The agency
A love story with the sertão
It all began in 1997, with a woman who believed in the Peruaçu Valley and in what it could mean for Januária. We carry on her dream — now to show its beauty to the world.
Where it all began
One of the pioneers of tourism in Januária
In 1997, Elzina opened the city’s first travel agency, Escobar Turismo. At a time when the people of Januária had barely heard of tourism, she was one of those who helped awaken that interest — opening up itineraries, introducing the idea of travel and helping plant the seed of a destination few could see.
From 2003 on, she came to believe even more in the power of Peruaçu and in how much the valley could transform the region. She got closely involved with local tourism — coordinating Januária’s Tourism course, working at the city’s tourism office and helping stage festivals such as Comida di Buteco and Rota da Cachaça — always alongside many others who shared the dream.
A reimagining of the brand that started our story, back in 1997.
Our timeline
Nearly 30 years shaping the valley’s tourism
1997
The first agency
Elzina founds Escobar Turismo, one of the first in the city, and helps introduce Januária to the idea of travel and welcoming visitors.
2003
The power of Peruaçu
She contributes to the Tourism course and the city’s tourism office, helping professionalize the sector and create festivals.
2012
Time for family
Escobar Turismo closes so that Elzina could live closer to those she loved.
2026
A new beginning
Janela do Sertão is born, taking up the legacy with the purpose of sharing Peruaçu with Brazil and the world.
The legacy that lives on
A dream that became a family mission
In 2022, Elzina passed away, leaving far more than longing behind: she left a vision that the Peruaçu Valley could be one of Brazil’s great destinations. It is from that vision that Janela do Sertão is born, in 2026.
It was Elzina’s family who decided to revive the agency under a new name and a clear purpose. People who traveled the world, visited dozens of countries and celebrated destinations — and came back convinced of one thing: the sertão’s starry sky is even more beautiful than the Atacama’s. It’s that experience abroad, combined with our love for this place, that we put at the service of the region that raised us.
We didn’t arrive in a hurry or with ready-made formulas. We came to learn from those who have long been here — guides, drivers and valley residents — and to add to it. In Elzina’s memory, we move with care, respect and the will to do it right: to show Peruaçu to the world without trampling what makes it special.
Our purpose
Helping the Peruaçu Valley gain the recognition it deserves — and improving the lives of those who live here
Our work rests on three practical commitments:
Sustainable development
Growing while respecting the park and the dry forest, with small groups and itineraries that preserve what makes the valley unique.
Strength for the community
Generating income and opportunity for the region’s guides, drivers, guesthouses and artisans, so that tourism transforms local lives.
Peruaçu to the world
Professionalizing local tourism and bringing the beauty of the Minas Gerais sertão to travelers from Brazil and abroad.
Continue this story with us
Come discover Peruaçu with those who live for it
Explore our itineraries or get in touch. A Cadastur-registered operator, with ICMBio-accredited guides and roots in the valley since 1997 — with every trip, you support responsible tourism and the Peruaçu community.