Conhecer

What Conhecer does

Conhecer (legal entity: Forma Turismo, trade name Forma Conhecer) is a Brazilian educational tourism operator founded in 2015 and headquartered in São Paulo, operating nationwide across all five Brazilian regions with 158 employees. The company designs and executes customized pedagogical field trips (roteiros pedagógicos) and Estudo do Meio study excursions for K-12 schools — both public and private — from Early Childhood through High School, bundling transportation, monitoring, insurance, curriculum alignment, and 24-hour support. Its portfolio also includes specialized programs such as Turismo Cívico (civic-education tours of Brasília, operated under concession from the Distrito Federal Tourism Secretariat) and Volunturismo (volunteer tourism in environmental preservation areas such as Vale do Ribeira, Pantanal, and Porto Seguro), plus exclusive licensed experiences at Mauricio de Sousa Produções studios, the Sítio do Picapau Amarelo themed park (in partnership with Organizações Globo and the Monteiro Lobato family), Sampa Sky, iFly Brazil, HQ Lab, and Day Camp Conhecer at Eldorado Atibaia.

The operating model is built on a proprietary technology stack: Conhecer Smart Pass RFID wristbands that store student medical and registration data and control activity access; Monitorgram, which pairs wristband scans with photos and instantly SMS-delivers them to parents; Rádio Visitação, an audio system for guided tours in noise-restricted spaces; and the Forma Conhecer mobile app (Apple Store and Google Play), which handles registration, medical forms, and payment. Revenue is generated per trip through transaction fees paid by parents via the app (credit card or PIX) and via quote-based school contracts; pricing is not publicly disclosed. Go-to-market is sales-led and event-driven, targeting school administrators, coordinators, and teachers through direct outreach, Instagram, WhatsApp, a content-marketing blog, and SEO, with school contracts originated through website contact forms.

Name

Conhecer

Legal name

Forma Turismo

Website

https://formaconhecer.com.br

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Conhecer (Forma Conhecer) is a São Paulo-based Brazilian educational tourism operator that organizes customized pedagogical field trips for K-12 schools nationwide, bundling transportation, monitoring, safety technology, and exclusive licensed attractions under the Forma Turismo parent.

Ownership category

akta.pro rank

Product category

Educational Tourism Services

NAICS

Tour Operators (56152), Tour Operators (561520), Travel Agencies (561510), Travel Arrangement and Reservation Services (5615)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

School Group & Curriculum-Led Trips (THAKAGAB)

akta.pro secondary industries

Student & Youth Educational Tours (THAKAGAA), Group & Small-Group Custom Itinerary Planning (THAKAOAF), In-Country Logistics Coordination & Itinerary Management (EDAIANAE), Bespoke Multi-Day Itinerary Planning & Custom Tour Design (THAJALAB)

Keywords

• Educational tourism services
• Pedagogical field trips
• School study tours
• Curriculum-aligned travel
• Student trip operations

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Educational Tour Services: The company generates revenue through service fees for organizing and operating educational trips and pedagogical tours. Schools pay for customized tour itineraries, transportation, monitoring, insurance, and support services. Payments are processed exclusively through the Forma Conhecer mobile application via credit card or PIX.
2. Exclusive Products and Experiences: Revenue from exclusive products including visits to Mauricio de Sousa Produções, HQ Lab workshops, Sampa Sky experiences, iFly indoor skydiving, and Day Camp Conhecer. These are sold as standalone experiences or bundled with tour packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Forma Conhecer organizes and operates customized pedagogical field trips and educational travel programs for Brazilian schools from early childhood through high school. The company builds curriculum-aligned itineraries, provides transportation, qualified monitors, safety technology (RFID wristbands), real-time parent communication (SMS photo updates), insurance, and 24-hour support, complemented by exclusive licensed experiences such as visits to Mauricio de Sousa Produções, Sítio do Picapau Amarelo, Sampa Sky, iFly, and HQ Lab workshops.

