November 2023 - Gondwana Brasil

The Brazilian potential for Afrotourism

Afrotourism has been growing steadily in Brazil and has shown great potential in the national market. And how could one not look at afrotourism in the world’s blackest country outside of Africa? Did you know that Brazil has the largest black population on the planet, second only to Nigeria? According to the Brazilian Institute of Geography and Statistics (IBGE) – the main provider of data and information at the federal, state, and municipal levels – 54% of the Brazilian population is black.

Today, November 20, is a national holiday commemorating Black Consciousness Day – and also Zumbi Day, one of the symbols of resistance and struggle of Africans against enslavement in the context of colonial Brazil. The date refers to the death, in 1965, of this great leader of the Quilombo dos Palmares, located between the states of Alagoas and Pernambuco in the Northeast region of Brazil.

That’s why we chose to bring more information about the black population and the immense Brazilian potential for afrotourism on this date.

Are you in?

Understanding the concept of afrotourism

Photo: Renato Vaz/Embratur

By the definition of the University of São Paulo (USP), afrotourism is tourism based on black communities, involving Afrocentric tourism experiences that seek to highlight the black participation in the formation of our society. It is a branch of cultural tourism.

This year, the Brazilian Agency for International Tourism Promotion (Embratur) announced that afrotourism is the central axis of its current management. In addition to various initiatives to combat racism and strengthen Afro-entrepreneurship, promoting inclusion through job creation and income generation through tourism, Embratur has created a series of videos on YouTube on the topic.

Check out one of them below: a mini-documentary that presents the positive impact and further illustrates the practice in Brazil.

“Afrotourism is a true ancestral journey because it goes to the heart of Brazil, built and founded by the peoples of the African diaspora. It is also a tool that points to solutions arising from the strength of our cultural complexity, which can be seen from various angles, such as religiosity, gastronomy, music. Afrotourism experiences not only enchant but also have the power to connect and transform lives. It is black culture inventing and reinventing Brazil for the world!”says the description.

Partner initiatives that we offer to our clients

For several years, Gondwana has been offering afrotourism itineraries and experiences. One example is the “Pequena África” (Little Africa) itinerary, a nickname given by the samba composer Heitor dos Prazeres (1898-1966) to the area covered by the neighborhoods of Saúde, Gamboa, and Santo Cristo in the port zone of the city of Rio de Janeiro. It is occupied by a predominantly black population.

It has charming bars and fascinating places such as Cais do Valongo, Cemitério dos Pretos Novos, and Pedra do Sal, whose history is intimately linked to the transatlantic slave trade, the African diaspora, and the birth of samba. Also in the region are the hill and favela of Providência, the oldest in the city.

Some tours involve black female entrepreneurship, such as the women of Sou Mais Carioca, who take visitors to explore the Marvelous City.

Also in Rio, we offer an authentic experience on Morro da Babilônia, with our incredible guide Edson Vander, known as Eddie. The hill is home to two communities, Morro da Babilônia and Chapéu Mangueira, located between the neighborhoods of Botafogo, Urca, Leme, and Copacabana in the city of Rio de Janeiro. Born in the area, Eddie takes visitors on a tour that includes learning about the reality of the local community and enjoying a breathtaking view of the Marvelous City.

Still in the state of Rio de Janeiro, but in the municipality of Paraty, we offer a visit to Quilombo do Campinho da Independência, which, in addition to Community-Based Tourism (CBT), has initiatives in agroecology, cultural activities, and the fight for differentiated education for the people who live there. The visit includes the sharing of these stories, actions, and presentations.

In Bahia, especially in Salvador and the Recôncavo Baiano region, we offer various experiences and itineraries. The capital of Bahia has 82% of its population made up of black people, the highest percentage in the country. Among the practical and fun activities are learning the “ginga” of capoeira, taking a percussion class to learn some of the best techniques to play instruments used in Brazilian music, or joining specialized teachers who will show how to dance the most traditional rhythms of Bahia and Brazil. Other possibilities in this afrotourism profile are the itineraries Cooking Class + Community Uruguai, Black Bahia, Mystical Bahia, and visiting the quilombo on Itaparica Island. We also recommend the cultural and religious tours of Afrotours Bahia.

Yes, Brazil is everything you imagine and more. Send us a message and offer your customers the best of destinations!

