Destination Amazon for Brasilia, Toronto and WTM

In a unique collaboration, the 8 member countries of ACTO are to create and showcase special events and promote the Amazon on a roadshow, final destination the World Travel Market

Destination Amazonia Year 2009 is a tourism initiative launched by the Amazon Cooperation Treaty Organisation (ACTO) in collaboration with the 8 Member Countries that are signatories to the Treaty for Amazon Cooperation – Bolivia, Brazil, Colombia, Ecuador, Guyana, Peru, Suriname and Venezuela.

ACTO, with a mandate to promote the sustainable and integrated development of the Amazon region, sees sustainable tourism in the Amazon as one of the vehicles to alleviate poverty and protect the environment in the region, while generating increased national incomes.

The designation of 2009 as Destination Amazonia Year is a collaborative initiative aimed at raising the profile of the region as a tourism destination and attracting increased numbers of responsible visitors to the Amazon in 2009 and beyond.

A range of activities, that include festivals (cultural, gastronomic and others), conferences and roundtables, special tourism expeditions by land and water, pageants and exhibitions, tourism fairs and sporting events, is in preparation by the member states.

These events are intended to introduce visitors to the body and soul of the Amazon – its cuisine, authentic cultural forms, biodiversity, ecological richness, magnificent landscapes, spectacular bird and animal life and engaging inhabitants.

The conferences and roundtables being planned for 2009 will also offer the opportunity for debate about issues and themes that relate to the future development and evolution of the Amazon region with a special focus upon the development of sustainable tourism in the region, and the challenges facing such development.

Starting in October of 2008 the Member Countries and ACTO will also participate in a special Road Show – a presentation of the Amazon in 3 cities. The first leg is “The Amazon and the World” in Brasilia where there will be a presentation before all foreign embassies accredited in the capital as well as to the tourism sector in Brasilia.

This event will take place in October and will be jointly hosted by the University of Brasilia (UNB).

Next will be “The Amazon in Toronto” – a 2-day event in Toronto from October 23 to 24 at George Brown College, the co-sponsor of the event. This event presents the Amazon to key members of the Toronto private sector and travel world.

The last leg is “The Amazon in London” at World Travel Market where Member Countries will have an opportunity to promote their Amazonia attractions to a world audience. At each leg of the Road Show the 2009 Calendar of Events will be announced.

One of the principal and important legacies of the Destination Amazonia Year 2009 initiative will be the creation of a tourism brand for the Amazon.

The tool of the tourism brand will give a living corporate identity to the region and, with its logo, will be a powerful statement of the arrival of the Amazon into the company of the world´s leading market destinations.

Work is in progress on the creation of this tourism brand for Amazonia and a process of consultation with regional stakeholders is in train in order to define the vision, position and narrative of the Amazon region.

Valere Tjolle