Authenticity & Community
Who gives the place its character? How can local voices, ownership, hospitality, and lived experiences shape the story?
Approach
Identity is the beginning of market relevance.
Start with what makes you unmistakable. Connect positioning, storytelling, trade education, and follow-up in one market-development journey.
The DNA philosophy
Tourism DNA is the combination of people, culture, places, experiences, and ambitions that makes a destination unique. That identity guides positioning, partnerships, and market development.
A flexible identity framework
Brasil DNA used A, G, C, and T as memorable anchors. Each new program can adapt the framework to its own identity and objectives.
Explore the adaptable identity framework
Gastronomy & Local Economy
Which flavors, traditions, producers, and supply chains express identity and distribute value locally?
Culture & Creative Economy
Which heritage, arts, music, design, crafts, and contemporary expressions create connection and differentiation?
Natural Treasures & Climate Responsibility
Which landscapes, ecosystems, and biodiversity define the place—and how should tourism support stewardship and resilience?
An adaptable framework—not a universal certification or fixed scientific methodology.
The 360° market-development journey
Discover
Align stakeholders, clarify goals, identify differentiators, assess readiness, understand priority audiences, and define success.
Position
Build the narrative, messages, partner architecture, content themes, activation roadmap, and KPI framework.
Activate
Deliver a connected mix of digital storytelling, education, PR, trade communication, in-person engagement, and virtual reach.
Convert
Capture qualified interest, facilitate meetings, support follow-up, track opportunities, report learning, and improve the next cycle.
Markets are built through consistency.
A typical activation window spans six to ten months, connecting education, visibility, events, and follow-up. Duration and activities depend on goals, budget, timing, and partner readiness.
- Brand and reputation compound over time.
- Trade partners gain knowledge before being asked to sell.
- Multiple touchpoints improve recognition and confidence.
- Leads can mature before, during, and after activations.
- Performance data informs sharper decisions and future editions.
How success is measured
Explore the KPI framework
Reach
Verified views, unique audience, media reach, content delivery, geographic coverage
Engagement
Opens, clicks, interactions, video views, content consumption, registrations
Relationship
Qualified profiles, attendance, meetings, introductions, media/trade participation
Opportunity
Meeting requests, leads, follow-up status, partnership discussions, pipeline indicators
Learning
Audience interests, market feedback, partner satisfaction, content performance, readiness gaps