Fifty years of deforestation in the Arc of Deforestation have put at risk species survival, ecosystem services and the stability of biogeochemical cycles in Amazonia, with global repercussions. In response, we need to understand the diversity, distribution and abundance of flagship species groups, such as primates, which can serve as umbrella species for broad biodiversity conservation strategies and help mitigate climate change. Here we identify the range, suitable habitat areas and population size of Vieira's titi monkey Plecturocebus vieirai and use it as an emblematic example to discuss biodiversity conservation and climate change mitigation in one of the largest deforestation frontiers. Our findings show that deforestation for agriculture and cattle-ranching expansion is the major threat to P. vieirai and is responsible for present (56%) and projected (14%) reductions in habitat area and population size. We also found that human-driven climate change affects the P. vieirai niche negatively, triggering habitat degradation and further population decline even inside protected areas. Primate watching can be a profitable alternative to forest exploitation on private, public or Indigenous lands in the Arc of Deforestation and is a way to shift the traditional, predatory extraction of natural resources from Amazonia towards sustainable land use based on biodiversity conservation at local, regional and global scales, local people's welfare and climate change mitigation. New models of land use and income generation are required to protect the unique natural and human heritages of the Arc of Deforestation and the life-supporting ecosystem services and products provided by Amazonia.