Other initiatives that are not yet partners, but we know of their credibility and want to learn more:

Guia Negro: a platform for experiences with black walks throughout Brazil.
Conectando Territórios: a tourism agency that shares Afro-Brazilian history in Rio de Janeiro.
Localiza 021: itineraries with black and sub(urban) narratives, also in Rio.
Rota da Liberdade: a Cultural and Tourist Program to Map the African Diaspora in the metropolitan region of Vale do Paraíba and the state of São Paulo.
Rotas Afro: tells the black stories of the cities of Piracicaba, Campinas, Vinhedo, and Rio Claro in the interior of São Paulo.
Rede BATUC: brings together quilombolas, indigenous people, family farmers, fishermen, riverside residents, pastors, agrarian reform settlers, and urban collectives. Promotes their tourist activities as a way to promote job creation and income and as an instrument of resistance and transformation in offering sustainable, responsible, and regenerative tourism. Recently received, at the Embratur booth at WTM in London, the Global Responsible Tourism Award in 2023, a great pride for the country.

The importance of tourism for anti-racism

Photo: Wolf Schram/Unsplash

Considering our socio-environmental responsibility here at Gondwana, it would be impossible to close our eyes and deny the social issues involving the black population in Brazil. Despite being a predominantly black country, the legacy of slavery carries with it social inequality and structural racism. This emphasizes the importance of tourism as a potential anti-racist tool.

All stereotypes related to poverty, crime, and lack of education are linked to the black population:

About 8% of the Brazilian population lives in favelas, according to a survey by the Locomotiva Institute in partnership with Data Favela and the Central Única das Favelas (Cufa). According to the survey, 67% of the population in favelas is black.
In prisons, 68.2% of the total people incarcerated in 2022 were black, according to the Brazilian Forum on Public Security (FBSP).
According to IBGE data, the illiteracy rate among blacks and browns dropped in 2022 to the lowest level (7.4%) in a historical series that began in 2016 in Brazil but is still more than twice that recorded among whites (3.4%).

Hence the importance of afrotourism in shedding light on these issues. More than anything, it recognizes the importance of these roots that shape the country, our culture, and existence. Moreover, practicing tourism from an Afro perspective breaks the cycle of Eurocentric narrative and, more importantly, generates income and dignity for these people, especially those on the margins of society, whether in traditional communities or in favelas.

We hope that our work continues to positively impact both those who receive and those who visit! If you want to know in detail about what we offer, contact our team.

New Visual Identity Highlights the “Brasil With S”

In Brazil, we were born and in Brazil, we are exalted. We are a bridge between worlds, cultures, people, and nature. We celebrate ‘Brasil with S’, with joy, sensitivity, and responsibility, connecting international travelers to precious Brazilian destinations, communities, and experiences.

Just as every piece of land and every element of nature carries a story, we believe that all stories should be respected. Diversity makes Brazil much more interesting, joyful, and inspiring. Whether it’s between humans or with nature, respect is the foundation on which our interactions foster healthy growth.

Around here, we say that the “Brazil with S” is this rooted, down-to-earth, genuine one. And it’s with this country that we want visitors to have a connection, to truly experience the reality of a good portion of the population, without filters. May it be an immersion beyond the breathtaking landscapes, but also through the culture, through the different ways of life; that connect and change the lives of each one who comes here.

And our new visual identity encompasses all of this! That’s why we’ve decided to share a bit with you about how this brand update process went and what’s new. Are you with us?

Starting from the beginning

Gondwana Brazil completed 22 years in 2023! And we know how much the journey to this point has meant for this collective construction, not only by those who are partners, also by the contribution of each person who has been part of our team of collaborators, as well as partner companies who have trusted and continue to trust us, and by those who, finally, have been amazed by the trips we provide. We even shared a blog post in April talking about our anniversary and sharing some highlights from our history. We recommend reading it!

And it was at this turning point that we also began to feel the need to express even more and better our essence through our visual identity, bringing more of what we are as a brand and company, more colors, more of Brazil, our values, etc. And we knew that the best way to do that was through a rebranding process.

Much has changed over the years. Let’s take a look together at the progression of our logo through this timeline.

2001

2005

2006

(We also created a “Gond Brazil” seal)

2015

Now in 2023, after research goes, research comes (as we say around here to express something that took some time to be accomplished), we came across Badauê, a creative curation company that resonates perfectly with our Brazilian energy and is also led by women.

The process was intense and involved a lot of conversations, to truly capture our essence, our values, and our goals for the years to come. It was quite gratifying to be part of this stage, and the result, finally, you can see below and in all of our brand communications from now on.

