Can the ocean economy in Brazil become blue?

Purpose - This study aimed to identify the potential for economic activities related to the ocean economy in Brazil to become blue economy (BE) activities, in which the concept of the Sustainable Development Goals (SDGs) is central. Design/methodology/approach - To achieve the aim, the authors collected information on the SDGs and estimated data from the ocean economy sectors for the 256 Brazilian coastal cities. The authors predicted the indices for potential development of territories and sectors in the BE using two parameters: employed persons (EP) and sectoral added value (AV). Findings - The results show that the capitals of coastal states present the highest potential indices for the BE, especially Rio de Janeiro, which accounted for 83.3% of sectoral added value in the Brazilian ocean economy with potential for sustainable development and generated 107,800 active formal jobs (26.9% of the country's total). In addition, restaurants, hotels and similar establishments are, on the Brazilian coast, the most frequent on the coastal zone and have the highest potential for BE activities. Originality/value - Regarding its contributions, this research innovates by developing an indicator that can help stakeholders understand the similarities and differences between cities and regions, whether through a social, economic, or environmental lens. Therefore, by following this methodological path for measuring the BE, viewing the distinct patterns of sustainable development by area is possible, thereby supporting action plans for the fulfillment of the 2030 Agenda and the implementation of a marine spatial planning process for the country in the context of the Ocean Decade (2021–2030). Peer review - The peer review history for this article is available at:https://publons.com/publon/10.1108/IJSE-02-2023-0112