Product overview

Forma Conhecer is a pedagogical travel operator offering personalized educational itineraries as a unified service portfolio. The core offering consists of Roteiros Pedagógicos (customized educational trips) and Estudo do Meio (field-based learning methodology), complemented by specialized programs like Turismo Cívico (civic tourism in Brasília) and Volunturismo (volunteer tourism). Exclusive licensed products include visits to Mauricio de Sousa Produções, the HQ Lab interactive comic workshop, Sítio do Picapau Amarelo theme park, Sampa Sky panoramic experience, and iFly indoor skydiving. The Day Camp provides day-long outdoor activities. Technology is embedded throughout via the Forma Conhecer App (for registrations and payments), Conhecer Smart Pass (RFID wristband access), Monitorgram (photography with instant parent notifications), and Rádio Visitação (guided tour audio system). The company serves schools across Brazil from Early Childhood to High School.

Differentiator

Problem solved

Functional benefit

Brands

• Mauricio de Sousa Produções (visita): Exclusive guided tour of the Mauricio de Sousa Produções studios, operated by Forma Conhecer, where students learn about the comic creation process of the Turma da Mônica characters.
• HQ Lab
• Sítio do Picapau Amarelo
• Sampa Sky
• iFly
• Day Camp Conhecer
• Turismo Cívico
• Volunturismo

Products and services

• Roteiros Pedagógicos (Customized Pedagogical Itineraries) Personalized pedagogical itineraries designed to complement school curricula, serving students from Educação Infantil (early childhood) through Ensino Médio (high school) across all five regions of Brazil. Each itinerary is customized based on the school's curriculum, teaching plan, and learning objectives.
• Estudo do Meio (Field Study) A pedagogical methodology that combines theory and practice through field trips and experiential learning, helping students develop critical, investigative, and reflective perspectives on their surroundings.
• Viagens Pedagógicas (Educational Trips) Educational travel experiences that serve as extensions of the classroom, promoting interdisciplinary activities and complementing school teaching plans with a focus on safety and technology integration.
• Turismo Cívico (Civic Tourism Program) A civic tourism program operated in partnership with the Secretary of Tourism of the Federal District, visiting government institutions and cultural heritage sites in Brasília to promote citizenship awareness and political education among students.
• Volunturismo (Volunteer Tourism) Volunteer tourism program that transforms study trips into immersive experiences where students share knowledge and work with communities in environmental preservation areas.
• Visita à Mauricio de Sousa Produções Guided two-hour tour of the Mauricio de Sousa Studios where students observe the creation process of Turma da Mônica (Monica's Gang) comic books, visiting five distinct spaces. Available Tuesday through Friday, mornings and afternoons.
• HQ Lab (Interactive Comic Workshop) Interactive comic workshop conducted within schools where children create their own Turma da Mônica stories using a giant comic book format, promoting creativity and teamwork.
• Sítio do Picapau Amarelo Licensed thematic park developed with Organizações Globo and the Monteiro Lobato family, offering educational activities in nature at Atibaia, São Paulo, based on Monteiro Lobato's classic Brazilian children's stories.
• Sampa Sky Exclusive educational experience at Mirante do Vale featuring four glass decks with panoramic views of São Paulo, allowing students to explore the city's history in an interdisciplinary educational format.
• iFly Brazil (Indoor Skydiving) Indoor skydiving experience using STEM methodology (Science, Technology, Engineering, Mathematics) to teach flight physics and techniques in an engaging format.
• Day Camp Conhecer Full-day outdoor activity program at Eldorado Atibaia Eco Resort featuring sports, recreational, and ecological activities with complete supervision by the Conhecer monitoring team from departure to return.
• Forma Conhecer Mobile App Mobile application for registrations and payments, available on Apple Store and Google Play, enabling parents to manage student enrollment, medical information, and complete purchases via credit card or PIX.

