Is the world ready for a COP in the middle of the Amazon?

In less than a month’s time, COP30 kicks off in Belém, Brazil, deep in the heart of the Amazon rainforest. It’s a location that’s rich in symbolism, but one that’s also raising eyebrows across the climate and corporate communities. 

On paper, it’s a powerful image. Holding the world’s most significant climate summit in the lungs of the planet sends a clear message. But in practice, it’s proving to be a logistical headache. Belém is remote, infrastructure is limited, and for many organisations, it’s simply not practical or cost-effective to attend. 

As a result, we’re seeing a shift. Fewer corporates are heading to Belém itself. Instead, those heart set on heading to Brazil are focusing attention on the country’s business hubs, namely São Paulo and Rio de Janeiro. These two megacities are where many of the companies and contacts we work with are choosing to base themselves. Interestingly, Rio doesn’t even have a formal COP agenda, yet it’s still drawing more corporate interest than the official host city.

This contrasts sharply with the energy we saw at Climate Week NYC just a few weeks ago, where business engagement was at an all-time high, with the conversation focused on resilience, delivery, and tangible action. And looking ahead, Davos is expected to see a strong corporate turnout, reinforcing the view that COP30 may be more about political theatre than private sector mobilisation.

The climate finance world is increasingly calling for less talk about ambition and more focus on delivery. Yet this year’s COP feels more performative than practical. The choice of location, while noble, may be contributing to that perception.

Even the delegate list tells a story. From the UK, Prince William is attending, not the Prime Minister or the King (a long-time climate advocate who has been to many a COP in his time). Keir Starmer went to COP29 in Baku. Before him, Rishi Sunak, Boris Johnson and Theresa May were regulars. This year, it’s rumoured that figures like Rachel Kyte, Ed Miliband and Yvette Cooper will represent the UK. Whilst strong representation is present, of course, the shift away from the top job attendees speaks volumes.

It’s not just the UK. Donald Trump’s views on climate are well known, and with global attention pulled towards conflict, elections and economic pressures, COP30 risks being overshadowed. There are also whispers that it’s the opinion (and wrath) of the man in the White House that is deterring many would-be attendees from going.

Next year’s COP is expected to be hosted in Turkey or Australia - both more accessible and commercially active locations. That could mean a return to stronger corporate engagement. But for now, COP30 feels more symbolic than strategic.

That said, it’s worth remembering that COPs are famously unpredictable. Decisions are often made at the last minute, and plans can change overnight. We’ve booked platforms for clients at COPs like Dubai right up to the wire. Sometime, Belém may feel quiet now, but things could shift quickly.

Pre-COP activity in São Paulo is already drawing attention. Bloomberg is focusing its coverage there, hosting its Business and Finance Forum to convene leaders from finance and industry. FT and Reuters are in Belém tracking the high-level negotiations, with Reuters maintaining a presence in the Green Zone through live debates and executive meetings. Sky News, as with many other outlets, is opting for pure reportage, with no advertised events or activations. Even The New York Times, a usual COP stalwart, has described COP30 as a logistical headache, a sentiment echoed across the press. There’s a noticeable pivot: less emphasis on flashy media activations, more on thoughtful storytelling and remote coverage.

So, what’s driving this shift? Is it the location — a beautiful but remote setting that’s hard to reach and harder to work from? Or is it the broader political and economic context that’s pulling focus away from climate?

Whatever the reason, COP30 is shaping up to be a different kind of summit. One that’s quieter, more symbolic and perhaps less business-led than we’ve seen in recent years.

And maybe that’s okay. Maybe a COP in the middle of the Amazon is precisely what the world needs — not to do deals, but to reflect on what’s at stake and remind the world about nature. 

Just don’t expect the usual fanfare.