Hermes with Google Workspace.” - Caroline Jorge, Budget, Finance, and Accounting Manager, Embratur
With Google Workspace supporting collaboration and AppSheet automating business critical operations, tasks that previously took weeks now happen in minutes, and data-led insights that were previously unattainable are now standard. "Today, I can tell our director: 'We have this much money available in our reserve for the month that has not yet been committed,'" Jorge says. "These strategic decisions were impossible before building Hermes with Google Workspace."
Budget reporting for federal auditors, which previously required weeks of manual compilation, also happens in real time. "Today, every budget commitment that's initiated is already categorized. If I need a budget statement filtered by code, I simply run a query and get the summed total instantly," de Jesus says.
The system provides complete audit trails for the organization's budget. "Moving forward, only authorized projects exist. If there's any question — even regarding who entered a line in the system — AppSheet gives us the user, the timestamp, and the approver," de Jesus adds.
The success with Hermes encouraged broader AppSheet adoption across Embratur. The team built "Embracar," an internal transportation app that works like Uber for staff travel. Using
Looking ahead with AI-powered insights
Embratur is planning "Hermes V2," which will integrate
"Now that we have moved beyond basic data construction, the goal is to use the Gemini API to build an AI model," Barros says. "We aim to use Gemini to convert queries into natural language or SQL, enabling users to interact with an AI agent, pose questions, and receive answers based solely on Hermes data. We're currently piloting it, with a potential launch in 2026."
The company also plans to trial
"Hermes is the best system for Embratur because it was built in-house and tailored to our specific needs," Barros says. "If we had bought a generic system and customized it, it would've cost millions. Hermes, with its modular architecture, is ideal for us."
The success demonstrates how no-code platforms can enable organizations to solve complex challenges while building exactly what they need rather than adapting to generic solutions.