The municipality of Sério in Brazil is promoting the production of pitaya, a fruit, as a diversification for farmers and a tourist attraction. The local government has adopted the name 'Terra da Pitaya e Serra dos Vales' and is planning an Agrofeira e Colheita de Pitaya event on February 18-20 to showcase the fruit's potential. Despite the threat of drought, the early harvest has shown promising results. The event will include the sale of agricultural products, visits to properties, and cultural attractions, with no admission fee.