A little more about the rebranding process

We interviewed the creative team at Badauê to share a bit about the stages that included this new phase for us. Check it out below.

Gondwana: How was the creative process for structuring Gondwana Brazil’s new identity?

Badauê: Badauê had a profound, engaging, and immersive process with the brand, the company, and the team. The creation of Gondwana Brazil’s new identity was the result of a meticulous and highly strategic creative process. Our goal was to conceive a synesthetic and authentic identity, capable of capturing the company’s soul and reflecting its values, while also translating the diversity and multiculturalism of Brazil.

The starting point was a thorough research to understand the company in its market context, unraveling its rich ancestry, and identifying its essential values and aspirations. Based on this deep research, we developed a central concept that incorporated the four fundamental pillars of the brand: the Experience of Brazil, Responsible Tourism, Respect for People and Nature, and Women’s Entrepreneurship.

From this solid foundation, we created a captivating color palette, a unique typography, and visual elements that not only conveyed the company’s connection to Brazil, nature, celebrations, and continuous impact, but also evoked delicacy, strength, and love in a contemporary, expressive, and clear manner. After testing and refining, we strategically implemented the new identity across all touchpoints of the brand. The result is a robust, authentic, and genuinely Brazilian identity that communicates effectively and enhances the presence of Gondwana Brazil, allowing it to stand out in the market.

G: What was the most challenging aspect? And what was the most enjoyable?

B: The major challenge that guided Badauê’s entire creative and strategic process was undoubtedly to highlight Gondwana’s sway in a way that consolidated its essence into authentically Brazilian synesthetic elements, beyond the traditional ones already recognized by its international audience. We were confident that by doing so, we could differentiate it in its market and facilitate connections with its suppliers. This required a deep understanding of the company’s values and culture, as well as the ability to adorn the representation of Brazil’s diversity and multiculturalism, the core of Badauê-style projects.

As a result of this challenge, the most enjoyable aspect was seeing the identity take shape and evolve over time. The development of creative concepts, the choice of color palette, the creation of unique visual elements, and the design of the logo were all exciting moments and involved a lot of exchange with the Gondwana team. Additionally, the positive feedback from the Gondwana Brazil team during the process and then in the final presentation demonstrated that the new identity was achieving its intended goals. Overall, the satisfaction of seeing the identity come to life and surpass Gondwana’s expectations was the most rewarding aspect for the Badauê team.

G: In your opinion, what does this brand offer that is different from others?

B: The new identity of Gondwana Brazil à la Badauê presents a series of remarkable differentiators that set it apart from other brands. First and foremost, the brand stands out for its synesthetic approach, going beyond mere visual identity to create a complete sensory experience for its clients. This not only captures attention but also leaves a lasting impression, distinguishing the brand in a market often saturated with traditional approaches. Additionally, Gondwana Brazil stands out for its authenticity in representing the diversity and multiculturalism of Brazil. Avoiding common stereotypes, the brand celebrates the richness of different cultures in the country, making it relevant to a global audience in search of a genuine and rich Brazilian experience.

Another significant differentiator for Badauê is the strong emphasis on sustainable and social values. The inclusion of the four pillars of the brand – Experience of Brazil, Responsible Tourism, Respect for People and Nature, and Women’s Entrepreneurship – highlights the company’s commitment to sustainability and social responsibility. This is an important choice in a market where environmental and social awareness is constantly growing. The new identity of Gondwana Brazil skillfully balances tradition and modernity, connecting the past and the present in a contemporary and expressive representation. This resonates with an audience that values both cultural heritage and innovation, making the brand relevant to a wide range of consumers.

Finally, the positive feedback from the Gondwana Brazil team during the creation and implementation of the new identity is a clear sign of its effectiveness. The fact that the team identified with the identity and embraced it wholeheartedly demonstrates that we successfully achieved our goals, adding a human and engaging touch that sets it apart and enhances its potential.

And you, do you like what you’ve seen so far?

The variety of colors, textures, applications, icons, and graphic elements as well as the curation of photos and videos, express our Brazilian sociodiversity. So get ready to see many beauties around here!

Content Summary

Understanding the concept of afrotourism

Partner initiatives that we offer to our clients

Other initiatives that are not yet partners, but we know of their credibility and want to learn more:

The importance of tourism for anti-racism

Content Summary

Starting from the beginning

2001

2005

2006

2015

A little more about the rebranding process

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