Amazon and Pantanal win international awards, boosting Brazil’s tourism leadership

Initiatives like “Feel Brasil” are putting the country in the global spotlight, highlighting local communities, preserving biodiversity, and inviting travelers to experience an authentic, surprising Brazil.

Two of Brazil’s greatest natural treasures—the Amazon and the Pantanal—have earned international recognition. These extraordinarily rich biomes blend nature, tradition, and culture to offer unique experiences. Recognized by UNESCO as World Heritage Sites and Biosphere Reserves, they embody both the grandeur of the country and the transformative power of destinations that move every visitor.

The two regions shone at PURE Life Experiences 2025, held September 8–11 in Marrakech, Morocco. Considered the world’s leading experiential travel gathering, the event brought together 1,500 travel professionals and 684 exhibitors, including 81 from South America. Brazil stood out thanks to experiences that combine environmental conservation, positive impact, and exceptional hospitality.

Travelers uncover the essence of the world’s largest rainforest while cruising the vast Rio Negro, listening to the songs of Indigenous communities, exploring hidden creeks in the Anavilhanas Archipelago, or savoring the bold flavors of Amazonian cuisine. In the Pantanal, the magic unfolds as visitors watch wild jaguars, flocks of hyacinth macaws, and caimans resting silently along riverbanks. Amazon and Pantanal offer profound encounters with the true soul of Brazil.

“This recognition reaffirms Brazil’s commitment to responsible, regenerative tourism that enchants travelers while delivering lasting benefits to the environment and local communities. What makes our country unique is not just its natural grandeur but the way it connects with people. As Brazil prepares to host COP30 for the first time in the Amazon, we have a historic opportunity to show the world that development and preservation can go hand in hand,” said Embratur president Marcelo Freixo.

International recognition came through two prestigious awards: the Change Maker Award—the event’s highest honor—presented to Mirante do Gavião Amazon Lodge, and the Conservation Award, given to Caiman Pantanal for its leadership in regenerating local wildlife and flora. Both initiatives show the world how luxury, nature, and social engagement can coexist.

In the heart of the Amazon, Mirante do Gavião carries out high-impact socio-environmental projects such as the Riverside Education Project, launched two years ago, which is building 23 schools along the Rio Negro. In the Pantanal, Caiman leads globally recognized programs including Onçafari—focused on jaguar conservation—and the Hyacinth Macaw Institute, dedicated to protecting one of Brazil’s most iconic birds. These initiatives prove that tourism can transform lives, strengthen communities, preserve culture, and protect the environment.

Feel Brasil: Unforgettable Experiences in the Amazon and Pantanal

The recognition of the Amazon and Pantanal at PURE Life Experiences is directly linked to Feel Brasil, an Embratur initiative with Sebrae Nacional that showcases authentic, transformative experiences from north to south. It was also a finalist at the 2025 Skift Idea Awards, one of the industry’s most prestigious honors for innovative travel concepts.

Travelers can venture into the Amazon for an Indigenous immersion along the Rio Negro. They can participate in ancestral rituals, learn traditional knowledge, and explore the spiritual bond between Indigenous peoples and the forest. Or navigate the labyrinth of river islands in Anavilhanas National Park, where white-sand beaches and tranquil creeks host unexpected encounters with pink river dolphins. The local cuisine is another highlight, reflecting the region’s cultural diversity and abundance of ingredients.

The Pantanal offers safaris to spot capybaras, deer, caimans, and emblematic jabiru storks. For an unforgettable encounter with one of the world’s largest cats, join an exclusive expert-led jaguar-watching excursion. Cruise the Pantanal for days, taking in ever-changing landscapes while birdwatching, joining riverine community visits, and savoring authentic regional dishes.

These experiences prove that the Amazon and Pantanal are far more than destinations—they are places of connection, learning, and transformation. Visit feel.visitbrasil.com to explore everything Brazil has to offer!

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