For the first time, Brazil’s Amazon region has come together under a single, unified brand to promote tourism and sustainable actions in one of the richest, most diverse, and symbolic territories in the world.
The initiative by RAI (Integrated Amazon Routes) in partnership with Embratur (the federal agency responsible for tourism) positions the vast Amazonian territory, comprised of nine of the Brazil’s 26 states as the centre and origin of a transformative experience, an active agent with the power to influence, teach, and provoke internal change.
The idea is to showcase a vibrant, integrated, plural, and accessible Amazon, which offers a broad impact for those who pass through and generates real and sustainable development for people who live in the region.
Containing the largest tropical forest on the planet, the Brazilian Legal Amazon corresponds to about 60% of the Brazilian territory, being home to 28 million people.
“The Amazon has all the attributes to consolidate itself as one of the most relevant tourist destinations in the world. Tourism, in this context, is a strategic tool to boost a sustainable development model, based on the generation of employment and income for local communities,” says Embratur president Bruno Reis. “From the forest to the cities, the entire territory’s chain benefits. In addition, initiatives like this contribute to positioning the region at the centre of the global bioeconomy and to strengthening the internationalization of Amazonian micro and small entrepreneurs.”
Living brand
Having worked for years with fragmented aesthetics and positioning, the states of Acre, Amazonas, Amapá, Maranhão, Mato Grosso, Pará, Rondônia, Roraima and Tocantins will now have a single brand as a basis that will help feed the entire business and tourism ecosystem, fostering the region’s sustainable economy and attracting visitors and investors from Brazil and around the world.
“Around the world, many of the most visited and desired tourist destinations have strong and well-established brands. The Amazon has always had this potential, but it had never brought together all those involved in a structured way to combine efforts towards this construction, says Arnaldo de Andrade Bastos, partner and Chief Design Officer of FutureBrand São Paulo. “Now, we present a solid brand that clearly illustrates the richness, plurality, and effervescence of the Amazon, uniting its main elements and the power of the entire region through a single concept and design,”
More than just registering the destination as a tourist base, the new Amazon brand also aims to become a powerful asset in generating business for companies, entrepreneurs and artisans in the region, as well as ensuring the generation of income and revenue that helps in its preservation.
“We are talking about a powerhouse in art, music, gastronomy, culture, and the production of a range of products for different industries. And it is precisely this richness that the world can now fully experience: the Amazon as a sensory and transformative experience, revealed in the flavours, sounds, colours, and knowledge of the forest. A journey that impacts those who visit, but also strengthens those who live and produce in the region, generating value, pride, and a future for the Amazon,” emphasizes Bruno Reis.
“The goal is to organize experiences, tourist destinations, licensing, and origin seals under a brand that is desired and recognized worldwide. We want to reinforce the invitation for Brazilian and international tourists to come and experience the Brazilian Amazon,” adds Gilvan Pereira, Secretary of Tourism of Rondônia.
The initiative, launched on the website https://www.visiteamazonia.com.br/en/,
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