ABAV | CLIMATE STRATEGY, MOBILIZATION, AND CONTENT
In search of allies for regeneration.
How we turned the climate emergency into a relevant and actionable agenda for the tourism sector.
The Real Problem
Tourism is among the sectors most vulnerable to the effects of climate change. Extreme weather events, environmental degradation, and biodiversity loss threaten destinations, communities, and businesses.
But this connection still needed to take center stage in the sector’s discussions. The challenge was not only to raise awareness about the climate crisis, but also to show how tourism can address it with concrete solutions, new practices, and opportunities for local communities.
The Strategic Shift
Instead of creating yet another panel on sustainability, we designed a mobilization journey that brings together inspiration, knowledge, and action before, during, and after the ABAV Expo.
And so “Jornada 2030 – Strategies for Thriving in the Face of Climate Challenges” was born—the first event in the history of ABAV Expo dedicated to discussing climate solutions, sustainability, and regeneration for tourism.
The strategy brought together experts, environmental organizations, businesses, government officials, entrepreneurs, and indigenous and Quilombola leaders, placing diverse knowledge and experiences at the center of the discussion.
What We've Set in Motion
More than 450,000 accounts in the segment reached
Overall, the campaign reached more than 450,000 accounts on Instagram and YouTube, connecting the climate agenda to both industry professionals and tourism consumers.
204.614
accounts
's Instagram followers
249.378
accounts
's YouTube views
23.465
interactions
with content from
on Instagram
2.644
clicks
for ABAV's channels and
platforms
A story followed both inside and outside the Expo
As a result of the project, the Ministry of the Environment and Climate Change recognized the importance of the initiative and invited ABAV to present the web series at the 5th National Conference on the Environment.
The event went beyond the confines of the Expo and opened up a new space for dialogue between tourism, environmental policies, and ecological transformation.
The web series “Passport to the Future” surpassed 21,000 views on YouTube, while more than 400 people attended the “Jornada 2030” event in person.
The content transformed experiences in regenerative tourism, decarbonization, and innovation into accessible stories, bridging the gap between technical knowledge and the choices made by professionals, destinations, and travelers.
From ABAV Expo to a national agenda
The consequence
Jornada 2030 has carved out its own space for the climate agenda within ABAV. More than just hosting an event or producing a web series, we have brought together environmental knowledge, local experiences, and industry interests into a narrative capable of mobilizing professionals, organizations, and public institutions.
Our role: to turn the climate emergency into an agenda that is understandable, relevant, and actionable for the tourism industry.
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