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Structuring and Promotion of the Combú Route

Client projects

Period and duration

April to December, 2025

Client

Sebrae Nacional, in partnership with Sebrae Pará

Coverage and location

Combú Island, Belém, PA, Brazil

Team

Raízes Team:

 Rota do Combú Team:

  • Átila Ximenes
  • Mônica Sâmia
  • Mateus Alves

 

 

 

The Combú Route Structuring and Promotion Project is an initiative of the Sebrae Nacional, in partnership with Sebrae Pará with Raízes Sustainable Development as its implementing partner.

It was created with the aim of promoting community-based tourism, valuing local culture, extend visitors’ length of stay, and generate more benefits for the community with less environmental impact.

To ensure that the project works in the long term, a local governance structure was created, formed by 14 enterprises selected for their track record and unique characteristics to serve a more demanding audience, including in relation to sustainability criteria. At the heart of the governance structure are three operators from the island itself, responsible for coordinating and organizing the experiences. This structure ensures that attractions are accessed responsibly and that the benefits of tourism are better distributed among residents.

In addition to the collective construction of the route, the project is taking care of the promotion and strategic positioning of the destination, with actions such as the creation of the Combú Route brand and visual identity, bilingual promotional material, institutional video, website, Instagram  and a famtour with selected operators and DMCs.

The project is also based on a market study that identified the five most strategic national and international markets for this specific tourism product. Namely: São Paulo, Rio de Janeiro, the Federal District, Minas Gerais, and Rio Grande do Sul; the US, France, Germany, the UK, and Portugal.
After its launch in Belém, the Combú Route will be launched nationally during ABAV-Expo 2025, in Rio de Janeiro, on October 8, at 11 a.m., at its own stand. The presentation at the largest tourism fair in Latin America aims to strengthen the presence of the Amazon region of Pará in the national and international tourism scene and make the Combú Route an important legacy of sustainable tourism for Belém after COP30.

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