For the first time, the nine states of the Brazilian Amazon are coming together under a single brand to promote a shared vision of tourism in the region. Named “Amazonia,” this initiative marks a shift in how one of the largest and most complex territories in the world is positioned.
Behind this approach, the objective is clear: to move beyond an image often reduced to the rainforest and to present a destination that is more legible, structured, and accessible, while integrating local development challenges.
A shared strategy for a fragmented territory
The Amazon covers around 60% of Brazil’s territory and is home to 28 million people across nine states. Until now, tourism promotion relied on local initiatives, without real coordination.
The creation of the Amazonia brand aims to harmonize this communication while preserving the specificities of each territory. Led by Embratur and the Integrated Amazon Routes (RAI), the initiative seeks to better structure the offer and make it more understandable for international markets.
An economic driver at the heart of the project
Tourism is seen here as a development tool, capable of generating income and creating jobs at the local level.
“The Amazon has all the attributes to establish itself as one of the most important tourist destinations in the world. In this context, tourism is a strategic tool to drive a sustainable development model, based on job and income creation for local communities. From the forest to the cities, the entire territorial chain benefits,” emphasizes Bruno Reis, president of Embratur.
Within this framework, the project relies on the bioeconomy and the integration of local stakeholders—artisans, producers, micro-entrepreneurs—into the tourism value chain, with the aim of strengthening their visibility and access to markets.
The “Feito de Amazônia” (Made in Amazonia) label is part of this dynamic, helping to identify and promote the origin of products at national and international levels.
An identity directly inspired by the territory
The brand’s construction is rooted in a strong geographical anchor. The logo was designed using the real coordinates of the Amazon River and its tributaries, whose outlines form the letters of the visual identity.
Conceived as a “living brand,” Amazonia unfolds through various graphic elements inspired by biodiversity and local cultures.
“Today, we present a strong brand that clearly illustrates the richness, diversity, and vitality of the Amazon, bringing together its key elements and the power of the entire region through a unique concept and design,” explains Arnaldo de Andrade Bastos, Chief Design Officer at FutureBrand São Paulo.
Making the Amazon easier to understand for travelers
Despite its global recognition, the Amazon remains a difficult destination to grasp. The scattered offer, the complexity of the territory, and the lack of clear reference points still limit its accessibility.
This initiative also aims to clarify travel routes, organize experiences, and better connect stakeholders across the sector—without oversimplifying the reality of the territory.
Laying the foundations for a sustainable positioning
The Amazonia brand does not immediately transform the destination. However, it establishes a shared framework with a long-term ambition.
“The goal is to organize experiences, tourist destinations, licenses, and origin labels under a brand that is desirable and recognized worldwide,” notes Gilvan Pereira, Secretary of Tourism of Rondônia.
The success of the project will now depend on its implementation on the ground and on the ability of stakeholders to align with this shared approach.
Visit the Visit Amazonia website
Visuals: Embratur | FutureBrand São Paulo
