In a bold move designed to reshape its international tourism landscape, Brazil has officially introduced a comprehensive digital platform showcasing its extensive network of protected natural areas. This new “Digital Gateway to Natural Parks,” launched by Visit Brasil, the international promotion division of EMBRATUR (Brazilian Agency for International Tourism Promotion), is a pivotal element of a wider national strategy to cement the country’s status as a top-tier global destination for ecotourism. The initiative carries a highly ambitious objective: to sustainably triple the annual number of visitors to its national and state parks, targeting an increase from the current 16 million to a potential capacity of 56 million visitors per year. This strategic endeavor aims not only to draw in a new wave of international travelers but also to deliver substantial economic advantages to local communities while reinforcing crucial environmental conservation efforts throughout Brazil’s incredibly diverse biomes, from the Amazon rainforest to the coastal dunes. The platform represents a calculated step toward harnessing the country’s immense natural wealth in a responsible and economically beneficial manner for a global audience.
A Strategic Gateway to Nature
The Vision and Practicality
The philosophy and development of this digital gateway are deeply rooted in a strategic partnership between EMBRATUR and the Semeia Institute, a non-profit philanthropic organization renowned for its expertise in crafting sustainable economic models for Brazil’s conservation units. At the heart of this collaboration is a shared vision to unlock the vast, underutilized potential of the nation’s park system. According to Renata Mendes, Executive Director of the Semeia Institute, the project aims to offer visitors unique, wellness-oriented experiences that go beyond simple sightseeing. The goal is to create a symbiotic relationship where tourism directly fosters employment opportunities, generates stable income for local populations, and guarantees the long-term protection of these vital natural territories. The platform’s strategy meticulously weaves together the allure of pristine, untouched nature with the critical imperative of responsible tourism, ensuring that any growth in visitation directly contributes to the ecological health of the ecosystems and the social well-being of the people who call them home, creating a virtuous cycle of conservation and community development.
This ambitious vision is firmly grounded in a highly practical and methodical approach to its implementation. The selection process for the initial itineraries featured on the platform was not arbitrary but based on a careful analysis of key logistical factors to ensure a seamless and accessible visitor experience from the outset. Planners considered crucial elements such as the proximity of the parks to major transportation hubs, including international airports and long-distance bus terminals, to minimize travel friction for international guests. Furthermore, the quality and capacity of the existing infrastructure within the parks themselves—such as visitor centers, trails, and lodging—were rigorously evaluated to confirm they could support an increase in traffic without compromising environmental integrity or visitor safety. Finally, the availability of clear, reliable, and multilingual tourist information was a determining factor, as providing travelers with the necessary resources to plan and navigate their journeys is essential to the platform’s success. This pragmatic framework ensures that the gateway’s offerings are not just aspirational but also realistically achievable and enjoyable for a global audience.
Immersive Itineraries From the Amazon to the Coast
Initially, the online portal has launched with two fully developed and distinct itineraries, with an additional five planned for future release to eventually provide comprehensive coverage of all major regions of Brazil. The first of these, the “Central Amazon Parks” itinerary, invites travelers on a profound journey deep into the heart of the state of Amazonas, a region globally recognized for its unparalleled biodiversity and remarkably pristine condition. This area holds the prestigious dual designation from UNESCO as both a Natural World Heritage Site and a Biosphere Reserve, signifying its global importance. The carefully curated route guides visitors through a collection of spectacular protected areas, including the Anavilhanas National Park, with its vast river archipelago; the sprawling Jaú National Park; the Adolpho Ducke Forest Reserve; and the Mamirauá Sustainable Development Reserve. The experiences offered are designed to be profoundly immersive, ranging from navigating the intricate labyrinth of river channels to staying overnight in remote forest ecolodges and paddling through the narrow, forest-canopied streams known locally as igarapés. A crucial element of this journey is the opportunity for authentic cultural exchange, allowing visitors to respectfully participate in rituals with indigenous communities along the Rio Negro and savor the unique flavors of Amazonian cuisine, which itself is a product of centuries of cultural and ecological adaptation.
