Museu Da Amazonia - Musa

What Museu Da Amazonia - Musa does

Museu da Amazônia (MUSA) is a nonprofit private association of public interest founded on January 22, 2009, operating a 100-hectare living museum and botanical garden within the Adolpho Ducke Forest Reserve administered by INPA (Instituto Nacional de Pesquisas da Amazônia) in Manaus, Amazonas, Brazil. The institution combines natural history exhibits with cultural and scientific programming, offering vivariums (orchids, bromeliads, arachnids, butterflies, snakes, aquariums), seven forest trails totaling 5 km, a 42-meter observation tower with three canopy platforms, and rotating thematic exhibitions covering indigenous culture, paleontology, archaeology, and Amazonian biodiversity. Two operational units — the Núcleo de Arqueologia e Etnologia (NAE) and the Centro de Treinamento Agroflorestal (CTA) — anchor research and agroecological training respectively.

Musa generates revenue through a diversified mix including ticket sales (R$50 standard, R$25 half price, R$10 for Bolsa Família beneficiaries, with free admission for children under 5, people with disabilities, forest community members, and scheduled public institution groups), premium activity fees (R$70–140 for guided trails, tower visits, bird watching, and night trails), product sales via an online store, the R$500/year Amicus Flora tree adoption subscription, donations through the Amigos Musa program, and corporate/foundation sponsorships including Rouanet Law cultural incentives (Bemol, Fogás) and international grants (National Geographic Society, The British Academy). Customer segments span general tourists, school and university groups, researchers, and indigenous communities of the Negro River region, with institutional partnerships across UFAM, UEA, MPEG, ISA, IPHAN, FUNAI, FMT-HVD, and multiple indigenous federations. Governance is provided by a 14-member Administrative Council with General Director Ennio Candotti and Deputy Scientific Director Filippo Stampanoni.

Name

Museu Da Amazonia - Musa

Legal name

Museu da Amazônia - MUSA

Website

https://museudaamazonia.org.br

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Musa is a nonprofit living museum in Manaus, Brazil, occupying 100 hectares within INPA's Adolpho Ducke Forest Reserve, offering vivariums, forest trails, an observation tower, and rotating exhibitions on Amazonian biodiversity, indigenous culture, and archaeology to tourists, schools, researchers, and indigenous communities.

Ownership category

akta.pro rank

Headquarters

HQ city

Manaus

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Admission tickets to the museum and botanical garden, with tiered pricing for different visitor categories including students, seniors, and free admission for children under 5, people with disabilities, and forest communities.
2. Activity Fees: Revenue from premium activities including guided trails (R$70), sunrise/sunset tower visits (R$70), bird watching tours (R$70), night trails (R$140), and combined guided trail with sunset (R$140).
3. Donations and Memberships: Friends of Musa program accepting donations, with names displayed on panels for two years. Includes Amicus Flora tree adoption program at R$500 per year.
4. Sponsorships and Cultural Incentives: Funding from corporate sponsors (Bemol, Fogás), government cultural incentive programs (Pronac/Rouanet Law), and international organizations (National Geographic Society, The British Academy).
5. Product Sales: Revenue from the virtual store selling souvenirs, seeds, seedlings, essential oils, and other Amazonian products.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

MUSA operates a living museum and botanical garden spanning 100 hectares within the Adolpho Ducke Forest Reserve, offering permanent and temporary exhibitions of Amazonian biodiversity, vivariums with live flora and fauna, 34 thematic forest trails, and a 42-meter observation tower. It delivers educational programs, scientific research infrastructure, and guided cultural-environmental tourism experiences for visitors, researchers, and educational institutions.

Product overview

MUSA – Museu da Amazônia is a living museum and cultural institution occupying 100 hectares (1 km²) within the Adolpho Ducke Forest Reserve in Manaus. Founded in 2009 as a nonprofit private association of public interest, MUSA offers a unified portfolio of exhibits and experiences combining natural history and cultural heritage. Core offerings include Vivariums (living exhibits of orchids, bromeliads, arachnids, butterflies, mushrooms, snakes, and aquariums), Thematic Exhibitions (photography, paleontology, indigenous culture, fishing traditions), seven Forest Trails spanning 5 km, a 42-meter Observation Tower with canopy platforms, and Collections (archaeology, ethnology, paleontology, arts). Supporting programs include the Centro de Treinamento Agroflorestal (CTA) for agroecological training and community support, the Núcleo de Arqueologia e Etnologia (NAE) for research, the Amicus Flora tree adoption program, and the Amigos Musa donor program.

Differentiator

Problem solved

Functional benefit

Products and services

• General Museum Admission
• Guided Rainforest Trail Tours
• Observation Tower Experience (Torre de Observação)
• Vivarium Exhibitions (Viviário)
• Educational Programs for Schools and Institutions

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core, major and supporting.

