{"id":244157,"date":"2026-05-04T15:52:14","date_gmt":"2026-05-04T13:52:14","guid":{"rendered":"https:\/\/visit-latin-america.com\/?p=244157"},"modified":"2026-05-04T15:52:15","modified_gmt":"2026-05-04T13:52:15","slug":"amazonia-brazil-unifies-the-amazon-to-rethink-its-tourism-positioning","status":"publish","type":"post","link":"https:\/\/visit-latin-america.com\/en\/amazonia-brazil-unifies-the-amazon-to-rethink-its-tourism-positioning\/","title":{"rendered":"Amazonia: Brazil unifies the Amazon to rethink its tourism positioning"},"content":{"rendered":"\n

For the first time, the nine states of the Brazilian Amazon<\/mark><\/a> are coming together under a single brand to promote a shared vision of tourism in the region. Named \u201cAmazonia<\/strong>,\u201d this initiative marks a shift in how one of the largest and most complex territories in the world is positioned. <\/p>\n\n\n\n

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.<\/p>\n\n\n\n

\n\n\n\n

A shared strategy for a fragmented territory<\/strong><\/h2>\n\n\n\n

The Amazon covers around 60% of Brazil\u2019s<\/strong> territory and is home to 28 million people across nine states. Until now, tourism promotion relied on local initiatives, without real coordination. <\/p>\n\n\n\n

The creation of the Amazonia brand<\/mark><\/a><\/strong> aims to harmonize this communication while preserving the specificities of each territory. Led by Embratur<\/mark><\/a><\/strong> and the Integrated Amazon Routes<\/strong> (RAI), the initiative seeks to better structure the offer<\/strong> and make it more understandable for international markets<\/strong>. <\/p>\n\n\n\n

<\/div>\n\n\n\n

An economic driver at the heart of the project<\/strong><\/h2>\n\n\n\n

Tourism is seen here as a development tool, capable of generating income and creating jobs at the local level.<\/p>\n\n\n\n

<\/div>\n\n\n\n
\n

\u201cThe 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,\u201d <\/em> emphasizes Bruno Reis<\/strong>, president of Embratur<\/strong>. <\/p>\n<\/blockquote>\n\n\n\n

<\/div>\n\n\n\n

Within this framework, the project relies on the bioeconomy and the integration of local stakeholders\u2014artisans, producers, micro-entrepreneurs\u2014into the tourism value chain, with the aim of strengthening their visibility and access to markets.<\/p>\n\n\n\n

The \u201cFeito de Amaz\u00f4nia<\/em>\u201d (Made in Amazonia) label is part of this dynamic, helping to identify and promote the origin of products at national and international levels.<\/p>\n\n\n\n

<\/div>\n\n\n\n

An identity directly inspired by the territory<\/strong><\/h2>\n\n\n\n

The brand\u2019s 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. <\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Conceived as a \u201cliving brand,\u201d Amazonia unfolds through various graphic elements inspired by biodiversity and local cultures.<\/p>\n\n\n\n

\u201cToday, 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,\u201d<\/em> explains Arnaldo de Andrade Bastos<\/strong>, Chief Design Officer at FutureBrand S\u00e3o Paulo<\/strong>. <\/p>\n\n\n\n

<\/div>\n\n\n\n

Making the Amazon easier to understand for travelers<\/strong><\/h2>\n\n\n\n

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. <\/p>\n\n\n\n

This initiative also aims to clarify travel routes, organize experiences, and better connect stakeholders across the sector\u2014without oversimplifying the reality of the territory.<\/p>\n\n\n\n

<\/div>\n\n\n\n

Laying the foundations for a sustainable positioning<\/strong><\/h2>\n\n\n\n

The Amazonia brand does not immediately transform the destination. However, it establishes a shared framework with a long-term ambition. <\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n
\n

\u201cThe goal is to organize experiences, tourist destinations, licenses, and origin labels under a brand that is desirable and recognized worldwide,\u201d<\/em> notes Gilvan Pereira<\/strong>, Secretary of Tourism of Rond\u00f4nia<\/strong>. <\/p>\n<\/blockquote>\n\n\n\n

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.<\/p>\n\n\n\n

<\/div>\n\n\n\n

Visit the Visit Amazonia website<\/mark><\/strong><\/a><\/p>\n\n\n\n

<\/div>\n\n\n\n
\n