The journey enabled Instituto Juruá and the Association of Agro Extractivist Residents of Baixo Médio Juruá (AMAB) to achieve maturity in developing a future community-based tourism initiative in the region

By: Julian Santiago and  Andressa Scabin

In the second half of 2024, Instituto Juruá participated in an innovation journey in sustainable tourism, organized by Phomenta and financed by Bancorbrás. During the journey, six members from Instituto Juruá and AMAB participated in various stages of group meetings and individual consultations, which provided strategic guidance from tourism industry specialists to enhance the project “Amazonian Connections: Science, Conservation, and Cultural Experiences in the Juruá.”

The project submitted for the journey was an innovative idea for the Médio Juruá region. It presents a unique approach that combines ecotourism, scientific tourism, and community-based tourism, aiming to engage visitors in immersive experiences that promote appreciation of Amazonian biodiversity and culture. Another highlight of the project is the co-construction of the proposal with 10 local communities, represented by the Association of Agro Extractivist Residents of Baixo Médio Juruá (AMAB). This approach fosters close involvement with the residents from the very beginning of the discussions about the tourism activities, which will ultimately be led by them.

Some of the objectives of this sustainable tourism initiative, planned to take place in a privately managed community-based protected area and surrounding communities in Baixo Médio Juruá, include promoting scientific dissemination, socio-environmental education, and visitor engagement in Amazon conservation. Additionally, the initiative aims to generate financial revenue both for the management of the protected area and for the surrounding communities.

Among the expected impacts of the project’s development and the future implementation of the sustainable tourism initiative in the region are the strengthening of the financial sustainability of the organizations involved, the expansion of knowledge about Amazonian socio-biodiversity among both local residents and visitors, and, consequently, increased environmental awareness and recognition of the vital role of traditional populations in the conservation of the Amazon.

The idea for developing the project and submitting it to the journey arose from the understanding that climate change is already a reality and has significantly impacted the productive chains of the region, affecting the income and food security of riverside communities. In this context, the sustainable tourism project emerges as an alternative to diversify income sources for these communities and support the management of a privately protected area that is being collaboratively developed by Instituto Juruá and AMAB.

During the five months of the journey, we initially participated in an experience-sharing module with 10 finalist organizations. After a new selection process, five of these organizations advanced to the second phase of the journey, which consisted of two modules of meetings along with individual consultations. The meetings in the first module included various activities that helped us improve the project, providing greater clarity on the path to take to achieve the proposed objectives. The meetings in the second module, along with individual consultations, assisted us in creating our first prototype. We concluded this module by testing the prototype in November.

The 1st Prototype of Community-Based Tourism in Baixo Médio Juruá:
The prototype test took place in the Lago Serrado community. The itinerary, developed by the Instituto Juruá team and community members, included a tour of the community with storytelling about its founding, the social organization process that led to the creation of AMAB, and one of the community’s main economic activities—the management of arapaima fish. This was followed by an interpretive trail and a tour of the managed lake, which offered opportunities for birdwatching, observing arapaima schools, and enjoying a breathtaking sunset. The day concluded with a regional afternoon coffee prepared by a local resident. The implementation of the prototype was essential for engaging and validating the community’s participation in the project and, most importantly, for fostering their willingness to welcome visitors and share their reality with the world.

The closing of the Sustainable Tourism Journey:

The closing event of the Sustainable Tourism Journey was held as a virtual event, streamed on YouTube, (https://www.youtube.com/watch?v=qrklToiKuVs), in which the five finalist organizations presented their matured projects in a ‘pitch’ format—quick presentations of up to 4 minutes aimed at engaging the audience by directly conveying the essence of their project. During this event, the 2 organizations that stood out throughout the journey, having their projects in advanced phases, were announced: Fábrica dos Sonhos (MG) and Sociedade de Pesquisa em Vida Selvagem e Educação Ambiental (PR). They won financial resources to invest in the execution of their projects.

Despite being a closing event, the journey is not over yet! Phomenta will continue to follow the development of the projects throughout 2025, including a planned technical visit in March. As the next steps to continue our sustainable tourism initiative, we plan to invest more time in a tool presented during the journey to deepen diagnostics with stakeholders and ensure greater participation of local communities in the co-construction of a new prototype to be tested. This will allow the sustainable tourism project in the region to ultimately become a community-based initiative.