All potential but no vision
To help consolidate new sources of regional income and employment, key business player Anglo American sponsored a comprehensive study to pinpoint economic activities in sectors with high potential. The study took place in the State of Minas Gerais, in particular an area west of the iconic Serra do Espinhaço, with epicentre in the Municipality of Conceiçao do Mato Dentro.
Among other opportunities, the study unveiled latent potential in tourism. In spite of its remarkable natural assets and the importance of its historic-heritage sites, tourism in the region remains small and fragmented, delivering limited value to local communities. The size of the opportunity called for an ambitious whole new tourism vision capable of delivering regional integration and a marketable identity to attract both visitors and investors.