• INPA (Instituto Nacional de Pesquisas da Amazônia)coreStrategic or Co-development PartnerMusa occupies 100 hectares within INPA's Adolpho Ducke Forest Reserve, one of the few urban primeval forests in the world. The reserve has been studied for over 60 years, providing the scientific foundation for Musa exhibitions and research programs.
• Universidade do Estado do Amazonas (UEA)coreStrategic or Co-development PartnerAcademic partner represented on the Administrative Council, providing research collaboration, student involvement, and educational program development for Amazonian sciences.
• Museu Paraense Emílio Goeldi (MPEG)coreStrategic or Co-development PartnerPartner museum represented on Musa Administrative Council, collaborating on research, exhibitions, and the interchange of collections related to Amazonian biodiversity and culture.
• Universidade Federal do Amazonas (UFAM)coreStrategic or Co-development PartnerFederal university partner represented on Administrative Council, providing academic collaboration, paleontological research (including Rosalie Benchimol collection), and educational programs.
• Projeto Amazônia ReveladamajorStrategic or Co-development PartnerResearch initiative mapping Amazonian cultural legacies, collaborating with Musa on archaeological exhibitions and documentation of historical occupation patterns.
• IPHAN (Instituto do Patrimônio Histórico e Artístico Nacional)majorStrategic or Co-development PartnerNational heritage institute that registered the Traditional Agricultural System of the Negro River as intangible cultural heritage, partnering on the 'Aturás Mandiocas Beijus' exhibition.
• ISA (Instituto Socioambiental)coreStrategic or Co-development PartnerSocioenvironmental institute collaborating on the 'Peixe e Gente' exhibition and ongoing research on traditional fishing practices and indigenous knowledge of the Negro and Tiquié Rivers.
• INCRA (Instituto Nacional de Colonização e Reforma Agrária)supportingOthersNational agrarian reform institute that established the Água Branca settlement where Musa's Agroforestry Training Center (CTA) is located.
• Universidade Federal do Acre (UFAC)supportingStrategic or Co-development PartnerFederal university collaborating on paleontological research in the Upper Purus region (Boca do Acre), with joint laboratory facilities for fossil study and scientific dissemination.
• Indigenous Associations (ACIMRN, FOIRN, AEITY, Atriart, ACIMET)coreStrategic or Co-development PartnerFederations and associations representing indigenous communities of the Negro River region, collaborating on exhibitions documenting traditional knowledge, agricultural practices, and fishing techniques.
• Fundação de Medicina Tropical (FMT-HVD)supportingStrategic or Co-development PartnerTropical Medicine Foundation partnering with Musa on the snake vivarium since 2015, providing ophidism expertise and research collaboration for education and biotechnological study.
• Instituto MamirauásupportingStrategic or Co-development PartnerSustainable development institute represented on the Administrative Council, contributing to conservation and sustainable development initiatives.
• FUNAI (Fundação Nacional do Índio)supportingStrategic or Co-development PartnerNational Indian Foundation providing support and historical photographs for indigenous exhibitions and cultural documentation projects.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• New York Botanical Garden: Large US nonprofit botanical institution with 250 acres, leading research programs, and a diversified revenue model across admissions, memberships, retail, and events. Relevant broad incumbent for benchmarking institutional governance and recurring revenue design.
• Singapore Botanic Gardens: UNESCO World Heritage tropical botanical garden operated by Singapore's National Parks Board. Broad incumbent demonstrating how a tropical botanical institution combines living collections, ticketed experiences, and event revenue at scale.
• Kew Gardens (Royal Botanic Gardens, Kew): World-leading botanical institution operating 300+ acres of gardens, research programs, and major visitor attractions in the UK. Broad incumbent providing a benchmark for monetization through ticketing, memberships, sponsorships, and global brand partnerships.
• INPA - Instituto Nacional de Pesquisas da Amazônia: Brazilian federal research institute that owns the Adolpho Ducke Forest Reserve where Musa is located. Operates as a broader research and conservation incumbent with scientific mandate, training programs, and a campus in Manaus that includes open visitor facilities.

Direct peers

• Jardim Botânico de São Paulo: Major Brazilian botanical garden with 360 hectares of native Atlantic Forest, including living plant collections, themed gardens, and research programs. Direct peer in terms of botanical garden operations, educational programming, and ticketed nature experience delivery within Brazil.
• Parque Zoológico de São Paulo (Fundação Parque Zoológico de São Paulo): Major Brazilian zoo and conservation foundation in São Paulo combining living animal collections, botanical elements, and educational programming. Comparable as a ticketed, nonprofit nature-based visitor attraction serving families, school groups, and tourists in Brazil.
• Jardim Botânico do Rio de Janeiro: Historic 140-hectare botanical garden in Rio de Janeiro operated by the federal government. Direct peer combining living plant collections, research, and cultural programming with ticketed public access and educational tours in a Brazilian context.
• Fundação Zoobotânica de Belo Horizonte: Minas Gerais state institution operating the Jardim Botânico da Fundação Zoobotânica alongside the Belo Horizonte Zoo. Direct peer combining botanical gardens, living animal collections, and environmental education under a single nonprofit foundation.
• Museu Paraense Emílio Goeldi (MPEG): Brazil's leading Amazonian museum and botanical garden based in Belém and Carajás. Direct peer operating vivariums, exhibitions, and research collections with a similar mission of preserving and presenting Amazonian biodiversity and indigenous culture. MPEG is explicitly represented on Musa's Administrative Council.

Regional players

• Fundação Vitória Amazônica: Brazilian Amazon-focused nonprofit that promotes conservation and sustainable development in Amazonas state. Regional player operating in the same Amazonian geography with overlapping conservation, research, and indigenous partnership themes, though without a ticketed visitor attraction component.

Market position

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/museu-da-amazonia---musa

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Museu Da Amazonia - Musa