Quantifiable outcome

• Over 25,000 students transported on educational tours
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• Mauricio de Sousa ProduçõesflagshipStrategic or Co-development PartnerExclusive partnership for operating guided tours of Mauricio de Sousa Produções studios in São Paulo. Students experience the creative process behind Turma da Mônica comics and products. Tours include five distinct spaces, with two-hour guided experiences available Tuesday through Friday, mornings and afternoons. This is a flagship exclusive product driving significant educational tourism value.
• Organizações Globo and Monteiro Lobato FamilyflagshipOEM/ Whitelabel/ Licensing PartnerLicensed official partnership for the Sítio do Picapau Amarelo theme park, created in partnership with Globo organizations and the Monteiro Lobato family (rights holders). The park offers an educational experience based on the classic Brazilian children's stories, with activities designed for children to learn about Brazilian culture in a fun, immersive environment located in Atibaia, São Paulo.
• Secretaria de Turismo do Distrito FederalcoreStrategic or Co-development PartnerOfficial exclusive operator of the Civic Tourism Program (Turismo Cívico) in Brasília, an initiative by the Federal District Tourism Secretariat. The program promotes citizenship awareness, political education, and cultural appreciation among students by visiting government institutions and monuments in Brazil's capital.
• Sampa SkyminorStrategic or Co-development PartnerPartnership for exclusive educational tours at Sampa Sky, located in the Vale building (São Paulo's tallest building). Students experience panoramic views from glass decks and learn about São Paulo's history in an interdisciplinary educational format.
• iFly BrazilminorStrategic or Co-development PartnerPartnership for educational indoor skydiving experiences that incorporate STEM (Science, Technology, Engineering, Mathematics) learning. Students experience flight physics while learning basic concepts in an engaging format.
• BeGreen Urban FarmsminorStrategic or Co-development PartnerPartnership for mini-vertical garden and composting workshops at urban farms. Students learn sustainable practices and take home hydroponic vegetables, combining environmental education with hands-on activities.
• Eldorado Atibaia Eco ResortminorOthersVenue partner for Day Camp Conhecer activities, offering sports, recreational, and ecological activities in a resort setting. Students experience a full day of outdoor activities with Conhecer monitoring team supervision.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• EF Educational Tours: EF Educational Tours is one of the largest operators of curriculum-tied school group travel worldwide, offering custom itineraries aligned to school subjects. Comparable to Conhecer in product, customer (educators), and curriculum-aligned pedagogical positioning.
• Tripadvisor Experiences: Tripadvisor is a global attractions and experiences marketplace with strong Brazil coverage, listing operators like Sampa Sky, iFly, and Mauricio de Sousa tours. Comparable as an upstream distribution channel that competes for parent-led bookings of Brazilian attractions.
• Decolar (Despegar): Decolar is Latin America's leading OTA with packaged tour and group offerings, including Brazil. Comparable as a travel arrangement/reservation competitor with scale that could pressure Conhecer on price or distribution for school bookings.
• CVC Brasil: CVC is the largest travel operator in Brazil, selling packaged tours and group travel. Comparable as a broad incumbent in Brazilian travel that could move into or compete with Conhecer's K-12 group travel niche.
• Worldstrides (Brightspark Travel): Worldstrides is the global leader in K-12 educational travel, running curriculum-aligned school trips at much larger scale. It is highly comparable as a direct analogue of Conhecer's model in a more mature, English-speaking market, validating the category economics.

Direct peers

• ACIS (American Council for International Studies): ACIS is a long-standing US operator of curriculum-aligned middle and high school group tours. Directly comparable in target market (K-12 educators), pedagogy-first positioning, and custom itinerary model.
• STA Travel / StudentUniverse: StudentUniverse historically targets student and youth travelers with discounted flights, hotels, and group tours. Comparable as a youth/student-travel specialist, though its model is more transactional than Conhecer's curriculum-led one.

Others

• Sympla: Sympla is Brazil's leading event and experience ticketing platform. Comparable as adjacent ecosystem infrastructure that handles online ticket sales for Brazilian experiences — potentially relevant if Conhecer expanded distribution beyond its own app.
• Mauricio de Sousa Produções: Mauricio de Sousa Produções is the exclusive content licensor and partner for Conhecer's flagship "Visita MSP" tour. Relevant as the underlying IP owner whose brand power underwrites Conhecer's most differentiated educational product.

Regional players

• Explorer Chick (TourGroup Latam): Brazilian group tour operators (e.g., Turistik, Berrante Cultural) organize school and corporate group travel domestically. Comparable as direct competitors in the same Brazilian group-travel category serving school segments.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/formaconhecer
• LinkedInlinkedin.com/company/formaconhecer

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Conhecer