In stark contrast to the dense rainforest, the second flagship itinerary, the “Parks of the Route of Emotions,” provides an equally captivating but entirely different experience along Brazil’s breathtaking northeastern coast, linking the states of Maranhão, Piauí, and Ceará. This journey is defined by its dramatic, wind-sculpted landscapes and the deep-rooted local traditions that have flourished in this unique environment. A major highlight of the route is the Lençóis Maranhenses National Park, another UNESCO Natural World Heritage Site, famed for its surreal and otherworldly landscape of sweeping white sand dunes interspersed with vibrant, crystal-clear freshwater lagoons that form during the rainy season, creating a stunning visual mosaic. The route also includes the Parnaíba Delta, the largest open-sea delta in the Americas, where visitors can witness the unforgettable spectacle of vast flocks of scarlet ibis returning to their nests at dusk. Further along the coast is Jericoacoara National Park, a coastal sanctuary where the daily sunset has become a celebrated communal ritual for locals and visitors alike. The activities curated for this route emphasize a deep sensory connection to the environment, such as kayaking at twilight on the Camurupim River, observing the natural magic of bioluminescent plankton near the tranquil village of Atins, and meeting traditional crochet artisans who practice their intricate craft in the cool shade of ancient palm trees.
Beyond Parks: A New Identity for Brazilian Tourism
Integrating Culture and Community
The “Digital Gateway to Natural Parks” is not a standalone project but rather a central component of a larger, multifaceted strategy to reposition Brazil on the world stage. As Marcelo Freixo, President of Embratur/Visit Brasil, emphasizes, this initiative is consciously designed to meet the evolving desires of modern international travelers, who increasingly seek meaningful and transformative experiences over conventional sightseeing. The platform intentionally moves beyond simply marketing scenic beauty; its core focus is on showcasing the rich history, vibrant culture, and unique ways of life that are deeply embedded within these natural territories. This holistic approach aims to provide a more profound and authentic connection to the destination, allowing visitors to understand the human stories behind the stunning landscapes. It represents a strategic pivot toward a more narrative-driven tourism model, where the value of a journey is measured not just by the sights seen but by the genuine cultural encounters and personal growth experienced along the way.
This culturally sensitive approach is further supported and amplified by another key EMBRATUR initiative called “Feel Brasil,” which was developed in close collaboration with Sebrae (Brazilian Service for Support to Micro and Small Businesses). “Feel Brasil” functions as a meticulously curated collection of 101 distinct tourist experiences spread across the country, all of which prioritize and champion local entrepreneurship and social inclusivity. The program is a testament to Brazil’s commitment to a more equitable tourism model. The statistics are compelling: approximately 70% of the featured experiences are delivered by micro and small businesses, ensuring that tourism revenue directly benefits local economies. Furthermore, an impressive 59% of these enterprises are led by women, promoting gender equality in the sector. Crucially, over 80% of the experiences integrate tangible elements of social inclusion, diversity, and sustainability into their core offerings. This initiative ensures that the growth of tourism in Brazil is not only economically beneficial but also socially responsible, empowering communities and preserving cultural heritage for future generations.
A National Blueprint for the Future
The strategic alignment of the Natural Parks gateway and the “Feel Brasil” platform became evident as they were integrated into the “Brasis Plan – International Tourism Marketing Plan 2025-2027.” This comprehensive framework, a collaborative effort by EMBRATUR, Sebrae, and the esteemed Getulio Vargas Foundation, set forth a clear and unified vision for the future of the nation’s tourism sector. The national plan was meticulously built upon three foundational pillars: innovation, diversity, and sustainability. These principles were chosen to guide every aspect of tourism development and promotion, ensuring that Brazil’s offerings would remain competitive, relevant, and responsible in a rapidly changing global market. The plan aimed to shift the international perception of Brazil, moving beyond its well-known attractions to highlight the depth and breadth of its authentic, inclusive, and transformative journeys, creating a more nuanced and appealing brand identity. The goal was to establish a legacy of tourism that fostered meaningful and lasting connections between visitors, the nation’s unparalleled natural environment, its vibrant cultural heritage, and its welcoming local populations.
