Marketing de Turismo: Perfil “@Vemfortalezear” como estratégia midiática turística

Abstract

This article examines the @vemfortalezear profile, created by the City Hall of Fortaleza on Instagram as a media strategy to promote local tourism in the post-COVID-19 pandemic period. Launched in 2022, the profile aims to attract both tourists and residents by highlighting the city's natural beauty, historical heritage, and cultural attractions. The research is based on a qualitative analysis using secondary data provided by the company managing the profile and engagement metrics from social media. With over 31,000 followers, the profile employs a visual and multimedia approach to make the tourist experience tangible, in accordance with the concepts of digital marketing and content marketing discussed by authors such as Perinotto and Siqueira (2018). The study also explores the role of social media in strengthening local identity and encouraging civic engagement. It concludes that @vemfortalezear is an effective strategy for promoting tourism in Fortaleza, contributing to cultural appreciation, increased tourist flow, and the enhancement of institutional communication with the public.